ON an afternoon on Manhattan’s Upper East Side, young patrons queue up for a TikTok-famous treat: a US$5 cookie from Crumbl.
Just outside, Merle Behrens, 17, is posing for a photo with the chain’s signature pink box in hand. She buys four of the brand’s giant – and very sweet – cookies: Chocolate cake, chocolate chip, cookie dough and blueberry cheesecake.
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