In a shocking turn of events, Crumbl has added the Benson Boone Moonbeam Ice Cream cookie to the weekly rotating menu for the week of October 6-11, 2025. There is a strong chance this will simply be the Moonbeam Ice Cream cookie without the celebrity partnership with Benson Boone. This is the first time Crumbl has brought back a partnership cookie/dessert so we will have to see how they brand it.
Note that during the week Benson Boone’s Moonbeam Ice Cream ran it was the week of his birthday and the week of his latest album launch (June 23-28, 2025).
The reason Crumbl is bringing back the Moonbeam Ice Cream cookie is because sales have been abysmal in 2025 besides Kardashian/Jenner week, Moonbeam Ice Cream week and Dubai Chocolate Brownie week. During the birthday sale of 6 for 4 on Wednesday, September 24th, 2025, many stores were down over 50% and a number of stores were down over 75%.
Now, Crumbl is asking franchise partners to shell out $45,000 to $50,000 to install the dirty soda machines. This comes at a time when many are concerned about sales plummeting and the overall perception of Crumbl. Many think the debacle of Dubai Chocolate Brownie at the store level really pushed customers away. While this is possible, Crumbl had already seen a tremendous decline in sales. The Dubai Chocolate Brownie issue was simply icing on the cak…..brownie.
Now we are going to see Dubai Chocolate Brownie on the menu twice in less than a month (October 20-25, 2025 and November 10-15, 2025).
Crumbl is also trying to do a “completely new” week of desserts during the week of November 3-8, 2025. It may be too little, too late at this point as November and December are the slowest months of the year and the year has already been incredibly slow.