Crumbl
Crumbl is a Utah-based multinational franchise chain of bakeries specializing in cookies and other desserts. Founded in 2017, the company grew from one storefront in Logan to over 1,000 locations across the U.S. and Canada through a tech-driven approach to franchise scaling.
The Story
Crumbl was founded by cousins Jason McGowan and Sawyer Hemsley on September 29, 2017, in a soon-to-be-demolished building in Logan, Utah. The duo A/B tested chocolate chip cookie recipes for months before opening with only one flavor. McGowan's background in social media and tech meant the brand had a delivery app and a social media presence before most competitors even knew TikTok existed.
The pink packaging — inspired by a 1959 Cadillac owned by a family friend — set the bakery apart from day one. By 2018, Crumbl had 16 locations across Utah. By 2022, the company hit $1 billion in annual sales, entirely self-funded with no outside investors. Today, Crumbl operates over 1,000 stores across the U.S. and Canada, with a rotating weekly menu and more TikTok followers than Starbucks, Domino's, and Taco Bell combined.
Crumbl faced challenges alongside its growth. A 37% year-over-year sales drop between 2022 and 2023 led to a 2024 rebrand, a 10% corporate layoff, and the departure of its Chief Operating Officer. The company sued two copycat competitors — Crave Cookies and Dirty Dough — with mixed results. In early 2025, Crumbl explored a $2 billion sale before accepting a minority investment from TSG Consumer Partners alongside $500 million in loans from Blackstone Inc. and Golub Capital.
Key Facts & Metrics
Gift Ideas
Crumbl Pink Box T-Shirt
Branded pink-box tee celebrating Crumbl's iconic cookie packaging. Made from soft cotton and available in adult sizes.
Crumbl Cookies
Weekly rotating gourmet cookie flavors sold in Crumbl's signature pink boxes, available at over 1,000 franchise locations across the U.S. and Canada.
Crumbl Gift Card
Give the gift of Crumbl's weekly rotating gourmet cookies. Gift cards are redeemable at any U.S. or Canada location.
Company Timeline
2017 — Crumbl Founded
Cousins Jason McGowan and Sawyer Hemsley founded Crumbl in a soon-to-be-demolished building in Logan, Utah, starting with a single chocolate chip cookie recipe.
2018 — 16 Locations Across Utah
Within a year of opening, Crumbl expanded to 16 locations, driven by social media buzz and the viral weekly flavor-drop model.
2022 — $1 Billion in Annual Sales
Crumbl reached roughly $1 billion in annual sales while remaining entirely self-funded with no outside investors.
2024 — 1,071 Locations
The chain grew to 1,071 locations across the U.S. and Canada, with a TikTok following larger than Starbucks, Domino's, and Taco Bell combined.
2025 — Minority Investment and CEO Transition
Crumbl accepted a minority stake from TSG Consumer Partners and $500 million in loans from Blackstone and Golub Capital. Founders stepped back to find a permanent CEO.
Episodes Featuring Crumbl
Founders Featured
Jason McGowan
Jason McGowan is the co-founder and CEO of Crumbl, the Utah-based cookie chain that launched in Logan in 2017 and grew to over 1,000 locations in eight years. A self-taught technologist from Alberta, he worked on FamilyLink and Ancestry before applying A/B testing to the cookie recipe.
1 episode
Sawyer Hemsley
Sawyer Hemsley is the co-founder and Chief Brand Officer of Crumbl, the Utah cookie chain that launched in Logan in 2017. A Communication Studies and Marketing graduate from Utah State University, he led the brand's creative vision and weekly rotating flavor program.
1 episode