There was a time when a Crumbl box meant a Sunday ritual. Neighbors posted the weekly flavors, and people stood in line for warm, oversized cookies.
Now the sweet story has turned sour. At least 57 Crumbl locations nationwide have closed so far in 2026, including seven in California, and 55 franchises are listed for sale.
The numbers come from a Tasting Table report published October 26 examining what went wrong.
From $1 Billion In Sales To A Wave Of Closures
Crumbl was founded in Utah in 2017 and grew at a fast pace. By 2023 it was generating about $1 billion in annual sales.
That year looks like the high-water mark. Since then, the chain has seen decreasing foot traffic and slipping sales.
The biggest sign of trouble came at the top. Co-founders Sawyer Hemsley and Jason McGowan stepped down in 2026 amid the sales slowdown.
Cookie Lovers Say The Magic Wore Off
Online, customers have a list of complaints. Some reviewers call the cookies too expensive, half-baked, too high in calories and too sweet.
Others were underwhelmed by several of the year’s most disappointing new flavors. When the weekly rotation misses, fans stop planning around it.
That matters for a business built on excitement. A box of cookies is only a special treat if the cookies deliver.
A Menu That Grew Too Big
Commenters also blame the expansion beyond cookies. The chain now sells a wider range of desserts and drinks, including dirty sodas that launched in August.
The sodas are controversial and have not helped sales. The article describes the result as a diluted menu for a brand that once focused only on cookies.
It is a lesson many restaurants learn. When a place known for one thing tries to become everything, the original magic can fade.
Tastes Changed And Wallets Tightened
The report says many dessert lovers are moving toward less sweet, lighter, more balanced cookies, including the style popularized in Asian baking.
At the same time, tighter household budgets make a pricey cookie feel like a splurge. When money is short, a box that costs more than lunch is easy to skip.
What This Means If You Love A Good Cookie
If a Crumbl near you is closing, it does not mean you have to give up the treat. You can still find warm, fresh cookies without paying chain prices.
- Check local bakeries, which often sell large cookies for less and change flavors with the season.
- Look at grocery store bakeries, where fresh cookies are sold by the dozen.
- Bake at home. A simple chocolate chip recipe takes less than an hour and fills the house with a wonderful smell.
- Buy a single cookie rather than a full box, and share it.
Gift Cards And Closing Stores
If you hold a gift card to a store that is closing, use it soon. Closures can happen with short notice, and it is easier to spend a balance before the doors lock.
Most chains allow cards to be used at other locations, so check your nearest open store. If you aren’t sure, call ahead and ask.
The Bigger Lesson For The Restaurant Business
Crumbl’s slide shows how quickly a fad can cool. A product that thrilled shoppers in 2023 can feel overpriced and overdone just a few years later.
It also shows why simple, well-made food has staying power. A neighborhood bakery with a short menu may never go viral, but it can last for decades.
For Crumbl, the next chapter will depend on new leadership, a clearer menu and cookies that live up to the hype. Fans will be watching.
How To Spot A Cookie Worth The Price
A good cookie does not need to be giant to be great. Look for golden edges, a soft center and a smell of real butter and vanilla.
Ask when the cookies were baked. A batch that came out of the oven that morning will beat one that has been sitting in a case all day.
Compare the per-cookie price with what you would pay at a local shop. A box of four can easily cost more than a dozen from a neighborhood baker.
Baking A Better Batch At Home
You can match the best chain cookie with a few basic habits. Use room-temperature butter and eggs, measure the flour with care and chill the dough for at least thirty minutes.
That rest lets the flour hydrate and the butter firm up, which keeps the cookies thick instead of flat. Bake until the edges are set and the centers still look slightly soft.
Pull the tray and let the cookies sit for a few minutes before moving them. They finish baking on the hot pan and hold together better.
A homemade batch costs a fraction of a boxed set, and the whole family can help. That might be the sweetest outcome of all.
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