‘Cookie wars’ on West Tennessee Street

Photos of Crumbl, Insomnia, and Mo’s cookie courtesy of company logos.

The cookie wars have officially begun as a popular cookie chain opened on West Tennessee Street.

On Oct. 28, Crumbl Cookies opened its third Tallahassee location, accompanying the Mahan Village and Bannerman Crossings locations.

Crumbl cookies is a trending cookie company known for its weekly rotating menu, offering customers a seemingly never-ending variety of flavors to try. Started by cousins Jason McGowen and Sawyer Hemsley, its first store opened in Logan, Utah in 2017. The business has since taken off with over 600 bakeries in 47 states, making it the fastest-growing cookie company in the nation, as stated on the company’s site.

Unlike the other Crumbl bakeries in Tallahassee, this new store is located on the same street as two other rival cookie stores: Insomnia Cookies and Mo Cookies. Each bakery sits on the very busy West Tennessee Street, with a maximum distance of only five minutes from one another. This leaves students with arguably one of the best challenges they could face.

Each one of these bakeries is characterized in a different way, making them stand out from one another. Insomnia Cookies is known for its late-night deliveries and overall late operating hours, Mo Cookies is known for its signature “Mo cookies” that are notably “thicc,” and Crumbl Cookies is known for its rotating menu, as mentioned before.

So, why did Crumbl Cookies choose to open shop on the same street as its rivals? We may never know, but it doesn’t seem like Tallahassee residents and students are complaining.

Although they all sound tasty, everyone has their preferences. As for Raniyah Battle, a general health student at FAMU, that preference just so happened to be the new kid on the block.

“I honestly prefer Crumbl Cookies. The fact that their flavors change every week makes me look forward to purchasing their cookies,” Battle said. “I love how different and versatile their cookies can be.”

However, Charde Sylvester, a nursing student at FAMU, feels differently as Insomnia Cookies has yet to disappoint.

“I prefer Insomnia over the other options because I’ve never had a bad experience with them,” Sylvester said. “Although the publicity Crumbl has on social media causes an increase in sales, I think some of those reviews have deterred some from trying them.”

Although Crumbl and Insomnia seem to receive most of the hype from students, local bakery Mo’s Cookies puts up a good fight and pre-law grad school student Naomi Gowdy can attest to that.

“Mo’s might not be as big as Crumbl and Insomnia, but I honestly like it better. The cookies are always warm and their ‘thicc’ cookies are different than others,” Gowdy said. “It’s like a hidden treasure in Tallahassee.”