Puyallup is the latest city to catch the sweet wave of dessert frenzy with the opening of a new Crave Cookies franchise in South Hill. The Utah-based cookie staple has introduced a delectable array of unique cookie flavors to the local scene, from the tantalizing Chilled Biscoff Oreo to the indulgent Reese’s PB Explosion.

The Expansion

In addition to its diverse cookie portfolio, which includes creations like The Flintstone and Baked Butterbeer, Crave Cookies is also introducing "loaded sodas" and cookie cakes to its menu, ensuring various options for all tastes and occasions. The arrival of this dessert shop signifies the growing popularity of gourmet cookies, a trend that Crave has been spearheading since its inception in Utah in 2019. With expansions into states beyond, including Tennessee, Florida, and Illinois, and now strengthening its footprint in Washington with its third location, Crave Cookies’ expansion strategy indicates a brand that knows the sweetness of success. This growth narrative is not just about spreading the love for cookies but about dishing out happiness one cookie at a time to a broader audience. The landscape of the cookie market has been anything but crumbly, especially with Utah-based franchises stirring up what has affectionately been dubbed the "cookie wars." This confectionery conflict saw Crave Cookies and its fellow Utah-based competitor, Crumbl Cookies, embroiled in a legal battle over trademark infringement. Crumbl’s aggressive expansion resulted in nearly 900 stores across the United States and Puerto Rico, highlighting the fierce competitiveness of the gourmet cookie market. However, despite the initial legal tussle, Crave and Crumbl reached an amicable resolution in July 2023, deciding to drop their lawsuits against one another. This resolution marked a significant moment in the so-called cookie wars, emphasizing the potential for competition and cooperation within the bustling cookie industry. Crave Cookies’ strategy to keep a low profile during its legal skirmishes and its continued expansion underscores a focus on product and service rather than public disputes. Such an approach has allowed Crave to continue growing its brand and presence in new markets, including Puyallup, without detracting from the quality and innovation that define its offerings. The competition with Crumbl Cookies and other dessert outlets has not only highlighted the growing demand for gourmet cookies but has also demonstrated the vitality and dynamism of the market. As these two giants of the cookie world continue to expand and evolve, it's clear that the real winners of the cookie wars are the cookie-loving consumers who get to enjoy a greater selection of delicious treats. The arrival of Crave Cookies in Puyallup is a testament to the community's growing appetite for quality, variety, and innovation in the world of desserts, making it a sweet addition to the local culinary landscape.