In an unexpected turn of events, the cult-favourite American cookie chain Crumbl might soon be gracing the shores of Bondi Beach, following a recent unauthorised pop-up that took Sydney by storm.
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The Pop-Up That Started It All
Earlier this month, Bondi residents and visitors were treated to an unexpected sugar rush when a Crumbl Cookies pop-up appeared on Old South Head Road. The catch? It wasn’t actually the Crumbl company.
Enterprising individuals had imported the coveted cookies from overseas and set up shop, complete with the brand’s iconic pink branding and boxes. Despite selling the treats at nearly double their US price, hundreds of eager cookie enthusiasts lined up for a taste of the American sensation.
The unauthorised pop-up became an instant hit, with footage of the event spreading rapidly on social media. A TikTok post showcasing the pop-up went viral, catching the attention of not just local sweet tooths, but also Crumbl’s top brass in the United States.
Crumbl’s Swift Response
Initially threatening legal action, Crumbl’s leadership quickly pivoted when they saw the overwhelming response from Australian consumers. Jason McGowan, CEO and co-founder of Crumbl, arrived in Australia last week to scout potential locations for the company’s first Down Under outpost.
Mr McGowan revealed that while the company had been considering international expansion, the enthusiastic reaction from Australian consumers had significantly accelerated their plans to enter the market.
Despite the unauthorised nature of the pop-up, Crumbl has decided not to pursue legal action against the organisers. Mr McGowan said they just want to make sure that people get really good quality cookies and their brand is well represented.
What’s Next for Crumbl in Australia?
As of October 2024, the brand boasts 1,000 stores across the United States and Canada. The company is now looking to open its first Australian location, with plans to ask Aussies to vote on where it should be.
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While no official opening date has been set, it seems that Bondi residents might soon be able to satisfy their cookie cravings without resorting to unauthorised pop-ups or international shipping. The beachside suburb could be in for a sweet treat, as the brand considers making its Australian debut in this iconic location.
Published 11-October-2024
