The viral global cookie phenomenon known as Crumbl has arrived in Mexico.
Famous for its large gourmet cookies, weekly rotating menu and signature pink boxes, the U.S. bakery chain opened a store in the chic Mexico City neighborhood of Roma Norte on Tuesday.
It did not go unnoticed.
El Universal newspaper described Tuesday’s opening day as a “frenzy,” reporting that dozens of people arrived early in hopes of “being among the first to try the famous viral cookies” and “a line of approximately 800 people snaked around the block.”
The event attracted content creators and influencers to the shop at Calle Durango 225. They busily documented the atmosphere and shared images of the event on various digital platforms.
Crumbl’s approach breaks with traditional baking. Its menu isn’t fixed; it has over 270 recipes in its catalogue, but offers 3 or 4 new flavors each week.
The brand — founded in Logan, Utah, in 2017 — produces weekly Sunday night flavor reveals across platforms such as TikTok and Instagram to drive hype. The strategy has attracted long customer lines at its outlets in the U.S., Canada and Puerto Rico.
The limited edition cookies available in Mexico City through Saturday — the shop is closed on Sundays — are Tres Leches Cake, Confetti Cake and a S’mores Cookie.
Crumbl typically offers several other items on a Classic Cookies list. This week, there were four on the menu: Cookies and Cream, Pink Sugar, Milk Chocolate Chip Cookie and Chocolate Chip Cookie Thins.
The cookies come with a hefty price tag, however: One cookie costs 89 pesos; a pack of 4 costs 315 pesos; a pack of 6 costs 450 pesos; a package of 12 costs 885 pesos; and a monthly subscription (5 cookies shipped to your house) is available for 990 pesos.
Chipotle, the US fast food chain, opens its first restaurant in Mexico this week
Award-winning fast-casual restaurant enjoys solid first two months in Yucatán
Though not matching the ballyhoo produced by the Crumbl opening, Dog Haus opened its first restaurant in Mérida in June, its first permanent international restaurant.
The fast-casual gourmet restaurant — also known as Dog Haus Biergarten — is a hot dog, sausage and burger chain headquartered in Pasadena, California. It is known for its use of Black Angus beef and King’s Hawaiian rolls, earning recognition as a Menu Trendsetter by Nation’s Restaurant News.
The Mérida location is the first of three Dog Haus locations planned for Mexico in 2026, with openings planned for Mexico City and Tijuana.
With reports from El Universal, Animal Gourmet, Food and Travel México and Expansión
