A fake Crumbl Cookie pop-up in Bondi, Sydney, has caused a stir after Australian customers discovered they were eating days-old cookies brought back from Hawaii by locals unaffiliated with the US-based bakery chain.
The cookies, sold at A$17.50 each, were met with disappointment as consumers shared videos online expressing their dismay over the stale treats, sparking the so-called “Crumblgate.”
Despite mimicking the branding of the popular chain, the pop-up had no official connection to Crumbl, leading the company’s founder to clarify the situation on social media.
The event has prompted calls for legal action against the sellers and raised questions about the legality of the operation.
Organisers of the pop-up defended their actions, stating they adhered to Crumbl’s storage guidelines and maintained the cookies were still safe to eat after three days.
However, marketing experts have weighed in on the controversy, highlighting the power of “fear of missing out” (FOMO) as a driving factor in such viral scams.
Despite the backlash, experts suggest the incident has inadvertently boosted Crumbl’s brand awareness in Australia, with many now talking about the cookie chain despite the negative experience. It remains unclear if any legal action will be taken under Australian consumer law.
