Celebrity partnerships and movie tie-in promotions keep Crumbl relevant in the dessert category.
Crumbl remains a giant within an expansive dessert category—but its growth is slowing. The treats concept finished 2024 with estimated systemwide sales of $1.2 billion across 1,059 units, up 46.7 percent in sales since 2022. Crumbl added 370 units from 2022 to 2024, a 53.7 percent rise.
The company did not respond to requests for comment.
It made its Fast & Serious debut at No. 8 in 2025 with a three-year sales growth rate of 117 percent and unit growth of nearly 200 percent.
Brand awareness has always been the name of the game for Crumbl, popular on social media and best known for its signature, “Crumbl pink” branding and large, gourmet cookies with new flavors launched each week.
The company extended its marketing efforts to celebrity partnerships, seen in its collaboration with pop star Olivia Rodrigo by launching a specialty cookie for her Guts World Tour in 2024. That same year, Crumbl partnered with Kylie Jenner and her brand, Kylie Cosmetics, to debut six unique cookie flavors for a one-day event in Hollywood.
The company also created menu offerings as movie tie-in promotions for 2023’s “Wonka,” and “Beetlejuice Beetlejuice,” released in 2024. It dropped “Cookies” from its name in 2024 as its menu expanded to include cake, banana pudding and other desserts.