The success of Martha Stewart’s Chocolate Chip Thins has lead Crumbl to offer the cookie thins during the week of November 10-15, 2025.
Crumbl offered the Martha Stewart’s Chocolate Chip Cookie Thins for free on Thursday, November 6th, 2025. Crumbl corporate has stated:
“Our Customers asked… and we listened!
Because let’s be real, Customers. Love. Our. Chocolate Chip Thins.”
The addition of the Martha Stewart’s Chocolate Chip Cookie Thins were expected to be an addition to the excitement of the Dubai Chocolate Cheesecake (NCD). During the early part of the week, there is always excitement for a brand new flavored dessert. Monday’s sales were up, but not significantly. This is no Dubai Chocolate Brownie situation. In fact, there will likely never be another Dubai Chocolate Brownie situation. That was a perfect storm being at the end of summer and the first Dubai Chocolate item most dessert lovers could taste. Dubai Chocolate Brownie saw sales drop about 40% the second running on the rotating menu vs the first. To put it into comparison, the Dubai Chocolate Cheesecake did not sell as well as the second running of the Dubai Chocolate Brownie.
Now that all the Dubai Chocolate trends are slowing down across America, it will be very interesting to see how Crumbl navigates the next several months. Most locations had a very bad sales year in 2025 and things are not getting better heading into the winter. Crumbl will be trying the Cookies & Cream Cocoa Mousse Cup, Caramel Toffee Cocoa Mousse Cup and Peppermint Cocoa Mousse Cup in the month of December, but those tested very poorly during the week of November 10-15, 2025.
There will be Crumbl Dirty Sodas as most locations in the beginning of 2026, but that is another trend that has peaked. Until Crumbl creates their own trend or dessert speciality, they are going to continue to struggle to get new customers in the doors. Even the most diehard fans don’t have an extra $30 to spend on six (6) cookies or desserts a week.
We have learned that Crumbl is already developing many versions of the Cookie Thins including Milk Chocolate Cookie Thins, Cookie Butter Cookie Thins, Cake Batter Cookie Thins, Cookies & Cream Cookie Thins, Snickerdoodle Cookie Thins and Brownie Batter Cookie Thins.
Many that are huge Crumbl fans are calling this a money grab as it is a way to use many less ingredients and create larger profits. The Cookie Thins have about half as many calories, for two, than a regular sized Crumbl large dessert cookie.