Viral Unofficial Crumbl Cookie Pop-Up in Australia Shocks Customers with High Prices and Stale Treats

An unofficial Crumbl Cookie pop-up store in Australia has gained significant attention online due to its so-called “jump scare” pricing, lengthy queues, and claims of stale products.

Crumbl Cookies is a well-known bakery franchise with locations primarily in the United States and Canada. Despite its success with thousands of stores in these countries, Crumbl has yet to make its mark internationally.

The bakery is celebrated for its unique specialty cookies, featuring a variety of popular flavors such as Pumpkin Cake, Ultimate Peanut Butter, and Oatmeal Chocolate Chip.

Due to the high demand for Crumbl Cookies and the absence of branches outside North America, enthusiasts in Australia have seized this opportunity by launching a viral pop-up stall. This pop-up, located at Bondi Beach, Australia, has been orchestrated by local resellers known on TikTok as Crumblsydney, aiming to bring these famed cookies to Australian consumers.

However, the pop-up has faced criticism for its exorbitant prices and reports of selling allegedly stale products. Customers have waited in long lines, sometimes over an hour, in their quest to enjoy these cookies.

@sofiaqistinee
honest crumbl cookie review but id definitely want to try their other flavours for sure 🍪 hopefully they bring crumbl to australia soon! ! #crumbl #crumblcookies #crumblecookiereview #crumble #sydney #sydneyfood #sydneyaustralia #foodie #foodreview #cookies #tastetest

♬ original sound – Sofia 🇲🇾 – Sofia 🇲🇾

Popular TikTok user sofiaqistinee rated the Crumbl Cookies a 6 out of 10 in her review but noted that the freshness was a mere “0 out of 5.”

“They were definitely stale, and I’m going to be honest, legit half of them were … falling apart. It was just low-key disappointing … they tasted very dry,” remarked jassy_.lifestyle1.

Another TikToker, elle_easternsuburbsmum, shared her experience, revealing that after waiting “over an hour,” she spent $150 AUD for just ten cookies. She expressed being “really underwhelmed”and commented that the cookies were not fresh.

@elle_easternsuburbsmum
Crumbl hates to see me coming 😭

♬ original sound – Elle

Her review, which garnered over 1.1 million views within just 48 hours, attracted so much attention that Sawyer Hemsley, the co-founder of Crumbl, left a comment on the video.

“You need to try them fresh in the US! PS: This pop-up is not affiliated with Crumbl Cookies,” Hemsley stated.

In response to the backlash, Crumblesydney defended their pricing structure on TikTok, emphasizing that they are not an official Crumbl store in a Google document shared on their account.

“We never claimed to be an official Crumbl store. This was clearly stated in our bio and comments. Our goal has been to bring authentic Crumbl cookies to Australia by directly importing them from the USA,” they explained.

They clarified that the high costs associated with shipping the cookies to Australia amounted to just under $3,700 AUD, asserting that their intention was never to make a profit but rather to provide Crumbl’s cookies to eager fans in Australia.

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