Who Owns Crumbl Cookies? Inside the Founders & Story
Crumbl Cookies has captured the hearts of dessert lovers across the United States and Canada with giant gourmet cookies that rotate weekly. But who owns Crumbl Cookies today, and how did this bakery boom happen? The short answer is that Crumbl remains largely in the hands of its founders—cousins Jason McGowan and Sawyer Hemsley—who started baking in a Logan, Utah kitchen and grew the concept into a franchise with more than 1,100 locations. Their story combines entrepreneurial grit, social‑media savvy, and a rotating‑menu innovation that keeps fans guessing every week.
The Dream: Two Cousins, One Perfect Cookie
Jason McGowan and Sawyer Hemsley are related through McGowan’s wife, which makes them cousins by marriage. McGowan, a tech entrepreneur from Alberta, Canada, dropped out of school in the eighth grade and later built various tech businesses before moving to Utah. Hemsley was studying at Utah State University when he approached McGowan about investing in a clothing company; that venture failed, but their partnership led to something sweeter.
Neither cousin had formal baking experience. Inspired by the popularity of gourmet cookie deliveries on college campuses, the pair decided in 2017 to create a single, oversized milk chocolate chip cookie. They tested recipes in Hemsley’s parents’ kitchen, discarding many batches before perfecting the signature dough. Their first store, built in a vacant Logan crepe shop due for demolition, opened later that year. Even though critics said cookie shops couldn’t survive outside Utah or with Sunday closures, the store sold out repeatedly.
An Open Kitchen and Rotating Menu
From the start, McGowan and Hemsley wanted an open‑concept kitchen so customers could watch cookies being mixed, balled and baked. This transparency built trust and encouraged sharing on social media. In September 2017 the duo introduced their giant cookie in a signature pink box—a marketing element conceived by Hemsley and his college classmates in 2018.
While early sales were strong, the cousins realised that novelty would drive repeat visits. In 2018 they launched a weekly rotating menu, offering six different cookie flavors announced every Sunday—the only day Crumbl stores remain closed. The rotation draws from a library of hundreds of recipes, including classic flavors like Milk Chocolate Chip, Semi‑Sweet Chocolate Chunk, Pink Sugar Cookie and Snickerdoodle, as well as limited‑edition treats such as Dubai Chocolate, Strawberries ’n Cream, Carrot Cake and Blueberry Muffin.
The rotating menu soon spawned spoiler culture on social media platforms like TikTok, Reddit’s r/CrumblCookies, Instagram and Facebook groups. Fans share leaks of upcoming flavors and debate favorites, turning Crumbl into a viral sensation. This user‑generated marketing helped the company expand rapidly outside Utah.
Growth: Franchising, Fan Culture and Social‑Media Virality
Crumbl began franchising in 2018 when Hemsley’s parents opened the first franchise in Bountiful, Utah. Franchisees own individual stores but not equity in the company; they pay a franchise fee and an 8 % royalty on gross sales. Through careful site selection often managed by McGowan’s family and social‑media marketing, Crumbl expanded from 16 locations in 2018 to 55 in 2019. By 2021, there were 326 stores, generating $47 million in revenue.
TikTok virality in 2021 and 2022 accelerated growth: followers filmed “unboxing” videos and taste tests, and Crumbl’s account amassed more than 10 million fans. The chain doubled locations to 689 in 2022 and introduced Crumbl Thins—lighter, crispier cookies available every Thursday—to diversify offerings. In 2024 the company broadened its menu beyond cookies, adding cakes, pies, brownies and puddings. These Non‑Cookie Desserts (NCDs) keep menus fresh and address flavor fatigue.
Ownership Structure: Majority Founders and Minority Investors
Although Crumbl franchises widely, the corporate entity remains privately held. According to a 2025 Forbes report, Jason McGowan owns more than 50 % of Crumbl, having invested $68,000 of his savings to start the company. Co‑founder Sawyer Hemsley owns most of the remaining common equity, and only one other person holds a small number of shares.
In early 2025, Crumbl hired North Point Mergers & Acquisitions to explore a potential sale with a valuation near $2 billion. Instead of a full sale, the company announced in May 2025 that TSG Consumer Partners would invest via preferred equity, giving the private‑equity firm a minority stake. Preferred equity means TSG receives priority returns but does not control operations. TSG is known for scaling brands like Dutch Bros and Insomnia Cookies. Crumbl also secured about $500 million in loans from Blackstone and Golub Capital to support growth. Despite this financing, the founders remain majority owners and control the company’s direction.
Rumors of Sales and Restructuring
As Crumbl’s expansion slowed in 2024 and 2025, rumors circulated that the company might be sold or was going out of business. In December 2024 Reuters reported that the owners were exploring a $2 billion sale; later coverage from QSR Magazine noted the brand was seeking a valuation ten times its annual EBITDA of around $150 million. However, there has been no announced sale as of April 2026.
Sales dipped in 2025, prompting layoffs and store closures, but Crumbl still operates over 1,100 stores and plans roughly 99 new franchise openings in 2026. The company continues to expand across all 50 U.S. states, Canada and Puerto Rico, and has explored international markets such as the U.K., Australia and Mexico.
Products, Pricing and Rotating Menus
Crumbl’s appeal rests on its rotating menu and indulgent portions. Each week six flavors are featured, drawing from a library of more than 200 cookies. New flavors drop on Sunday evenings, a ritual followed avidly on social media. Classic flavors—including Milk Chocolate Chip, Semi‑Sweet Chocolate Chunk, Pink Sugar Cookie, Snickerdoodle, Brownie Batter and Celebration Cake—appear periodically and have been joined by Crumbl Thins every Thursday. Limited‑time releases like Cinnamon Roll, Raspberry Lemonade and Dubai Chocolate keep the lineup exciting.
Beyond cookies, Crumbl offers NCDs like cheesecakes, puddings, pies and dessert cups. The chain also sells dirty sodas in select locations and launched ice cream and mini cookies to capitalize on demand. To accommodate a broader customer base, Crumbl introduced gluten‑free and classic flavor menus and is testing sugar‑free options.
Pricing Tiers
Prices vary by location, but a 2026 pricing guide shows the approximate ranges for Crumbl’s cookie boxes:
| Item | Price Range (USD) | Price per cookie | Ideal for |
|---|---|---|---|
| Single Cookie | $4 – $5 | $4 – $5 | Sampling one flavor |
| 4‑Pack Box | $12 – $15 | $3 – $3.75 | Small sharing |
| 6‑Pack Box | $18 – $22 | $3 – $3.66 | Best value |
| 12‑Pack Box | $35 – $45 | $2.90 – $3.75 | Parties and events |
These price tiers make multi‑pack purchases more economical, encouraging customers to try several flavors. Prices sometimes increase for premium or limited‑edition cookies or special collections.
Locations and Expansion Plans
Crumbl ended 2024 with 1,059 stores and surpassed 1,100 locations by early 2026. The company operates in every U.S. state, across Canada and Puerto Rico, and continues to sign franchise agreements. Its 2026 franchise disclosure document projected 99 new openings and noted more than 200 signed agreements waiting to open. The largest expansion is planned in California, New York, Florida and Texas. Crumbl is also eyeing international markets such as the United Kingdom, Australia and Mexico, inspired by pop‑up fan stores abroad.
Spoiler Culture and Fan Communities
Crumbl’s marketing success stems from community engagement. Each Sunday evening, the brand reveals the coming week’s flavors on its app and social channels. Fans post reaction videos and share Crumbl spoilers in advance through influencer partnerships, test‑kitchen leaks and dedicated Reddit threads. TikTok creators film taste tests, ranking new releases and speculating on next week’s lineup. This constant speculation creates demand and fosters a dedicated subculture of “cookie sleuths.”
Many fans discuss menu changes, new NCDs and limited‑edition collaborations with celebrities like the Jonas Brothers. Crumbl also partners with brands such as Warner Music Group for marketing campaigns, though a 2025 lawsuit over social‑media music usage resulted in a settlement.
Ordering, Delivery and Test Locations
Customers can order through the Crumbl app, website, or by visiting stores for pickup or curbside service. Delivery through in‑house drivers or third‑party services typically costs between $3.99 and $5.99. Many locations offer curbside pickup, and the app provides loyalty rewards and exclusive offers. Crumbl occasionally tests new recipes at tester locations, where fans get early access to flavors before they reach the nationwide rotation.
Frequently Asked Questions
Crumbl is still controlled by its founders Jason McGowan and Sawyer Hemsley. McGowan owns more than 50 % of the company and Hemsley owns most of the remaining shares. In May 2025 the brand sold a minority stake to TSG Consumer Partners via preferred equity, but the founders remain majority owners.
The company began in 2017 when cousins McGowan and Hemsley tested cookie recipes in a Logan, Utah kitchen and opened a single store. They perfected their giant milk chocolate chip cookie after many failed batches and built an open kitchen concept to engage customers.
Every Sunday evening Crumbl announces six flavors for the coming week, selected from hundreds of recipes. Classic flavors like Milk Chocolate Chip and Pink Sugar appear regularly, while limited‑time flavors and Non‑Cookie Desserts rotate to keep fans engaged.
As of 2026, Crumbl operates more than 1,100 stores across the United States, Canada and Puerto Rico. The company plans to open around 99 new stores in 2026 and has over 200 franchise agreements awaiting launch.
Prices vary by location but generally range from $4 to $5 per cookie. A 4‑pack costs about $12–$15, a 6‑pack costs $18–$22, and a 12‑pack ranges from $35–$45. Buying multi‑packs reduces the per‑cookie price. Delivery fees typically run between $3.99 and $5.99.
Conclusion
Crumbl Cookies’ meteoric rise from a small Utah bakery to a franchise powerhouse illustrates the power of innovation and community engagement. The company’s founders, Jason McGowan and Sawyer Hemsley, continue to own and operate the brand, even after securing a minority investment from TSG Consumer Partners. Their commitment to an open kitchen, giant gourmet cookies, a rotating weekly menu and playful fan culture has made Crumbl a social‑media darling. With more than 1,100 stores and plans for further expansion, the story of who owns Crumbl Cookies remains rooted in two cousins’ dream to bring friends and families together over delicious desserts.
Stay tuned to the Crumbl app, website and social media for weekly flavor revelations, and enjoy the endless possibilities of this ever‑evolving cookie empire.
