Get ready for some serious cookie drama, folks! Crumbl Cookies, the beloved bakery known for its massive, flavor-changing weekly treats, has found itself at the center of a controversy Down Under. While Crumbl currently has locations only in the US, Canada, and Puerto Rico, Sydney, Australia, has been tantalized with the promise of a taste of these coveted cookies.
The drama unfolded when a self-proclaimed group of Crumbl fans advertised on social media that they were selling Crumbl Cookies at a pop-up shop in Sydney. This “Crumbl Sydney” operation was upfront about importing the cookies, claiming to fly them in from the US. This sparked immediate controversy as Crumbl’s policy explicitly prohibits reselling their cookies.
Despite the policy and the fact that the cookies were likely nearing their expiration date, the hype was real. People lined up around the block, eager to pay a hefty $17.50 per cookie (compared to the typical $5 price tag in the US), lured by the promise of an exclusive experience.
The pop-up quickly sold out, but then the reviews started pouring in. And they weren’t good. TikTok taste-testers were unimpressed, calling the cookies “a shit show” and describing them as “disgusting.” This fueled skepticism about the cookies’ authenticity, with many questioning how they were imported, how they were kept fresh, and whether they were even actually Crumbl cookies.
While Australian border regulations permit the import of certain baked goods like biscuits and pastries, they prohibit fruits. The “Crumbl Sydney” sellers maintained that their cookies were legitimate, imported directly from Crumbl in the US.
Despite the controversy, some praised the entrepreneurial spirit of the sellers, though legal implications remain unclear. The demand for Crumbl in Australia seems insatiable, with people begging for pop-ups in other cities. The “Crumbl Sydney” sellers, taking note of this, have since removed all their content from TikTok.
Their bio now links to a Google doc where they claim never to have presented themselves as an official Crumbl store. They acknowledge importing the cookies with their original packaging and following proper storage guidelines. They apologize for any disappointment caused, stating, “they are just cookies at the end of the day.”
This cookie fiasco is being compared to infamous events like Fyre Festival and even Watergate. It begs the question: are we witnessing the birth of a new kind of event, where hype and social media create unrealistic expectations and ultimately lead to disappointment?
The comparison to Fyre Festival, the disastrous music festival that promised luxury and delivered chaos, is particularly relevant. Both events relied heavily on social media marketing, generating enormous buzz and attracting large crowds. But both ultimately failed to deliver on their promises, leaving attendees feeling cheated and disillusioned.
As we head into the fourth quarter of 2024, it seems that the thirst for unique experiences fueled by social media is driving some to create events that fall short of the hype. The Willy Wonka Chocolate Experience in Glasgow, Scotland, and the Bridgerton-themed ball in Detroit, Michigan, both faced backlash for failing to live up to their marketed grandeur.
We’ve reached out to Crumbl for comment, but in the meantime, this cookie drama begs the question: what are the implications of social media hype and the pursuit of viral marketing for the events industry? Is this the new reality for events – where a promise of exclusivity and excitement can overshadow the quality of the actual experience?
Tell us your thoughts in the comments below. We’ll keep you updated as this story unfolds.
