There was a lot of buzz around East Brainerd when word got out that a new Starbucks was coming to East Brainerd Road. But when Crumbl, a gourmet cookie shop, opened right next door, it just seemed like a match made in heaven.
Crumbl opened the first week of December. On the recommendation of a friend, I stopped in to check it out.
Crumbl is a national chain launched two years ago by two cousins in Utah. Now there are more than 50 locations in 11 states.
The East Brainerd franchise, the first in Chattanooga, is owned by Celeste and Jim Ward.
The cookie shop is one, white-tiled room with a counter where you order. Display samples of each week's cookie flavors sit on the counter beside the register to tempt customers.
The first words out of my mouth: "They're huge!"
Seriously. I put one in the palm of my hand and it covered my palm AND fingers. Each cookie is a half-inch thick and 5 to 6 inches in diameter.
Place your order at the counter, then wait while your cookies are bagged or boxed.
One cookie is $3.28, a box of four is $10.98 (which came to $12 with tax). A party box of 12 is $27.98.
Crumbl offers six flavor choices weekly: four rotating and two flavors that are always available (chocolate chip and chilled sugar cookie.) Rotating cookie flavors might vary from Twix, raspberry cheesecake, Reese's chips to German chocolate cake.
All cookies are made from scratch and baked daily in the shop.
If you go
› Where: Crumbl Cookies, 8021 East Brainerd Road
› Hours: 10 a.m.-midnight Monday-Saturday
› Price: $3.28 each, $10.98 box of four, $27.98 party box of 12
› Phone: 423-225-6001
› Online: https://crumblcookies.com
This week's choices were milk chocolate chip, chilled sugar cookie with almond frosting, nutter butter topped with Nutter Butter pieces, German chocolate cake topped with coconut pecan frosting and chocolate drizzle, oatmeal chocolate chip and chilled coconut lime iced with coconut lime frosting.
I opted for a four-pack sampler and went with two traditional flavors (chocolate chip and oatmeal) and two from the variety choices: German chocolate and coconut lime.
I bought the latter because the sales associate assured me it tasted like key lime, and it didn't disappoint. Another standout was the German chocolate cake with its deep, rich, dark-chocolate flavor lightened by a sweet coconut pecan frosting. The chocolate chip cookie was tasty, but a slight disappointment because the dough-to-chips ratio was off. It wasn't the childhood comfort food I was expecting.
Knowing there was no way I could eat a whole one, I cut a narrow wedge from each to sample. In fact, one cookie could easily be quartered to feed four and all would be satisfied.
I'll be interested to see how Crumbl fares. Will locals buy into a $3 cookie? In my opinion, these aren't cookies you keep on hand for kids' snacks. I'd categorize them as "special-occasion treats."
And speaking of special occasions — Crumbl delivers, so consider these cookies when party planning. They would also be a good backup plan for busy moms who have to take cookies to the kids' homeroom parties. Don't have time to make homemade? Take homemade.
Contact Susan Pierce at firstname.lastname@example.org or 423-757-6284.