Crumbl Cookies

Since opening in February 2022, Crumbl Cookies in Benton has been an extremely popular solution for anyone needing to satisfy their sweet tooth. And it is not a stretch to say they have an extremely devoted customer base. In fact, some might even say they have a cult following. So, just what is it that makes this bakery different from all the others?

Located in the Kroger Marketplace in Benton, this location is one of three central Arkansas franchises opened by Jason Hinckley and his wife upon moving to Arkansas from Grand Junction, Colorado in 2021. A family and employment attorney by trade, Jason was introduced to the Crumbl Cookies concept in 2020 when his brother opened stores in North and South Carolina. 

Jason hired Lennon Conn, an Arkansas native, to operate two of the three bakeries in central Arkansas. Upon opening the Benton location, Jason said, “When we opened, we sold 8,000 cookies in a single day, and became the top-selling store in America. For a time, it was the largest Crumbl location.”

Crumbl Cookies offers a weekly rotating, deliciously gourmet menu of almost 300 distinctive cookie options. With flavors inspired by desserts of all kinds—such as cakes, candies, and pies—there is sure to be something for everyone on the menu. Constant staples are the company’s award-winning milk chocolate chip cookies, and a semi-permanent offering is the brand’s chilled pink sugar cookie. 

“Our chocolate chip cookie has always been a fan favorite. Currently, everyone is really excited about our Tres Leches Cake, and Mini Mondays, where that week’s flavors can be purchased in a smaller size,” said Jason. “Anything with an Oreo in it is also always popular,” said Lennon. 

Another crowd-pleasing facet of the rotating menu are the ever-popular seasonal items. “Pumpkin and cornbread cookies are usually our best seasonal flavors. In the summer, fruit-based cookies make a big splash. Cheesecake and pie-flavored cookies will pop up quite often,” said Jason. Recent menu options include Churro, Blueberry Muffin, Peanut Butter Munch, and Triple Chocolate Chip, proving there is a cookie for all types of cravings. 

As if that weren’t enough to entice a visit, the fact that they are made fresh daily on-site should seal the deal. The company’s founders, Jason McGowan and Sawyer Hemsley, two cousins in Logan, Utah, placed an emphasis on using high-quality ingredients in each batch when they opened their first store in 2017. They were on a self-professed quest to create the world’s best chocolate chip cookie, and Crumbl Cookies was born. They gathered feedback and tested recipes—a practice that is still part of the Crumbl process. 

The Crumbl Cookies founders also believed it equally important that customers be able to see their cookies being mixed, balled, baked, and dressed in real time. And Crumbl’s delicious cookies wouldn’t be complete without their iconic pink packaging. Crumbl’s boxes are designed to perfectly fit each Crumbl cookie side-by-side, whether in a 4-pack, 6-pack, or 12-pack box. The “4-pack” pink box was developed in 2018, shortly after Crumbl sold its very first cookie. The unique, oblong-shaped box is the first of its kind and was created by one of the founders and his fellow classmates at Utah State University. All cookies are packaged in distinct pink boxes that have become synonymous with Crumbl quality and are both recognizable and Instagrammable—and frequently seen on TikTok. Social media has played a huge part in the brand’s national appeal. Lennon shares he learned about Crumbl “On TikTok, like so many others did. But once I stepped foot inside the bakery, I was hooked.”

While Crumbl Cookies remains a family-owned business, they have since opened over 800 bakeries in the United States and Canada, making them one of the fastest-growing franchises in North America. Their mission is to bring friends and families together over a box of the best cookies in the world. 

This mission works well in a family-focused community like Saline County. “We see a large variety of people, who are always friendly. There are many public events where we get to step outside of the store and experience the local culture,” said Jason. 

Crumbl Cookies makes it a priority to take care of the local community. “We also have done a lot of community events and donations throughout the County. We hand-deliver cookies to the nursing homes, hospitals, and first responders as a management team during the holidays,” said Lennon. 

Whether it is the variety found in the weekly menu, or the high-quality ingredients, or smiles on the faces of staff as they bake, there is something for every palate at Crumbl Cookies. And it is served with the signature staple of the Saline County community—a friendly, welcoming vibe that you just can’t find anywhere else.