Why Do People Not Like Crumbl Cookies Anymore?

Introduction

Crumbl Cookies took the dessert world by storm when it launched in 2017. With its unique pink boxes, weekly rotating menu, and eye-catching cookie designs, it quickly gained a cult following. Fans eagerly anticipated each week’s new flavors, with social media fueling its meteoric rise. For many, grabbing a Crumbl cookie became a must-do experience, with lines forming outside its stores and TikTok flooded with reviews.

However, over time, cracks began to show in the cookie empire. What was once universally adored is now a topic of debate, with many expressing dissatisfaction. But why has the perception of Crumbl Cookies shifted? What caused this once-beloved brand to lose its sparkle for so many people?

In this article, we’ll delve into the various reasons people have grown disenchanted with Crumbl Cookies. From concerns about quality and price to the impact of social media backlash, we’ll explore how a darling of the dessert world found itself facing criticism—and whether it has the recipe to bounce back.

1. Evolution of Crumbl Cookies

The Rise of Crumbl Cookies

When Crumbl Cookies launched, it offered a fresh twist to the cookie market. Founded by cousins Sawyer Hemsley and Jason McGowan, the brand introduced oversized cookies with unique flavors like “Cinnamon Swirl,” “Churro,” and “Raspberry Cheesecake.” Its marketing strategy revolved around exclusivity, with flavors changing weekly, creating a sense of urgency among customers to try them before they disappeared.

The appeal wasn’t just about the cookies—it was about the experience. Crumbl utilized social media to perfection, with its aesthetic pink boxes, mouthwatering close-ups of cookies, and influencer partnerships generating a viral buzz. Add to that its in-store experience, where cookies are baked fresh and served warm, and it became a treat that people not only craved but wanted to share online.

What Made Crumbl Stand Out Initially?

Crumbl’s meteoric rise wasn’t just because of its cookies. It was a mix of clever marketing, customer engagement, and a unique product offering. Here are a few reasons why it initially gained so much love:

Innovative Flavors: The rotating menu ensured there was always something new, keeping customers curious and engaged.
Portion Size: The oversized cookies were indulgent, perfect for sharing or satisfying a sweet tooth.
Social Media Presence: Crumbl was one of the first dessert brands to fully leverage TikTok and Instagram, creating a highly visual and shareable experience.
Modern Aesthetic: Its clean branding, simple pink boxes, and streamlined app appealed to a younger, tech-savvy audience.

For a while, it seemed like Crumbl could do no wrong.

2. Growing Criticisms

Inconsistency in Quality

One of the most common complaints about Crumbl Cookies today is inconsistency in quality. Customers often report that the cookies don’t always taste the same across locations. While some might enjoy a perfectly soft and gooey cookie, others complain about overly dry or underbaked products.

This inconsistency is particularly frustrating given the price point. When customers are paying premium prices, they expect premium results every time. The lack of uniformity has left many feeling disappointed.

Pricing Complaints

Crumbl Cookies aren’t cheap. With individual cookies priced around $4-5, they are positioned as a premium product. While this was initially seen as acceptable due to the novelty and perceived value, many now feel the pricing isn’t justified, especially when coupled with reports of declining quality.

Limited Flavor Rotation Issues

Although the rotating menu was once a selling point, it has started to alienate customers. Some argue that their favorite flavors rarely return, while others feel the weekly offerings can be hit or miss. This unpredictability can lead to frustration, especially for those who have limited opportunities to visit the store.

3. Social Media and Public Perception

The Role of Viral Marketing in Crumbl’s Success

Crumbl Cookies’ rise can largely be attributed to its mastery of social media marketing. Platforms like TikTok and Instagram became essential tools for the brand to showcase its cookies. The sight of influencers breaking cookies apart to reveal gooey fillings or vibrant toppings created an almost irresistible allure. The aesthetic appeal of its pink packaging and oversized cookies made Crumbl a favorite for food bloggers and Instagrammers.

However, the very platform that built Crumbl’s reputation is now contributing to its challenges. Social media has amplified both positive and negative feedback, exposing the brand to scrutiny from a wider audience than ever before.

Backlash and Negative Reviews Spreading Online

The internet is an unforgiving space, and Crumbl hasn’t escaped unscathed. Here are some common themes in negative online reviews:

Overhyped Products: Many reviewers claim that Crumbl’s cookies don’t live up to the buzz, describing them as overly sweet, heavy, or artificial tasting. This disconnect between expectation and reality has fueled criticism.
Negative Comparisons: Social media comparisons to competitors or even homemade cookies often frame Crumbl unfavorably. Viral posts from food critics and customers alike sometimes describe the cookies as overpriced or lacking in depth of flavor.
Meme Culture: As Crumbl became a bigger name, it also became a bigger target for memes and jokes. Some online users mock the brand for what they see as “over-the-top” marketing, pointing out flaws in its products with humor that spreads quickly.

The Double-Edged Sword of Social Media

While viral marketing once worked wonders for Crumbl, it’s now a double-edged sword. Bad reviews and complaints can gain traction just as quickly as praise, influencing public perception in real time. For every glowing post about a favorite flavor, there’s another calling the cookies bland or overpriced.

4. Ingredient and Health Concerns

Complaints About Artificial Ingredients

Crumbl’s cookies are undeniably rich and indulgent, but that indulgence comes with concerns. Some customers have raised issues with the use of artificial flavors, sweeteners, and colorings in certain recipes. For a brand positioned as premium, these ingredients can feel out of place and detract from its perceived quality.

The backlash isn’t just about taste—it’s about trust. Many consumers today are seeking cleaner, more natural ingredients, and Crumbl’s reliance on artificial elements has alienated a portion of its audience.

Turning Away Health-Conscious Consumers

In a world increasingly focused on health and wellness, indulgent treats like Crumbl Cookies face unique challenges. The oversized portions, high sugar content, and caloric density of the cookies have led some to steer clear. Even those who enjoy an occasional treat have expressed concerns about the lack of transparency regarding nutritional information.

As more people opt for healthier dessert options or homemade treats, Crumbl finds itself at odds with shifting consumer values.

5. Customer Service Complaints

Issues With Customer Experiences

Another recurring theme among critics is dissatisfaction with customer service. Reports of unfriendly staff, long wait times, and errors in orders have surfaced on review platforms like Yelp and Google. For a brand that relies heavily on the in-store experience, these issues can tarnish its image.

Responses to Negative Feedback

Crumbl has made efforts to address some of the complaints, including launching an updated app for smoother ordering and responding to online reviews. However, many customers feel these efforts fall short, especially when compared to the overwhelming number of complaints circulating online.

6. Overhype and Expectation Gap

How High Expectations Led to Disappointment

Crumbl Cookies’ early success set an incredibly high bar. Through its viral marketing and glowing reviews, the brand positioned itself as the ultimate cookie experience. However, as more people tried the cookies, many found that the reality didn’t match the hype.

Common criticisms include:

Overly Sweet Flavors: Some customers describe the cookies as cloyingly sweet, masking the nuanced flavors promised by the menu.
Texture Issues: While some adore Crumbl’s thick, soft cookies, others find them overly dense or greasy.
Lack of Balance: The focus on indulgent toppings and fillings often overshadows the base cookie, leading to complaints about an imbalance in taste.

When expectations are sky-high, even minor disappointments can feel significant. For Crumbl, this gap between marketing promises and customer experiences has become a recurring issue.

The Role of Competition From Other Dessert Brands

As Crumbl expanded, the market for gourmet cookies and desserts also grew. New competitors entered the space, offering alternatives that some customers find more appealing. Local bakeries, boutique cookie shops, and even at-home bakers using platforms like Instagram are providing high-quality, customizable, and often cheaper options.

Some competitors have even marketed themselves as the “anti-Crumbl,” emphasizing natural ingredients, simpler designs, or consistent quality as their selling points. This growing competition has made it harder for Crumbl to maintain its once-dominant position.

7. Comparing Crumbl With Competitors

How Other Brands Are Challenging Crumbl

Competitors in the dessert market are capitalizing on Crumbl’s perceived weaknesses. Brands like Insomnia Cookies and Levain Bakery focus on high-quality, simple ingredients and consistent product quality, drawing in consumers who may feel let down by Crumbl’s inconsistency.

Smaller, local bakeries are also thriving by offering a more personalized experience. They often cater to niche dietary preferences—like vegan, gluten-free, or low-sugar options—that Crumbl doesn’t always address.

Innovation by Competitors

Innovation in flavors and presentation has been another area where competitors are gaining ground. While Crumbl has relied heavily on its weekly rotation, other brands are experimenting with seasonal menus, DIY cookie kits, and even collaborations with popular food influencers. These strategies provide fresh ways to engage customers without relying solely on hype.

8. Shift in Consumer Preferences

Growing Preference for Homemade or Niche Brands

As the novelty of Crumbl’s oversized cookies wears off, many consumers are turning to alternatives that feel more authentic. Homemade cookies, whether baked from scratch or from viral recipes online, have become a popular choice. These options are often seen as fresher, more affordable, and customizable, giving them an edge over Crumbl’s standardized offerings.

Additionally, niche local brands have carved out a loyal customer base by emphasizing handcrafted quality and unique recipes. These smaller operations often enjoy a sense of community connection that larger chains like Crumbl can’t replicate.

Rise of Healthier Alternatives

The growing focus on health-conscious eating has led to an increased demand for desserts that are lower in sugar, calories, and artificial ingredients. Brands that cater to these preferences, offering keto-friendly, vegan, or organic treats, are appealing to a new wave of consumers. Crumbl’s oversized, indulgent cookies, while delicious for some, are increasingly at odds with these evolving preferences.

9. Efforts by Crumbl to Address Issues

Changes in Recipe or Business Strategy

Crumbl Cookies is not unaware of the criticisms it has faced. In response to complaints about flavor and quality, the company has made incremental changes to some recipes, aiming for better consistency and a more balanced taste. For example, they have reportedly adjusted the sweetness levels of certain cookies to make them more appealing to a broader audience.

Additionally, Crumbl continues to expand its menu offerings. While it still relies on the weekly flavor rotation, the company has introduced fan-favorite flavors more frequently and has experimented with seasonal specials to retain customer interest.

Marketing Campaigns to Rebuild Trust

Recognizing the power of social media, Crumbl has launched campaigns to highlight positive customer experiences and reconnect with its audience. This includes:

Engagement With Influencers: Partnering with food bloggers and influencers to showcase Crumbl cookies in a more relatable and authentic way.
Customer-Generated Content: Encouraging fans to share their own Crumbl stories, which creates a sense of community and helps combat negative narratives.
Transparency Efforts: Addressing criticisms openly through social media, such as explaining recipe changes or responding to complaints.

These strategies reflect Crumbl’s acknowledgment of its challenges and its commitment to improving its brand image.

10. Examples of Brands That Recovered From Similar Backlash

Lessons Crumbl Can Learn From Other Brands

Crumbl is not the first brand to face a backlash after early success, and it can take inspiration from others who’ve successfully recovered. Here are some examples:

Domino’s Pizza: Faced with widespread criticism about the taste of its pizzas, Domino’s launched a transparent marketing campaign acknowledging its flaws and committed to improving its recipes. The result? A major comeback and increased customer loyalty.
Taco Bell: After being criticized for the quality of its ingredients, Taco Bell focused on transparency, offering clear nutritional information and introducing menu items to appeal to health-conscious consumers.
Nestlé Toll House Café: By adding customization options and embracing the homemade appeal of their products, Nestlé revamped its brand to stay competitive in the cookie market.

The common theme among these brands is their ability to listen to feedback, embrace change, and rebuild trust with their customers—a path that Crumbl could follow.

11. Frequently Asked Questions

Why Were Crumbl Cookies Initially So Popular?

Crumbl’s initial success stemmed from its oversized cookies, unique flavors, and a highly effective social media strategy. The novelty of a weekly rotating menu also kept customers coming back for more.

What Are the Most Common Complaints About Crumbl Cookies?

The most frequent complaints include inconsistency in quality across locations, overly sweet or artificial flavors, high prices, and dissatisfaction with the limited flavor rotation.

Are Crumbl Cookies Worth the Price?

Opinions vary. While some feel the cookies are a fun indulgence worth the cost, others believe the price is too high for the quality provided.

How Does Crumbl Handle Negative Feedback?

Crumbl actively responds to customer complaints on social media and review platforms. The company has also made changes to its recipes and operations in response to criticism.

What Are Crumbl’s Main Competitors?

Key competitors include Insomnia Cookies, Levain Bakery, and local boutique bakeries. These brands often emphasize natural ingredients, consistency, and customization.

Will Crumbl Cookies Regain Popularity?

With adjustments to quality, transparency, and customer engagement, Crumbl has the potential to recover. However, it must address evolving consumer preferences and stiff competition to maintain its relevance.

Conclusion

Crumbl Cookies is a classic case of how rapid success can come with challenges. While the brand captured hearts with its unique concept and viral appeal, shifting consumer preferences, growing competition, and quality concerns have led to criticism.

However, Crumbl’s willingness to adapt and listen to feedback suggests it still has a chance to regain its place as a favorite in the dessert world. By addressing these issues head-on and prioritizing customer satisfaction, Crumbl could rewrite its narrative and continue to thrive in the competitive cookie market.