Crumbl Cookies attaches great importance to more than just serving its delicious gourmet biscuits.
The interior of the new store, which opened Thursday at the Cottonwood Corners shopping mall in northwest Albuquerque, has an open kitchen concept where customers can see everything that goes into baking the cookies – from making cookie dough on the back to how it is Boxes of biscuits in the front counter.
“When you step into the store you can see every step of the process,” said local franchise owner Chase McFarland. “It’s a fun environment; it’s inviting. “
Crumbl Cookies started in Logan, Utah in 2017 and has since grown to 292 locations across the country. McFarland said the Cottonwood location at 10420 Coors Bypass NW, Suite 104-B will be the first location in New Mexico.
Crumbl Cookies employees at Cottonwood Corners in northwest Albuquerque are collecting cookie dough to prepare the store’s gourmet cookies on Monday. Owner Chase McFarland said the interior of the store is set up so that customers can see the entire process of making the biscuits. (Matt Hollinshead / Rio Rancho Observer)
McFarland is originally from the Ogden, Utah area and currently resides in Albuquerque. He hopes the store will attract customers from areas like Rio Rancho, as Coors heads south straight to Cottonwood from Rio Rancho.
Aside from chocolate biscuits and sugar biscuits, McFarland said, Crumbl will alternate four specialty biscuits each week. For example, he said, this week’s flavors include key lime pie and midnight mint.
“Sometimes we bring it up with the seasons or upcoming holidays,” he said. “We just exchange it. It’s nice because the bakers can learn how to make new cookies, but it’s also fun for the customers because they can look forward to what’s coming next week. “
McFarland said the goal is for customers to pick up a box of warm, freshly made cookies every time.
“We bake all the time, whether it’s 9 a.m. or 9 a.m.,” he says. “I could call it an ecosystem; it’s kind of complex just to make sure everything is fresh and warm at the same time. So we are always on the move. There is a lot to check and a lot to do. “
Although the opening is a little behind schedule due to national supply chain issues, McFarland said he was happy to finally get operations up and running long before colder temperatures hit the area on Thanksgiving.
According to McFarland, Crumbl employs 55 people at the Cottonwood site, and job seekers are still growing in interest. He said he received 60 to 70 résumés on the opening weekend alone.
“If we need more (people) to do things more efficiently, we will get more,” he said.
McFarland said he was looking to fill around 15 positions, including a catering specialist.
He also said he plans to expand to two additional locations in Albuquerque and one location in Santa Fe, ideally within the next year and a half.
“We’ll be distributing it pretty well in the rest of Albuquerque. That way, if you live in the northeast or the southeast, you still have access to a crumbl, ”he said.
Crumbl offers curb pickup and delivery, plus catering and in-store shopping.
Please visit www.crumblcookies.com for more information.
Comments are closed.