Crumbl CEO Just Announced a Possible Menu Shake Up

It looks like it might be all change at Crumbl – but hey, isn’t it always? The nimble bakery chain is never one to stick to doing the same thing, if its weekly rotating menu and penchant for making anything but cookies (brownie dippers, anyone?) is anything to go by. Now, though, it looks as though it might, just might, be changing how that menu operates in its entirety. In a message from Crumbl CEO Sawyer Hemsley to Crumbl Nation (which is, for all intents and purposes, Crumbl’s fan name – think Little Monsters, but for cookies), he said that its balance, and how it puts out its cookies, might be shifting even more.

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But what does this mean? And what do people think about it? We’ve got all that right here.

Crumbl: Shaking Things Up, Again

In the message from Hemsley, which was posted to Reddit, the CEO stated that he had been going through the feedback left by members of Crumbl Nation on how its menu currently works. At the moment, Crumbl operates by having around five options on an ever-changing weekly rotation, while keeping five or so more on its permanent menu. However, Hemsley has acknowledged that this ratio might not be serving what its customers actually want.

So, he subsequently proposed an idea to Crumbl Nation: What if there were one or two new flavors a week, plus a few nostalgic throwbacks, and two popular favorites? This would, it seems, reduce the number of classics on the menu and create more variety each week. How would that sit with you guys?, he asked.

And How Does It Sit With Crumbl Nation?

Well, perhaps unsurprisingly, people have some strong opinions on the matter. First off, let’s hear what the people who actually work there had to say. “As a worker… I’m totally okay with this. Others might say it’s more work but I’m hoping it means more hours. Also, new flavors is what brings people in!” said a comment on the post, with others chiming in to say that the whole point of Crumbl is that it offers variety.

Others also advocated for fewer classics, and more variety – but less of all of this “let’s try every dessert under the sun” thing it’s been doing. “Dude. I just want new cookies every week that are yummy,” said another Redditor. “Remember when you had two staples and the rest were fun and interesting? And they were COOKIES? Pepperidge Farms remembers.” This was far from the only person who voiced their opinion that Crumbl has just overcomplicated things, while also leaning waaay too heavily into certain flavor profiles, like Dubai chocolate, which customers just aren’t that interested in.

As always, with Crumbl, the discourse is everywhere. Are you tired of its endless innovation too? Do you just want the good stuff back? Or are you on board with Hemsley’s plan? Let us know.