Crumbl Cookies, a popular U.S. brand, is fast-tracking its entry into the Australian market following an exciting pop-up event in Sydney that created quite a buzz for its indulgent treats.

The brand’s expansion efforts gained momentum when dedicated fans flew in hundreds of cookies to set up a temporary stand near Bondi Beach, selling them for an eye-popping $17.50 each. For context, these cookies are usually priced at $4.49 (around $6.67) in the U.S.

However, the Bondi sale didn’t go without criticism, as some customers were disappointed with the days-old imported cookies. The fans involved in the pop-up, however, defended the quality, insisting that the cookies were not stale.

In a statement, Crumbl expressed its gratitude for the support from Australian fans, saying, “We have been amazed by the support of fans in Australia over recent weeks.” The company revealed that this enthusiasm has inspired them to hasten their plans to bring an authentic Crumbl experience to dessert lovers in Australia.

In a recent interview with Nine newspapers, co-CEO Jason McGowan clarified that there are no plans for legal action against the enthusiastic fans. Since arriving in Australia amidst this viral sensation, McGowan has been scouting potential store locations, with Bondi Junction and Circular Quay being top contenders.

“It was shocking, not only that they charged that much for the cookie but also that people were actually lined up and willing to pay for it,” he noted.

Opening a store in Australia would mark a significant milestone for Crumbl, which started its journey in 2017 and now operates a franchise model with over 850 locations across North America.

Looking back at other brands’ expansion histories, it’s noteworthy that Krispy Kreme opened its first location outside North America in Penrith, Sydney, over two decades ago.

Crumbl’s classic milk chocolate chip cookie contains a hefty 730 calories (3,054 kilojoules), which is 24% more than a Big Mac. Interestingly, the company proposes a serving size of just 30 grams, equating to 140 calories (586 kilojoules).

Meanwhile, the organizers of the Bondi pop-up have issued apologies and removed related videos from social media, leaving some questions about the event’s financial success. Their situation seems less unfortunate compared to those behind the Willy’s Chocolate Experience in Glasgow, where disappointed children reportedly left in tears due to a lackluster setup, leading to refunds.