A candle company would make a mint if it could recreate that aroma. It smells fantastic: a mix of warm cinnamon, brown sugar and baking spices. The shop is relatively tiny: just a small waiting area and a walk up counter without seating, inside or out. A second store, planned for the 156th and Maple Street area, will employ another hundred people when it opens later this summer. Young told me the Omaha store has almost 100 employees, and it’s still not enough.
(It turns out that’s why the Rice Krispie treats were already sold out, plus, Young said they can’t make enough to keep up with the demand.)Ĭustomers are greeted enthusiastically by an army of teenagers behind the counter, each working feverishly to scoop, weigh and place cookie dough on oversized sheet pans. Unlike me, a Crumbl newbie, almost all of them had used the Crumbl app to place their orders ahead of time. When I pulled up, a half dozen people were already waiting in line. Some are almost impossible to get: The shop’s version of a Rice Krispie treat was already sold out when I arrived at 8:02 a.m.Ĭrumbl is tucked in between a cell phone repair shop and a nail salon, but the white rope outside - think the kind of thing you generally see outside of a busy nightclub - makes it easy to spot. Several times, it sold out of every cookie in the joint and had to close early.Īfter sampling seven of Crumbl’s cookies - the five on the menu this week, and two holdovers from last week’s lineup - I can say with certainty that they’re quite good.
Those cookie lovers are still coming in droves, and the shop, near 168th and West Center Road, is currently one of the highest performing Crumbl locations in the country. Young, who opened several Crumbl stores in Phoenix before moving to Omaha to run the franchise here, said the Omaha store had one of the busiest openings the Utah-based cookie company has ever had. “All we do is put a sign up at one of our new locations,” said Beth Young, the owner of the Omaha Crumbl franchise, who I talked to after my visit.
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