Tiny Aussie bakery with massive global following, huge queues opens second location

This tiny Aussie bakery, whose owner has taken social media by storm, has queues up the street. And now it is finally getting a second location.

I was well and truly influenced.

When visiting Brisbane for the first time in my adult life last week for a conference, locals kept asking what I planned to do or see while in the Queensland capital.

My answer? Get a cookie from Brooki Bakehouse.

I had never tasted Brisbane bakery owner Brooke Bellamy’s baked goods nor knew of anyone who had, but it was the first thing that came to mind as I had already been behind-the-scenes of the bakery multiple times this year from my couch 1700km away.

Ms Bellamy has 1.9 million TikTok followers, where some of her videos have amassed more than 20 million views each. She has another 944,000 followers on Instagram and 592,000 subscribers on YouTube.

So I’m not sure why on Saturday, when I decided to stop by before my flight (and by that I mean spend an hour walking and on a ferry), I was shocked by a queue stretching up the street in Fortitude Valley.

Fans queue outside Brooki Bakehouse in Brisbane. Picture: news.com.au

The famous cookies. Picture: Brooki Bakehouse / Instagram

While queues would typically prompt Aussies to search elsewhere for a snack, that is not how it works at Brooki.

People in the line were excitedly sharing with each other how long they had travelled to get there.

It took about half an hour to get inside the store and when I finally walked out of the tiny bakery with my pink bag of cookies, the line of people waiting had grown even further.

To meet the incredible demand, Ms Bellamy will open up her second store at Brisbane Airport’s domestic terminal on Friday.

“So many of our customers would come and say, ‘Oh I’m on my way to the airport so I’m dropping in to buy a gift before flying,’ so it makes sense for our next location to be at the airport so that people can just grab and go,” she explained in a statement on Thursday announcing the expansion.

It turns out I’m far from the only traveller influenced by Ms Bellamy’s clever social media content creation. Remarkably, she says she has spent $0 on marketing.

Brooke Bellamy is opening a second store at Brisbane Airport on Friday. Picture: Supplied

Brooki Bakehouse already ships sweet treats across Australia, the United States, New Zealand, Malaysia, Singapore, Hong Kong and Japan, but Ms Bellamy says the Brisbane Airport store will allow more travellers to get their hands on her famous cookies fresh on the day.

The store will also have brownies and cupcakes – and merchandise.

news.com.au understands Brooki will be a “pop-up” store at the airport for at least four months before a decision is made on whether it will stick around permanently.

Toby Innes, Brisbane Airport’s head of commercial property development, described Brooki as a “powerhouse local brand” that will now find its way on to passenger flights across the country.

Brisbane Airport connects more than 60 destinations across Australia.

The store opening comes just one week before Ms Bellamy is due to give birth.

“Very crazy, so we open on Friday here at Brisbane Airport, and my baby due date is the following Friday so I’m just hoping that nothing happens out of line, but if it does, we’ll cross that bridge when we come to it,” she said

“But yes, baby on the way, opening our second store and also my cookbook is four weeks away as well, so it’s a very big year.”

Ms Bellamy opened Brooki Bakehouse in 2022, but it is not her first bakery.

She opened Charlie’s Dessert House in Launceston, Tasmania (where she grew up) in 2016 and in 2020 sold the dessert restaurant to her parents and moved overseas.