Crumbl – Geneva, 1038 Commons Dr., Geneva, IL 60134 (331.248.5969). Mini cookie pack $9.99-$29.99; Large dessert $4.99-$47.99; Drinks $1.99-$2.49; Celebration cakes $19.99.
After waiting for what feels like forever, the first thing that welcomes customers through the door is the longing smell of frosting and cookies in the oven. A hint of vanilla hums around the room, swaying softly. It is a room that makes any customer curious – and immediately hungry. The pastel pink walls combine with the white trim that envelops the small, yet comforting, room.
Where could it ever feel as exciting as walking into a Crumbl store?
On a late afternoon after sports practice, two friends decide to try to fulfill their sweet tooth by trying the new week’s treats at Crumbl. During the 20-minute drive, we decided to try the weekly cookies: Semi-Sweet Chocolate Chunk, Brownie Sundae, Cookies & Cream Milkshake, Ultimate Peanut Butter, Oatmeal Chocolate Chip, and the Pumpkin Cake Cookie.
We ordered online because on a previous visit, there was a 5-7 minute line that held us up. Walking in on this occasion, though, we immediately noticed the order tablets set up on counters for people to place their orders without the wait.
The immediate smell of vanilla frosting surrounded the room, and the pink walls added a feeling of cutesy comfort to the store.
Next to the tablets, there were displays of the week’s cookies, each showcased with its name to the side. The display gave customers a glimpse at what the cookies look liked, and the sizes offered.
We waited a minute for service because the workers were icing and preparing cookies, but once they were able to assist us, they did so with a smile, kindly asking me for the name of the order. As they brought out the box of cookies, they showed me how they looked, and asked if the cookies were as I ordered. Shortly thereafter, we were out the door. Overall, the workers did, reasonably, take a while to assist, but were kind and reassuring with my order.
Crumbl was founded in Utah in 2017 and has since expanded rapidly, with 862 stores across the U.S. by 2024, gaining significant popularity through social media. The privately-owned bakery is led by CEO Jason McGowan and COO Sawyer Hemsley, who initially started Crumbl as an experiment to perfect their signature Milk Chocolate Chip cookie recipe.
According to the Crumbl Cookies website, the company sells about 1 million cookies a day and employs 29,000 workers worldwide. Crumbl’s growth surged during the COVID-19 pandemic, as influencer’s spread the word about their “life-changing” cookies across social media platforms.
The Crumbl in Geneva seemed short-staffed, with only two workers prepping and doling out orders. Although there was not a lot of customer/worker contact, a simple smile did go a long way.
One important detail to note is the iconic pink box given to every customer with their order: the pink packaging is shown across social media, and is part of the Crumbl appeal. Opening said box, it was clear that each cookie was given its own detail – it was noticeable how much effort the company put into making new and unique cookie combinations every week.
As for the flavor, each cookie did have a lot of sugar, but the frosting was creamy, and the cookie itself was warm upon taking a bite.
The Cookies & Cream Milkshake and Pumpkin Cake Cookie both stood out for their delicate and moist forms. Both really furnished a strong, rich flavor with a soft-scorched frosting. Personally, I am not much for a sweet tooth, but these cookies – despite being small and expensive – did demonstrate a lot of flavor, allowing me to slowly enjoy each bite.
The portion sizes were reasonable given they are baked at the store: they are slightly bigger and thicker than one’s average cookie. Each cookie is given its own personality and the strong flavor makes up for the small portion.
Ultimately, Crumbl is a unique and mouthwatering bakery with impressive weekly flavors. However, I do think it is overrated given the sizes, time waiting and the price. Their smallest sizes are expensive but given their handmade and individually prepared to look identical as advertised, justifies the price. Crumbl might be worth trying as something to check out and definitely a recommendation.
