Crumbl closures offer glimpse into pressure on fast-casual, discretionary spending
SALT LAKE CITY (KUTV) — Dozens of Crumbl locations have closed this year, a trend economists said reflected broader economic pressures on consumers and their discretionary spending.
Robert Spendlove, senior economist at Zions Bank, said rising costs for household essentials could leave consumers looking for savings wherever they could find them.
“When consumers are kind of facing increased prices, increased gas prices, increased grocery prices, they’re trying to find ways to kind of adjust to that pressure,” Spendlove said. “And sometimes what they do is they cut out some of the luxuries, whether they’re large luxuries or little luxuries.”
For some customers, that could mean passing on a restaurant meal, a specialty coffee or a box of cookies.
Crumbl, the Utah-based cookie company that rapidly expanded into a national franchise brand, has become one example of that potential pressure. Restaurant Business magazine reported that at least 57 Crumbl locations had closed this year, though the company had also opened 20 new stores.
Crumbl’s most recent franchise disclosure document listed 1,101 locations at the end of 2025. Restaurant Business’ count of locations on the company’s website showed 1,064 operating stores, a net decline of 37 locations.
A four-cookie Crumbl box starts at $14.99, with specialty additions increasing the cost.
Spendlove said businesses that fall between inexpensive fast food and higher-end dining could face challenges when consumers pulled back.
“Those kind of in-between fast casual are really seeing some distress, because if you’re the average person, you’re saying, ‘How do I cut costs?’” Spendlove said.
Restaurant Business, citing an internal company document it reviewed, reported that Crumbl’s August sales were 70% lower than they were two years earlier. 2News has not independently reviewed that document.
Crumbl’s franchise disclosure document showed that a typical location reported more than $1.1 million in gross sales last year, though that figure did not account for a store’s expenses or profit.
Spendlove said Crumbl’s closures did not, by themselves, define the state of the restaurant industry or economy. The company’s rapid expansion after the pandemic could also be a factor.
Still, he said many households could feel financial strain even as broader economic indicators, including the job market, remained resilient.
Crumbl did not respond to 2News’ requests for comment about the closures, the reported sales decline or support for franchisees.
______