Crumbl’s average-unit volumes fell last year. | Photo: Shutterstock.
Unit volumes at Crumbl declined 16% in 2025, continuing something of a roller coaster ride for the cookie chain in recent years.
According to the company’s newly released franchise disclosure document, unit volumes in 2025 were $1.14 million. That was down from nearly $1.4 million the year before. But it largely wiped out the gains the chain made in 2024, when its unit volumes increased 17%.
The Salt Lake City-based chain still easily outperforms other cookie rivals, according to data from Restaurant Business sister company Technomic. Insomnia Cookies, for instance, generates $865,000 per location. The Fat Brands-owned Great American Cookies generated $400,000 per location last year.
And in terms of total system sales, Crumbl last year did far more than either of those chains in 2025, with more than $1.3 billion in total sales, according to Technomic, compared to less than $300 million for the next largest cookie chain, Insomnia.
Crumbl burst onto the restaurant scene in 2017 with a franchise based on large, sugar-loaded cookies and a rotating menu of six different cookies per week. It quickly became one of the country’s fastest-growing restaurant chains. Its system sales have grown more than 1,000% since 2020.
The company has boasted a tech-friendly concept that allows customers to order cookies for delivery and well into the evening.
But it has also run into some controversy, including its aggressive defense of its business model as other cookie chains replicated Crumbl’s brand strategies, such as the rotating menu and the long boxes used to serve cookies in.
And Crumbl’s profitability also raised questions last year as its FDD initially showed a wide gap in average versus median profitability, suggesting that many of the brand’s stores generated relatively low profits for the sales they were bringing in. Franchisees explained to us that the system’s early operators were not as strong and didn’t run their shops as well.
Crumbl since amended that document, citing a miscalculation. But those questions remained.
This year the brand opted not to provide profitability numbers in the FDD for the first time since the company started publishing the document. Franchises do not have to provide revenue or profit figures in those documents, but most provide at least some information about unit volumes.
The brand has slowed its growth in recent years. The company has also worked to expand its menu offerings and its marketing to build more sales. It started getting into pies and cakes and also introduced mini cookies, for those who don’t want an entire Crumbl cookie.
The company recently released an “Easter Bundl,” including 6- and 12-packs of either large or mini cookies in Easter-themed flavors.
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