Crumbl Cookies to Launch in Australia After Bondi Beach Pop-Up
- Crumbl Cookies plans to open stores in Australia after a fan-organized pop-up at Bondi Beach generated significant interest.
- The pop-up sold imported cookies for $17.50 each, despite complaints about their freshness.
- The company aims to capitalize on the strong demand and provide a genuine Crumbl experience in Australia.
In Australia, the popular US-based dessert brand Crumbl Cookies has decided to expedite its plans for opening stores following a viral pop-up event at Bondi Beach. This event was organized by fans who imported cookies from the US and sold them for $17.50 each, significantly higher than the usual price of $4.49 in the US. Although the cookies were criticized for being stale, the event generated substantial publicity and demonstrated a strong demand for the brand in Australia. Crumbl's co-CEO, Jason McGowan, visited Australia to explore potential locations for the new stores, including Bondi Junction and Circular Quay. He expressed surprise at the high prices and the willingness of customers to pay for the cookies. The company has acknowledged the support from Australian fans and is eager to provide a genuine Crumbl experience in the country. This expansion marks a significant milestone for Crumbl, which has over 850 locations in North America since its establishment in 2017. The situation mirrors the earlier international expansion of Krispy Kreme, which opened its first store outside North America in Sydney over 20 years ago. The pop-up organizers have since apologized and removed related social media content, leaving the financial success of the event uncertain.