Great American Cookies Lights Up the Holiday Season with Free Cookies on National Cookie Day
Rhea-AI Summary
FAT (NASDAQ: FAT) Brands' Great American Cookies will offer a free Regular Original Chocolate Chip or Sugar Cookie to rewards members at participating locations on Dec. 4, 2025 in celebration of National Cookie Day, available in-store via the Great American Cookies app. The brand also launched a new Winter White Sugar Cookie Cake customizable for holiday occasions. The release highlights the brand's history since 1977 and notes FAT Brands owns 18 restaurant concepts and over 2,300 units worldwide.
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News Market Reaction
On the day this news was published, FAT gained 6.29%, reflecting a notable positive market reaction. Argus tracked a peak move of +9.3% during that session. Our momentum scanner triggered 8 alerts that day, indicating moderate trading interest and price volatility. This price movement added approximately $687K to the company's valuation, bringing the market cap to $12M at that time.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
FAT gained 1.26% while key peers were mixed: FATBB at -4.31%, ARKR at +1.2%, NDLS at -0.61% despite a holiday-themed product release linked to a 2.59% move, and others flat to down. Moves appear stock-specific rather than a broad restaurant-sector rotation.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Dec 01 | Brand promotion | Positive | +6.3% | Free cookie offer and new Winter White Sugar Cookie Cake launch. |
| Nov 19 | Store opening | Positive | -4.6% | First combined Fatburger and Buffalo’s Express opening in Dallas. |
| Nov 13 | Product launch | Positive | -4.9% | National launch of Round Table Pizza catering bundles for groups. |
| Nov 07 | Store opening | Positive | -3.3% | First Round Table Pizza in Greater Austin with grand opening offers. |
| Nov 05 | Earnings results | Negative | -3.4% | Q3 2025 loss, negative EBITDA, dividend pause and high leverage plans. |
Marketing and unit-opening news have often seen negative or muted next-day reactions, while the latest cookie promotion and weak earnings both aligned with price moves, suggesting inconsistent trading responses to operating updates.
Over recent months, FAT released a mix of brand marketing, unit expansion, and financial updates. Openings for Fatburger, Buffalo’s Express, and Round Table Pizza and a new Round Table catering program all carried upbeat operational tones but were followed by 3–5% single-day declines. The Q3 2025 results showed $140.0M revenue with a $58.2M net loss and negative EBITDA, and the stock fell. Against that backdrop, the Great American Cookies National Cookie Day giveaway and new Winter White Sugar Cookie Cake coincided with a 6.29% gain, breaking the recent pattern of weak reactions to promotional news.
Market Pulse Summary
The stock moved +6.3% in the session following this news. A strong positive reaction aligns with the promotional nature of this news, as Great American Cookies offered a free cookie on National Cookie Day and introduced a Winter White Sugar Cookie Cake. Historically, similar store-opening and marketing updates often preceded declines of 3–5%, so a large upside move would have contrasted with recent patterns. Elevated leverage and going-concern language from prior filings could remain key overhangs for sustainability.
AI-generated analysis. Not financial advice.
Beloved Cookie Brand Invites Guests to Enjoy a Free Cookie on Dec. 4
LOS ANGELES, Dec. 01, 2025 (GLOBE NEWSWIRE) -- Great American Cookies, home of the Original Cookie Cake and owned by FAT (Fresh. Authentic. Tasty.) Brands Inc., is making the holiday season even sweeter with a free treat in honor of National Cookie Day. At participating locations on Dec. 4, rewards members can enjoy a FREE Regular Original Chocolate Chip or Sugar Cookie, available in-store only through the Great American Cookies app.
For even more holiday cheer, Great American Cookies has also introduced its new Winter White Sugar Cookie Cake, an eye-catching flavor inspired by sparkling snow and winter moments. This sweet showstopper can be customized with a variety of designs, colors, and seasonal greetings, making it the perfect centerpiece for every holiday occasion.
“In a year that’s been challenging for many, this season reminds us to slow down and savor the little joys that bring us together,” said Katie Thoms, Vice President of Marketing for Great American Cookies. “We’re grateful for the chance to share a bit of comfort with our loyal guests through a fresh-baked cookie. And we’re excited to brighten celebrations with our new Winter White Sugar Cookie Cake, a fun, festive treat that makes the season feel a little sweeter.”
Since 1977, Great American Cookies has baked up a reputation for not only being the creator of the Original Cookie Cake, but also for its famous chocolate chip cookie recipe. Other craveable menu items include brownies and Double Doozies™, made with delectable icing sandwiched between two cookies.
For more information on Great American Cookies or to become a rewards member today, visit www.greatamericancookies.com.
About FAT (Fresh. Authentic. Tasty.) Brands
FAT Brands (NASDAQ: FAT) is a leading global franchising company that strategically acquires, markets, and develops fast casual, quick-service, casual dining, and polished casual dining concepts around the world. The Company currently owns 18 restaurant brands: Round Table Pizza, Fatburger, Marble Slab Creamery, Johnny Rockets, Fazoli’s, Twin Peaks, Great American Cookies, Smokey Bones, Hot Dog on a Stick, Buffalo’s Cafe & Express, Hurricane Grill & Wings, Pretzelmaker, Elevation Burger, Native Grill & Wings, Yalla Mediterranean and Ponderosa and Bonanza Steakhouses, and franchises and owns over 2,300 units worldwide. For more information on FAT Brands, please visit fatbrands.com.
About Great American Cookies
Founded on a family chocolate chip cookie recipe in 1977, Great American Cookies believes that pure, simple delight is part of living a full life. Serving the Original Cookie Cake, fresh baked cookies in a variety of flavors, brownies, and Double Doozies™, we promise to treat you to bites of bliss that prove how sweet life can be. With more than 400 bakeries across the country and internationally in Bahrain, Guam, Saudi Arabia, and treats available to ship right to your door, the sweet spot is always close to home. For more information, visit www.greatamericancookies.com.
MEDIA CONTACT:
Erin Mandzik, FAT Brands
emandzik@fatbrands.com
860-212-6509
FAQ
What is Great American Cookies offering on Dec. 4, 2025 and who is eligible?
How can customers get the free cookie from Great American Cookies on National Cookie Day?
What is the Winter White Sugar Cookie Cake and when is it available?
How many locations does Great American Cookies operate and where does FAT trade?
Will FAT Brands disclose the financial impact of the Dec. 4 promotion for shareholders?
Where can I become a Great American Cookies rewards member or find more info?
