Crumbl cookie chain closes dozens of locations amid sales decline

Crumbl, the Utah-based dessert chain known for its viral social media presence, has closed at least 57 locations across the United States so far in 2026, including seven stores in California. The company also has 55 franchises currently listed for sale.

The decline follows a period of rapid growth that saw the company reach approximately $1 billion in annual sales by 2023. However, recent reports indicate a significant slowdown, with sales in August reportedly 70% lower than they were two years ago. Factors contributing to the struggle include decreasing foot traffic, a perceived dilution of the brand through expanded offerings like ‘dirty sodas’, and shifting consumer preferences toward lighter, less indulgent desserts.

In May 2026, co-founders Sawyer Hemsley and Jason McGowan stepped down from their roles as chief executive and chief brand officer, respectively, though they remain on the company’s board. Despite the closures, the chain maintains more than 1,000 locations nationwide.