My first crumbl cookie tasting impressions:
1. The crumbl…read morebranding - in terms of the logo, the iconic pink packaging, the retail design, the interface and the merch - is disciplined design, well-done and fun.
2. Just because the branding is impressive, doesn't mean the cookie stacks up. Not so here. The flavor and density of our Secret Menu Cinnamon Roll cookie was a sweet delight. I especially loved the texture.
3. These aren't quite haute bakery cookies, ie Georgetown Cupcake when it first started, but they are pretty darn near close. What would bring them to that level? With the one cookie I tasted, the icing could be a little less overpoweringly sweet and more like a subdued buttercream. The cookie dough, however, is perfect.
4. The cookie was not warm when I got it but I expected that it would be. Was it supposed to be warmed? Maybe I've just been spoiled by the Austin, TX-based Tiff's Treats warmed cookie service. Growing up with Mrs. Field's cookies, their cookies were never warmed. Nor were cookies you could buy from any bakery around. Unless they were kind enough to give you what is just baked. So, maybe it was a presumptuous thought.
5. With over 1,071 franchises and counting, does the West Lebanon crumbl even need my review? There is a reason why this cookie company excels and flavor is at its core. How the local franchise fares will be interesting as it works out its new location kinks, ie there were only paper towels available instead of famous-crumbl branded napkins, and actually, there was only 1 piece of paper towel left on the roll. They were too busy serving up cookie orders so we just took our box and left.
6. The crumbl brand is consistent with 6 nationally-produced, rotating cookie (including a mini-cake) varieties each week. You can see the weekly flavors at https://crumblcookies.com under National Flavors.
7. To get to the Secret Menu cookie flavors -- which is kind of a gimmicky, nationally-driven label and probably should just be called Local Cookie Picks -- visit https://crumblcookies.com/flavors. Pick your city from the deliciously and originally designed map interface with thousands of cookie icons. It's not really a Secret because when you walk into the store the cookies are labeled, "Secret Menu," plainly. The concept I have experienced -- popularized by Georgetown Cupcake -- is that you went to their Facebook page, got the title of the Secret sweet and then mentioned it while ordering. You never knew the secret dessert was available at the counter unless you asked. I understand, however, that rolling out a concept like this in a national format may have have been challenging.
8. This cookie is worth its $4.50 price tag. In my estimation you are getting 2 cookies within the size of 1. The crumbl company believes you are getting 4 cookies from 1. I found an adorable crumbl cookie cutter in the online merch which easily cuts your large-sized cookie into 4 pieces to share. merch.crumbl.com
9. Speaking of online merch, they have a vast array of well-branded, reasonably-priced branded crumbl items. Other than the cookie cutter, there are hoodies, tees, socks, a plushie, a water bottle, a key chain, hats, bags and lapel pins.
10. So, crumbl also makes cake. I did not expect to find a cookie-sized mini cake when I visited, but there was one and I'm curious to try these sometime. Here is this week's mini cake product description from the page: "Two fluffy tiers of cake batter confetti cake generously layered with smooth vanilla buttercream and crowned with a dash of vibrant rainbow sprinkles."
11. Don't think you are going to find many places in West Lebanon which serve food - at all - up through 10pm outside of Denny's, McDonald's and Applebees. crumbl is open to serve cookies (as an important national food group) from 10am - 8pm, Monday through Saturday, friends.
NB-- If you are anti-franchise, yes, there is only 1 Katie's Cookies, and we do love them.
