You’re driving through a suburban strip mall, the sun is out, and you have a sudden, desperate craving for a chilled sugar cookie with that thick pink frosting. You pull up to the storefront, anticipating that warm smell of vanilla and butter. But the lights are off. The iPads are dark. There's a sign on the door, and it basically tells you to come back tomorrow.
If you’ve ever been "Crumbl-ed" on a weekend, you know the feeling. It’s a mix of confusion and mild betrayal. Why would a massive, multi-million dollar dessert empire—one that has over 1,100 locations across the U.S. and Canada—voluntarily stop making money for 52 days out of the year?
The answer isn't just about one thing. It's a weird, fascinating mix of religious roots, a cutthroat labor market, and a marketing strategy that is honestly genius.
The Utah Factor: Is It a Religious Thing?
Let’s address the elephant in the room first. Why is Crumbl closed on Sundays if they want to be the biggest cookie company on Earth?
A lot of people assume it’s purely because the founders, Jason McGowan and Sawyer Hemsley, are members of the Church of Jesus Christ of Latter-day Saints (LDS). Since Crumbl started in Logan, Utah, back in 2017, the "Sabbath day" theory carries a lot of weight. In Utah, being closed on Sunday is more than a business choice; it's a cultural staple.
But here is where it gets nuanced.
While the founders’ personal values definitely influenced the decision early on, the company’s official stance usually steers toward "family time" rather than "church time." They don't explicitly market themselves as a religious brand like, say, Chick-fil-A does with their historical "Closed on Sunday" mission. Instead, they frame it as a commitment to their "Crumbl Crew."
Honestly, the logic is sound. If you give everyone the same day off, you don't have to deal with the logistical nightmare of rotating weekend shifts. Everyone gets a "real" weekend, at least for 24 hours.
The "Hype Cycle" Strategy
There is a business reason for the darkness, too.
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Every Sunday night, Crumbl does something that most bakeries would consider insane. They wipe their entire menu. While the stores are closed and you're sitting on your couch, their social media team is dropping a "flavor reveal" video that gets millions of views.
Closing on Sunday creates a hard reset. It builds a "cliffhanger" for the brand. Because you can't get the cookies on Sunday, the anticipation for the new Monday lineup skyrockets. By the time the doors open at 8:00 AM on Monday, people are already primed to see what's in the pink box this week.
It’s scarcity. It’s FOMO. And it works.
Avoiding the Dreaded "Bakery Burnout"
Working in a bakery is exhausting. I’m not just talking about the heat. It’s the constant repetition, the "open concept" kitchen where customers are watching your every move, and the pressure to make every cookie look exactly like the Instagram photo.
Staffing in 2026 is a nightmare for the food industry. We’ve seen a massive shift in what workers are willing to put up with.
A 2025 internal assessment of one franchise group found that their "Shift Manager" retention rate hit 100% after they doubled down on the guaranteed Sunday closure and better management training. In a world where fast-food turnover is often over 70%, keeping a manager for more than a year is basically a miracle.
By staying closed on Sundays, Crumbl offers a perk that most of their competitors—like Insomnia Cookies or local late-night spots—simply can’t match: a predictable, guaranteed day of rest.
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What actually happens inside the store on Sundays?
Nothing. Well, mostly nothing.
Unlike some grocery stores that restock overnight, Crumbl locations are generally ghost towns on Sundays. This gives the equipment a break. Industrial mixers and ovens take a beating when they’re running 15 hours a day. That Sunday gap allows for deep cleaning and maintenance that you just can't do while people are hovering at the counter.
The Risk of Staying Dark
Is it a perfect plan? Not necessarily.
Some critics argue that in a slowing economy—where some reports suggest Crumbl sales saw a dip in late 2025—leaving money on the table on a high-traffic weekend day is risky. When you're charging $5 or more for a single cookie, you need volume.
There was even a temporary experiment at a location in Bloomington where they tried opening on Sundays. The result? Sales went up by about 18% initially. But then the wheels fell off. Staff started calling out. Quality dropped. The "specialness" of the brand started to feel a bit diluted. They eventually went back to the six-day schedule.
Actionable Steps for the "Sunday Cookie Craving"
If it’s Sunday and you’re staring at a closed Crumbl, you have a few actual options that don't involve crying:
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- The Saturday "Over-Buy": This is the veteran move. Crumbl cookies actually hold up surprisingly well. Buy a four-pack on Saturday night. If they are the "warm" variety, keep them in the box at room temp. If they’re the "chilled" ones, put them in the fridge.
- The Reheat Hack: If you have a day-old chocolate chip cookie, do not use the microwave for more than 10 seconds. Use an air fryer at 300°F for about 2 minutes. It brings that crispy edge back to life.
- Check the App: Use the Sunday downtime to check your "Crumbl Crumbs" (loyalty points). The app still works even when the ovens are off.
- DIY "Copycat" Recipes: If you’re desperate, sites like Cooking with Karli have spent years reverse-engineering the base dough. It’s never quite the same, but it kills the craving.
At the end of the day, Crumbl is betting that you'll value their brand more because you can't have it whenever you want. It’s a bold move in a "right now" economy, but so far, the pink boxes are still moving.