Crumbl Expands Its Empire With New Savory Pie Chain

Crumbl is a social media phenom and a trendy cookie empire that has been growing since 2020. While Crumbl has acquired plenty of haters in its rise to the top of the bakery market with just cookies, it has also ventured into the pie market.

Although Crumbl is best known for its cookies, the brand's 2023 acquisition of Utah-based savory pie business, Crust Club, made it so that Crumbl sells pies, too. At first, Crust Club only had one location in Utah, but Crumbl was clear that it planned to expand and franchise as part of acquiring the business. Crust Club now has three locations in Utah and one in Idaho.

When Crumbl first took Crust Club into its fold, there was some speculation that Crumbl might transform into Crumbl Pies. At the end of 2023, Crumbl made the decision to slice off the "Cookies" portion of its name, leaving the brand more open to other baked business ventures.

Plus, earlier that same year, before buying Crust Club, Crumbl reportedly tested out savory hand pies at one of its restaurants in Utah. Those tested savory pies included flavors like Shepherd's Pie, BBQ Mac, Pizza, Ham & Cheesy Potato, Bacon & Egg, and Chicken Pot Pie. These flavors are not unsimilar to what Crust Club currently offers at its restaurants.

While Crumbl has been known as a strictly cookie business for some time, Crust Club's menu actually expands beyond pies. Crust Club also offers casseroles, pastas, soups, and sides like mashed potatoes and green beans. Of course, the take-and-bake pies are its main attraction. Unlike Crumbl's cookies, which are warmed in-store, these pies get warmed at home.

For savory bites, Crust Club's menu has flavors like BBQ Mac Pot Pie, Chicken Pot Pie (which can be hit or miss depending on which restaurant chain you go to), Sausage Breakfast, and Pizza Hand Pie. The small business also sells sweet pies, including Key Lime Pie, Cookies and Cream, and Apple Baby Pie, and seasonal varieties.

And though the two brands still sell their sweets and creations separately, that doesn't mean Crust Club hasn't been influenced by its parent Crumbl. Since being acquired, Crust Club has already taken a few pages from Crumbl's playbook. After being acquired, the pie business began rotating its menu in a similar manner to Crumbl's weekly flavor drops. Crumbl Pies may not exist just yet, but there's no reason to think the two shops couldn't come under one umbrella eventually.