Crumbl Store Traffic Down 32 Percent; CEO Accepts Blame
Cookie franchise Crumbl is experiencing a significant downturn, with August reported as the company's worst month ever for traffic and sales. CEO Jason McGowan has stated he takes full responsibility for the situation.
The cookie franchise Crumbl is facing a substantial decline in business, with August 2026 reportedly being the company's worst month for traffic and sales. The company has also seen over 50 store closures this year.
According to data from traffic-tracking firm Placer.ai, visits to the chain's over 1,000 locations decreased by 32 percent year-over-year. Many franchisees described August as the worst month in the company's history, and an internal document indicated sales were 70 percent lower than two years prior.
Crumbl CEO Jason McGowan addressed franchisees, stating he accepts full responsibility for the company's current standing. "I'm the CEO and the buck stops with me. It's my fault where we are today," McGowan said.
The company launched new 'dirty soda' beverages in U.S. stores in August as part of a strategy to boost sales. McGowan had previously estimated the sodas could increase sales by 20 percent and raise average unit volume to $2 million. However, the company's revenue has continued to fall since then.