Crumbl Cookies, renowned for its delectable cookies and innovative business model, was founded in 2017 by cousins Jason McGowan and Sawyer Hemsley. Their journey from humble beginnings to establishing a billion-dollar empire is a testament to their entrepreneurial spirit and vision.
Jason McGowan: Co-founder and CEO
Jason McGowan serves as the Chief Executive Officer of Crumbl Cookies. Before venturing into the cookie business, McGowan had a background in technology and marketing. His expertise in these areas played a pivotal role in Crumbl’s rapid expansion and innovative marketing strategies. Under his leadership, the company has grown to over 1,000 locations across the United States and Canada, with plans for international expansion into Australia and the United Kingdom.
Sawyer Hemsley: Co-founder and COO
Sawyer Hemsley, the Chief Operating Officer, was attending Utah State University in Logan, Utah, when he co-founded Crumbl with his cousin, Jason McGowan. Hemsley’s academic background and entrepreneurial drive were instrumental in developing Crumbl’s unique business model, which emphasizes a rotating weekly menu and a strong social media presence. His innovative approach to the cookie business has been a key factor in the company’s rapid growth and popularity.
Founding of Crumbl Cookies
The inception of Crumbl Cookies was driven by McGowan and Hemsley’s shared passion for baking and a desire to create a unique dessert experience. They embarked on a quest to perfect the chocolate chip cookie, utilizing A/B testing methods to refine their recipe. Their dedication culminated in the creation of the Crumbl Milk Chocolate Chip cookie, which became the cornerstone of their menu. In 2017, they opened the first Crumbl location in Logan, Utah, introducing an open-concept kitchen that allowed customers to witness the cookie-making process firsthand.
Crumbl’s business model is distinguished by its weekly rotating menu, featuring six different flavors each week. This strategy not only keeps the offerings fresh and exciting but also encourages customers to visit regularly to try new flavors. The company’s commitment to innovation is evident in its frequent introduction of new flavors and the continuous improvement of existing recipes.
Marketing and social media strategy
A significant factor in Crumbl’s rapid expansion is its effective use of social media. The company has amassed over 14 million combined followers on platforms like TikTok and Instagram, leveraging these channels to engage with a predominantly young audience. Crumbl’s marketing strategy includes collaborations with celebrities, influencer partnerships, and the creation of viral content that keeps the brand at the forefront of consumers’ minds. This approach has been instrumental in building a loyal customer base and generating buzz around new product launches.
Expansion and growth
Since its founding, Crumbl has experienced exponential growth. By August 2020, the company had expanded to 100 locations, and by July 2021, it had reached 149 locations across the United States. The franchise continued to grow, reaching over 300 stores by the end of 2021 and over 400 locations in 45 states by July 2022. In 2023, Crumbl expanded into Canada, opening locations in Alberta, Saskatchewan, and Ontario. By 2024, the company had over 1,000 locations in all 50 states and announced plans to expand into Australia.
Challenges and legal matters
Despite its success, Crumbl has faced challenges. In December 2022, the U.S. Department of Labor fined 11 Crumbl Cookie franchises across six U.S. states for violations of child labor laws, impacting 46 workers who were minors. The violations included assigning underage employees to shifts that exceeded the permitted hours and to tasks involving potentially dangerous ovens and machinery. The parent company issued a statement apologizing and affirming their commitment to a safe and welcoming work environment.
Conclusion
The story of Crumbl Cookies is one of innovation, rapid growth, and a deep understanding of consumer engagement. Jason McGowan and Sawyer Hemsley have transformed a simple idea into a billion-dollar enterprise by combining a passion for baking with savvy business strategies and a keen sense of market trends. Their journey continues to inspire entrepreneurs and cookie enthusiasts alike, as Crumbl Cookies remains a beloved brand across the United States and beyond.
