From July 26-30, 2025 Crumbl held its Crumbl Franchise Owner Conference at the Utah Valley Convention Center in Provo, Utah. This conference used to be held during the slowest time of the year in early January when franchise partners could get away during slower sales months. June, July and August used to be booming sales months for Crumbl, but nothing could be further from the truth in 2025. The last week of July 2024 was the highest search volume week of the year for Crumbl related keywords. The last week of July 2025 was the lowest search volume week of the year for Crumbl related keywords.
When Crumbl franchise partners returned home after the conference in Utah, they were met with one of the slowest sales weeks of the year; definitely the slowest sales week of the summer.
What is so bizarre is the fact that last time Crumbl held a Franchise Owner Conference was in January 2023 and sales plummeted the entire year after the conference. In 2024, with no Franchise Owner Conference, Crumbl released cakes, pies and other limited time offer, non cookie desserts and sales did very well. In 2025, the only high sales weeks have been the Kardashian week and the Benson Boone cookie week.
Hopefully, Crumbl can avoid the curse of declining sales after Franchise Owner Conferences, but that does not seem to be the case. Unless the Dubai Chocolate desserts do very well and the future partnerships like Freakier Friday hit it out of the park, you are going to hear more and more about declining Crumbl sales and franchise partner cutting labor hours.