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Overview
Crumbl sells cookies and other desserts through a network of independently owned franchises in the United States, Canada, and Puerto Rico. Desserts are baked and sold with a weekly rotating menu, and items are delivered to stores in their iconic pink boxes. The company uses a centralized technology platform and supply chain to standardize taste and service across many locations while allowing local owners to run their shops. Its goal is to bring friends and family together around desserts, expand its store footprint, and create local employment.
About Crumbl
Industries
Food & Agriculture
Consumer Software
Company Size
1,001-5,000
Company Stage
N/A
Total Funding
N/A
Headquarters
Logan, Utah
Founded
2017
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Simplify's Take
What believers are saying
- August 2026 Soda Week drove app downloads through free dirty soda vouchers.
- 2026 FDD shows 1,101 outlets, up 42 from 2025, sustaining expansion momentum.
- 2025 average gross revenue reached $1.139 million per store, supporting franchise sales.
What critics are saying
- May 2026 leadership exits remove Jason McGowan, Sawyer Hemsley, and Bryce Redd.
- 2025 average-unit volumes fell 16 percent, signaling franchise fatigue and slower store economics.
- Warner Music settlement followed a $24 million copyright suit, exposing expensive marketing compliance failures.
What makes Crumbl unique
- Rotating weekly menu keeps Crumbl constantly viral and brand-led, not commodity bakery.
- August 5, 2026 dirty sodas and in-app custom creations deepen product experimentation.
- 1,101-franchise footprint gives Crumbl national distribution unmatched among cookie chains.
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Company News
New Crumbl store opening in Shops at SunVet. A new Crumbl Cookies store will hold a grand opening event in Holbrook next week. The 1,456-square-foot shop will host grand opening festivities from 8 a.m. to 10 p.m. on Friday, August 14 at the chain's newest location in the Shops at SunVet retail complex at 5801 Sunrise Highway. The Holbrook store is owned and operated by husband-and-wife franchisees Malay and Riddhi Patel. It is Crumbl's second in Suffolk County and the seventh on Long Island, following stores in Port Washington, Merrick, Oceanside, Massapequa, Levittown and Stony Brook. The all-in investment to open a Crumbl franchise ranges from about $816,000 to $1.44 million, according to the company. The average annual gross revenue per store was about $1.139 million in 2025. Founded in 2017 by Jason McGowan and Sawyer Hemsley in Logan, Utah, the privately owned chain has grown through franchising and has more than 1,100 stores open throughout all 50 states, Canada and Puerto Rico, according to a company statement. The grand opening event at the Holbrook Crumbl store will feature a free t-shirt and stickers for the first 100 customers, a gift with each purchase while supplies last and a raffle to win free cookies for a year. The Holbrook Crumbl will be open from 8 a.m. to 10 p.m. Mondays through Thursdays, and from 8 a.m. to midnight on Fridays and Saturdays. It is closed on Sundays. Anthony Russo of Breslin Realty represented the Crumbl franchisees, while the landlord, Regency Centers, was self-represented in the Holbrook lease transaction.
Crumbl launches Dirty Sodas and fan-created beverage feature. Aug 5 2026 The Dirty Soda menu and Soda Community Creations feature are available at participating Crumbl locations. Crumbl has introduced Soda Community Creations, a new in-app feature that allows customers to create and share custom Dirty Soda combinations. Customers can earn Crumbs through the company's rewards program each time another guest orders a drink they created. The feature launched during Crumbl's Soda Week, which runs Aug. 3-8. Crumbl is also rolling out Dirty Sodas at participating locations, with more than 40 ready-to-drink and customizable options across its Sodas, Coolers and Chargers categories. Crumbl's Soda Week menu includes: * Dirty Soda Tres Leches Cake: A chocolate soda cake soaked in dirty soda tres leches sauce and topped with coconut-lime whipped cream and a lime slice. * Pink Berry Soda Cookie: A sugar cookie with citrus zest, topped with berry and lemon-lime buttercream and a strawberry slice. * Cola Brownie: A cola brownie topped with fudge cola frosting. * Shirley Temple Cookie: A lime sugar cookie rolled in grenadine sugar, topped with Shirley Temple-inspired buttercream and a maraschino cherry. * Diet Cola Nilla Bean Cookie: A chocolate cola cookie topped with chocolate cola and vanilla bean mousse and finished with a wafer straw and lemon. * Peach Bum Fizz Cookie: A peach sugar cookie rolled in sour sugar, topped with peach mousse and finished with a peach ring. The Dirty Soda menu and Soda Community Creations feature are available at participating Crumbl locations.
Crumbl CEO Jason McGowan on scaling and sustainable growth. TrendPulse AI Analysis This article covers business trends, sourced from Fortune. Its AI system has analyzed the key points and extracted the most relevant insights for decision-makers. Below is the structured breakdown of the original content. Quick summary. * Crumbl Cookies has scaled to over 1,100 locations and $1 billion in annual revenue by prioritizing operational focus and intentional rest. * CEO Jason McGowan is emphasizing the importance of presence and work-life balance as he prepares to transition the company to new leadership. * The brand's "closed on Sundays" policy reflects a broader shift in corporate culture toward valuing employee well-being over constant hustle. Key details. Founded in 2017 by cousins Jason McGowan and Sawyer Hemsley, the cookie chain began as a modest experiment in Utah. Through a combination of viral marketing and a rotating weekly menu, the company rapidly expanded into a massive franchise network employing over 29,000 people. Despite this aggressive growth, McGowan maintains that the company's success is rooted in solving specific customer needs rather than just chasing scale. Central to the company's culture is the decision to remain closed on Sundays. While this aligns with the founders' religious values, McGowan frames it as a strategic necessity for mental reset and employee retention. This philosophy extends to his personal leadership style, where he advocates for being "fully present" during both professional engagements and family time, intentionally avoiding the "go, go, go" mentality common in startup culture. McGowan's journey to the helm of a billion-dollar enterprise is unconventional, marked by his decision to leave school after the eighth grade to pursue hands-on experience in the restaurant industry. Before co-founding Crumbl, he built a career in technology, including a tenure as director of mobile product at Ancestry. This background in tech and product development has been instrumental in shaping the brand's digital-first approach to the traditional bakery model. Why this matters. Crumbl's trajectory offers a compelling case study for modern executives navigating the tension between rapid scaling and sustainable operations. By institutionalizing downtime, the company is tapping into a growing workforce demand for flexibility and mental health support. As the labor market continues to prioritize work-life integration, brands that can maintain high performance without demanding 24/7 availability are likely to see higher employee loyalty and lower turnover rates. Success isn't only about building the biggest company - it's also about creating meaningful moments with those who matter most. Furthermore, McGowan's upcoming transition away from day-to-day operations signals a mature phase for the brand. For investors and industry observers, this shift highlights the importance of founder-led companies establishing robust leadership pipelines. The ability to scale a business while maintaining a distinct, values-driven culture remains one of the most difficult challenges in the retail and food service sectors. The bottom line. Crumbl's billion-dollar success demonstrates that prioritizing employee well-being and intentional focus can be a viable, long-term strategy for scaling a global franchise. Original source: Fortune This article has been processed and analyzed by TrendPulse AI for informational purposes. Content may have been summarized or restructured for clarity.
Crumbl named Mankato's #1 Dessert Shop for 2026. Crumbl Mankato has been recognized as Mankato's #1 Dessert Shop for 2026 in the BusinessRate Best of 2026 Awards, powered by Google Reviews. The recognition reflects the support of the Mankato community and the team's ongoing commitment to delivering a high-quality customer experience. Known for its rotating weekly menu of fresh-baked desserts and welcoming atmosphere, Crumbl Mankato continues to serve customers with a focus on quality and consistency. The Crumbl Mankato team extends its appreciation to everyone who voted and continues to support the bakery. The team looks forward to serving the community and creating sweet moments for customers for years to come. More to explore: July 27, 2026
New cookie shop opens in Glen Burnie. Crumbl launches its third bakery in Anne Arundel County. PUBLISHED: July 24, 2026 at 3:48 PM EDT UPDATED: July 24, 2026 at 4:10 PM EDT The shop, which opened Friday, is the chain's third bakery in Anne Arundel County.
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About Crumbl
Industries
Food & Agriculture
Consumer Software
Company Size
1,001-5,000
Company Stage
N/A
Total Funding
N/A
Headquarters
Logan, Utah
Founded
2017
Crumbl is Hiring for 2 Jobs on Simplify!
Find jobs on Simplify and start your career today