盐湖城起家的Crumbl饼干销量两年暴跌七成，今年已关至少57家门店
从犹他州盐湖城起家的网红饼干连锁 Crumbl 正经历成立以来最严重的经营危机。据《Restaurant Business》获得的公司内部文件，Crumbl 今年8月销售额比两年前同期暴跌70%；客流追踪公司 Placer.ai 的数据显示，其1000多家门店客流量同比下滑32%。今年以来，Crumbl 已关闭至少57家门店，并裁撤了大部分加盟支持部门员工。
首席执行官杰森·麦高恩（Jason McGowan）上月在面向加盟商的内部讲话中揽下责任。据《Inc.》杂志引述，他说：“看到一些门店关闭、看到盈利能力受损，对很多人来说都是痛苦的……说到底我是首席执行官，责任在我。是我的错，才让我们走到今天这一步。”
公司曾把翻盘希望寄托在“脏汽水”（dirty sodas）上。麦高恩2025年向加盟商推介时预测，碳酸饮料能带来20%的销售增长，把单店年均销售额从去年的110万美元拉到200万美元。但8月初在全美门店上线后，收入继续下滑；一款32盎司、含糖186克的超大杯汽水在网上引发抵制。麦高恩承认，8月的“汽水周”是公司历史上最糟糕的一周。
事实上麦高恩与联合创始人索耶·亨斯利（Sawyer Hemsley）已在今年5月宣布退出日常经营、转任董事，寻找新任首席执行官、首席财务官和营销负责人的程序正在进行。公司当前门店数约1064家，关店速度已开始超过开店速度；肯塔基州圣马修斯市的一家加盟商（Red Sheep St. Matthews LLC）10月1日申请第七章破产清算，负债超过35.2万美元。
据市场研究公司 Technomic 数据，Crumbl 单店年均销售额2022年达到约184万美元的峰值后一路走低，2025年约为114万美元。食品趋势专家分析，5美元一块的特色饼干难以形成每日消费习惯，加之疫情后大量仿冒品牌涌入、市场过度扩张，“饼干热”正步入冻酸奶、纸杯蛋糕等前辈的老路——爆红之后迅速退潮。
Utah-born Crumbl sees sales plunge 70% in two years, closes at least 57 stores in 2026
Utah-based cookie chain Crumbl is facing the worst downturn in its history, according to reports from Restaurant Business, Inc. and Entrepreneur. An internal company document shows August sales were 70% lower than two years earlier, while Placer.ai data shows foot traffic at its more than 1,000 locations fell 32% year over year. At least 57 stores have closed in 2026, and the company has laid off much of its franchise support staff.
CEO Jason McGowan took the blame in a presentation to franchisees last month. “Seeing some stores close and seeing the loss of profitability and all those kinds of things have been painful for a lot of people,” he said. “Been painful here at HQ. And at the end of the day, I'm the CEO and the buck stops with me. It's my fault where we are today.”
The company had bet on “dirty sodas” — fountain soft drinks mixed with cream and flavorings — to turn things around. McGowan pitched them to franchisees in 2025, predicting a 20% sales boost and average unit volume of $2 million, up from $1.1 million. Crumbl launched sodas in U.S. stores in early August, but revenue kept falling; a 32-ounce version packing 186 grams of sugar sparked online backlash. McGowan said August's Soda Week was the worst week in company history.
McGowan and co-founder Sawyer Hemsley announced in May they would step down from day-to-day roles while remaining on the board, and a search is underway for a new CEO, CFO and head of marketing. The chain now operates about 1,064 stores, with closures beginning to outpace expansion. A Kentucky franchisee, Red Sheep St. Matthews LLC, filed for Chapter 7 bankruptcy on Oct. 1, facing more than $352,000 in liabilities, according to Louisville Business First.
Technomic data shows average annual sales per store peaked at about $1.84 million in 2022, then fell to roughly $1.14 million in 2025. Food trend experts say the $5 specialty cookie is an occasional splurge, not a daily habit, and a flood of copycat chains overbuilt the market — the latest fad cycle after frozen yogurt and cupcakes.
图片来源：图片来源：Wikimedia Commons，Sarah Stierch（Missvain）摄，CC0 公有领域
