Would you open a cookie shop if you had no baking experience? That didn’t stop cousins Sawyer Hemsley and Jason McGowan from opening their first Crumbl Cookies in 2017.
Despite the lack of baking prowess, the duo leaned into social media, especially TikTok, where the brand now has almost 7 million followers. Many of its viral videos show the chain’s rotating weekly cookie flavors. The videos have an “exclusive drop” feel, with quick cuts of close-ups of the cookies set to house music.