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How the cookie crumbles: The rise and fall of Crumbl Cookies
Crumbl's rapid franchising led to oversaturation and a 37% drop in average store revenues between 2022 and 2023, forcing closures to address losses and market cannibalization.
- Crumbl Cookies is confronting permanent store closures after rapid franchised expansion left local markets and suburbs oversaturated, cannibalizing customer demand and reducing sales.
- Between 2018 and the early 2020s, Crumbl's franchising accelerated rapidly, opening nearly one store per day and crossing 1,000 locations by early 2024.
- Franchise disclosure documents reveal a sharp revenue slide from about $1.84 million to roughly $1.16 million and a 32% drop in median net profit, leaving many stores unprofitable.
- Crumbl recorded its first permanent closures in 2023 when seven franchised locations shut, and another dozen followed in 2024, while franchisees face a $50,000 franchise fee plus startup costs that could exceed $1 million, prompting company leadership to tighten site selection.
- Built for social media, Crumbl's weekly flavor drops initially powered viral growth, but waning social media and visual branding and pricing—single cookie could approach $5; dozen nearing $50—push company strategy moving forward toward discipline over hype.
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25 Articles
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How the cookie crumbles: The rise and fall of Crumbl Cookies
For a while, Crumbl Cookies turned dessert into a ritual. Sunday nights came with a familiar reflex: phones in hand, feeds refreshed, eyes scanning for ... Read moreThe post How the cookie crumbles: The rise and fall of Crumbl Cookies…
·Missoula, United States
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Total News Sources25
Leaning Left5Leaning Right2Center6Last UpdatedBias Distribution46% Center
Bias Distribution
- 46% of the sources are Center
46% Center
L 39%
C 46%
15%
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