What Happened to Crumbl Cookies and How Fans Feel About It

Crumbl Cookies was founded in 2017 by two brothers, Jason and Sawyer Huggins, in Logan, Utah. They started with a single location and a unique concept: offering a rotating selection of cookie flavors every week.

Fans of Crumbl Cookies have been eagerly waiting for their favorite flavors to return, but the company's decision to discontinue some flavors has left many feeling disappointed. In fact, a survey of Crumbl Cookies fans revealed that 75% of respondents felt that the company had removed too many flavors.

The company's rapid expansion, with over 100 locations across the US, has put pressure on their supply chain and inventory management. This has led to some flavors being temporarily unavailable, much to the dismay of fans.

Crumbl Cookies was once the fastest-growing cookie company in the U.S., but 2023 marked a change in pace for the company.

In 2017, Crumbl opened its doors, and by 2023, the company had grown significantly, but it began to slow down its growth to ensure it was "healthy and manageable." This deceleration appears to coincide with the company's plan to be more strategic with its location placements and timing.

The company shuttered seven stores in 2023, including four shops in California, one in Florida, one in Georgia, and one in Utah.

Crumbl's Rise to Popularity was meteoric, with the company growing from a small bakery in Logan, Utah to a national phenomenon in just a few short years. This rapid expansion was fueled by the company's innovative approach to the cookie market.

Crumbl's unique concept of offering a new and different flavor every week helped to keep customers engaged and coming back for more. By the end of 2020, Crumbl had expanded to over 70 locations across the United States.

The company's focus on high-quality ingredients and creative flavor combinations resonated with customers who were looking for a unique dessert experience. This, combined with the company's strong social media presence and effective marketing strategies, helped to drive Crumbl's rapid growth.

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Crumbl Cookies, once the fastest-growing cookie company in the U.S., has been quietly closing locations, a stark contrast to its rapid expansion since opening in 2017.

In 2023, Crumbl closed seven stores, including four in California, one in Florida, one in Georgia, and one in Utah, marking the first time the company has shuttered locations since its inception.

The closures continued in 2024, with one shop in Bellevue, Tenn., shutting down in January, and another in Victorville, Calif., closing "due to underperformance" in February.

Crumbl's CEO Jason McGowen acknowledged the deceleration, stating that the company's growth will be slower to ensure it is "healthy and manageable."

Crumbl's Rise and Fall was marked by several key factors that led to its decline.

The company's rapid expansion, which saw it grow from a single location to over 100 stores in just a few years, put a strain on its operations and resources.

This expansion was fueled by a business model that relied heavily on social media and influencer marketing, which can be unpredictable and difficult to sustain.

Crumbl's high overhead costs, including the need to maintain a large and expensive marketing team, also took a toll on the company's finances.

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Crumbl Cookies, a beloved cookie chain, has been quietly closing locations. This marks a change in pace for the company, which had been experiencing rapid growth since its opening in 2017.

In 2023, Crumbl closed seven stores, including four in California, one in Florida, one in Georgia, and one in Utah. This was the first time the company had closed locations since its inception.

The closures continued into 2024, with Crumbl shutting down a shop in Bellevue, Tennessee, in January, and another location in Victorville, California, in February, due to underperformance.

Crumbl's CEO, Jason McGowen, had anticipated this deceleration, stating that the company's growth would slow down to ensure it remains "healthy and manageable."

Crumbl's fanbase is a mixed bag. Some diehard fans are committed to the brand, while others are turned off by the quality of the cookies.

One of the main concerns is that the cookies are often underbaked, which has led to some customers getting food poisoning. This is a pretty serious issue, and it's not something that should be taken lightly.

Crumbl's cookies have become so raw that some customers have even had to bake them themselves to make them edible. This is not what customers expect when they pay good money for a cookie.

Some customers have taken to social media to express their disappointment with the quality of the cookies. One user even described a cookie as looking like a "cat's asshole." Ouch!

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Here are some of the specific issues that customers have reported with Crumbl's cookies:

Crumbl's fanbase is divided on the treats, with some diehard fans committed to their sugar bricks, while others are concerned about the taste and cooking quality.

Some fans have reported getting food poisoning from eating the cookies, which are often described as raw and wet. This has led to a reputation for Crumbl serving underbaked goods.

Fans have also complained that the cookies don't even look good, with one user describing a cookie that was supposed to be purple but looked more like a cat's anus.

A common issue is the lack of cooking, with some users having to bake the cookies themselves. The raw texture has been likened to eating Bisquick.

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The fanbase's unwavering support for the brand is a testament to its dedication.

They've been loyal for decades, with some fans having been part of the community since the brand's early days. The brand's consistent quality and reliability have earned their trust.

Their enthusiasm is contagious, spreading through social media and word of mouth. Fans share their experiences and recommendations, helping to attract new followers.

The brand's commitment to customer satisfaction is a major factor in its loyal following. They've implemented various initiatives to ensure customer happiness, such as flexible return policies and prompt customer service.

Their dedication to the brand's values and mission is also a key aspect of their loyalty. Fans appreciate the brand's stance on social and environmental issues, and feel a sense of belonging to a community that shares their values.

The brand's engagement with its fans is another crucial aspect of its loyal following. They actively participate in online discussions, respond to feedback, and show appreciation for their fans' support.

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Crumbl employees often donate leftover cookies to a food bank, with some stores even getting a tax write-off for the donation. This is because food banks are usually not open when Crumbl closes, so the cookies are kept and picked up the next day.

Some stores will offer leftover cookies to firefighters, police, and community centers, or even to employees closing at nearby stores. Others may personally give a free cookie to late-night customers.

While it's tempting to go to Crumbl later at night and ask for a free extra cookie, know that many employees will be forbidden from handing out freebies by management, so it's best not to harass them if they say no.

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Crumbl employees donate leftover cookies to a food bank, which can sometimes result in a tax write-off for the store.

Food banks are often not open when Crumbl closes, so cookies are usually kept and picked up the next day.

Employees may also offer leftover cookies to firefighters, police, and community centers.

Some stores even offer them to employees closing at nearby stores, and a few employees will give a free cookie to late-night customers.

If you want to support your local food bank, consider suggesting to management that your city's Crumbl location make donations.

Crumbl Cookies has a unique distribution model that involves partnering with local grocery stores and convenience stores.

You can find Crumbl Cookies in over 300 locations across the United States.

Their cookies are typically sold in stores on Wednesdays and Saturdays, with a limited supply available each week.

This limited supply creates a sense of urgency and exclusivity for customers.

Crumbl Cookies also offers a subscription service that allows customers to receive a weekly shipment of cookies directly to their doorstep.

This service is available in many areas where Crumbl Cookies are sold in stores.