In our research piece “The Rise and Fall of Crumbl Cookies” we explain how from 2019 until the spring of 2023 the growth of Crumbl Cookies was a hockey stick up and to the right. The Summer of 2023 was different. New flavors were few and far between and customers felt as if Crumbl Cookies were growing “stale”. To combat this, Crumbl Cookies rebranded to Crumbl and started selling Non Cookie Desserts as well as mini cookies in the winter/spring of 2024.
During the week of February 19-24, 2024 Crumbl locations ran Tres Leches Cake on their rotating menu for the first time. The Tres Leches cookie was on the rotating menu during the week of December 27-31, 2022 but the slow traffic from the holiday didn’t give Crumbl HQ much data on the cookie. However, they got all the data they needed on the Tres Leches Cake. The dessert was so popular that Google searches for the cake were even higher the week after it ran on the weekly rotating menu. That is correct, when the cake wasn’t even available, more people were searching it.
By Cinco de Mayo, thousands of Hispanics were searching for this amazing dessert for their holiday treat. Unfortunately, Crumbl wasn’t able to put Tres Leches Cake back (due to tray shortages) on the rotating menu by May 2024 so diehard fans were left waiting. While waiting, they seemed to try every other Crumbl flavor from May 2024 all the way until August 2024 as can be seen on this Google Trends chart of searches for “Crumbl” in the country of Mexico:
To dig deeper into the data for the summer of 2024, we saw searches for “Crumbl” peak during the week of July 23-29, 2024 and then again during the week of August 5-10, 2024. The reason we believe searches for “Crumbl” skyrocketed on the United States and Mexico border, during the summer of 2024, was because it introduced the entire Crumbl brand to a new demographic of customers. Those living in Mexico, or near the Mexican border, likely did not taste all the new flavors in the summers of 2021 and 2022 so Crumbl was new to them in the summer of 2024.
The week of July 23-29, 2024 was the week of the very popular Berry Trifle Cake Cups. This dessert was a social media viral hit as this type of cake cup was brand new to the Hispanic population. The week of August 5-10, 2025 included the Strawberry Ice Cream Bar and the German Chocolate Cake (non cookie dessert). This seems to be the final week of peak interest from searchers in Mexico as search trends plummeted beginning in late August 2024.
In the TikTok below, we learn that many entrepreneurs in Mexico were buying cookies at United States Crumbl locations and then reselling them in Mexico. Crumbl stores had to enforce limits. Shortly after all this went down, searches for “Crumbl” dropped off significantly in the country of Mexico.
@whor3chata_GRWM- Crumbl cookies en mexico ?♬ Clair de lune/Debussy – もつ
It is not uncommon for Crumbl search trends to decline into the fall and winter months, but they fell off a cliff with the Hispanic population. It is unprecedented at Crumbl to see such high sales followed by such low sales in less than three (3) months.
At the beginning of 2025, Crumbl HQ was hoping to increase sales heading into the spring. After Valentine’s Day 2025 sales at Crumbl locations dropped to multi year lows. The Kardashian/Jenner week was a huge anomaly as sales jumped during the week of April 7-12, 2025 and then dropped right back to multi year lows. This continued all the way until late June when Crumbl launched the Benson Boone Moonbeam Ice Cream cookie. That increased sales for a week and back down they went.
The latest viral hit was the Dubai Chocolate Brownie during the week of August 18-23, 2025. This was their most viral sensation ever and lead to Crumbl’s biggest sales week in history. Only to be followed up by one of the lowest sales week in history.
Every time there is a viral hit, it lasts for a single week and then sales plummet. Crumbl HQ has yet to figure out how to follow up a viral sensation with a rotating menu that has any popularity. Whether they try new cookies/desserts or bring back cult classics, the only thing that works is celebrity endorsements or a brand new dessert an entire demographic of people have never tried before. This can be difficult as some collabs and partnerships have been complete flops like the Freakier Friday Blackberry Key Lime cake.
The bad news for Crumbl is that even with the jump in sales with the Kardashian/Jenner week, Benson Boone cookie and the Dubai Chocolate Brownie, it has done absolutely nothing to reignite interest in the Hispanic crowd. In fact, searches for Crumbl in August 2025 are the lowest they have been in Mexico since before the launch of the first Tres Leches Cake back in February 2024.