Since the franchise was first founded in 2017, the Crumbl Cookies business has taken the dessert business by storm. Gaining much of its notoriety from the TikTok trend coined “Crumbl Review,” this bakery releases new cookie flavors every week. This business model keeps customers on their toes, and Crumbl cookies in high demand, as most flavors are only available for a limited time.
Crumbl Cookies opened its newest location in the Oxford Galleria on Friday, August 11. Owner and operator, Mckae Nielson, is elated about Crumbl being a part of the Oxford community.
“We have heard lots of really good things about Oxford,” Nielson said. “Ever since we came to Mississippi, everyone has been saying ‘this would do really well in Oxford,’ so we finally decided to come check it out.”
Nielson serves as Oxford Crumbl’s fearless leader and has played a big role in the company’s success so far.
“I’ve been working specifically with Crumbl for about two years,” Nielson said. “We opened our first store in Madison in December of 2021. Oxford is the fourth location that our group has opened up here in Mississippi.”
In addition to operating the Oxford store, Nielson constantly works to maintain a positive work environment for all of the Crumbl employees. Many join the staff without an extensive background in baking, but become well trained by the Nielson and the team in all of the dos and don’t of cookie-making.
“My favorite thing about my job is working with the crew members and watching them go from not knowing anything about working in a bakery to becoming rockstars,” Nielson said. “I enjoy seeing them improve and getting to help them go through that.”
Crumbl is unmatched by any other chain bakery in its commitment to producing a fresh, high-quality product for every customer that walks through the door.
“The main thing I always like to tell people about Crumbl is that that we make all of our cookies from scratch, which is really unique for a franchise business,” Nielson said. “All of our cookies are made here in the store. We cream the butter and sugar all the way up to baking them, so it’s truly a homemade cookie.”
As newcomers to the vibrant eatery scene in Oxford, Crumbl hopes to not only provide sweet treats but make a positive impact in other ways as well.
“We also want to do what we can to give back and contribute economically by providing jobs and income to people in the area as well,” Nielson said.
The employees have found that one advantage of being in Oxford is getting to serve the high school and college students in the area.
“We’re big fans of Ole Miss,” Nielson said. “We hope to tap into the catering market here with all of the different schools and their sporting events going on here. We really want to try to get plugged into the community and all of the different organizations around here.”
Students are just as thrilled about Crumbl’s new location as their staff are. It is predicted to become a “go-to” for students that attend Oxford High School, Lafayette High School, Regents School of Oxford, and the University of Mississippi. OHS senior, Graham Sherman, believes that Crumbl Cookies will be a huge hit in the city of Oxford.
“Lots of my friends that live in Jackson go to Crumbl all of the time,” Sherman said. “It will probably get a lot of business here from students that go to Oxford and Lafayette, especially on game days.”
As Crumbl Cookies continues to captivate the community of Oxford, it’s clear that their commitment to quality, innovation, and engagement will propel them to sweet success in their new home.
“It’s really cool that Crumbl comes out with new flavors every week,” Sherman said. “I like being able to go by and get something totally unexpected.”
The flavors of the week at the Oxford location can be found on the company’s website: https://crumblcookies.com/fr/msoxford.
“My favorite flavor on the menu is Raspberry Cheesecake,” Nielson said. “Make sure to run, not walk, to Crumbl when it comes on the menu.”
