Crumbl Cookie Chain Closes Dozens of Stores Amid Sales Slump

The popular bakery chain Crumbl has closed at least 57 stores across the United States this year, a significant number attributed to a considerable drop in sales. Seven of these closures have occurred in California, with additional locations shuttered in Alabama, Florida, and Kentucky.

The once-ubiquitous cookie brand has experienced a sharp decline in customer engagement. Traffic at Crumbl stores decreased by 32% year-over-year in August, and overall sales were down 70% compared to two years prior, according to a report from RestaurantBusiness. At least 55 franchises are reportedly listed for sale.

Crumbl, founded in 2017 by cousins Sawyer Hemsley and Jason McGowan, gained rapid popularity, especially during the pandemic. Its highly photogenic, frosting-heavy cookies became a social media sensation. By 2023, the company had opened 295 new stores, bringing its total to over 1,000 locations nationwide by 2024. In 2025, Bloomberg reported that the company had secured a $500 million credit loan from private equity firms.

Attempts to boost sales earlier this year included the introduction of "dirty sodas," a popular beverage trend, particularly in Utah. However, these drinks reportedly faced backlash due to their high calorie content.

In May, Hemsley and McGowan announced their intention to step down from their leadership roles as CEO and chief brand officer, respectively, once replacements are found. They plan to remain active as board members.

Currently, Crumbl operates 20 stores in California. The company has not issued a public statement regarding the specific reasons for the widespread store closures.