Crumbl Cookies arrives in Sioux Falls, plans future growth here

July 28, 2021

Heather Berry had barely flipped the lights on shortly after 6 a.m. this week when a hopeful prospective customer came to the door of Crumbl Cookies.

He was a couple of days too early – opening day is Thursday – but the eagerness reflects a theme for the new national cookie shop, which catapulted to social media stardom thanks to its continually rotating menu of creatively crafted flavors.

“It’s really crazy,” said Berry, who is the co-franchisee for the Sioux Falls location with her brother, Brock Stokes. “I believe our concept of every Monday we get a whole new menu keeps people coming back.”

New flavors “drop” on social media Sunday night, and by the next day, taste testers have become content creators, posting their reviews on TikTok and Instagram.

Company founder Sawyer Hemsley launched the business in 2017 and already has grown it to more than 200 locations. He still chooses the flavors each week. There’s always chocolate chip and a chilled sugar cookie – this week it’s strawberries and cream – along with newly created flavors weekly. This week is peach cobbler. Cake batter, sea salt toffee and chocolate cake flavors round out the current menu.

Berry and Stokes grew up with in Idaho and opened their first franchise in Montana right before the pandemic. Thanks to curbside ordering and delivery, that didn’t slow down their growth, they said.

“Sioux Falls has been on our radar,” Berry said. “We want to go where we can have a home base and go out from there and have closer stores. We were looking and checked out the demographics, and we love South Dakota. We love that it’s pro-business, small business, we’re just all about that. And we looked at the demographics and were like, we think Sioux Falls is our town.”

Their location at Empire Place at 4027 W. 41st St. could be the first of multiple, they said.

“We’re in the works right now,” Berry said of a second deal.

General manager Colby Wilson relocated here from Idaho and leads of team of more than 50, including lots of teenagers.

“We were a little nervous about it (hiring), I’m not going to lie, but it’s gone really well,” Berry said.

All cookies are prepared and baked on-site, and Crumbl does most of its own delivery. The menu includes single cookies, a four- or six-pack, a dozen and catering, which allows for a smaller cookie.

There’s also bottled water in a signature aluminum bottle, along with white and chocolate milk.

Berry credits the open-bakery concept for further helping the brand stand out.

“It’s our clean feel and presentation, and it’s such a fun vibe,” she said. “You’ll get ‘Welcome to Crumbl’ when you walk through the door. We want everyone to come together over the best box of cookies in the world.”

Hours for in-store pickup and delivery are 8 a.m. to 10 p.m. Monday through Thursday and 8 a.m. to midnight Friday and Saturday.

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Crumbl Cookies arrives in Sioux Falls, plans future growth here

“We think Sioux Falls is our town.” We’ve got your first look at the flavors and faces launching Crumbl Cookies here this week.

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