At a Glance
- Crumbl confirms it’s testing doughnuts in “early stages”
- No launch timeline set; rollout depends on testing and feedback
- Chain recently trimmed weekly menu to six permanent flavors plus four rotating picks
Why it matters: Fans wonder if the cookie specialist can replicate its viral success with fried dough.
Crumbl Cookies is quietly frying up a new idea. After online buzz about doughnuts, the chain told News Of Losangeles it has begun limited internal testing, though shoppers won’t see them anytime soon.
On Monday, Jan. 12, a company spokesperson said Crumbl is “excited to be testing doughnuts as part of the ongoing product innovation process.” The same statement cautioned the effort is “still in its early stages,” with no immediate plans for stores.
Any future launch, the spokesperson added, “would be quite some time away and would depend on extensive testing, customer feedback, and operational considerations. Our focus remains on thoughtfully innovating while ensuring any new offering meets the experience and quality standards our customers expect from Crumbl.”
Rumors ignited days earlier when Instagram page Snackolator posted mock-ups of possible flavors-Cookie Butter, Raspberry Cheesecake and Cinnamon Crunch-prompting the confirmation from News Of Losangeles.
The doughnut development follows a menu overhaul already under way. Previously, Crumbl rotated seven dessert styles each week, mixing cookies, bars, brownies, pies and cakes. The new format locks in six “Classic Flavors,” adds four rotating choices, and reserves Thursdays for Cookie Thins.
Classic lineup:
- Milk Chocolate Chip or Semi-Sweet Chocolate Chunk (one available daily)
- Pink Sugar Cookie
- Chocolate Crumb Cookie with Oreo
- Brownie Batter Cookie
- Snickerdoodle Cookie
- Celebration Cake Cookie
Weekly rotations now feature four limited-time cookies, while “Thin Thursdays” spotlight one thin cookie variety each week. The company says the classics showcase “iconic” flavors fans can “always count on,” according to a recent press release.
Crumbl’s expansion into doughnuts would mark its first departure from oven-baked sweets since the brand’s 2017 founding. Stores currently operate in all 50 U.S. states, relying on a social-media-driven model that posts each week’s flavors on TikTok and Instagram.
Key Takeaways:
- Doughnuts are only in internal testing; no public debut scheduled
- Menu slim-down to six permanent cookies plus four rotating picks is already in effect
- Chain stresses quality standards will guide any future doughnut rollout
