r/fastfoodreview • u/Pale-Lynx328 • 17h ago
Review Fast Food Review Day 302-and-a-half - 4 cookie sampler at Crave Cookies (snack)
| Chain Name | Crave Cookies |
|---|---|
| Food category | Primary: baked cookies |
| # of US Locations | 65 |
| # of US States | 21 |
| Primarily located in | Illinois, Flori |
| Restaurant Rank in US $ Sales 2024 | not ranked (out of top 500 list) |
| Restaurant Rank in US $ Sales 2025 | not ranked (out of top 500 list) |
| Rank of price (high to low) (Average: $9.91, standard dev. $3.81) | 6th out of 112 snacks |
| Quality / Value Rating for this specific meal | 6 (out of 10) / 3 (out of 10) |
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There is No Joy in Cookieville.
A few days ago, there were posts on r/fastfood and on r/fastfoodreview about the crumbling empire (pun intended) of Crumbl - both of which were among the most upvoted and most commented stories on those subs in a while. No, this is not a review of Crumbl (which I already did), but it's difficult to talk about just one of the new batch of fancy cookie "restaurants" without mentioning the others, because (to be frank) they are all pretty much in the same boat. And Crumbl is by far and away the largest.
For a few years, these specialty gourmet cookie shops were the darling of the franchise world, and it was like open up shop and you're printing money for the first year. But it seems the shine has worn off the baking sheets as year-over-year sales have absolutely cratered and stores are struggling. If you want an idea on some of the stiff headwinds facing the cookie franchisees, check out Michael Girdley's "Rise and Fall of Crumbl" - https://www.youtube.com/watch?v=NPMLe0IzBeQ -- If you live by the social media hype, you die by the social media hype. And the GLP-1 revolution, too.
So, where does Crave Cookies fall into this? They're a relative newcomer to the cookie world, emerging from Washington in 2023, but they have set their sights on aggressive growth, because they think they have "solved" the cookie problem. To crib directly from their website:
The $5 Cookie Problem. You've felt it. That sinking moment when you bite into an expensive cookie and realize it's just chocolate chip with different frosting. Again. The rotating cookie industry thinks swapping toppings equals innovation. Your taste buds know better. When you're committing $5 and 600 calories to a single dessert, it should be worth it. Not just dressed up. Actually different.
But here's the thing. Talking about the "$5 Cookie Problem" means nothing if you KEEP DOING WHAT EVERYONE ELSE IS DOING. Crave Cookies still has what they call "drops" where they offer up limited time social-media-ready-FOMO cookies once a week. They are still belt-busting calorie bombs that cost as much per cookie, that you would spend for the same ingredients to make an entire batch at home. It's still the same (as they call it) 'frosting theater' that the other cookie places do, with increasingly fancy combinations and toppings for nothing else than the sake of trying to be different.
Oh, they may pay lip service to how they are different, but it's just that: lip service. In the end, it's all quibbling about the fine details. And they are still just a rotating selection of five dollar giant cookies ready-made for the Insta crowd.
Whew! That's a whole lot of crabbing about the business, I got carried away again. I could keep going for a while, but you get the idea - let's just say I'm not to keen on the future of this business model and leave it at that. Time to get around to the actual cookies themselves.
Similar to Chip Cookies and Tiff's Treats and Crumbl and Chip City, I asked for a sampler of 'their best', their choice. And yes, the cookies are indeed huge - for just a shade under five dollars, they oughtta be! Huge enough that each individual cookie is enough for an entire day. In the photo you're looking at four days of desserts. They are thick, and they are soft on the inside (which is the way a cookie should be - slightly undercooked is the only way to go). Out of the four, I liked the Reece's Peanut Butter Cup one the best. The Red Velvet one was just meh. Average them out, and they are decent enough, but only just that. Not the sort of cookie you bite into, and go audibly "mmmmmm" and can't wait for the next bite.
Which, I guess, is what boils down to the ultimate problem unsolved. The "$5 Cookie" problem. Even in today's inflationary world, for five dollars you are mentally expecting EXCEPTIONAL cookies. And this isn't that. I'd rather take the same five dollars and buy a still-overpriced entire package of Peanut Butter Oreos. At least I know those will last longer and I know I'll enjoy them, no regrets.
Coming up next: Twisters, LaMars Donuts, Illegal Pete's
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(About this review series: Starting in late 2025, I am visiting a different fast food/fast casual chain every day, until I run out of places to visit. Aiming to review as many chains on the Technomics Top 500 Restaurants list as possible, plus key/important regional and some local chains as well. UPDATE: This review series is scheduled to wrap up on Day 365. And no, I haven't gained weight, and no, it hasn't hurt my health.)