You walk into your nearest Crumbl bakery after checking the weekly menu and you’re all excited to try the latest flavors.
Next thing you know, one cookie becomes your new favorite and all you can think about is trying it again.
But the next time you go to Crumbl, that flavor has fallen off the menu and it might be a while before it comes back.
Crumbl, which has more than 1,000 bakeries throughout the United States and Canada, is known for its weekly rotating menu.
Every week, the chain’s menu features six cookie flavors and, in some instances, five cookies and a dessert.
While it can be exciting to try something new each week, it can also be a bit disappointing when your favorite Crumbl cookie leaves the menu. This might also leave customers wondering when their favorite cookie will return.
So how often does Crumbl repeat its flavors?
Vice President of Menu at Crumbl Amy Eldridge told MassLive, “there’s not a certain timeline” for bringing back cookies.
Rather, the company focuses more on creating a well-balanced menu that focuses on one star cookie or dessert.
“The main weekly component is to balance out whatever we’ve decided is the most relevant, new up-and-coming dessert and/or cookie that will be featured that week,” she said. “If old cookies fit that mold to bring back, then we will balance the week out.”
The Crumbl team strives to make cookies that were popular in people’s childhood homes.
That nostalgic component has been shown through the company’s partnerships with longtime candy and cereal brands such as M&M’s, Reese’s Pieces and Kellogg.
Crumbl also draws a lot of inspiration from nostalgic desserts and has started making its own like, including cinnamon squares, carrot cake, key lime pie and Tres Leches cake.
The company also draws inspiration for flavors from up-and-coming trends but also tries to be trendsetters themselves.
Crumbl is close to having offered 300 different flavored cookies, according to Eldridge. With that many options, it is hard to imagine flavors not repeating themselves as both new and existing cookies are brought out each week. Eldridge said this is purely coincidental.
“The fact that there is overlap, it’s not intentional,” she said. “We’re just having fun exploring new avenues with the same flavors.”
Crumbl also doesn’t want to have “too many of the same flavors in one week,” Eldridge said, so striking that balance of old and new flavors can be difficult at times.
Crumbl posts its new weekly menu every Sunday and people can keep an eye on when their favorite cookie is returning by following the company on social media.
