There was a time when Crumbl Cookie basically took over all desserts. Seriously, some nights used to mean sitting on the couch, phone in hand, just waiting for their new cookie flavors to come out. They would post six new flavors every week, and everyone would freak out online, trying to guess which ones would be worth the hype. People even started planning their week around which cookies to get, it was a whole thing.
But honestly, it’s not the same anymore. Crumbl slowed down, and you don’t see as many people talking about it. Some stores even closed, and it sounds like they’re not making as much money as before. It seems after blowing up so fast, they’re struggling to keep everyone interested. It’s like, when the excitement fades, what’s next?
Crumbl Cookies started in 2017 in Utah when two cousins wanted to make better cookies. They made huge, warm cookies and showed off their baking in open kitchens, with bright pink boxes that stood out on Instagram. Each week, they posted new cookie flavors, and people couldn’t wait to see what was next. Eating the cookies was only half the fun, posting them online was the other half.
They started letting people open their own Crumbl stores in 2018, and soon it felt like there was a Crumbl everywhere. By 2024, there were more than 1,000 stores. But growing so fast caused a lot of problems. Some stores had to close, and not everyone was making money. Opening a bunch of stores in the same area just split up the customers. Instead of more business, some stores ended up with less.
Between 2022 and 2023, the average store made a lot less money. Some even lost money, but things got a little better in 2024. Still, only the best spots were really doing well.
Crumbl was really popular on social media at first. People wanted to try the new flavors every week, and the cookies looked cool in pictures. But things changed. Now people complain online more, and the posts aren’t as big of a deal. Plus, cookies cost a lot more now (almost $5 for one!), and people are being more careful about what they eat. Huge, frosted cookies aren’t as popular as before.
In the last year or two, more stores closed and Crumbl stopped growing so fast. They’re being pickier about where they open new shops. The hype isn’t the same, so now Crumbl has to actually work harder to keep customers coming back. The brand is still famous, but now it’s about being smart, not just going viral.
Emily Zaruba • Mar 25, 2026 at 8:11 am
buy me cookies