When I hear Crumbl, it immediately gives me an image of big cookies and an everything Pink store. Immediately after, I am reminded of added sugar and high prices.
Crumbl built its popularity around oversized cookies, rotating weekly flavors, and viral social media promotions.
The company says its famous “Pink Box,” rotating flavors and open-kitchen concept have made it one of the “nation’s fastest-growing dessert companies.”
And while the dessert maker has made memorable experiences over the years, the chain is currently trying something different to keep customers coming through its doors.
This new offer involves a cookie-and-soda combo for less than $2.
Starting Friday, October 23, Crumbl plans to offer a large Chocolate Chip Thin cookie and a 24-ounce zero-sugar Dirty Soda for just $1.99.
The promotion was announced by Crumbl CEO Jason McGowan in a message to franchisees obtained by Restaurant Business.
An advertisement for the combo states that the two items together contain 170 calories, according to the publication.
The discounted offer comes as Crumbl struggles with declining sales and mounting store closures, raising questions about whether lower prices and an expanded beverage menu can help revive customer interest.
Crumbl’s $1.99 deal has a catch for customers
The upcoming promotion is part of Crumbl’s broader effort to expand beyond cookies and encourage more frequent visits.
The company first introduced its Dirty Soda lineup in 2025, exclusively in Canada, and later did test launches in the US in 2026.
More Retail:
- Target tackles a frustrating problem for shoppers
- America’s biggest RV seller closing more stores
- Costco helps members solve a key problem, but at a cost
Under this, the company offers soft drinks customized with flavored syrups, creams, and other ingredients.
However, the beverage expansion has also created challenges for franchise operators.
According to Restaurant Business, approximately 300 Crumbl locations have not installed the equipment necessary to prepare Dirty Sodas, meaning those stores cannot offer the new $1.99 combination.
Franchisees reportedly faced equipment installation costs of up to $50,000, and some have resisted the investment despite warnings from corporate management that they could be declared in default.
Crumbl told the publication that Dirty Sodas are available at approximately 800 locations and that it is continuing to expand its beverage marketing efforts.
For customers, it means that your nearest Crumbl store might not have the combo offer available.
The company has also not publicly specified how long the promotion will run.
Crumbl faces mounting pressure as sales decline
The new value offer comes at a difficult time for the once-rapidly expanding cookie chain.
Crumbl has closed 65 locations since April 30 this year while opening another 15, resulting in 50 net closures, according to Restaurant Business.
The company began 2026 with 1,101 locations.
TheStreet previously reported on Crumbl’s store closures, including the financial struggles some franchisees face.
More recent figures suggest the challenges have continued.
- Crumbl’s August sales were reportedly 70% below levels recorded two years earlier.
- September showed improvement, helped by promotional collaborations featuring Minecraft and Little Debbie.
- Sales remained 50% below comparable 2024 levels.
Company documents reviewed by Restaurant Business also showed median store profit of just $1,832 in September. One franchise even said October so far has been “miserable.”
The $1.99 promotion represents another attempt to attract customers while building demand for the chain’s newer beverage offerings.
Whether the deal can deliver a meaningful boost remains to be seen, especially when hundreds of stores lack the equipment required to participate. However, considering the upcoming holiday season and Crumbl shops as a fixture at many Christmas markets, there may still be hope for some improvement.
