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.

Crumbl Cookies are known for being very big and very sweet (one criticism is they are, in fact, too sweet), often featuring frosting and toppings. Customers can also buy a specific cookie cutter, which splits the 4.5-inch diameter cookies into four equal quadrants, either to share, or so eaters need not commit to consuming a cookie roughly the diameter of a CD in one sitting. The ever-changing rotation of cookie options has also spawned weekly Crumbl Cookie reviews from fans.

Crumbl now has over 800 U.S. locations. It is the fastest-growing chain of dessert shops in the U.S., and the fourth-fastest-growing food chain of any sort in the country, according to a 2022 report from Datassential, a food and beverage analytics company.

The dessert brand also has an impressive line of merch, including a pink sugar cookie costume, a longboard, wrapping paper and dog bandanas.