American bakery franchise Crumbl is expediting plans for its Australian launch after an unsanctioned Sydney pop-up selling imported Crumbl cookies sparked a social media frenzy.
Late last month, fans of the cult-favourite brand flew hundreds of Crumbl cookies from the United States and sold them in Bondi, Sydney.
Footage posted to social media showed dozens of eager foodies lining up for the chance to purchase cookies for $17.50 each.
Event organisers branded the event as a “Crumbl Sydney” pop-up, but say they never claimed to be official representatives of the brand.
Nevertheless, speculation over the pop-up, its pricing, and the quality of the days-old cookies only drove Australian interest in Crumbl.
The Utah-born company officially responded on Monday, confirming it will prioritise its official expansion plans in Australia
“The team at Crumbl has been amazed by the support of fans in Australia over recent weeks,” the company announced.
“Crumbl has been inspired to accelerate plans to provide all dessert-loving Aussies, with a true Crumbl experience.”
The business also announced an official Australian Instagram account, where it plans to detail locations, opening dates, and further information for hungry fans.
Crumbl currently operates in the United States, Canada, and Puerto Rico.
Before the Bondi pop-up, the business welcomed expressions of interest from master franchisors looking to expand further afield.
Tellingly, Crumbl also holds several trademarks related to its name and logo within Australia.
Should the business launch storefronts in Australia, it will compete with chains like Cookie Man and Muffin Break, while using the same limited edition release strategy popularised by chains like Gelato Messina.
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Senior Business Journalist
Focused on the small business sector, David’s work covers the political, regulatory, and economic issues facing Australian entrepreneurs. Prior to joining SmartCompany, he was a reporter for Business Insider Australia. You can follow him on LinkedIn.
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