Why Popular Cookie Chain Crumbl Is Struggling In 2026

Crumbl, the viral cookie giant known for its pretty pink boxes and weekly cookie lineups, has closed at least 57 locations nationwide so far in 2026, including seven in California. Additionally, there are 55 Crumbl franchises listed for sale, at the time of this writing. The brand was once known for its smart business strategy that kept Crumbl customers coming back for more. It was the cookie company that grew and grew. Founded in Utah in 2017, Crumbl was generating about $1 billion in annual sales by 2023. However, the cookie giant has seen decreasing foot traffic in general and slipping sales since then.

So, why exactly is this popular cookie chain struggling in 2026? It may not be just one cause. Some customers have been underwhelmed by the cookies themselves, including several of the year's most disappointing new Crumbl flavors. Commenters online have pointed fingers Crumbl's growingly diverse offerings, which include desserts and drinks. For example, in August, the chain launched dirty sodas, which have proven controversial among Crumbl fans and have not helped in sales.

A brand that once focused solely on cookies now offers a menu that feels a bit diluted. Additionally, Crumbl experienced a change of leadership in 2026, when co-founders Sawyer Hemsley and Jason McGowan stepped down from the company amid the sales slowdown. Tastes and palates, overall, may be shifting, too. Crumbl built its name on oversized, indulgent cookies, often loaded with frosting and toppings, and some online reviewers have described them as being too expensive, as well as half-baked, too high in calories, and too sweet. Meanwhile, many dessert lovers are gravitating toward not-too-sweet desserts and cookies that are lighter and more balanced, a style popularized in Asian baking.

There's also the current economy to consider, with many Americans watching their wallets more closely. When budgets get tight, a pricey cookie can start to feel like a splurge, one that many can't afford. Thus, shifting tastes, a crowded menu, and tighter budgets have all likely played a part in Crumbl's struggles this year. And sometimes, that's just how the cookie crumbles.