‘Worth it’: Reason behind insane Westfield line

A photo taken in the middle of a popular shopping centre reveals Aussies queuing up to get their hands on a wildly popular treat.

A snap taken in the middle of a popular shopping centre has shown Aussies queuing up in order to get their hands on a popular treat.

Brooke Bellamy began Brooki Bakehouse in 2022 with a store in Fortitude Valley. The business quickly shot to social media fame, widely known for its internet-famous chunky cookies and macarons.

The bakehouse was even nominated for the 2024 TikTok Business of the Year award, which was eventually won by skincare brand Kaladé.

So, it should come as no surprise that its latest Brisbane store at Westfield Chermside has had a lengthy queue winding through the middle of the shopping centre all week.

Brooke Bellamy began Brooki Bakehouse in 2022 with a store in Fortitude Valley. Picture: Instagram/@brookibakehouse

Reddit user Slatsattack shared an image of the queue to the forum website, asking if the products were “any good”.

Social media users were divided. Some said it was “worth it” while others said they would never line up for food.

“Had them once last year, waited for about a half-hour. Pricey but worth the wait. Also got the cookbook. Also worth it,” one commented.

Another said: “Good to see a Brisbane small business blossoming in this economic climate.”

“I assume that it is Valentines Day induced,” another added.

One social media user commented: “$6 for an absolutely enormous bikkie seems pretty good value though? They are quite big.”

“Maybe I am old and grumpy but I just don’t understand why you would do this for a cookie,” one said.

Another added: “F**k queues waiting for food. More than two people in front of me I’ll go home. I’m never that desperate for food.”

“Damn a lot of haters here. Australia in general is short on quality options and diversity of decent food choice,” another added.

“Is it expensive? Sure – but a standard low tier meal for lunch is expensive these days.

Don’t mind paying a bit more for novelty, something decent and for a local Aussie business.”

A spokesperson for Brooki Bakehouse said the queues have been fairly constant since the business opened its latest store last week.

Line in Westfield Chermside. Picture: Reddit/slatsattack

“We haven’t seen the Reddit thread but can confirm the line has been extremely long for our first week of opening,” the rep told news.com.au.

“The team have been working hard to keep up with demand – both in our central kitchen in Fortitude Valley where we bake the cookies fresh every day, to the retail team at Chermside working hard to keep up with the line.

“As always we appreciate the very warm welcome from our local Brisbane crowd, this is our third store opening and we are so grateful for all of the ongoing support as a Brisbane born brand.”

Ms Bellamy was inspired by her mother when it came to baking and, after spending a decade as a freelance travel writer she decided to settle in Brisbane with her fiance.

When Brooki Bakehouse first opened its doors, it was a quiet first eight months, however that pushed her into sharing on social media. The business recently had a pop up in Abu Dhabi.

Originally published as ‘Worth it’: Reason behind insane Westfield line