In the rapidly growing gourmet cookie industry, few brands have seen the meteoric rise that Crumbl Cookies has achieved. In just a few short years, Crumbl has gone from a small Utah-based startup to a national powerhouse—outpacing long-standing competitors and generating staggering revenue. The year 2024 further solidified Crumbl’s dominance, with over $1 billion in sales and a cult-like following driven by clever marketing and strategic growth.
Crumbl Cookies – The Industry Leader
- 2024 Revenue: $1 billion
- Average Unit Volume (AUV): ~$1.4 million
- Locations: 1,000+
Crumbl's success is rooted in its unique weekly rotating menu, allowing for a fresh customer experience with each visit. Its rapid expansion through franchising has created national availability while maintaining high standards. Perhaps most notably, Crumbl has leveraged social media—especially TikTok—to fuel viral marketing campaigns. With over 9 million TikTok followers, Crumbl has become more than a cookie company; it’s a cultural trend.
Despite slowing new store openings in 2024 to focus on profitability, Crumbl saw an increase in same-store sales—proving the strength of its business model.
According to BrandValuer, Crumbl's value is worth an estimated $510.6 million.
Insomnia Cookies – Late-Night Favorite, But Lagging
- 2024 Revenue: $750 million
- Locations: 300+
Founded in 2003 and known for late-night delivery, Insomnia Cookies remains a favorite among college students and night owls. While it has a strong presence in urban areas and university towns, Insomnia lacks the viral edge and product innovation Crumbl has mastered.
Insomnia has expanded into ice cream and vegan offerings, but without the same level of social engagement or national footprint, it continues to trail Crumbl in both revenue and cultural influence.
According to BrandValuer, Insomnia Cookies' value is worth an estimated $367.3 million.
Great American Cookies – Nostalgia Can’t Compete
- 2024 Revenue: $74 million
- Average Unit Volume (AUV): ~$525,000
- Locations: 400+
A mall staple since the 1970s, Great American Cookies still holds nostalgic value for many consumers. Known for its cookie cakes and classic offerings, the brand hasn’t kept up with modern consumer behavior—especially the importance of digital engagement and flavor innovation.
Its lower per-store revenue and traditional retail model struggle to compete against Crumbl's sleek, experiential approach.
According to BrandValuer, Great American Cookies' value is worth an estimated $36.5 million.
Mrs. Fields – The Original Giant Cookie Brand
- 2024 Revenue: $29 million
- Average Unit Volume (AUV): ~$280,000
- Locations: 300+
Mrs. Fields was once the definitive cookie brand, but in 2024 it occupies a distant corner of the market. Its presence remains largely in malls and airports, with minimal digital presence and limited innovation. As Crumbl and others engage younger audiences with weekly flavor drops and slick online marketing, Mrs. Fields feels increasingly out of touch.
According to BrandValuer, Mrs. Fields' value is worth an estimated $15.2 million.
The Final Verdict
Crumbl Cookies is redefining what a modern dessert brand looks like. By blending data-driven menu design, a powerful social media strategy, and aggressive franchising, Crumbl has eclipsed its competitors in both scale and cultural relevance. While brands like Insomnia, Great American Cookies, and Mrs. Fields maintain niche appeal, Crumbl has become the undisputed leader in the cookie wars of 2024. With $1 billion in annual revenue and growing, it’s clear: the cookie crown belongs to Crumbl.
