Crumbl Location in Downtown Jersey City Closes Permanently

The Crumbl location in Downtown Jersey City at 306 Grove St., near Shake Shack—the only location in Hudson County—closed permanently as of January 3, 2026. The cookie store had been open for less than a year, with its grand opening on February 28, 2025.

Many locals were surprised by the closure. “I was devastated,” one Jersey City resident said. “I literally went there on New Year’s Eve, and then on New Year’s my friends texted me that it would permanently close. I have to go to New York now to get my cookies.” When the store first opened, lines wrapped around the block, consisting mainly of teenagers and young adults. The abrupt signage confused many locals, as it had become a well-traveled spot for all of Hudson County.

Recently, there has been a trend of dessert shops shutting down. Bourke Street Bakery, an Australian pastry chain, closed its Jersey City location in December 2025. Sprinkles Cupcakes, a gourmet cupcake chain based in New York, has also permanently closed all locations after 20 years in business. Other Crumbl locations have been closing globally, including six stores in California, two in Colorado, two in Pennsylvania, and nine others across 10 states, according to Fast Company. Additionally, the Starbucks location in West New York recently closed, reflecting the worldwide shutdown of many Starbucks locations.

Many attribute the decline of the trendy cookie chain to its fleeting trendiness. The store boomed when it became “TikTok trendy,” known for its pink box and rotating weekly flavors. However, due to fast-paced social media trends, Crumbl slowly lost popularity after peaking in 2022, according to TheStreet and Bloomberg. Some reviewers on Yelp described Crumbl’s cookies as “half-baked,” “high-calorie,” and “pricey.”

A shift in dietary behavior may also be a contributing factor. According to Harvard Business Review, drug innovations such as GLP-1 and Ozempic have changed consumer behavior by reducing appetite, which may affect users’ motivation to consume sugary items like Crumbl cookies.

This trend, combined with growing health concerns over sugar intake, may explain the drop in consumption among many New Jersey residents.

In an unrelated controversy, Kathy Ruemmler, Chief Legal Officer of Goldman Sachs, reportedly stated in an email to Jeffrey Epstein that people in New Jersey “are at least 100 pounds overweight.”