New Crumbl Cookies to open in East Lansing shortly after Thanksgiving
EAST LANSING — Nearly a year after the Lansing area got its first Crumbl Cookies store, a second is poised to open off East Grand River Avenue — just minutes from Michigan State University's campus.
The new location, at 2843 E. Grand River Ave., will sell the Utah-based chain's popular rotating menu of giant cookies packaged in pink boxes.
The same ownership team opened the area's first Crumbl location in Delta Township in December 2022; they've long intended to add a store near Meridian Township, according to Andrew Lord, a member of the franchise team.
The new store in a 2,400-square-foot space in the East Oak Square plaza is right where it needs to be, he said.
"Our location is situated in a way that allows for (us to serve) full-time residents who live throughout the eastern half of the Lansing area — East Lansing, Haslett, Okemos — but also it allows us to serve Michigan State students," Lord said. "We're not right on campus, but within a few minutes' drive away."
The store is expected to open shortly after the Thanksgiving holiday, though no date has been set, he said.
Expect a rotating cookie menu
The new East Grand River Avenue location is more than 1,000 square feet larger than the store in Delta Township, allowing for more storage space and for the store to "keep up with the demands that we anticipate in the East Lansing area," Lord said.
The Crumbl location, one of more than 950 across the country, will offer a menu that rotates weekly, serving up between five and six different cookies at a time, along with chocolate and plain milk, and water.
There are countless cookie flavors, including more traditional options like milk chocolate chip and pink sugar, along with varieties that include salted caramel cheesecake, churro and Boston cream pie. Each cookie is 3 to 4 inches in diameter.
Staff make the cookies fresh throughout the day and orders can be placed at the store's front counter, from a screen in the lobby or through an online app. Delivery and catering also will be made available there, Lord said.
The store space was previously home to an insurance office, Lord said, and required several renovations.
"I would say our needs for the space are much different than theirs were," he said.
Preparing to meet the demand
When the Delta Township Crumbl Cookies store, at 501 N. Marketplace Blvd., opened in December 2022 the first several days brought with them a rush of customers, Lord said.
"When we opened at Delta we had lines out the door and around the corner, basically for most of the day and for actually stretches of the following couple of days we were open as well," he said. "With this location, we expect to see something similar."
The Delta Township store has been successful and there's anticipation for a second location in the area, he said.
"Many of the people who have interviewed for positions are MSU students and many have mentioned how so many people on campus are looking forward to this and having one that's a lot closer to them," Lord said.
The East Lansing Crumbl is expected to employ up to 50 people. More than half of those positions have been filled, Lord said.
Contact Rachel Greco at rgreco@lsj.com. Follow her on X, formerly Twitter, @GrecoatLSJ .
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This article originally appeared on Lansing State Journal: New Crumbl Cookies likely to open in East Lansing shortly after Thanksgiving
