Crumbl Cookies closes 57 locations amid declining sales

Crumbl Cookies has closed approximately 57 locations nationwide this year amid a significant decline in sales and foot traffic. Reports indicate that average annual sales per location have dropped from a peak of $1.84 million in 2022 to $1.14 million in 2025, representing a loss of $700,000 per store over three years.

Data from Placer.ai shows that foot traffic fell by 32 percent in August compared to the previous year, while some reports suggest August sales were 70 percent lower than they were two years ago. The company has also faced layoffs at its Lindon, Utah, headquarters and has seen at least 55 franchises listed for sale on broker websites.

CEO Jason McGowan has attributed the current difficulties to his leadership, specifically citing a failed attempt to expand into the “dirty soda” market. The rollout, which involved franchisees investing in new equipment, did not gain traction outside of Utah and resulted in what some described as the worst month in company history.