Outside of the seasonal flavors, the confetti is really tasty. It’s slightly flatter than the chocolate chip, and the soft texture is just right for a sugar cookie. I also like the s’mores and cookies-and-creme flavors when they’re available.

Obviously, it takes a good cookie to make a successful business, but I could see how the company’s branding and menu have helped position it apart from its competition.

From the cute little cookie characters on its packaging to a menu that is always changing, Chip City makes an experience out of a simple pleasure. The company also uses its social media accounts to get people hyped for new flavors and provide updates on its weekly menu.

When my husband and I first moved to Astoria and discovered Chip, we were hooked and visited almost every week. So I can see how the brand has successfully formed a cult-like following. We’ve both cut down on the sweets since then, but we’ll still go to Chip once in a while to try a new flavor.

This Astoria shop is in a high-traffic part of the neighborhood where people are likely to stop by after a meal at a local restaurant or grab a pick-me-up after some shopping.

Other locations like Sunset Harbor in Miami and a future location on Newbury Street in Boston are situated in convenient shopping and dining hubs.