Crumbl Cookies is closing locations across California as the once-booming dessert chain confronts falling sales, declining customer traffic and growing pressure on its franchise business. At least seven California stores have shut their doors in 2026, as part of a wider wave of closures affecting dozens of locations across the United States.
The closures include stores in Paso Robles, Pismo Beach, Hanford, Ladera Ranch, Mira Mesa, Cupertino and Westlake Village, according to recent reports. The chain has not published a complete official list of closures, and Crumbl did not immediately respond to requests for comment about the California locations. The developments mark a difficult period for a brand that grew rapidly through its oversized cookies, rotating weekly flavours and highly shareable social media content.
Which Stores Have Closed in California?
Founded in Utah in 2017, Crumbl expanded to more than 1,000 locations nationwide, building a following around limited-time releases and elaborate desserts that frequently attracted attention on TikTok. The reported California closures span several regions, affecting customers from the San Diego area to the Central Coast and Silicon Valley.
The Mira Mesa store in San Diego County and the Cupertino location reportedly closed in April, while the Ladera Ranch branch shut in June. The Westlake Village store followed in August, alongside the Hanford location, which announced its closure after five years of operation.
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More recently, the Paso Robles and Pismo Beach stores in San Luis Obispo County closed in October. The shutdowns were reported by local outlets and included in wider coverage of the chain's nationwide retrenchment.
California has historically been an important market for Crumbl, with more than 130 locations reported in the state. The company continues to list numerous California stores on its official website, including locations in Los Angeles, San Diego, Sacramento and San Jose.
Crumbl has also faced closures elsewhere in the country, including locations in Alabama, Florida and Kentucky. Restaurant Business reported that at least 57 stores had closed nationwide in 2026, based on an analysis of local reports and changes to the company's location listings. The Independent reported a figure of at least 60 closures, reflecting a separate report and count.
Crumbl's Sales and Customer Traffic Have Fallen
The closures come as Crumbl faces a reported decline in sales compared with sales during its peak growth period. According to an internal company document obtained by Restaurant Business, sales in August 2026 were 70% lower than in August 2024. Separately, traffic-tracking data from Placer.ai indicated that customer visits across more than 1,000 locations had fallen 32% year on year, according to reports citing the firm's figures.
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These numbers offer a more complicated picture than the brand's social media popularity might suggest. Crumbl built its reputation around visually striking cookies, rotating menus and online flavour reviews, with new releases encouraging customers to visit regularly to try the latest offerings.
Dirty Sodas Fail To Deliver the Expected Boost
Crumbl has also attempted to expand beyond cookies, including a push into so-called dirty sodas. The drinks combine soft drinks with additional ingredients such as flavoured syrups, cream and fruit purées, offering another product category that could encourage customers to visit between weekly cookie releases.
The initiative was intended to help increase sales, but the expected results did not materialise, according to industry reporting. The launch also attracted criticism online over the drinks' sugar content and calorie levels.
Founders Step Back
The company's difficulties have coincided with a leadership change. Co-founders Jason McGowan and Sawyer Hemsley announced in May 2026 that they were stepping down from their executive roles, while remaining on the company's board. McGowan said the move would allow the business to pursue new leadership through an open search process.
Their departure from day-to-day leadership followed years of rapid expansion, during which Crumbl grew from a single Utah bakery into a nationwide franchise. The company's size has given it significant brand recognition, but maintaining consistent performance across such a large network presents its own challenges.
Crumbl continues to operate more than 1,000 locations nationally, and its official store locator lists numerous branches across California. The question is whether the company can translate its online following into steadier demand and help franchisees maintain viable businesses. The viral cookie craze made Crumbl a recognisable name, but its latest closures show that social media visibility alone cannot guarantee long-term success.
