Crumble stores rotate their line-up of six desserts each week; this chocolate cake batter.
A new Crumbl store expects to sell 10,000 cookies this weekend when it opens in Prices Corner Shopping Center.
It’s the third Crumbl store for partners Devin Acton, Nico Niccoli and Kyler Roney, who also own the franchises in Newark and Glen Mills, Pennsylvania.
The Price’s Corner store expects to have a soft opening Thursday before its grand opening this weekend.
Roney said they chose the location, across from the Prices Corner Target, because as they visited possible sites, they kept coming back to Price’s Corner.
“All of our favorite restaurants are here, Chik-Fil-A and Five Guys, and Target, so we just kept coming back to this location,” Roney said. “We thought if we like to visit it, that made sense.”
The new Crumbl store at 3120 Kirkwood Highway will be open Monday through Saturday.
It took them a while to lock down the 1,350-square-foot store at 3120 Kirkwood Highway, next to the Auntie Anne’s, but they’re pleased with the space, Roney said.
The store will be open from 8 a.m. to 10 p.m. Monday through Thursday and from 8 a.m. to midnight Fridays and Saturday.
“We’re closed on Sundays to give our employees a day to be with their families,” said Acton, a father of four. The company itself is very family oriented, he said.
Crumbl is considered the country’s fastest growing dessert shop, according to The York Times. It hit $1 billion in sales in 2023 and added its 1,000 franchised location in February 2024.
It started out as a cookie company, but once it added mini cakes and pies to its lineup, it dropped the “cookies” from its moniker.
Acton, Niccoli and Roney met while working in Provo, Utah, restaurants owned by Niccoli and Roney. When they decided to own Crumbl franchises, they asked Acton to come in as a partner. Acton and Niccoli moved to Delaware, while Roney stayed in Utah to run their restaurants.
Partners, from left, Kyler Roney, Nico Niccoli and Devin Acton will open their 3rd area Crumbl store in Prices Corner this weekend.
Crumbl’s rotating flavors
Crumble stores rotate their lineup of six cookies each week.
Acton said they always do either milk chocolate chip or semi-sweet chocolate chip and add five other flavors.
Business analysts says that allows the company to take advantage of social media, advertising the weekly menu and using it for reveals that keep people interested in what’s coming next.
Cookie prices are $4.99 for a single, $17.99 for a 4-pack, $24.99 for a 6-pack and $447.99 for a party box. Mini prices are $9.99 for a three-pack, $16.99 for a 6-pack and $29.99 for a 12-pack. They can be mixed and matched.
This week’s flavors are milk chocolate chip, chocolate cake batter, Kentucky butter cookie, classic pink sugar, original M&M’s peanut butter chocolate and a lemon blackberry cake.
The company also sells cookie dough bits in an 8-ounce pack for $6.99, Milk and chocolate milk are $1.99 and Crumbl water is $2.49.
They don’t sell soft drinks, coffee or tea for a simple reason, Niccoli said: “We’re a dessert company, not a drink company.”
These magnificent mixers while prepare 60 quarts of cookie dough, enough for 200 of Crumbl cookies.
Customers can order for themselves on pads or at a counter with a human.
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Everything is made daily from scratch, even the frostings and the whipped cream they use, Acton said.
Their employees, known as bakers, rotate through various jobs, from mixing, to baking to being on the “dressing stations,” as the franchise calls the area where the desserts are frosted and decorated..
Most of the operation is visible to customers.
Giant mixers right behind the front counter can mix 60 quarts of batter — enough for 200 of Crumbl’s super-sized cookies– at one time.
The ovens, which have revolving racks in them, are visible in the back.
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