[3][9][10] Due to the religious beliefs of the company's founders (members of The Church of Jesus Christ of Latter-day Saints), Crumbl decided not to offer coffee or coffee-based flavors and continues to refuse to do so.

The rebrand, created by brand identity designer Turner Duckworth, was part of a strategy to diversify Crumbl's product range and appeal to a broader market.

[15] On December 21, 2023, Crumbl acquired Pleasant Grove, Utah-based pie company Crust Club, founded in 2016 by partners Tyler and Valerie Kukahiko.

Approximately 840 cookies were purchased in Hawaii on Tuesday, brought back to Australia, and refrigerated until the following Sunday,[18][19] where they were sold for AUD$17.50 (US$12).

[20] Mashed.com noted in August 2021 that Crumbl had garnered unfavorable reviews from TikTok users for the quality of cookies customers were receiving through delivery.

The article cited four videos of poor-quality cookies that did not arrive as advertised, with one such negative review receiving over 400,000 likes within 21 hours.

[34][35] Violations included assigning underage employees to shifts that exceeded the permitted hours and to tasks involving "potentially dangerous ovens and machinery".