Customers face a weekly rotating menu of six to eight Crumbl cookie flavors drawn from hundreds of past incarnations, with no cookie previously returning two weeks in a row. Crumbl launched an Encore category that allows exceptionally popular cookies to reappear in the following week's rotation. The first Encore entry was the Moonbeam Ice Cream Cookie, a collaboration with musician Benson Boone, released June 23. High demand prompted the re-release and strong sales. Customers can provide feedback and influence future Encore selections through the Crumbl mobile app, known as the Cookie Journal, by using the More tab and other feedback channels.
One of the magical mysteries of Crumbl cookies is never knowing which cookie flavors will appear in any given week. With typically between six and eight rotating varieties revealed on Sundays, it's impossible to know which of the brand's hundreds of cookie incarnations will make a star appearance in stores, and never does a cookie stick around for two weeks in a row - until now. A new category called "Encore" desserts recently launched to much fanfare.
If you've ever fallen in love with a Crumbl cookie, only to mourn its disappearance a week later, there's a glimmer of hope that your favorite will rise to Encore status. The new phenomenon refers to a cookie being so successful that it earns an encore performance in the following week's rotation. Think of it as the greatest hits of the best Crumbl Cookie flavors.
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