Read: Chermside Welcomes YOMG Burgers and Frozen Yoghurt to Queensland

The Debate

On Reddit, locals have mixed feelings about the phenomenon. Some question whether the cookies truly live up to the excitement.

“I think the hype far outweighs the quality of the cookies. They’re good, but is it really worth spending hours lining up for them?” one user wrote.

Others see the appeal beyond just the product. “These people have been following the founder’s journey for years on social media. It’s an emotional connection thing,” another said. “I haven’t tried them, but my sister begged us to take her there.”

Another commenter pointed out that waiting in line can be part of the fun: “I dunno about three-hour waits, but sometimes just going to a place and lining up for a bit is a fun little activity. You’re in line, chatting with friends, doing the whole thing.”

Supporters also appreciate the success of a homegrown business. “Good to see a Brisbane small business blossoming in this economic climate,” one Redditor noted.

From TikTok to Thriving Business

Brooki Bakehouse is the brainchild of Brooke Bellamy, who first launched the bakery in Fortitude Valley in 2022. But her journey started much earlier. Bellamy honed her baking skills through cooking classes in Paris and online tutorials before opening Charlie’s Dessert House in Launceston, Tasmania, in 2016. There, she built a reputation for macarons, cupcakes, and, of course, cookies.

Her big break came in late 2021 when she moved to Brisbane with her now-husband, Justice. When her only employee fell ill with Covid-19 for three weeks, Bellamy turned to TikTok, filming herself working in the bakery. A “day in the life” video in her chef’s attire went viral, catapulting Brooki Bakehouse to social media fame.

Now, the bakery sells an astonishing 1,000 cookies daily in-store, with thousands more shipped to eager fans across the country. On top of that, Bellamy’s book has become a bestseller, solidifying her status as a baking influencer.

A Sweet Expansion

The latest Westfield Chermside store opened just in time for Valentine’s Day, allowing even more fans to get their hands on Brooki’s famous cookies. Alongside their bestsellers, the store offers weekly specials that keep customers coming back for more.

Read: Westfield Chermside Hosts Unprecedented Star Wars Fan Experiences

For those wanting to see what all the fuss is about, Brooki Bakehouse is located on Level 1 of Westfield Chermside, near Glassons. Whether you’re a loyal fan or a curious first-timer, the question remains: Is it worth the wait? That’s for your tastebuds to decide.

Published 19-February-2025

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