Crumbl Reveals Menu Changes, Halving Number of Weekly Rotating Cookies

Cookie lovers across the United States are waking up to a significant shake-up at their favorite dessert destination. Crumbl Cookies, the viral cookie chain known for its ever-changing weekly menu, has announced a major restructuring that cuts its rotating dessert options in half—a move that's generating both excitement and concern among American fans as we kick off 2026.

What's Changing at Crumbl in 2026?

Starting this week, Crumbl has implemented what the company calls its "biggest menu update to date." Previously, the popular cookie chain offered seven different desserts as part of its weekly rotating selection, which could include cookies, brownies, bars, pies, and cakes. Now, customers will find a dramatically different approach to their beloved treats.

The new menu structure features three distinct components: six "Classic Flavors" available every single day, four weekly rotating options that change every Monday, and a special Thursday offering called Crumbl Thins. This represents a fundamental shift in how the Utah-based company—which has expanded to over 1,000 locations across America—operates its business model.

The New Classic Menu: Always Available Favorites

The cornerstone of Crumbl's 2026 strategy revolves around consistency. Jason McGowan, CEO and co-founder of Crumbl, explained in a press release: "The Classic Menu is about consistent availability. We want customers to know that when they're celebrating meaningful moments with those who matter most, Crumbl will always be there with the flavors they love, while still surprising them every week."

The Six Classic Flavors Include:

• Milk Chocolate Chip or Semi-Sweet Chocolate Chunk (alternating every other week)
• Pink Sugar Cookie - The iconic pink-frosted favorite
• Chocolate Crumb ft. OREO - A cookie-on-cookie sensation
• Brownie Batter Cookie - Fudgy brownie meets cookie dough
• Snickerdoodle Cookie - Classic cinnamon-sugar perfection
• Celebration Cake Cookie - Party-ready with sprinkles

These six flavors represent what Crumbl considers its most beloved and requested options—cookies that have proven their staying power in the competitive dessert market. For fans who've experienced the disappointment of their favorite flavor disappearing from rotation, this permanent availability offers peace of mind.

Weekly Rotating Flavors: From Seven to Four

While the classic menu provides stability, Crumbl hasn't abandoned the excitement that made it famous. The four weekly rotating slots will continue to deliver new and returning flavors every Monday, maintaining the anticipation that has become synonymous with the Crumbl brand.

For example, the week of January 5, 2026, featured the Dubai Biscoff Brownie, Chocolate Vanilla Ice Cream Swirl Cookie, Oatmeal Marshmallow Cookie, and Ultimate Peanut Butter Cookie as the rotating selections. This reduced number of options means each rotating flavor receives more focused attention from bakers and more consistent quality control across Crumbl's extensive network of locations throughout the United States.

Thin Thursday: A New Weekly Tradition

Adding another layer to the menu overhaul, Crumbl introduced "Thin Thursday"—a dedicated day each week when customers can purchase Crumbl Thins, a crispier, thinner version of their signature cookies. These come in sleeves containing two Cookie Thins, starting with Chocolate Chip Cookie Thins (which debuted during Crumbl's Martha Stewart collaboration last fall).

This weekly special creates a new reason for customers to visit mid-week, potentially smoothing out the Monday rush that typically follows each menu change announcement. The Thursday focus also allows Crumbl to test limited-edition thin cookie varieties without committing to full-size versions.

Fan Reactions: Divided Opinions Across America

The announcement has sparked passionate responses across social media platforms in the United States. On Crumbl's Instagram announcement, reactions ranged from enthusiastic support to disappointed criticism.

Supporters celebrated the consistency: "Yesssssss! Taking it back to the basics! Loving it!" wrote one fan. Another exclaimed, "Oreo is here to stay! This is gonna be the BEST year! THANK YOU CRUMBLE!" The ability to reliably order favorite flavors resonated strongly with customers tired of playing the waiting game for beloved cookies to rotate back into availability.

However, skeptics expressed concerns about quality and variety. "I'm actually disappointed in this. Quality has already started to go down and this will make it worse since they won't be focusing on just the 6 cookies each week," one customer noted. Others worried about the reduced excitement: "I'm disappointed. This is less exciting with 6 of the same cookies every week. I'd rather just have 6 new items every week."

The Business Strategy Behind the Change

This menu restructuring comes at a time when many American restaurant chains are struggling. Wendy's, Denny's, and Starbucks all closed hundreds of locations in 2025, raising questions about sustainability in the current market.

Crumbl's approach appears designed to balance operational efficiency with brand identity. By maintaining six consistent flavors, the company can streamline inventory management, reduce waste, and ensure more reliable product availability across its 1,000+ U.S. locations. Meanwhile, the four rotating slots preserve the element of surprise and social media buzz that drove Crumbl's viral success.

Sawyer Hemsley, co-founder and chief brand officer of Crumbl, emphasized the innovation angle: "The Classic Menu gives us a strong foundation and frees us to be even more creative. With rotating flavors, Thin Thursdays, and what's coming next, we're just getting started. Customers will continue to see exciting innovation, especially in the cookie category."

What This Means for Cookie Lovers

For American consumers, these changes translate to more predictability without completely sacrificing variety. Parents planning birthday parties can rely on Celebration Cake cookies being available. Chocolate chip purists won't face disappointment. And the four-flavor rotation still provides enough novelty to keep the brand fresh and Instagram-worthy.

The real test will come in the months ahead as customer traffic patterns reveal whether Americans prefer the new consistency-plus-variety model or miss the full seven-flavor rotation. Early indicators suggest the decision is splitting the fanbase, which might actually work in Crumbl's favor by generating ongoing conversation and engagement.

Frequently Asked Questions

When do Crumbl's weekly flavors change?

Crumbl's four weekly rotating flavors change every Monday. The six Classic Flavors remain available every day, and Crumbl Thins are offered every Thursday.

Are the Classic Flavors really available every day?

Yes! All six Classic Flavors (Pink Sugar, Chocolate Crumb ft. OREO, Brownie Batter, Snickerdoodle, Celebration Cake, and either Milk Chocolate Chip or Semi-Sweet Chocolate Chunk) are available daily at all Crumbl locations across the United States.

Why did Crumbl reduce the rotating flavors from seven to four?

Crumbl states this change allows for better consistency, operational efficiency, and more creative freedom for the rotating selections. The six permanent Classic Flavors offset the reduced rotation, providing customers with more total daily options.

What are Crumbl Thins?

Crumbl Thins are crispier, thinner versions of Crumbl cookies available exclusively on Thursdays. They come in sleeves containing two Cookie Thins, with different flavors featured each week.

Will Crumbl still offer non-cookie desserts?

Based on the 2026 menu structure, Crumbl appears to be focusing primarily on cookies. The four weekly rotating slots may occasionally feature brownies or other desserts, but the emphasis has shifted to cookie-centric offerings.