Crumbl Cookies is abandoning its signature seven-cookie weekly rotation, cutting rotating flavors in half as part of the chain’s biggest menu shake-up since its launch.
At a Glance
- Crumbl’s 2026 lineup keeps six permanent flavors and four weekly rotating options
- Four flavors replace the previous seven rotating choices each week
- New “Thin Thursday” adds Crumbl Thins every week
- Why it matters: Fans who once chased seven new flavors will now find fewer surprises, but guaranteed staples will always be in the case
The change, announced this week, locks in six “Classic Menu” cookies and trims rotating varieties to four, according to a company press release reviewed by News Of Losangeles.
Permanent Flavors Anchor the Case
Starting immediately, these six flavors stay on the menu every day:
- Milk Chocolate Chip or Semi-Sweet Chocolate Chunk (alternating every other week)
- Pink Sugar
- Chocolate Crumb ft. OREO®
- Brownie Batter
- Snickerdoodle
- Celebration Cake
Jason McGowan, CEO and cofounder, framed the shift as a promise of consistency. “The Classic Menu is about consistent availability,” he said. “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.”
Fewer Weekly Surprises
The four rotating slots will still change every seven days, but the pool of new options drops from seven to four. Co-founder and chief brand officer Sawyer Hemsley called the overhaul “innovation has always been at the heart of Crumbl.”
Hemsley added that the smaller core 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.”
Thin Thursday Joins the Mix
Every Thursday, shoppers can pick up a sleeve of Chocolate Chip Cookie Thins under the new “Thin Thursday” promotion. The crispy variant joins the permanent lineup alongside the six classics and four weekly rotating flavors.
Social Media Clarification
After the brand posted the update on Instagram, some followers asked whether both chocolate chip versions would appear together. Hemsley replied in the comments that Milk Chocolate Chip and Semi-Sweet Chocolate Chunk will swap places every other week, not sit side-by-side.
What Disappears
The prior format-seven entirely new flavors each week-ends with this overhaul. No date was given for when, or if, the seven-cookie rotation might return.
This story first appeared on TODAY.com.
Key Takeaways
- Crumbl’s weekly new flavors drop from seven to four
- Six classics now stay on the menu daily
- Chocolate Chip Cookie Thins launch every Thursday
- The company calls the change its largest menu update to date
