Crumbl Sales Dropped Sharply in August

The cookie chain saw a 70% decline in sales compared to two years ago following store closures and executive changes.

Updated on Oct. 5, 2026 in Desserts

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Crumbl experienced a 70% decrease in sales this August compared to the same month in 2024. The cookie chain also reported a 32% year-over-year decline in foot traffic across its more than 1,000 locations.

Why it matters

The company struggled with its attempt to boost revenue through the launch of dirty sodas, which contain 186 grams of sugar per 32-ounce serving. CEO Jason McGowan has taken personal responsibility for the performance slump and the recent layoffs of franchise support staff.

Crumbl closed 57 locations across the United States throughout 2026. The chain's August Soda Week was the worst-performing week in the company's history.

The players

Jason McGowan

He serves as the CEO of Crumbl and has attributed the company's recent poor financial performance to his own leadership decisions.

The details

The company is currently undergoing a leadership overhaul with plans to hire a new CEO, CFO, and head of marketing. Founders previously announced in May 2026 that they would step down from their day-to-day operational roles.

2025: The CEO pitched dirty sodas to franchisees to drive sales growth.
May 2026: The company founders announced their departure from daily operations.
August 2026: Sales fell 70% compared to levels from two years earlier.
September 2026: The CEO addressed franchisees regarding the recent performance decline.

Culture Shift

The brand's expansion into high-sugar beverage offerings mirrors broader industry attempts to boost average ticket prices through rapid menu diversification. This strategy follows a clear trend where the post-pandemic retail cooling of the specialized dessert sector has pressured high-growth chains to seek new revenue streams.

Customers may notice fewer available locations in their area due to the closure of 57 stores this year. The company's pivot to new leadership suggests potential future changes to the menu and overall retail strategy.

The takeaway

The company's reliance on high-sugar additions to drive traffic has failed to offset broader declines in consumer interest. Readers should monitor whether the upcoming executive transition leads to a refocusing on the brand's core product offerings.