Over the course of 2024, a trend took over social media: an obsession with picture-perfect cookies. Not just any cookies, but Crumbl cookies served in their iconic baby pink box. Known for their over-sized portions and rotating weekly menu, Crumbl has become a social media phenomenon. Offering flavors like “Chocolate Cake Batter”, “Cookie Dough” and “Cosmic Brownie”, Crumbl quickly became a store with high demand for their unique flavors and size. 

This phenomenon is a representation of how consumerism is driven less by need and more by the excitement for something new and original. Like fast-fashion retailers, Crumbl releases a new menu every week that makes the desserts look exciting, pushing customers to buy their desserts before they’re gone. Their products turn into an experience that can be filmed, shared and reviewed. As social media influencers share videos online of themselves ranking and reviewing each dessert, customers join in, documenting their own experience and adding to the trend.

However, the excitement people have for their desserts doesn’t always match how much they eat. While many people enjoy Crumbl, many also admit online to rarely finishing a full cookie. Many customers post videos online showing their half-eaten cookie being tossed in the trash. Crumbl is a brand that is able to show how society craves for something new. The brand doesn’t just sell cookies, but also the idea that every week there is something new to buy, try and post.