After swiftly selling out during a pop-up event in downtown Keene last week, Crumbl Cookies is planning two return appearances.
Another pop-up is scheduled for Friday at Railroad Square from 2 to 6 p.m., or until the product runs out, according to an Instagram post. A similar event is planned for the following Friday, April 10.
James Maguire — who owns New Hampshire Crumbl franchise locations in Concord, Nashua, Salem and West Lebanon — said the plan is to bring close to 2,150 (or more) cookies this Friday, more than twice as many cookies as were at last week’s event. He said the pop-ups are being hosted by his franchise locations in southern New Hampshire.
Last week’s supply of cookies sold out in about 45 minutes, according to Maguire.
“We felt so bad,” he said, adding that the return is in the hopes that everyone who wants cookies can get them.
This past Friday afternoon, a line waiting for the sweets wrapped around the block. The enthusiasm, along with The Sentinel’s previewing the pop-up and filming its turnout, prompted criticism on social media about the cookies’ prices and urging people to support locally owned Keene bakeries.
“I bought these amazing strawberry pistachio cinnamon rolls from B bakes today.. just saying,” one commenter wrote.
“Good cookies but im a Keene on Cookies kinda guy,” wrote another.
“Keep Crumbl out of Keene. Support small businesses instead, like Eat More Cake,” a third posted.
In a phone interview Monday, Maguire noted that he’s from Pelham, and drew a distinction between a specifically corporate model and franchise stores located in the Granite State.
“We’re local. We’re born and raised in New Hampshire,” he said.
On offer this Friday is the Dubai Brownie, Milk Chocolate Chip cookies, Cake Batter Cookie Thins and a four-pack that includes the Chilled Vanilla Sugar and Spring M&M flavors, Cookies and Cream and Cadbury Egg Brownie.
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