What unites these fructose flecks in the Crumbl mosaic is how each cookie is crafted as much for social media consumption as it is for gastronomic delight. “We very frequently will change visuals,” says Amy Eldredge, vice president of menu. “The flavor will be there, but we know we have to do something more visually impactful.” Indeed, once you’re snared by Crumbl’s algorithm, your social media feed becomes an unrelenting farrago of pastel frosting, floral-shaped dollops of cream and caramel, Gobi-like dustings of cinnamon and sprinkles, and studs of streusel. You might find the concept of a strawberry-limeade cookie topped with Nerds unappealing, but watching a TikTok clip of someone crushing one from the front seat of their car might change your mind. This alchemy is how the company has managed to amass more than 10 million followers on TikTok, more than Starbucks and McDonald’s combined, helping Crumbl build a consumer base that’s 65% female and skews teenage or younger.