Crumbl shutters over 60 locations in 2026 amid cooling demand
The cookie chain Crumbl has closed more than 60 stores in 2026 as it faces declining sales, shifting consumer spending, and executive leadership transitions.
Crumbl, the dessert chain that saw rapid expansion between 2021 and 2025, is facing a contraction in 2026. Media reports and tracking data confirm the permanent closure of over 60 locations across the United States. The closures represent a significant shift for a brand that grew from roughly 326 stores to over 1,100 in just four years.
The chain is currently grappling with a sharp drop in consumer interest. Industry data indicates that store traffic fell by 32% year-over-year in August 2026, with sales figures reportedly dropping significantly below levels seen two years ago. An attempt to diversify revenue through the launch of specialized drink products failed to gain traction, further complicating the company's financial turnaround efforts.
Leadership stability remains a concern as the company navigates these headwinds. In May, the founders announced their departure, and the search for a new executive leader is currently underway. These closures highlight broader market challenges as cost-conscious consumers reduce discretionary spending on premium snacks.