TikTok’s most popular gourmet cookie shop is almost here
July 16, 2021
On July 29, Sioux Falls will gain access to one of the most popular gourmet cookie shops on the Internet.
Crumbl Cookies, which first opened in Logan, Utah in 2017, has received worldwide fame due to the popular social media platform, TikTok, where it has 1.5 million subscribers and regularly draws more than 100,000 views on its videos.
“Most of the people that come in are 16 years old, and they say that they have been dying to try our cookies,” said Brock Stokes, who is franchising the Sioux Falls location with his sister, Heather Berry.
“They already have the ‘Crumbl Craze’ when they come in here because lots of 16-year-olds and teenagers are on TikTok, so they have seen all of the reviews and content created by other fans.”
Crumbl first rose to fame on TikTok in February of 2021 when one of their weekly-flavor videos got 1 million views.
@crumblcookies WEEKLY FLAVORS: JULY 12-17 #crumbl #crumblcookies #tasteweekly #crumbltiktok #fyp
“These flavor videos drop every Sunday at 6pm and showcase each week’s flavors in a high-quality, glam-shot way,” Stokes said.
“Our entire concept caters perfectly to the TikTok sphere. TikTok users organically began making #crumblreview videos where they film themselves trying our cookies every week and ranking them. The hashtag has 75.4 million views and continues to grow every week.”
Stokes quite literally married into the ‘Crumbl family.’
“My childhood best friend, Sawyer Helmsley, is the co-founder of Crumbl, and also the person who introduced me to my now wife, who is also his cousin,” he said.
“We would all hang around his house because there were always fresh-baked cookies made from recipes passed down from his grammy.”
The expansion of Crumbl over the last four years has led to the opening of over 200 locations across the United States.
“The number of locations that we have changes every month by about 20,” Stokes said. “We are the fastest growing cookie company in the nation.”
For Stokes, opening a location in Sioux Falls was a no brainer, he said. The new store will be at Empire Place, the development in front of The Empire Mall that includes Chipotle Mexican Grill and Chick-fil-A.
“I grew up in a small town in Idaho, and I always have loved just how pretty South Dakota is,” he said.
“It is farms as far as you can see. It reminds me of my childhood home back in Utah, so I just fell in love with it.”
Crumbl changes their offerings every week. There will always be six flavors that customers can choose from.
“Our menu features more than 100 rotating flavors,” Stokes said.
“We will always have our chocolate chip cookie, and every other week we will have our Crumble Chilled Sugar Cookie, which is Hemsley’s grammy’s original recipe.”
New flavors are dropped every Sunday at 6 p.m. on Instagram, TikTok and all other social media platforms.
“Mondays have become incredibly busy – lines of TikTok creators out the door wanting to be the first creators to let their viewers know about the new flavors,” said Stokes. “People have begun driving hours to try our cookies because they see our videos and other creators’ content all over TikTok and Instagram. ”
“Our mission is to bring families and friends together over the best box of gourmet cookies,” Stokes said.
“My sister and I hope we are able to do that in Sioux Falls: bring everybody together, over Crumbl.”
