Crumbl Cookies has taken an uneven ride in recent years. And that was true again in 2025, per its latest FDD. The company posted average gross sales of $1.139 million and median sales of $1.093 million, with its highest-performing store reporting $3.42 million and it lowest $365,129.
The $1.139 figure was down nearly 16 percent, year-over-year, from 2024’s $1.35 million. That 2024 result was 17 percent higher than 2023’s $1.16 million, which was a notable drop from 2022, when stores reported average revenue of $1.84 million.
LOOK BACK: Explore last year’s FDD results
Naturally, Crumbl’s comp base (stores measured in its FDD) has adjusted materially throughout. In 2022, it was reporting off 324 units. That elevated to 571 the following year and 858 in 2024. This past year’s pool was 776 (stores Crumbl said submitted complete financial reports by the first issuance date of the FDD, out of 1,048). In total, Crumbl excluded 325 restaurants either because they did not operate for the entire calendar or did not submit complete financial information on time.
Tracking AUV:
- 2022: $1.84 million
- 2023: $1.16 million
- 2024: $1.35 million
- 2025: $1.093 million
Crumbl also did not include data from eight restaurants that shuttered in 2025. About 45 percent (346) met or surpassed the average gross sales number.
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The brand continued to expand its footprint, albeit slower than past surges. Crumbl lifted by a net of 42 stores to reach 1,101. That after growing by net 87 and 281 in 2024 and 2023, respectively. In 2022 and 2021, Crumb upped by 363 and 184 restaurants.
Crumbl also ended 2025 with no corporate locations (down from one in 2024 and two in 2023; those locations were in California and Utah). It’s now entirely franchised. Crumbl has scaled that part of its business from 690 stores at the start of 2023 to 1,101.
Headed into 2025, Crumbl had also shuttered 19 units over a two-year stretch after not closing a single restaurant in its first six years of business.
As for this past year, Crumbl’s 2025 included 54 openings, 10 terminations, and one non-renewal. There were 12 terminations in 2024 and seven the year before.
Crumbl projected (not inclusive of any potential closures) 99 franchise openings in 2026. It claimed to have 206 franchise agreements signed without an outlet yet opened. Much of that expected movement is slated for California, with 10 projected to open in 2026 and 21 deals signed. New York also appears to be ramping up, with 21 deals inked, as well as Florida (18) and Texas (16).
One thing Crumbl did not highlight in this year’s FDD was profitability. It had previously.
In 2024, the brand reported average net profit of $251,706, or 105 percent growth from $122,955 in 2023. The figures were a sizable improvement from 2023, when sales and net profit dropped 37 percent and 59 percent year-over-year, respectively. In 2022, average net profit was $298,319.
This past year also marked the first for Crumbl after securing a minority investment last May from TSG Consumer Partners.
TSG is the same firm that invested in Dutch Bros in 2018 when it eyed 800 locations (the chain has more than 1,100 today).
Crumb reported revenues of $155.69 million and net income and comprehensive income of $33.9 million.
The total investment to begin operation of a Crumbl franchise is $848,566–$1.472 million. This includes $81,000–$89,000 paid to the company. To begin operation of three under an area development agreement, it costs $2.56 million–$4.417 million, including $243,000–$267,000 paid to Crumbl. The minimum number of locations opened under one of those is three.
Founded in 2017 by cousins Jason McGowan and Sawyer Hemsley, the chain began as “Crumbl Cookies” but switched to “Crumbl” so it could diversify the menu with additional dessert items like cakes, pies, and pudding. The company is well-known for its pink boxes and rotating flavors that drop every Sunday. It’s become a social media sensation, with more than 10 million followers on TikTok, 1.4 million on Twitter, and 6.2 million on Instagram.
