Hanover – A rotating assortment of cookies made from scratch and covered with icing in a variety of mouthwatering flavors will soon fill a now empty storefront in the merchants’ shopping center in Hanover.
Pam and Matthew Arias, who recently returned to South Shore from Colorado, will open the Crumbl Cookie franchise later this year. The Crumbl brand seems to have become an overnight fan favorite and a social media sensation, and the pair say they can’t wait to bring their must-have sweets to the region.
“This is not a frozen cookie that comes out of a package or box,” Pam said. “The quality is just there and people seem to really like it.”
Pam Arias grew up spending summers with her family in Sittwat and her family is scattered all over Massachusetts. The couple have spent the past several years living in Colorado with two children—now three—and the company’s location in Boulder is where they first fell in love with Crumble.
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“I was delivering for Door Dash and it was one of Crumbl’s first deliveries,” said Matthew, whose family has owned the Little Caesars pizza franchise for two decades. “When I walked in and heard the way people were talking about biscuits and I should have just had them, I called my wife and said, ‘Sign up now, and I did.'”
After that initial visit, the whole family took a trip to the Boulder store and bought one of all the flavors available.
“We were amazed,” Pam said. “They were so amazing.” “We watched people walk in and out of the store and were obsessed. This was a real treat for their day.”
The Colorado area was already full of concessions, and Ariasis couldn’t put their foot in the door. Soon, Pam found out she was pregnant and the couple began toying with the idea of getting closer to her family. When they found out the South Shore was Crumbl Cookie-free, they made the move.
The Arias family toured retail premises around the area and fell in love with Merchants Row for its family-friendly atmosphere, view from Route 53, open concept, huge windows, and friendly realtors.
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The space, across a small playing field of Lil’ Duke ice cream, is undergoing renovation work. When finished, it will feature an open kitchen so customers can view their favorite cookies.
Each week, six flavors of cookies are available. There’s always a classic chocolate chip and some variation on a sugar cookie, and then four flavors spinners. Stores are closed on Sundays, and Krumble announces new flavors that day on social media and his website. Come Monday morning, they are available for purchase.
“The quality of the cookies is very good, they are made from scratch, their social media presence is amazing and they do a great job of driving customers to the store,” said Matthew Arias. “And the flavors never disappoint.”
The cookies come in an instantly recognizable pink box and include icing, sprinkles, and other toppings. Matthew’s favorite cookies are sugar and churros – he’s allergic to chocolate – and Pam loves chocolate chips and Nutella flavors.
Following the opening of the Hanover site, slated for late fall, Ariases plans to open sites in the Braintree/Weymouth area and in Dedham. There is only one Crumble location in Massachusetts, in Methuen.
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Contact Mary Whitfill at [email protected]