Why Crumbl Cookies’ long-awaited Australian launch is suddenly looking uncertain
The arrival of Crumbl cookies in Australia is looking uncertain after about 57 of the cookie giant’s US locations were recently closed, with a further 55 franchise locations listed for sale. Slumping sales are thought to be behind the closures.
Biscuit lovers Down Under had been looking forward to its arrival here, but these latest developments have left those plans in doubt.
The future of Crumbl’s expansion into Australia is in doubt after closures in the US. Crumbl
“We are still planning to come to Australia, but don’t have a timeline yet,” a spokesperson for Crumbl told nine.com.au.
When asked about the potential timing, they said: “Definitely not this year”.
Aussies have been waiting almost two years for Crumbl to arrive, since an unofficial Crumbl pop-up in Sydney in 2024 triggered mass hysteria among cookie lovers, who flocked to Bondi for a chance to try out the viral cookies.
“We are still planning to come to Australia, but don’t have a timeline yet,” the brand says. Crumbl
Fans were thrilled when social media accounts claimed to be bringing Crumbl Cookies – which counts Kylie Jenner among fans – to Sydney.
Videos shared over a few weeks on TikTok account CrumblSydney announced a “one day Crumbl pop up” was coming to Sydney, and “Crumbl cookies are coming to Australia”.
Fan lined up to buy them at vastly inflated prices. They cost around $5 in the US, but went for $17.50 each in Bondi.
It was soon revealed the pop-up was the work of locals who had travelled to Hawaii and were so impressed with the cookies, they decided to bring hundreds back to Australia for resale, using the handle @Crumbe Cookies.
The US chain is a social media favourite and counts celebrities, including Kylie Jenner (pictured, right), among its fans. Instagram
Following customer backlash, Sawyer Hemsley, who co-founded Crumbl, took to social media to say: “It appears we need to expedite our visit to Australia. Please note this pop-up is in no way affiliated with @Crumbe Cookies.”
But fans are still waiting, and its arrival is now looking less certain. Hemsley has since stood down from the company.
However,, Crumbl will face serious competition if it does proceed with its move into the Australia market, with popular local biscuit brands already in place.
These include ButterBoy, an Australian gourmet cookie brand known for thick, New York City-style cookies baked fresh daily, and Brooki Bakehouse, which launched its signature chunky cookies across the country. Aussies can also buy gourmet cookies from companies including Sweet Splits, Bondi Dairy Co and THICC COOKIES.
Gourmet cookies have also featured on most fast food menus over the past several months, including most recently at McDonald’s, where customers could purchase a Loaded Cookie for a limited time.
The TikTok-famous US chain was started by cousins Sawyer Hemsley and Jason McGowan. Crumble
From a Utah garage to TikTok fame
Crumbl was founded in 2017 in Utah by cousins Sawyer Hemsley and Jason McGowan.
Seeking to craft the perfect chocolate chip cookie, the pair began baking and testing cookies, asking local university students to give them feedback.
The idea grew into a billion-dollar dessert empire with over 1,000 locations across the US.
The iconic pink box featuring four gourmet cookies made it the perfect social media star.
Weekly rotating menus and limited edition flavours added to the brand’s fame.
Plans for the company to expand into Australia and in the UK have since stalled, with reports average sales have dropped 16 per cent over the past year, thought to be in part due to cost of living pressures.
The iconic pink box featuring four gourmet cookies made it the perfect social media star. Instagram/@crumbl
The company has managed to expand into Canada and Mexico.
Attempts to expand into drinks and specialty cakes has so far failed to revive the brand.
