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How the cookie crumbles: The rise and fall of Crumbl Cookies
Crumbl's rapid franchising led to oversaturation and a 32% median profit drop, prompting permanent closures and a strategic shift toward cost control and site discipline.
- On Sunday, Crumbl's franchising boom began in 2018 and accelerated, crossing 1,000 locations by early 2024 before seven closures in 2023 and another dozen in 2024.
- Built for social media, the brand relied on Crumbl's product visuals and a weekly rotating menu, while new owners paid $50,000 franchise fees and faced high startup costs.
- According to disclosures, average store revenue, measured in dollars, slid from about $1.84 million to roughly $1.16 million, with fewer than half of locations exceeding the average profit.
- High fixed costs meant franchisees, who pay royalties and buy proprietary supplies, faced rising expenses squeezing margins, while company leadership acknowledged franchisee concerns and said some earlier openings were mistakes.
- The company now says the next chapter requires stronger site selection, tighter cost control and menu changes as shifting consumer habits make oversized, frosting‑heavy cookies feel excessive.
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How the cookie crumbles: The rise and fall of Crumbl Cookies
For a while, Crumbl Cookies turned dessert into a ritual. Sunday nights came with a familiar reflex: phones in hand, feeds refreshed, eyes scanning for ... Read moreThe post How the cookie crumbles: The rise and fall of Crumbl Cookies…
·Missoula, United States
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Total News Sources23
Leaning Left4Leaning Right2Center6Last UpdatedBias Distribution50% Center
Bias Distribution
- 50% of the sources are Center
50% Center
L 33%
C 50%
R 17%
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