Photo c/o @newopeningsnyc
Last Crumb, the luxury cookie brand that built a cult following by selling its cookies in online drops that sold out almost instantly, is opening a shop on the Upper East Side.
Advertisement
Signage is now up at 990 Lexington Avenue, between 71st and 72nd streets, and Last Crumb lists the location on its website as “coming soon.” The company hasn’t announced an opening date or hours.Derek Jaeger founded Last Crumb in Los Angeles in 2020, and the brand sold its cookies only online until this spring. The company said in a press release that its weekly drops of 400 to 500 boxes sold out in under ten seconds. It has since moved its headquarters to New York and bakes out of a facility in South Williamsburg.
The cookies take three days to make. The butter is caramelized a day ahead, the dough rests, and each batch is baked to order, according to the company’s website. Each flavor also gets its own recipe, bake temperature and compound butter, the press release says. The flavor names are part of the fun: The Madonna is a peanut butter cookie, The Floor Is Lava has a molten chocolate center, and Donkey Kong is a banana cream pie cookie with marshmallow meringue and banana caramel.
The Not Today Mr. Muffin Man is a blueberry muffin cookie. Photo c/o Audrey Ma
Their chocolate chip is called The O.G. Photo c/o Audrey Ma
Last Crumb opened its first store at 144 North 8th Street in Williamsburg on May 28. There, a single cookie costs $8.50, a three-pack costs $24 and a six-pack costs $45. The shop also serves Parlor Coffee and Last Crumb’s own Shaken Milk ($7.50), which comes in vanilla bean, ube and cookies and cream. The company called that store “the start of the retail growth phase,” and said more New York City locations would follow.
Advertisement
Last Crumb is also selling at three holiday markets this season, according to its website:- Bryant Park Holiday Market: through January 3, daily from 10 a.m. to 9 p.m.
- Union Square Holiday Market: November 12 through December 24, daily from 10 a.m. to 9 p.m.
- Columbus Circle Holiday Market: December 1 through 31, daily from 10 a.m. to 8 p.m.
You can also order the cookies online through Goldbelly, which ships nationwide.
Have a news tip? Send it to us here!
