Here’s What’s Changing at Crumbl Starting May 24th, According to a Crumbl Employee

If you like a slower pace of life, then you should probably stay the hell away from working at Crumbl. To call the bakery chain fast-paced would be an understatement: This place is absolutely non-stop, what with its revolving weekly menu, its never-ending parade of new items, and its tendency to bring out cookies and cakes for one day only. That’s all before its behind-the-scenes changes, too. We recently reported on the Crumbl CEO’s possible menu shake-up, and just a few weeks later, we have almost certain confirmation that a shake-up is indeed on the way, starting May 24.

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But what’s actually changing? Well, we’re breaking it down.

It’s Time For Change At Crumbl…Again

News of Crumbl’s upcoming changes came by way of Reddit, with a person who claims to be a Crumbl employee posting screenshots of an announcement, which they seem to have received in their in-store app. While we can’t 100% verify these changes until they actually happen, they seem likely to occur. 

As per the posted announcement, Crumbl is…

…Changing Its Lineup Strategy…

It looks as though the chain is first expanding its rotating menu, offering six changing desserts, and making its classic menu slightly smaller. Now, the classic menu will have four cookies that rotate seasonally. It’ll also have one Cookie Thins flavor, which will change each week. This all looks fairly in line with what we reported on previously, although the numbers are ever so slightly different.

…Baking Its Cookies Better…

The announcement also stated that Crumbl is “making systematic recipe changes to all large cookies.” We’re not sure what that means in practice, or for the actual flavor of the cookies, but Crumbl says that it’s doing this to “make [their] desserts more approachable, calorie conscious, and bake better.”

…Bringing Out A New Chocolate Chip Cookie…

Crumbl has said that it’s got a brand new chocolate chip cookie on the way, which has a new brown sugar base. It will contain both liquid eggs and egg yolks, and it looks as though it’ll have both semi-sweet and milk chocolate chips, too. 

…Introducing Themed Weeks…

Crumbl says that its first themed week, which is “aimed at amplifying brand heat,” will come on May 31. We’re gonna be honest, we have no idea what “amplifying brand heat” means, but hey – maybe we will in a few weeks. 

…And Changing Calendar Visibility!

This one seems to be more of an internal change, with Crumbl limiting what stores can see coming up in its new releases and weekly drops. Now, they’ll only be able to see what’s happening in the current week. Crumbl says that this is to “increase brand surprise and delight.” We think it might be an effort to tackle leaks. Who knows. Maybe it’s both!

So much happening, folks; so much happening. Hey, as long as the cookies keep coming.