Crumbl is launching its People's Choice Week menu starting September 13, featuring six cookies selected through fan voting conducted earlier this summer. The lineup spans multiple flavor categories, with the Dubai-Style Chocolate Brownie earning the top spot among dessert picks with 35,173 votes. The cookie combines a soft fudgy brownie with crunchy Kataifi and pistachio filling, milk chocolate, and pistachio cream. Other top vote-getters include: - S'mores Brownie Cookie (chocolate category): 27,627 votes. Described as "a rich, gooey brownie layered over a buttery graham cracker crust, topped with marshmallow buttercream, milk chocolate drizzle, and graham cracker streusel."
- Banana Cream Pie Cookie (fruity category): 30,171 votes. Features "silky vanilla pudding layered with fresh banana slices and vanilla wafers over a buttery baked pie crust."
- Snickerdoodle Skillet Cookie (spiced category): 27,047 votes. A "vanilla cookie rolled in cinnamon sugar, topped with cinnamon mousse, melted white drops, and cinnamon streusel."

New and Company Picks Crumbl also introduced a brand-new Dream Flavor—Ice Cream Cake Sandwich Cookie—built to mark nine years of the brand. The cookie consists of "two sugar cookies sandwiching pink vanilla buttercream, topped with ice cream-inspired buttercream and rainbow sprinkles." Rounding out the week is Crumbl's own Pick: Cookies & Cream White Chip Cookie, "a marbled dark chocolate and vanilla cookie packed with white drops, topped with white drizzle and crumbly cookies & cream pieces."

Why It Matters

Crumbl's fan voting mechanic taps into consumer engagement around the brand's weekly rotating menu model, a core operational differentiator in the premium cookie category. The public vote creates social media momentum and community investment in menu outcomes—a tactic increasingly adopted by QSR brands seeking to deepen customer loyalty beyond transactional discounting.

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Written by FBM Publications Editors