This Popular Cookie Chain Has Closed Dozens Of Locations In 2026

Sorry, cookie fans, but one of the biggest industry names of the 2020s has spent 2026 shuttering dozens of stores across the nation. The brand known for its photo-friendly and overly-indulgent cookies in pink boxes, Crumbl – previously named Crumbl Cookies until late 2023– started off 2026 with 1,101 locations before closing 65 of them between April 30 and October 19. The franchise chain opened just 15 stores in that time, meaning it is down to 1,051 stores as of October 22, 2026.

While that count is still impressive for a company that only started in 2017 as a small business in Utah, the closures may come as a shock to those familiar with Crumbl's online presence. In April 2023, the New York Times reported Crumbl was the nation's fastest-growing dessert chain and attributed its growth to TikTok success, which at the time saw over 6.7 million followers (more than Starbucks and Taco Bell combined). In 2024, Vox also described the company's social media popularity as being a more significant than the cookies themselves, while the The Hollywood Reporter declared Crumbl the cookie that broke the internet in 2025. 

As of October 2026, Crumbl's social media is still going strong with 10.9 million TikTok followers. However, like many internet sensations, the hype may end up being short-lived. Along with the closures that have already taken place — though its far from the only business losing locations in 2026 – at least 55 of the brand's franchises are reportedly also up for sale.

Restaurant chains in general have struggled in the 2020s, and according to an assessment of Placer.ai data by Inc., Crumbl's store traffic had plummeted 32% year-over-year, as of August 2026. Average sales unit volume meanwhile dipped by $700,000 in 2025, while the company's August 2026 sales were down by a whopping 70% compared to just two years prior. Perhaps unsurprisingly, Crumbl's sales struggles led to reported layoffs at its corporate headquarters earlier in 2026.

The company's founders haven't been silent about the struggles. On October 9, 2026, co-founder Jason McGowan posted on X that Crumbl was facing economic struggles, writing, "I should have anticipated them sooner and adjusted our course. That's on me." Previously, in May 2026, McGowan announced via the same account that he and co-founder Sawyer Hemsley were stepping down from their leadership roles and beginning the search for Crumbl's CEO. However, as of October 22, 2026, a new CEO has yet to be named.

Even though plant-based restaurants have typically been hit the hardest economically, Crumbl's decision to doubled down on sugar may have actually hurt it. In 2026, Crumbl introduced a new addition to the menu: dirty sodas. Already a growing trend (also largely thanks to TikTok virality), these sugary mocktails were anticipated to grow the company's sales by 20%. However, sales fell flat.

The drinks also quickly racked up criticism, largely on the same social platform that helped make Crumbl famous to begin with: TikTok. Even more ironically for a company that built its brand on cookies with the caloric content of full meals, part of the backlash was over nutritional content. As influencer Itay Shechter described in a TikTok video, a 32-ounce Crumbl dirty soda, called the Crazy Cousins, contains 186 grams of sugar — or nearly half a pound.

Still, with over 1,000 locations and no bankruptcy filings, Crumbl's story isn't over yet. In fact, it may be pivoting once again. Starting on October 23, 2026, customers can get a $1.99 low calorie value offer combo featuring a dirty soda and a thin chocolate chip cookie.