Evans resident Ashlee Sheppard said she couldn’t count the number of times her family had been to Crumbl Cookies since moving to town.
“My daughter and daughter-in-law and I ate more cookies than average,” Sheppard said. “I might need a part-time job to fund our Crumbl cookie craze!”
The new sweet spot opened in Evans on April 22.
The cookies at Crumbl Cookies are extra thick and tall, and they’re made on site, fresh.
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Marie Watts of Augusta said, “Having them served hot is a game-changer.”
The company receives a new menu of cookie recipes every week. Every Sunday at 8 p.m., the franchise posts a new set of cookies on social media that won’t be available until the following week. Sometimes a recipe will be repeated, but only the chocolate chip cookie is guaranteed to come back.
Crumbl Cookies is also trying to get creative, offering options like a mango frozen yogurt cookie, a peanut butter cookie featuring Muddy Buddies, and on Wednesday, May 4, the franchise announced “mystery cookies” until ‘see you Saturday.
“The suspense of flavors to come next week is driving me crazy!” Shepard said.
They also offer ice cream and milk to go with the cookies.
All of these elements combined for an experience that led to lines of customers circling the building and very active social media attention, with many people wondering if it was worth it, to which many responded. “yes”.
“We had one of the most successful openings in Crumbl history in terms of cookies and in terms of customers viewed,” said franchisee Troy Akers. “From two weeks with 100 employees working almost 24/7, there were definitely a few bumps in the road, but for the most part customers really understood that this is of a new business and recognized how hard the staff work.”
He and his wife, Nancy, learned about the business through friends who were also interested in franchising. Although the friends pulled out, the Akers took a trip to Lexington, SC, which was the closest Crumbl Cookies to the area.
“We went to try it, obviously we loved the product,” Nancy said. But it wasn’t just the cookies, it was also the “franchise values and how the business operates and their expectations.”
They started building around December. Troy called it an “arduous” process, with Crumbl Cookies being very particular with its brand and allowing someone to create a location. Nancy said that due to franchise requirements, they were lucky to get a property at the Mullins Colony mall.
“That was literally it,” she said. “If it wasn’t approved then we weren’t going to be at Evans for sure.”
The couple is in talks with the franchise to be able to have the exclusivity to open locations in the Augusta area.
“We are super lucky to be in the Evans community and to have a community that supports us as well as they do,” Troy said. “It’s validation of all the hard work and sleepless nights we’ve had for months now. We work really hard to make sure customers have the best experience possible.”
Crumbl Cookies is open 8 a.m. to 10 p.m. Monday through Thursday and 8 a.m. to midnight Friday through Saturday. It is located at 625 Mullins Colony Drive. To view the menu and order for delivery or curbside pickup, go to crumblcookies.com.