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Crumbl Cookies business decline and store closures

Updated 2 times since CLSTR started tracking revisions of this situation.

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2026-10-23 18:39 UTC → 2026-10-27 00:55 UTC · added removed

Crumbl Cookies has closed approximately 57 locations across the United States this year following a significant decline in sales and foot traffic. Recent closures include seven stores in California—specifically in Paso Robles, Pismo Beach, Hanford, Ladera Ranch, Mira Mesa, Cupertino, and Westlake Village—as well as locations in Alabama, Florida, and Kentucky. Reports indicate that average annual sales per location dropped from a peak of $1.84 million in 2022 to $1.14 million in 2025. Data shows foot traffic fell by 32 percent in August compared to the previous year, with some reports suggesting August sales were 70 percent lower than levels seen two years ago. At its peak, the company sold over a million cookies daily, but currently, at least 55 franchises are listed for sale. In addition to store closures, the company has faced layoffs at its headquarters in Lindon, Utah. CEO Jason McGowan has attributed these difficulties to his leadership, specifically citing a failed attempt to expand into the ‘dirty soda’ market. This rollout required franchisees to invest in new equipment but failed to gain traction outside of Utah. 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. In an effort to attract budget-conscious consumers, the company is launching launched its first value menu at participating locations starting on October 23, 2026. The menu features items such as chocolate chip cookie thins and dirty sodas, with some bundles starting at $1.69. Analysts have also pointed to broader factors affecting the business, including tightening household budgets and the increasing use of GLP-1 medications.

Versions

  1. 2026-10-27 00:55 UTC Crumbl Cookies business decline and store closures
  2. 2026-10-23 18:39 UTC Crumbl Cookies business decline and store closures
  3. 2026-10-20 04:23 UTC Crumbl Cookies business decline and store closures

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