At the beginning of 2024 Crumbl Cookies locations started testing Limited Time Offer (LTO) desserts. The first two were Cinnamon Squares and Tres Leches Cake. Sales were not good in the summer of 2023 causing Crumbl Cookies to adjust their business strategy. They rebranded to Crumbl and started to test out Limited Time Offer (LTO) desserts. Understand the Limited Time Offer (LTO) desserts and Non Cookie Desserts are the same thing. Crumbl stopped using the Limited Time Offer (LTO) acronym after they determined they would offer two (2) non cookie desserts on each weekly rotating menu in September 2024.
We continued to use LTO because it can be very confusing to customers if a Kentucky Butter Cake is an actual cake or the Kentucky Butter Cake cookie. The same can be said for Cinnamon Roll. Is it an actual Cinnamon Roll or the Cinnamon Roll cookie? Crumbl cleaned this up by changing the name of every cookie dessert to add cookie in the name. This changed in April 2025. An example is the Confetti Cake Cookie vs the Confetti Cake (NCD). Beginning in August 2025, we will use NCD in replacement of LTO.