Crumbl Cookies Store Closures and Expansion Plans: What You Need to Know

The Sweet Treat with a Ups and Downs: Crumbl Cookies

Crumbl Cookies has become a phenomenon in the bakery world, capturing hearts and taste buds with its ever-changing menu and vibrant social media presence. Founded in 2017, this Utah-based chain has rapidly expanded, boasting over 1,100 locations across the United States and Canada as of the end of 2025. Yet, despite its sparkling growth, the company finds itself in a paradoxical situation: closing several locations while planning even more expansions in the coming year.

Understanding the Recent Store Closures

As Crumbl gears up for continued growth, it has simultaneously shuttered at least 19 locations across 10 states, raising eyebrows among fans and potential franchisees. This pattern of closures amidst expansion is not entirely new in the restaurant industry. Businesses often must make tough decisions regarding underperforming stores, responding to financial realities and changing consumer behaviors. Crumbl's VP of Public Relations, Rhonda Bromley, reassures fans that these closures are strategic rather than a sign of impending doom. The bakery is simply taking necessary steps to ensure its long-term health and success.

The Social Media Buzz Surrounding Crumbl Cookies

Crumbl Cookies is well known for its unique flavors and eye-catching desserts—a combination that has led to its massive following on platforms like TikTok, where it has nearly 11 million followers. However, this social media prowess can be a double-edged sword. Each closure generates substantial buzz and speculation online, leading to misinformation. Recently, rumors circulated via AI-generated posts suggesting that the entire chain might be in jeopardy. Cofounder Sawyer Hemsley quickly took to TikTok to clarify these misunderstandings, ensuring fans that the cookie empire is far from crumbling.

What Lies Ahead: Future Prospects for Crumbl

Even as some stores close, Crumbl continues to outline ambitious plans to increase its footprint. The bakery isn't merely retreating; it aims to expand its operations significantly in 2026. As part of its strategy, Crumbl is likely focusing on new markets and innovative store formats to bolster its presence in areas where cookie culture is booming. Importantly, this expansion could introduce Crumbl’s unique flavors and take part in fostering community connections across North America.

Crumbl's Response to Changes in Consumer Demand

The shift in customer preferences and purchasing behaviors significantly impacts the bakery landscape. Crumbl has been adept at ensuring its menu evolves, often reflecting seasonal trends and popular flavors. This adaptability has contributed to its initial success, and investing in community feedback can provide vital insights into what’s working and what needs revising.

Concluding Thoughts: Is Crumbl Cookies Here to Stay?

Ultimately, the future of Crumbl Cookies appears bright, with plans for more locations and innovative recipes on the horizon. While recent closures may cause concern among some sweet tooth enthusiasts, they could actually signify a strategic realignment meant to ensure long-term sustainability and success. Crumbl is innovating its approach while also actively listening to its customer base. As the brand adapts to challenges, one thing is certain—the cookie craze shows no signs of waning.