Leon Chen and Tiffany Taylor Chen, cofounders of Tiff's Treats, started the warm cookie company while they were undergrads at University of Texas at Austin. They are graduates of Richardson's Berkner High School. Fans of Tiff's Treats still wait in line when new restaurants open.

Leon Chen and Tiffany Taylor Chen, cofounders of Tiff's Treats, started the warm cookie company while they were undergrads at University of Texas at Austin. They are graduates of Richardson's Berkner High School. Fans of Tiff's Treats still wait in line when new restaurants open.

File photo

In a GuideLive story called "How long would you wait? 10 D-FW eateries with notoriously long lines," we analyze why, oh why some food is worth a 12-hour wait. Or more. 

How long would you wait? 10 D-FW eateries with notoriously long lines

Missing from that list was Tiff's Treats. 

Tiff's Treats was founded by a Richardson couple who started the business while they were college students "to help fellow students get through exams," according to a company statement. The company delivers warm cookies, and brownies and has grown to more than 20 stores, with eight in Dallas-Fort Worth, reports Dallas Morning News business writer Melissa Repko.

It's the kind of place where people are happy to wait in line if it means free cookies.

At Leon and Tiffany Chen's new Tiff's Treats opening in Allen over the weekend, dozens showed up. Now, this isn't the Dallas area's first Tiff's. It wasn't even the first Tiff's in Collin County. But eager customers seemed happy to wait.

These people were first in line

Vicki Ireland sits with "PaPa" (center) and Grayson Ireland. They were the first ones in line and had gotten there at 9:30 p.m. the night before. 

Vicki Ireland sits with "PaPa" (center) and Grayson Ireland. They were the first ones in line and had gotten there at 9:30 p.m. the night before. 

Anja Schlein/Special Contributor

More than 75 people lined up before 8 a.m. 

Because COOKIES, you guys.

Because COOKIES, you guys.

Anja Schlein/Special Contributor

Some people camped out in tents

Also, it was kinda cold.

Also, it was kinda cold.

Anja Schlein/Special Contributor
Dallas woman cooks up cookie deal at grocery stores all over Texas

You might be asking: But ... why? Blame it on FOMO, maybe, but plenty of people are happy to wait in line to be the first inside a new establishment. Still more are enticed by promises of free food or gift certificates.

On Saturday, Nov. 12 at the new Tiff's Treats in Allen, the first 10 people in line were awarded a $100 Tiff's Treats gift card. The remaining 30 people behind them got freebies, too. And anyone who donated school supplies to the Michael Finley Foundation received a $5 gift card.

The new shop is expected to serve those who want warm cookies in Allen and McKinney.

The store is located at 977 State Highway 121, Suite 160, (at Watters and 121) in Allen.

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