Crumbl

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.