Crumbl Cookies

Crumbl Cookies is a fast-growing American bakery franchise specializing in freshly baked cookies and desserts, delivered through a unique rotating weekly menu model. Founded with a mission to bring friends and family together over premium baked goods, the company has grown to operate more than 1,000 bakery locations across all 50 U.S. states, making it the fastest-growing cookie company in the country. The brand operates on a franchise model with a significant global footprint, supporting local franchise partners, managers, and bakers at each location.

The company's signature offering is its weekly rotating menu, which features a curated selection of new and returning cookie and dessert flavors available for a limited time each week. This model creates consumer urgency and ongoing engagement, driving repeat visits and app usage. Flavors range from classic offerings such as the Chocolate Chip Cookie and Pink Sugar Cookie to more elaborate creations like the OREO Cookies & Cream Cake, Peanut Butter Cup Cookie featuring REESE'S, Lemon Bar Cookie, Oatmeal Creme Pie Cookie, Churro Cookie, and Scoopable Cookie Dough served with vanilla bean mousse. The rotating menu strategy differentiates Crumbl in the competitive specialty bakery and dessert retail space.

All products are baked fresh in-store and presented in the brand's iconic pink boxes, which have become a recognizable symbol of the Crumbl experience. The company also offers a Chocolate Chip Cookie Thin for consumers seeking a crispier, more delicate texture, as well as indulgent items like the Double Fudge Brownie, demonstrating breadth across cookie and dessert categories.

Crumbl Catering is a dedicated service arm targeting corporate events, birthday parties, weddings, graduations, and other celebrations. Customers can order from the weekly rotating menu or a store-specific catering menu, mixing and matching items for pickup at their local bakery. This positions the brand as a viable foodservice and event catering supplier in addition to its direct-to-consumer retail operations.

The Crumbl Rewards loyalty program, known as the Crumbs system, incentivizes repeat purchases by awarding 10–13 Crumbs per dollar spent, with tiered membership levels — Bronze, Silver, Gold, and Pink — unlocking progressively greater benefits. Crumbs can be redeemed for free menu items and are earned on desserts, catering orders, and gift card purchases. The program is integrated into the Crumbl mobile app, which serves as a primary ordering and engagement platform.

Digital gifting through Crumbl gift cards provides an additional revenue channel and broadens the brand's appeal as a gifting option in the specialty food and confectionery space. The combination of a franchise-based brick-and-mortar footprint, a robust digital ordering platform, a loyalty rewards program, catering services, and licensed brand collaborations with major CPG names such as Mondelez International (OREO) and Hershey (REESE'S) positions Crumbl Cookies as a notable player in the premium specialty bakery and dessert retail category.