Crumbl expands with 7Brew as TikTok cookies take over Salisbury
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Two national food chains with strong followings on TikTok are setting up shop in Salisbury. Crumbl Cookies and 7Brew Coffee, both new to the Delmarva Peninsula, will soon open locations aimed at dessert fans and coffee lovers alike. The expansion signals not just commercial growth in the region but the rising influence of social media on consumer tastes.
From startup to sensation
Founded in Logan, Utah in 2017, Crumbl Cookies has scaled rapidly. With more than 1,100 franchises in North America, the chain has achieved a $2 billion valuation in just seven years. Its formula is built on anticipation. Every Monday, Crumbl drops a new lineup of rotating cookie flavors, which are announced through social media. This scarcity-driven model has created a cult-like following that treats each cookie release like an event.
The company’s rise is fueled by influencer culture. Unboxings, taste tests and reviews flood TikTok every week, often by unpaid creators eager to weigh in. These digital word-of-mouth efforts have helped the company grow faster than legacy food chains like McDonald’s and Starbucks.
A new draw for Salisbury
Crumbl’s new location will open at The Commons near Ulta and GameStop. Meanwhile, 7Brew Coffee will launch near the intersection of Route 13 and Milford Street, just steps from Salisbury University. Both brands are arriving with the help of SVN Miller Commercial Real Estate.
According to SVN advisor Kelly Jeter, Crumbl’s appeal lies in its rotating menu and viral profile. “I think it’s something that’s kind of unique. You’ve got the changing menu, you’ve got the viral flavors. So, I think it will be a welcome addition to the Salisbury community,” she told local news.
The Maryland debut is expected as early as next month.
Fueling the food economy through social buzz
Beyond cookies, Crumbl has expanded into other desserts like brownies, cheesecakes and pies. Collaborations with celebrities, studios and influencers have pushed its reach far beyond Utah. The brand’s digital-first strategy has inspired a new blueprint for food franchises, where TikTok trends can shape flavor innovation and drive local foot traffic.
7Brew is no outlier in this model. The Arkansas-based drive-thru chain focuses on speed, custom drinks and a young, energetic brand voice that mirrors Crumbl’s tone.
What viral food chains mean for local markets
The arrival of these two chains marks a shift in how national brands grow. By combining strong digital presence with hyper-local expansion, Crumbl and 7Brew are bringing new energy to mid-size markets like Salisbury. And while the menu may change every Monday, the bigger trend seems here to stay.
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