Crumbl Cookie’s hype constantly fluctuates, reaching its high with the influence of TikTok and fading as interest starts to decline. Co-founders Jason McGowan and Sawyer Hemsley created this franchise in 2017, intending to bake “the perfect chocolate chip cookie” (Crumbl Cookie). Crumbl entices new or returning customers for a sweet treat by introducing new cookie flavors decorated with colors and toppings. However, some may conclude that Crumbl Cookie is overhyped for the reasons of lacking consistency, being unnecessarily expensive, and relying on aesthetics rather than quality.
Social media platforms, mainly TikTok, have served as a source for Crumbl Cookie to get overhyped because it creates FOMO (fear of missing out) amongst teenagers and young adults. Influencers post weekly reviews fueling the hype of the cookies, often demonstrating them as one-of-a-kind. This buzz is misleading, as the reviews exaggerate the uniqueness of the cookies setting false expectations. Viewers gain an eager desire to experience what they see online which causes people to hop on the trend.
Although having a variety of flavors is exciting, the cookies eventually all taste very similar. The heavy usage of sugar and frosting covers the underbaked cookie, making it even more unhealthy. Many Clark students are realizing that the cookies are not as good as they seem. “I do enjoy the cookies sometimes, but I tend to feel bloated and heavy after eating them,” senior Armen Tankabakyan said. He is starting to believe that there is a lack of reliability because he frequently notices inconsistencies in the texture of cookies, causing the inability to justify the hype.
Crumbl has mastered its ability to make the cookies look aesthetically pleasing. Many can agree that the cookies look exceptional, delicious, and even ‘Instagram-worthy’ visually. The massive cookies are topped with chocolates, marshmallows, and sprinkles, creating a sugar paradise for visitors.
Realistically, these overly sweet cookies are unhealthy and have an artificial taste, but their exciting visual appeal distracts customers from realizing that the ‘sweet treat’ they enjoy contains the most refined and processed ingredients. Food and nutrition reporter, Hatty Willmoth wrote on Newsweek.com, “The combination of sugar, fat, and salt…is a recipe for metabolic disaster, as it is both fattening and addictive” (Willmoth).
In addition, these cookies are rather expensive. A single cookie costs $5 while a basic four-pack assortment costs $19. Parents are becoming annoyed with their teenage children constantly begging for Crumbl Cookie. “The cookies are very overpriced for the nutritional value being so low, which is not acceptable, ” mother of two Anita Asatourian said. She also mentioned that since teenagers often do not worry about the nutritional makeup of what they eat, they are easily influenced by the appealing cookies Crumbl has to offer. Due to that, she refrains from buying these cookies for her children and tries to find better alternatives.
Crumbl Cookie will continue to spark the interest of new customers and returning fans until they realize the truth behind it. An aesthetic-looking cookie is not worth declining one’s health, neither is it worth spending excess money on. Better-tasting and cleaner alternatives can be found at other bakeries or cafes that do not need to fight to stay relevant.
