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Cookie dough fad hits home with Dough Co.

Edible cookie dough has become increasingly popular over the summer, and the trend hit Sugar House on June 30. With over nine different flavors of cookie dough, Dough Co. has become a hot spot for college students looking to curb their appetite for “dessert without rules.” (Photo by Mary Denison)

Edible cookie dough has become increasingly popular over the summer, and the trend hit Sugar House on June 30. With over nine different flavors of cookie dough, Dough Co. has become a hot spot for college students looking to curb their appetite for “dessert without rules.” (Photo by Mary Denison)

Fads have a tendency to go around like a cold — it spreads rapidly, not everyone catches it and it doesn’t last too long.

The no-egg raw cookie dough fad hit the ground running earlier this year in New York City. Customers have waited over an hour, sometimes even as long as two, to try some of Manhattan’s Cookie Dō NYC.

The trend hit Sugar House on June 30, when a shop called Dough Co. opened its doors. Since then, it has seen a steady stream of customers, according to Carson Melrose, a cashier and server at the dessert parlor.

“[Dough Co.] gets pretty busy, especially on a Friday night,” said Melrose, who has worked there since it’s opening. “I think it’s popular because it is unique.”

Dough Co. aims to break the rules of cookie dough, according to its website, with over nine flavors and various options like cups, shakes and specialty dough desserts.

“A lot of people are freaked out about it, but some are just crazy about it,” Melrose said. “I think it is just unusual. People like new things, especially flavors… it [becomes a fad] because it is unusual but delicious.”

Kate Wiley, an international business and marketing major at Westminster College, has visited Dough Co. a few times and said she loves the vibe. She also said she thinks the idea of edible cookie dough is brilliant from a marketing standpoint.

Some students at Westminster College said they are are on board with Salt Lake City’s latest food fad — edible cookie dough. Kate Wiley, an international business and marketing major, said she thinks the idea of edible cookie dough is brilliant from a marketing standpoint. (Photo by Mary Denison)

Some students at Westminster College said they are are on board with Salt Lake City’s latest food fad — edible cookie dough. Kate Wiley, an international business and marketing major, said she thinks the idea of edible cookie dough is brilliant from a marketing standpoint. (Photo by Mary Denison)

“It’s kind of fun because it’s like going to get ice cream but it’s different,” she said. “I think it’s popular because it is so different — especially for Salt Lake. We don’t really have any creative places.”

Sicilee Williams, a junior communication major at Westminster, agreed that edible cookie dough is more unique than the usual ice cream or frozen yogurt standards and speculated the dessert might be bigger than just a fad.

“I feel like if you get it in the right community or around the right people, it will stay and do well,” Williams said. “Even if [edible cookie dough] becomes less popular [than] during its fad stage, I think they’ll still do well and be successful.”

Though Dough Co. has been praised for its customer service, aesthetic and cookie dough variety, that doesn’t mean its success has come without criticism.

Williams said the one downside from her perspective are the consequences of eating the dough too fast.

“If you’re going to eat rich cookie dough that’s chocolatey and sugary, you almost have to put more thought into your dessert other than just scarfing it down,” said Williams, who added she doesn’t mind quality over quantity. “It takes more time to devour.”

Still, many patrons said they are willing to risk the stomach-ache for a sugary, new addiction.

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