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Crumbl Cookies
Crumbl (previously branded as Crumbl Cookies), stylized as crumbl, is a franchise chain of bakeries in the United States and Canada that specializes in cookies and other desserts. Based in Utah, it was founded in 2017. As of December 2024[update], the company had 1,071 stores across the United States. The chain maintains a strong presence in social media, to which The New York Times has attributed the business' growth.
Crumbl was founded by cousins Sawyer Hemsley and Jason McGowan in 2017 while Hemsley attended Utah State University in Logan, Utah. Hemsley and McGowan utilized A/B testing methods to come up with their final milk chocolate chip cookie recipe.
In 2022, Crumbl sued Crave Cookies and Dirty Dough, two fellow cookie companies, in the United States District Court for the District of Utah, alleging that the defendants had "unique ties" to Crumbl and had a "confusingly similar ... marketing and business model".
In November 2023, Crumbl rebranded with a new logo, color scheme, and visual identity.
On December 21, 2023, Crumbl acquired Pleasant Grove, Utah-based pie company Crust Club, founded in 2016 by partners Tyler and Valerie Kukahiko. Crumbl spokesperson Beth Baty said that the concept resonated with co-founders Jason McGowan and Sawyer Hemsley. Crust Club was then sold back to Hemsley's Ventures.
On September 29, 2024, an unofficial Crumbl pop-up store was hosted in Sydney, Australia. Approximately 840 cookies were purchased in Hawaii on Tuesday, brought back to Australia, and refrigerated until the following Sunday, where they were sold for AUD$17.50 (US$12). Crumbl chose not to pursue legal action, instead announcing that they would speed up plans to open stores in Australia.
The company has experienced rapid franchising, which has been attributed to its presence on social media. The company's following on TikTok reached 1.6 million within six weeks in February 2021, and as of 2024, they have over 14 million combined followers between TikTok and Instagram.
During the COVID-19 pandemic, Crumbl expanded to 100 locations by August 2020 and 149 locations across the United States by July 2021. By the end of 2021, the company had grown to over 300 stores in the country, and by July 2022, grew to over 400 locations in 45 states. In 2023, the franchise expanded to Canada with 4 locations: two in Alberta and one each in Saskatoon, Saskatchewan and Mississauga, Ontario. By July 2025 the company had over 1,000 locations across the United States, Canada, and Puerto Rico. Phoenix, Arizona has 25 locations, which is the most of any city.
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Crumbl Cookies
Crumbl (previously branded as Crumbl Cookies), stylized as crumbl, is a franchise chain of bakeries in the United States and Canada that specializes in cookies and other desserts. Based in Utah, it was founded in 2017. As of December 2024[update], the company had 1,071 stores across the United States. The chain maintains a strong presence in social media, to which The New York Times has attributed the business' growth.
Crumbl was founded by cousins Sawyer Hemsley and Jason McGowan in 2017 while Hemsley attended Utah State University in Logan, Utah. Hemsley and McGowan utilized A/B testing methods to come up with their final milk chocolate chip cookie recipe.
In 2022, Crumbl sued Crave Cookies and Dirty Dough, two fellow cookie companies, in the United States District Court for the District of Utah, alleging that the defendants had "unique ties" to Crumbl and had a "confusingly similar ... marketing and business model".
In November 2023, Crumbl rebranded with a new logo, color scheme, and visual identity.
On December 21, 2023, Crumbl acquired Pleasant Grove, Utah-based pie company Crust Club, founded in 2016 by partners Tyler and Valerie Kukahiko. Crumbl spokesperson Beth Baty said that the concept resonated with co-founders Jason McGowan and Sawyer Hemsley. Crust Club was then sold back to Hemsley's Ventures.
On September 29, 2024, an unofficial Crumbl pop-up store was hosted in Sydney, Australia. Approximately 840 cookies were purchased in Hawaii on Tuesday, brought back to Australia, and refrigerated until the following Sunday, where they were sold for AUD$17.50 (US$12). Crumbl chose not to pursue legal action, instead announcing that they would speed up plans to open stores in Australia.
The company has experienced rapid franchising, which has been attributed to its presence on social media. The company's following on TikTok reached 1.6 million within six weeks in February 2021, and as of 2024, they have over 14 million combined followers between TikTok and Instagram.
During the COVID-19 pandemic, Crumbl expanded to 100 locations by August 2020 and 149 locations across the United States by July 2021. By the end of 2021, the company had grown to over 300 stores in the country, and by July 2022, grew to over 400 locations in 45 states. In 2023, the franchise expanded to Canada with 4 locations: two in Alberta and one each in Saskatoon, Saskatchewan and Mississauga, Ontario. By July 2025 the company had over 1,000 locations across the United States, Canada, and Puerto Rico. Phoenix, Arizona has 25 locations, which is the most of any city.