Crumbl started with an incredible concept and great potential, but the brand has fallen dramatically from where it once was. Corporate's decisions have eroded much of what made Crumbl successful. As an FP, I would not recommend investing in Crumbl, in its current state.

The product line used to be fun, innovative, and something customers genuinely looked forward to. Unfortunately, I feel our leadership has lost sight of what made the brand successful. Too many recent products and menu decisions have been less than desirable, and they don’t seem to reflect what customers actually want. We have an incredible library of proven, high-demand products, yet we continue to prioritize experimentation over the products that have consistently performed well..

Our leadership has become increasingly disconnected from the franchise partners who are actually running the stores. Leadership has lost interest in the day-to-day success of the business and, after achieving its own financial objectives, no longer cares as much about the owners. Communication with Corporate is extremely difficult. Our primary avenue for raising concerns is through tickets submitted in the app, yet with so many positions eliminated at Corporate, response times and accessibility have become even worse. The people making decisions are not listening to those who actually operate the stores. FP’s have firsthand knowledge of what works operationally, what customers respond to, and what creates unnecessary costs and challenges. Unfortunately, much of that feedback is dismissed. Leadership's egos have taken precedence over listening to the operators who are directly affected by these decisions. Decisions are made without adequately considering the realities of running a store, and ultimately, the financial consequences fall on the franchise owners. We don't expect Corporate to agree with every piece of feedback we provide, but we do expect to be heard, respected, and treated as partners. This is not a partnership.

Corporate needs to genuinely care about making the brand stronger and more successful for everyone—not simply focus on achieving their own financial goals and moving on. We need leadership that is invested in the long-term health of the brand and the success of its franchise partners. Corporate needs to listen to the concerns and feedback coming directly from the people operating these stores every day. We need support, collaboration, and solutions—not decisions and policies that create additional obstacles for FPs. We invested in this brand because we believed in its potential, and we need Corporate to act like our partner and help us succeed rather than continually making it more difficult to do so.