At some point recently I saw an ad in the New York Times for something called a “Crumbl” cookie – and when I saw the pictures of the cookies, I thought to myself that it was something I had to try. And sure enough, on a recent trip to NYC, I noticed a Crumbl store as I was walking down 7th Avenue in Chelsea, and decided to wander in.
And in the front display case, right by the cash register, was this beauty. I don’t recall for sure which one this was, name-wise, but it was a chocolate chip base with the frosting swirl, topped with peanut butter and chocolate morsals with a drizzle of chocolate … I mean, what more can a guy want? Is that a work of cookie art, or what?
So was it worth the $5 price? Of course part of that price includes the fancy packaging, the “Crumbl box” as seen below, which in my opinion is 100% branding and completely unnecessary. The cookie itself was fantastic, so as a one-time experience, it was worth it. Will I start buying $5 Crumbl cookies on a regular basis? Probably not. One funny side note – when I when to the Crumbl website to try to identify the cookie I had purchased, it had a pop-up asking me if I wanted to “accept all cookies.” From a dining perspective, sure; from a web user perspective, I guess so.
