The smart Crumbl franchise owners will recognize a great business opportunity – the Dubai Chocolate Brownie as the Mystery Cookie. It has been well documented that Crumbl sales are way down over much of 2025. With a few menu changes, Crumbl HQ is doing their best to make all franchise locations profitable. One of these changes is the Mystery Cookie being on the menu every week starting September 8th, 2025.
The Mystery Cookie will give franchise owners the opportunity to choose which cookie to add to their weekly menu. With the incredible popularity of the Dubai Chocolate Brownie, it would make sense for every single Crumbl location to add the Dubai Brownie to the menu. That said, this is a very difficult ask of the employees. The Dubai Chocolate Brownie was consistently sold out when it was on the menu from August 18-23, 2025. While some stores handled it very well, others did not.
For store and franchise owners that have a well oiled machine, they will be able to make quite a bit of money if they can successfully run the Dubai Chocolate Brownie as their Mystery Cookie. Over the course of the Mystery Cookie, we will document which stores run the Dubai Chocolate Brownie as their Mystery Cookie on this page.