Cookie giant Crumbl closes multiple California stores as sales slump

That’s the way the cookie crumbles.

Dessert giant Crumbl is shuttering dozens of stores following a massive drop in sales — with seven locations in California disappearing so far in 2026.

The viral sweet treat chain, known for frosting-heavy, highly-photogenic offerings, has slammed the doors shut at a total of 57 locations around the country this year, according to a new report from RestaurantBusiness.

Crumbl’s Golden State closures include stores in Paso Robles, Pismo Beach, Hanford, Ladera Ranch, Mira Mesa, Cupertino, and Westlake Village, SFGATE reported. The chain also closed locations in Alabama, Florida and Kentucky.

The crumby news comes amid a significant sales slump for the once-ubiquitous cookie brand. Traffic at the chain’s stores were down 32% year-over-year in August, RestaurantBusiness reported. Overall sales were 70% lower in August than two years ago.

At least 55 franchises are currently listed for sale, according to the report.

Founded in 2017 by cousins Sawyer Hemsley and Jason McGowan, Crumbl opened its first location in Utah and exploded in popularity during the pandemic, when delivery in the company’s signature pink boxes became a must-have for younger consumers.

A 2022 report by Dataessential found that Crumbl was the fastest-growing dessert brand, and the fourth-fastest-growing food chain in the country.

At the time, the company sold nearly a million cookies every day.

Crumbl continued to grow from there. In 2023, Crumbl opened 295 stores in 2023, bringing its total to more than 1,000 locations nationwide by 2024. Last year, Bloomberg reported that the company had received a $500 million credit loan from two private equity firms.

Earlier this year, the company rolled out “dirty sodas” — a popular caffeine-free, non-alcohollic soft drink in Utah in hopes of boosting sales, but the drinks sparked backlash due to their incredibly high calorie count.

In May, Helmsley and McGowan announced they planned to step down from their roles as chief executive officer and chief brand officer after they find replacements for their roles, though will still remain active as board members of the company.

“As we enter this next chapter, we’re excited to step deeper into our founder roles and help shape the long-term vision of the company we love so much,” the pair wrote in an Instagram announcement. “I believe now is the right time to bring in new leadership through an open search process.” 

Crumbl now operates just 20 stores in all of California, according to its website. The California Post reached out to Crumbl for comment on its closures and sales.

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