Crumbl, the wildly popular American cookie brand known for its rotating menu and decadent treats, has unveiled two Dubai-inspired flavors that have cookie lovers and expats buzzing online: the Chocolate Brownie Cookie and the Cheesecake Cookie. The announcement sparked immediate interest across social platforms and cookie forums, raising one big question — will these mouthwatering cookies be available in Dubai soon?
A Global Craving with Local Flavor
In recent years, Crumbl has taken the dessert scene by storm, building a cult following across the U.S. with its signature pink box and bold weekly flavors. With cookie culture booming in the UAE — especially in cosmopolitan areas like Dubai, where residents are quick to embrace gourmet trends — the Middle East seems like the perfect next step for Crumbl’s international expansion.
While Crumbl hasn’t officially confirmed a launch in Dubai, their recent flavor drop inspired by Dubai desserts is being interpreted as a strategic hint. The Cheesecake Cookie, for example, is reminiscent of the creamy textures and layered richness found in many Middle Eastern sweets, while the Chocolate Brownie Cookie offers a deep, dense indulgence that echoes the UAE’s love for chocolate-heavy desserts.
Why Dubai Makes Sense for Crumbl
Dubai is no stranger to dessert trends. From Japanese mochi ice cream to French patisserie-style cafes, the city welcomes global food brands with open arms. Homegrown cookie brands like Mamia’s Cookies and Home Bakery have already proven there’s a passionate dessert-loving audience in the Emirates. Add to that the city’s massive expat population with strong American ties, and the case for Crumbl’s arrival becomes even more compelling.
According to Google Trends data, search interest in “Crumbl Cookies Dubai” has spiked in the last 30 days, especially following the release of the Dubai-inspired flavors. Social media platforms like TikTok and Instagram have seen an uptick in influencer content speculating about a potential UAE branch.
Crumbl fans across the Emirates have taken to social media, tagging the official Crumbl website and flooding the brand’s pages with comments requesting a Dubai launch. Some have even gone as far as starting mini-campaigns on TikTok and Reddit calling for pop-up shops or delivery options in the UAE.
What Makes These Cookies Special?
The Chocolate Brownie Cookie is a fudgy, chewy base with a dark cocoa flavor that leans more gourmet than standard chocolate chip. Topped with a gooey drizzle and chocolate chunks, it appeals to Dubai’s luxury-loving palette.
On the other hand, the Cheesecake Cookie has a cream cheese swirl and a buttery crumble topping that brings a creamy crunch with every bite. This combination of textures and richness closely mimics the layered experience of kunafa or basbousa — local favorites with a global fanbase.
Both cookies were featured in Crumbl’s weekly rotation in early May, fueling speculation that this could be part of a marketing test run to gauge international interest.
Could a UAE Launch Be Next?
Crumbl has already begun expanding internationally with openings in Canada and plans to enter other regions in 2025. The UAE, particularly Dubai, presents itself as an obvious candidate. The city’s booming food delivery ecosystem, combined with a love for viral, photogenic foods, makes it a prime location for Crumbl’s expansion.
Additionally, the UAE government has made it increasingly easy for international businesses to set up shop through initiatives like 100% foreign ownership and food entrepreneurship accelerators. This adds further weight to the theory that Crumbl may be laying the groundwork for an entry into the Gulf market.
Influencers and Expats Are Already on Board
The buzz isn’t just online. Influential food bloggers in Dubai, such as @DubaiEats and @TreatsWithTara, have picked up on the new flavors and speculated that a soft launch or collaboration with local bakeries could be in the works. Some even hinted at upcoming tasting events — though none have been confirmed officially.
American expats living in the UAE are especially vocal in their excitement. Many recall fond memories of visiting Crumbl stores back home and hope to see the same experience recreated in Dubai.
“I’d be first in line,” said Jenna M., a Dubai-based teacher from California. “Crumbl reminds me of home, but their Dubai flavors? That’s the best of both worlds.”
Crumbl’s Expansion Playbook
Crumbl’s growth strategy typically involves a combination of franchise opportunities, location scouting based on demand, and localized flavor development. Their Middle East-inspired cookies suggest they are testing how global audiences respond to regionally-themed treats — and so far, the response is overwhelmingly positive.
What’s Next?
For now, Dubai cookie fans will need to rely on friends or international shipping to get their Crumbl fix — though some UAE-based bakers are already attempting dupe recipes. However, with Crumbl leaning into Middle Eastern flavor inspiration and rising demand in the UAE, a regional store or delivery partnership might be closer than expected.
If the cookie giant does decide to land in Dubai, it wouldn’t just be a sweet win for dessert lovers — it could mark the beginning of a wider movement of U.S.-based specialty dessert brands entering the Gulf.
Until then, Dubai continues to dream in chocolate and cheesecake.
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