Crumbl, a dessert chain known for its rotating flavors of plump and sweet cookies, has used social media to create its own hype and attract millions of followers.
The company has become the fastest-growing chain of dessert shops in the U.S. by using social media to create its own hype and attract millions of followers.
So are the cookies good or not? When you’ve got millions of people debating the question, the answer doesn’t really matter. The company has manufactured its own hype and turbocharged it by announcing weekly cookie flavors on TikTok as if they were limited-edition sneaker drops, with vaguely sensual, slow-motion videos reminiscent of Burger King commercials. The company has amassed 6.7 million followers on the platform, more than Taco Bell and Starbucks combined.
Lauren Gillon, who runs Homegirl Kitchen, a pop-up bakery in Detroit, was tempted by TikTok to try Crumbl. The cookies tasted artificial, she said. “I just don’t get the impression that they are home-baked.”
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