Crumbl Cookies History – How It All Started in 2017
In 2017, two Utah cousins turned a simple dream of baking the perfect chocolate chip cookie into a worldwide phenomenon. Crumbl Cookies history traces the meteoric rise of an open‑kitchen bakery that evolved from a single Logan store to a franchised empire.
This article unpacks how Jason McGowan and Sawyer Hemsley perfected their signature cookie recipe, embraced social media and franchising, and navigated rapid growth, rebranding and diversification. Whether you know Crumbl Spoilers for its rotating menu, its bright pink box or its viral TikTok reviews, learning the company’s origin story and milestones offers insight into modern food entrepreneurship.
Key Milestones of Crumbl Cookies
| Year | Milestone & Evidence | Notes |
|---|---|---|
| 2017 | Cousins Jason McGowan and Sawyer Hemsley perfected a milk‑chocolate chip cookie through A/B testing at local gas stations and opened the first Crumbl store in Logan, Utah. The company started with a $68,000 investment and turned a profit within a month. | Crumbl’s launch emphasised customer testing and an open‑kitchen concept. |
| Late 2017 | Hemsley’s parents opened the first franchise in Bountiful, Utah. When this second store opened, McGowan and Hemsley created a weekly rotating menu, announcing flavors online every Sunday. | The rotating menu solved the challenge of keeping multiple flavors in stock and created weekly anticipation. |
| 2018 | The brand introduced its pink four‑pack box, designed by Hemsley and classmates to showcase cookies side‑by‑side. In the same year Crumbl operated 16 locations and generated $600 000 in revenue. | The pink box became an iconic marketing asset; customers cited it as a key factor in purchasing decisions. |
| 2019 | Crumbl expanded to 55 locations and earned $4.3 million in revenue. | Expansion was still focused mainly in Utah; Hemsley and McGowan were cautious about going out‑of‑state. |
| 2020 | By 2020 the chain counted 90 locations. | Rapid franchising turned Crumbl into the fastest‑growing cookie company. |
| 2021 | Crumbl operated 326 locations and generated $47 million in revenue. | Growth accelerated thanks to viral social media content and the rotating menu. |
| 2022 | The brand reached 689–800 locations; L’Express notes 800 locations and Forbes reports 689 locations with $110 million in revenue. | Crumbl’s TikTok following exploded, with millions of followers tuning in for weekly flavor drops. |
| 2023 | Crumbl closed a handful of franchises for the first time but still finished the year with around 970 locations. | Oversaturation in smaller towns prompted a more measured growth strategy. |
| 2024 | The company rebranded from “Crumbl Cookies” to “Crumbl”, simplified its logo and added desserts beyond cookies. It launched pies, brownies and cheesecakes, and by year‑end operated 1,071 stores. | The rebrand aimed to stabilise sales after a drop in 2023. |
| 2025 | Reuters reported that Crumbl was exploring a sale valuing the chain near $2 billion, confirming it had 1,071 locations across North America. QSR Magazine noted that Crumbl added 42 net stores in 2025, reaching 1,101 locations and signing 206 franchise agreements. | Investors considered Crumbl a lucrative franchise, though analysts debated the valuation. |
| 2026 | As of March 2026, Crumbl reportedly serves 1 million desserts a day and boasts nearly 11 million TikTok followers. The brand announced that six classic cookies would become permanent menu items with four rotating flavors. | Crumbl continues to grow strategically rather than rapidly; international expansions to the U.K., Australia and Mexico are on the horizon. |
Founding and Early Days
Dreaming up the perfect cookie
Crumbl’s story begins with cousins Jason McGowan, a tech entrepreneur, and Sawyer Hemsley, a Utah State University student. They were determined to build a cookie brand even though neither had baking experience. In 2017 they invested $68,000 of McGowan’s savings to launch the business. Lacking a refined recipe, the pair conducted A/B tests at gas stations in Logan, handing out two cookies and asking strangers which they preferred. This grassroots market research helped them perfect a giant milk‑chocolate chip cookie, the only product offered at launch.
Opening day in Logan
With a winning recipe in hand, McGowan and Hemsley leased a small storefront in Logan, Utah and opened Crumbl’s first bakery in September 2017. They opened their store before finalising a business plan or brand name, even building the counter themselves to save costs. Despite these risks, the store was profitable within its first month. Crumbl’s open‑concept kitchen invited customers to watch cookies being mixed and baked, fostering transparency and excitement.
Creating a rotating menu and early franchising
When demand quickly exceeded supply, the founders realised they couldn’t bake dozens of flavours each day. They responded by introducing a weekly rotating menu of six flavours announced every Sunday. This strategy solved operational challenges and created anticipation; fans would tune into Instagram and TikTok to see the new lineup. Within months, Hemsley’s parents opened Crumbl’s first franchise in Bountiful, Utah, cementing franchising as a growth model. This second location also marked the debut of the rotating menu concept.
Packaging, Marketing and Viral Growth
The pink box phenomenon
A signature element of Crumbl’s brand is its bright pink four‑pack box, introduced in 2018 and designed by Hemsley and college classmates. Unlike typical bakery boxes, this packaging displays cookies side by side, encouraging customers to share photos and videos. Research suggests that the distinctive pink colour and unboxing experience make the cookies more appealing and memorable. Crumbl itself credits the pink box with helping customers recognise the brand instantly and share their purchases on social media.
Harnessing social media
Crumbl’s early success coincided with the rise of TikTok and Instagram. The founders understood that their oversized cookies were visually striking; they encouraged customers and influencers to post tasting videos. According to L’Express Franchise, Crumbl had nearly 11 million TikTok followers by March 2026—more than Starbucks or McDonald’s on that platform. Forbes notes that over 107 million TikTok videos mention Crumbl and that the brand’s follower count surpasses Starbucks, Dunkin’ and Krispy Kreme combined. The company never paid influencers, relying instead on organic word‑of‑mouth.
Growth through franchising
Franchising allowed Crumbl to scale quickly without heavy debt. Hemsley and McGowan built the first franchise counter themselves to protect the franchisees’ investment. Their selective approach initially limited franchising to family and close associates, but by 2020 Crumbl had 90 locations. Two years later the chain had grown to 689–800 locations, making it the fastest‑growing cookie brand. The weekly rotating menu and photogenic packaging created a buzz that drove foot traffic and online orders.
Expansion, Revenues and Challenges
Rapid revenue growth
Crumbl’s revenues scaled alongside its locations. 2018 saw 16 locations generating $600,000. 2019 ended with 55 locations and $4.3 million in revenue. By 2021 the chain operated 326 bakeries and earned $47 million. Forbes reports that Crumbl earned $122 million in franchise royalties in 2023 and system‑wide sales of $1 billion.
The TikTok boom
The COVID‑19 pandemic spurred at‑home baking and social media engagement. In 2022 Crumbl more than doubled its number of locations, expanding to 689 stores and generating $110 million in revenue. The brand leveraged trending flavors and nostalgia—think cookie versions of cereal or candy bars—to keep fans engaged. Weekly flavor reveals became cultural events; influencers filmed elaborate “Crumbl reviews,” driving millions of views.
Saturation and slowdowns
Rapid expansion came with challenges. Overbuilding in small towns led to the closure of seven stores in 2023. Critics worried that the novelty could fade and that focusing on one product type left the brand vulnerable during economic downturns. To combat stagnation, Crumbl introduced non‑cookie desserts (pies, brownies, cheesecakes) in early 2024 and rebranded from “Crumbl Cookies” to “Crumbl”. These moves broadened the product line and allowed the brand to maintain excitement without adding more cookie flavors.
A measured approach to growth
While Crumbl added 281 stores in 2023 and 87 in 2024, it slowed expansion in 2025, opening 42 net new locations to reach 1,101 stores. Crumbl also signed 206 franchise agreements with expectations of roughly 99 openings in 2026. The leadership acknowledged the need for sustainable growth, focusing on profitability rather than sheer size. Some analysts speculated that the brand’s valuation would be lower than the $2 billion figure reported when owners explored a sale.
Culture, Community and Brand Identity
Bringing people together
From the beginning, McGowan and Hemsley said they wanted to bring friends and family together through the perfect cookie. The open‑concept kitchen invites customers to witness the baking process, reinforcing trust and authenticity. Crumbl’s rotating flavors and seasonal collaborations tap into nostalgia and celebrate milestones. The company emphasises that cookies are meant to be shared, reflecting its tagline of “bringing people together over a box of the best cookies.”
Faith and business practices
Crumbl’s founders are members of the Church of Jesus Christ of Latter‑day Saints (LDS). Because of their faith, all Crumbl locations close on Sundays; they also avoid coffee as an ingredient. This practice has not hindered growth; fans eagerly await Monday morning openings and the weekly menu reveal.
Pink boxes and pop culture
The company’s bright pink boxes have become a pop‑culture icon. Celebrities and influencers unbox weekly flavors in viral videos. Crumbl’s packaging strategy has turned every purchase into a marketing opportunity, generating organic exposure valued in the tens of millions of dollars. This recognition has also spurred copycats; in 2025 a fake Crumbl pop‑up in Australia sold imported cookies at inflated prices, highlighting the brand’s global appeal and the risks of counterfeit operations.
Rebrand, Diversification and Future Outlook
From “Crumbl Cookies” to “Crumbl”
Facing a sales dip in 2023, the company shortened its name and simplified its logo in 2024. The rebrand signaled that Crumbl intended to broaden beyond cookies and maintain freshness. Alongside the rebrand, non‑cookie desserts—including brownies, cheesecakes and pies—joined the weekly rotation. These changes have helped stabilise sales and allowed the brand to compete with broader dessert concepts.
Financial signals and possible sale
In January 2025 Reuters reported that Crumbl’s owners were exploring a sale valued at nearly $2 billion. This news came as the company’s leadership emphasised slower, more sustainable growth and international expansion. QSR Magazine noted that Crumbl’s footprint was entirely franchised, meaning the company collects royalties on sales rather than running corporate stores. Analysts interviewed by Forbes questioned whether Crumbl could command such a high valuation given plateauing same‑store sales.
International expansion and the road ahead
With the U.S. market nearly saturated, Hemsley and McGowan have set sights on the United Kingdom, Australia and Mexico. Crumbl already delivers to Canada and has tested pop‑ups abroad. International expansion will require careful franchising to maintain product quality and brand integrity. The founders continue to champion innovation, stating that a brand must evolve or risk stagnation.
Frequently Asked Questions
Crumbl was founded in 2017 by cousins Jason McGowan and Sawyer Hemsley. They perfected their signature chocolate chip cookie through A/B testing and opened the first store in Logan, Utah.
The first Crumbl bakery opened in Logan, Utah in September 2017.
Demand for multiple flavors overwhelmed the founders, so they introduced a weekly rotating menu of six flavors. This allowed them to focus on quality while creating anticipation for the weekly flavor reveal.
By early 2026 Crumbl operated around 1,071–1,101 locations and served more than 1 million desserts daily. The company continues to grow, albeit at a slower pace.
After sales dipped in 2023, the company simplified its name and logo in 2024 and added non‑cookie desserts to the menu. This rebrand signaled a broader dessert focus and helped stabilise growth.
Conclusion
Crumbl’s rise from a single bakery in Logan to a viral dessert empire encapsulates the power of innovation, community and social media. Crumbl Cookies history shows how two cousins with no formal baking background created a multi‑billion‑dollar brand by perfecting a single product, embracing customer feedback and leveraging the visual appeal of oversized cookies and pink packaging. The rotating menu and weekly flavor drops keep fans engaged, while franchising has fuelled rapid expansion. Challenges—including oversaturation and slowing sales—led to a strategic rebrand and diversification, setting the stage for sustainable growth and global expansion. As Crumbl continues to evolve, its story reminds entrepreneurs that authenticity, adaptability and storytelling can turn a simple recipe into a cultural phenomenon. Check How Much Is One Crumbl Cookie?
