Crumbl Cookies Unique Success Story Conceals Calorie Count

Crumbl Cookies has become a standout success in the food industry, employing a distinctive model that sets it apart from traditional chains like Starbucks. With limited menu options that change weekly, the cookie company’s approach has won the hearts of many, leading to rapid growth and international expansion. However, amidst its triumphs, there is a contentious issue regarding how Crumbl presents its calorie count, potentially misleading its customers.

A Unique and Rotating Menu

Unlike Starbucks, which boasts an extensive menu with countless choices and customizations, Crumbl Cookies adopts a more focused approach. The majority of its offerings are subject to a weekly rotation, with the exception of its popular milk chocolate chip cookie, a permanent fixture. The rotating menu concept took some time to develop, finally solidifying in December 2018, but it has since become a significant part of the brand’s allure. Crumbl continuously introduces new flavors and regularly updates existing recipes, keeping its patrons eagerly returning for more.

A Resounding Success and Expanding Horizons

Crumbl’s innovative model has undeniably struck a chord with consumers, resulting in a remarkable success story. As a privately-held chain, it has swiftly expanded to encompass over 800 bakeries across 49 states. In addition to its strong presence within the United States, Crumbl has made strides in international expansion, with two stores already opened in Canada.

Crumbl’s Calorie Count Dilemma

While Crumbl thrives on its unique approach to cookies, there appears to be a deliberate oversight in how it portrays the calorie count of its products. Customers who visit the bakery or peruse the website are presented with calorie counts labeled “per serving” rather than “per cookie.” This small but significant distinction could lead to a skewed perception of the cookies’ nutritional content.

The Misleading “Per Serving” Label

Displayed on a prominent menu board upon entering the store, the calorie count seems misleadingly low as it pertains to a mere quarter of a cookie. This could be problematic, given that most people consume an entire cookie in one sitting. Unlike cake or pie slices, which naturally come in servings, cookies are typically considered an individual indulgence. As a result, many Crumbl fans may inadvertently underestimate the calorie content based on the menu board’s numbers.

Transparency is Key

On the Crumbl homepage, cookies are listed along with their respective calorie counts, followed by an asterisk. The asterisk leads to a disclaimer stating, “Calorie counts are per serving. Serving size varies based on product.” While this provides some clarification, it would be more transparent for the company to include the words “per serving” alongside the calorie count. Additionally, sharing the calorie count for the entire Milk Chocolate Chip Cookie (720), which is available on the nutrition page, would help customers make informed choices.

The Call for Clarity

As of now, Crumbl Cookies has not provided an official response to inquiries regarding its calorie count presentation. However, some customers and health-conscious individuals argue that greater transparency is essential. By clearly indicating the calorie count per cookie and offering more comprehensive information, Crumbl can empower its customers to make well-informed decisions about their indulgences.


Crumbl Cookies has undeniably mastered the art of success with its innovative and rotating menu concept, captivating cookie enthusiasts across the nation and beyond. Nevertheless, the company’s approach to presenting calorie counts warrants scrutiny. By providing more transparent information about the calorie content per cookie, Crumbl can enhance its customers’ experience and further solidify its position as a beloved and responsible brand in the food industry.