Crumbl fans in Sydney fell victim to purchasing cookies from a fake pop-up store at nearly double the usual price, with many attendees expressing disappointment over the steep prices and mediocre quality of the offerings. The event, which took place on September 29 in North Bondi, saw influencers queuing up for hours to sample the American cookie classics that have been making waves on social media.
As Crumbl does not have any official store locations in Australia, the organisers of the pop-up went to great lengths to import a large batch of cookies from the US, spending close to $6,000 on the order, including packaging. Customers were charged $17.50 AUD (equivalent to $12.06 USD) per cookie, which is nearly double the price of a Crumbl cookie in the US, typically priced at $5.49 USD. Some guests ended up paying up to $75 AUD ($51.71 USD) for five cookies, leading to widespread criticism of the pop-up being labelled as a “scam,” especially after it was revealed that Crumbl had no involvement or endorsement of the event.
Prior to the pop-up, the organisers set up Instagram and TikTok accounts under the name Crumbl Sydney, teasing the arrival of the cookies from the US, generating anticipation among attendees. However, following the backlash, the Instagram account was banned, and all related videos were deleted from TikTok. Attendees took to social media to share their reviews, with one influencer, Elle, trying out the cookies she purchased for $150 AUD ($103.41 USD) and describing them as “underwhelming” and comparable to bake sale treats.
Amidst the controversy, the pop-up organisers attempted to address the criticisms and doubts surrounding the authenticity and quality of the Crumbl cookies. They provided receipts and customs proof to demonstrate the proper importation and resale of the cookies. The organisers clarified that their aim was not for profit, highlighting the significant costs incurred for flights, cookies, duties, staffing, and event essentials.
In their statement, the organisers stressed that they never claimed to be an official Crumbl store and their goal was to offer authentic Crumbl cookies in Australia by directly importing them from the US. They also apologised to influencers who were dissatisfied with the cookies, stating that while there may be variations in quality, some flavours may not cater to everyone’s preferences.
Despite the mixed reactions, some attendees reportedly enjoyed the cookies and expressed gratitude for the opportunity to purchase them. The Independent has reached out to both the Crumbl Sydney organisers and Crumbl for further comments on the incident.