Crumbl Cookies opens first location in Westchester: 'These cookies are meant to be shared'
The first Crumbl Cookies in Westchester opens at 8 a.m. Friday in Hartsdale.
And owners Seth and Megan Neeleman, who first tasted the cookies when they lived in Utah where the cookie company was founded, couldn't be more thrilled to share their passion.
The two, who live in Manhattan and operate the two Crumbl locations there (one on the Upper West and one on Upper East), said they long wanted to open in Westchester.
"This was actually our first choice when we were looking," said Seth. "But it didn't work out."
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As with their earlier spots, the couple spent months perfecting the Hartsdale location to showcase their gourmet cookies to a population who may not have had them. Like all Crumbl spots, it's built with an open kitchen so customers can see the pouring, mixing, measuring, molding, icing and baking in action.
"That's the whole point," said Seth. "We want customers to see the process of cookies being made in real-time so they know their cookies are as fresh as possible."
He also emphasized the high quality ingredients used in their products and the fact that the open kitchen is equally exciting to the staff who can feel the customers' enthusiasm, which in turns keeps them engaged.
Another plus: The intoxicating aroma that hits you walking through the doors.
That, plus the oversized cookies (at $4.98 for one) are dense, packed with flavor, and ultra crumbly.
It's partly what's made the cookie chain so popular — and one of the fastest growing franchies in the country. Founded by cousins Jason McGowan and Sawyer Hemsley in Logan, Utah in 2017, Crumbl has grown from a humble cookie shop (the Neelemans have a photo of the original spot on their wall) to a booming franchise with over 700 locations in 45-plus states.
A part of its success is due to its rotating menu, which changes every week. That means what you see tomorrow will not be there next week (so order two of each and freeze one just in case).
The other part is Crumbl's tech-savvy marketing and design. Stores are designed around iPad ordering kiosks to provide a seamless customer experience (there's also someone behind the counter should you require more help). The company also relies on social media, in particular, its app, to announce cookie drops. While you can usually find their fan favorite milk chocolate chip, there are 275-plus weekly rotating flavors ranging from Key Lime Pie to Peppermint Bark, Caramel Popcorn, Buttermilk Pancake and Galaxy Brownie.
Only six varieties are available at a time.
Another company trademark is Crumbl's iconic pink oblong shaped boxes that promote its mission statement on the side. Each box reads: "Bringing friends and family together over a box of the best cookies in the world."
"That's what it's all about," said Seth. "These cookies are meant to be shared and we love that they’re big and can be cut up so everyone can try each flavor and share with friends and family." (The store even sells its own pink Crumbl cookie cutter.)
As for the grand opening week menu — which will only last until Saturday night — expect the aforementioned milk chocolate chip, Cookies & Cream, Mallow Creme (inspired by Lucky Charms cereal), Mint Brownie, Butterscotch Chip, and Sugar (aka Gold Coin with a chocolate coin on top). To see what's coming next, check out their weekly flavor drops Sundays at 8 p.m. (6 p.m. Mountain Standard Time) on Crumbl’s social media accounts.
If you go
Address: 377 N Central Ave., Hartsdale, (next to Shake Shack), 914-215-7775, crumblcookies.com
Hours: 8 a.m. to 10 p.m. weekdays; to 12 a.m. Friday's and Saturday's
Good to know: To celebrate the opening, the Neelemans will be surprising customers over the weekend with free swag, community contests and even a chance to win free cookies. Sometime around March 22 they'll start delivery, curbside pickup, catering, and nationwide shipping.
Jeanne Muchnick covers food and dining. Click here for her most recent articles and follow her latest dining adventures on Instagram @lohud_food or via the lohudfood newsletter.
This article originally appeared on Rockland/Westchester Journal News: Crumbl Cookies opens Friday in Hartsdale NY: Address, hours
