After the complete flop of the Freakier Friday Blackberry Key Lime Cake and the tumbling summer dessert sales, Crumbl HQ decided to make some menu and business model changes. Here is what we know:
- 1 Dessert Per Week Begins August 24, 2025 – Crumbl will generally only offer one (1) dessert per week. There may be exceptions due to partnerships, etc.
Milk Chocolate Chip Weekly Staple – Milk Chocolate Chip will stay on the menu every week instead of alternating with Semi Sweet Chunk. This change will take effect August 18, 2025Due to customer response, the Semi Sweet Chocolate Chunk cookie and Milk Chocolate Chip cookie will remain on rotation.- Removal of Mini Desserts – Mini Cookies are going to stay, but mini desserts are being discontinued! This will take effect September 1st, 2025.
- New offering: Chocolate Chip Box at $9.99 (doesn’t specify how many you’re getting yet). This will be available starting August 25th, 2025.
Dubai Brownie will run for two (2) weeks with a $2.99 up charge. August 18-23, 2025 and August 25-30, 2025.Due to the popularity of the Dubai Chocolate Brownie and the lack of ingredients, this dessert will only run one week.
From our perspective, this is not going to improve sales in any way. The allure and attraction of Crumbl is the new dessert offerings. That is why when they launch something new, like non cookie desserts, they see a huge upswing in sales before the fade wears off. Instead of creating a new fade, they are going to double down on staple cookies and desserts and are launching very few new offerings in the fall and winter of 2025/2026. While this may improve efficiency and production at the store level, it won’t matter if there are no sales.