By Kevin Haas
Rock River Current
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ROCKFORD — Crumbl Cookies, a fast-growing chain of cookie delivery and takeout stores, is planning to open in east Rockford.
Coming soon signs are hanging in the business strip center at 6150 E. State St. in the suite between Skechers and Pearle Vision.
Crumbl, a six-year-old company founded in Logan, Utah, by cousins Jason McGowan and Sawyer Hemsley, is the fastest-growing chain of dessert shops in the country, according to The New York Times.
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Its popularity skyrocketed as it amassed followers on social media while unveiling its rotating cookie flavors. The hashtag #crumbltasteweekly has 497 million views on Tik Tok.
Crumbl is the fourth-fastest growing food chain of any sort in the United States, according to Datassential, a food and beverage analytics company.
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The chain offers a rotating menu of cookies made from more than 200 flavors that can be purchased in store, delivered or shipped around the country in its familiar pink box. Those who visit in person can see staff mix, bake and prepare the cookies.
“Having our customers see every cookie being made is one of the best experiences of our stores,” Hemsley said in the company’s online press kit. “Each ingredient is carefully chosen to provide customers with the highest quality cookies, every time.”
Crumbl has hundreds of stores across the country, including more than 30 in Illinois, according to its website. The majority in the state are in greater Chicagoland.
An opening date for the Rockford store has not been announced.
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The company lists five grand openings happening this week on its Facebook page. They are in New York, California, Florida and Indiana.
This article is by Kevin Haas. Email him at khaas@rockrivercurrent.com or follow him on Twitter at @KevinMHaas or Instagram @thekevinhaas.