Crumbl Founders and Billion Dollar Brand Expansion 2025
What started as a small idea in Utah has turned into one of America’s fastest-growing dessert chains. Crumbl Cookies isn’t just about cookies — it’s about creating experiences that people crave every week.
The Crumbl founder, Sawyer Hemsley, and his cousin Jason McGowan built the brand on a simple promise: “Make cookies that look good, taste better, and go viral.”
Within just a few years, Crumbl went from a single store to more than 900 locations nationwide. Their secret? An unbeatable mix of creativity, social media magic, and community connection.
Fun Fact: In 2023, Crumbl’s app ranked among the Top 10 Food & Drink apps in the U.S., competing with Starbucks and Chick-fil-A.
Crumbl’s rise shows how two entrepreneurs turned a family recipe into a billion-dollar movement — one cookie at a time.
FOUNDING & ORIGIN OF CRUMBL
The journey began in 2017 in Logan, Utah. The cousins — Jason McGowan, a tech expert, and Crumbl founder Sawyer Hemsley, a marketing student — wanted to create the perfect chocolate chip cookie.
They tested dozens of recipes, inviting friends, family, and even strangers to taste-test every batch. The final version, known as the Milk Chocolate Chip Cookie, became Crumbl’s first menu item and is still their top seller today.
Their approach was simple yet brilliant: listen to customers and let data shape the recipes. Every decision, from flavors to packaging came from feedback and real-time testing.
WHO ARE CRUMBL OWNERS?
The Crumbl owners, Jason McGowan and Sawyer Hemsley, bring completely different strengths to the table, one technical and one creative.
Jason McGowan (CEO)
Tech entrepreneur
Built Crumbl’s digital systems, app, and scaling strategy. Net worth is $500 million
Sawyer Hemsley (COO)
Marketing & branding expert
Designed Crumbl’s pink box and social media identity. Net worth is $25 million
THE PINK BOX & BRANDING VISION
Crumbl’s pink box isn’t just packaging — it’s branding genius. Designed by Sawyer Hemsley during his college years, the box became a social media symbol for sweetness and style. The pink color evokes joy and indulgence that is easily recognizable even without the logo
Every unboxing video, every pink box photo, and every influencer post reinforced Crumbl’s image as a luxury cookie brand that’s fun and shareable. The Crumbl founders understood that in the digital age, great taste wasn’t enough — presentation had to be irresistible too.
Here is Crumbl’s growth performance report:
| Year | Key Event | Annual Revenue |
|---|---|---|
| 2017 | First Crumbl store opens | $10 million |
| 2018 | Pink box introduced | $53 million |
| 2020 | App launched | $275 million |
| 2023 | 900+ locations | $400 million+ |
Also read: Moonbeam Crumbl Ice Cream Cookie Price & Calories 2025
THE CRUMBL BUSINESS MODEL & GROWTH STRATEGY
At its core, Crumbl runs on a franchise model, giving local entrepreneurs the chance to own a part of the brand while following its strict quality standards.
Crumbl’s Business Pillars
| Core Pillar | Description |
|---|---|
| Franchising | 95% of Crumbl’s stores are franchise-owned, helping the brand expand to 900+ locations in just 7 years. |
| Weekly Rotating Menu | A changing lineup of 6 cookies keeps customers curious and returning every week. |
| Social Media Marketing | Crumbl thrives on viral content — its TikTok account has 8M+ followers. |
| Open Kitchen Design | Customers see cookies baked fresh, reinforcing transparency and trust. |
| App & Loyalty System | The Crumbl app makes ordering seamless, with over 5 million downloads to date. |
The Crumbl founder, Sawyer Hemsley, calls this model “cookie theater” — a blend of freshness, entertainment, and community engagement.
SMART EXPANSION
- First store: Logan, Utah → 2017
- 100th store: Reached in 2020
- 900+ stores: As of 2024
- Goal: Global expansion starting with Canada and the UK
Interestingly Crumbl’s franchisees often recover their initial investment in 2–3 years due to high weekly cookie turnover.
This model not only keeps Crumbl growing fast but also ensures consistent taste and experience, no matter which store you visit.
INNOVATION, MENU & CUSTOMER EXPERIENCE
Crumbl has built a culture of curiosity — every week feels like a new dessert adventure. Their rotating cookie menu is one of the most successful marketing innovations in the food industry. Customers eagerly wait for “Crumbl Monday” the day new flavors drop.
This is How Crumbl Keep Customers Hooked
Moreover, to keep customers experience at peak, cookies are baked fresh daily in open kitchen. Staff are trained to create a “sweet-first impression” for every guest and stores are designed with bright lightening, pastel colors, mirroring the brand’s social presence. So Crumbl founders make sure that brand innovation not just remain in recipe, but in how it connects people emotionally.
THE CRUMBL AMBASSADOR & SOCIAL MEDIA STRATEGY
Crumbl’s viral fame is powered by one of the smartest community-led strategies in modern marketing, the Crumbl Ambassador Program. This program turns loyal customers and content creators into brand storytellers. Each ambassador represents Crumbl in their city, posting reviews, unboxings, and reactions that reach millions organically.
How the Crumbl Ambassador Program Works
Selection Criteria
Authentic fans with strong local or online influence
Benefits
Early access to flavors, Crumbl merchandise, and social spotlights
Goals
Spread genuine word-of-mouth and boost community engagement
Platforms
TikTok, Instagram, YouTube Shorts
The Crumbl founder, Sawyer Hemsley, describes social media as the “heartbeat” of the brand — where storytelling meets dessert culture. The Crumbl ambassador program keeps Crumbl connected to its audience — not as a brand, but as a movement.
Read also: CRUMBL Cookies Jobs, Careers & Average Pay 2025
HOW CRUMBL GREW INTO A NATIONWIDE SENSATION?
When Crumbl first opened in 2017 in Logan, Utah, it was just a local cookie shop with one oven and two dreamers. Within six years, it became a national name.
The secret? A mix of social media virality and flavor experimentation. Their “weekly rotating menu” concept became a cultural phenomenon on TikTok and Instagram. Customers lined up every Thursday to see what new flavor dropped next.
Some numbers that highlight their growth:
The crumbl founder duo’s idea of turning cookies into an experience paid off. Both Crumbl owners strategy turned Crumbl into one of America’s fastest-growing dessert chains, outpacing competitors like Insomnia Cookies and Mrs. Fields in social engagement and revenue growth.
Read also: How Long Do CRUMBL Cookies Last at Room Temp, Fridge & Freezer?
CRUMBL FRANCHISE MODEL
Crumbl’s success isn’t just about baking — it’s about smart franchising. Almost every store you visit is franchise-owned, following the Crumbl founders’ original system of consistency, automation, and marketing.
The crumbl founder team made franchising accessible to entrepreneurs who love community-based business. They offer full operational support, from store design to digital marketing campaigns.
Franchise at a Glance
Franchise at a Glance
Initial Investment
$300,000 – $500,000
Franchise Fee
$50,000
Royalty Fee
8% of gross sales
Av. Annual Revenue
$1.7 – $2.2 million
CHALLENGES AND CONTROVERSIES
No billion-dollar brand grows without hitting bumps on the way. Crumbl’s rapid rise came with a few legal disputes, including one with another cookie brand over design and packaging similarities. However, these issues were settled quietly, showing how well the crumbl founder team managed reputation risks.
In 2023, Crumbl also faced labor-related challenges — some franchise stores were cited for minor workplace violations. Instead of denial, the Crumbl owners responded with improved training, better oversight, and a public commitment to ethical operations.
The crumbl founder handled these matters with clarity, proving that brand integrity outweighs short-term noise. Their open approach helped rebuild public trust and solidify Crumbl’s place as a responsible, people-first brand.
Also read: Crumbl Cookies Nutrition and Calories Information 2025
CRUMBL FUTURE
Looking ahead, the crumbl founder team aims to make Crumbl a global dessert powerhouse. Plans for expanding into Canada, the U.K., and the Middle East are already underway, along with new AI-powered flavor testing to personalize cookie recommendations.
By 2026, Crumbl expects its franchise network to exceed 1,500 stores, and projections show that crumbl annual revenue could surpass $600 million if growth continues at the current rate.
The company also plans to integrate:
- Loyalty rewards programs tied to mobile app engagement
- Sustainable packaging and waste-reduction initiatives
- Smart kitchen automation for consistent quality
The crumbl founder vision remains clear: innovate, expand, and inspire. Crumbl isn’t slowing down — it’s preparing to dominate the global dessert market by mixing technology, taste, and emotional connection.
FAQs
FINAL THOUGHTS
Crumbl’s journey is a blueprint for modern entrepreneurship — where digital culture meets traditional flavor. From humble beginnings to international expansion, the crumbl founder duo proved that success isn’t baked overnight — it’s built through purpose, people, and passion.
