The News Herald (Willoughby, OH)
Crumbl Cookies set to open this week
National chain aims to draw people in with sweet smells
In a move that would make Cookie Monster happy, Crumbl Cookies is set to open its doors in Mentor.
The new shop. with its modern, minimalist interior, is set to host a grand opening on July 30 at 9662 Mentor Ave., across from Target.
Currently paired with its distinctive setup is a singular product — enormous cookies created in more than 150 specialty flavors that are offered on a weekly rotating basis.
A prolific research and development department in Utah, where Crumbl Cookies originated, develops new recipes “inspired by popular flavors, foods, desserts of all kinds — from pies to cakes to candies and more,” according to the company website.
A themed “Carnival” week recently tendered caramel apple, cotton candy and cinnamon fry bread varieties, along with chilled sugar and milk chocolate chip, the only staple selections on hand daily.
“We really like the Mentor area and the communities surrounding it, and we chose a convenient location where people will already be out shopping.” Andrew Fonda,owner/ operator
Andrew Fonda, who moved to Mentor from Montana to open the franchise, worked as a chemical engineer prior to specializing in the sweet treats.
He said that his initial introduction to Crumbl Cookies while visiting a shop a few years ago was an enticing experience.
“The open bakery…you smell the cookies, see the cookies, it was kind of a cool space,” he said.
Based on a suggestion from friends, he decided to check out the Northeast Ohio market, scouting possible locations. Ultimately, Mentor fit the bill.
“We really like the Mentor area and the communities surrounding it, and we chose a convenient location where people will already be out shopping,” he said. “It’s a great retail area.”
Visitors to the store will find sleek black-and-white décor accompanied by punches of pink, a confectionary color used for their streamlined, signature cookie boxes. An open-concept kitchen allows patrons to take a peek at the baking process from its beginning, blending ingredients from scratch, to the final decorated product.
Orders can be placed online or in-house. Delivery is also available.
Fonda noted that the bulk of business takes place on site, where customers capture the cookies’ sweet, sugary smells.
Since its inception approximately four years ago, more than 200 Crumbl Cookies stores have opened in 32 states, and several more are planned. Fonda is already working on an additional establishment for the Mayfield area.
A huge social media presence definitely has helped the company’s quick and steady growth.
The first TikTok video featuring its cookies drew more than a million views. And its “Unbox the Pink Box” YouTube videos, which cleverly introduce the four specialty cookies being featured for the week, typically garner thousands of looks.
A June article titled “How Crumbl Cookies took over TikTok” by Maile McCann on modernretail.com states that “The keys to the brand’s success are a rotating flavor drop model, social media savvy and a commitment to digital integration at every touchpoint.”
Among the batches and varieties presented, one cookie flavor rises to the top layer of crowd favorites.
“Our milk chocolate chip is a staple on our menu for a reason,” said Anna Tibbits, the company’s public relations specialist. “It’s not only award-winning but was the first cookie on our menu when Crumbl started.”
All cookies are boxed and may be purchased separately or in four-, six- or 12pack assortments. Smallersized cookies are available for catering orders only. Boxes can also be customized with a bow, sticker and note for special gift-giving.
Store hours are 8 a.m. to 10 p.m. Mondays through Thursdays; 8 a.m. to midnight Fridays and Saturdays; and closed Sundays.