Crumble
“Can a viral, rotating-menu cookie franchise sustain rapid unit growth and brand differentiation to become a durable national dessert chain?”
Founded2017
HQLindon, Utah, United States
FoundersSawyer Hemsley, Jason McGowan
IndustryVertical SaaS / Restaurants
The story
Founded in 2017 as a single cookie shop in Logan, Utah, Crumbl grew rapidly into a franchise chain through aggressive expansion and a rotating weekly cookie menu that drove social media virality. By 2024 the company had surpassed 1,000 locations and rebranded simply as 'Crumbl', signaling a broader dessert identity. The embedded finance footprint is thin for a franchise of this size — limited evidence exists beyond BNPL (Afterpay) on the consumer checkout side.
Last 12 months
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Product timeline
2017
Founded by cousins Sawyer Hemsley and Jason McGowan in Logan, Utah, specializing in cookies and desserts.· pivot
2020
Expanded to 90 franchise locations across the United States.· pivot
2022
Hired Graciela Chadwick (former Chick-fil-A and KPMG executive) as Chief Operating Officer.· pivot
2024
Rebranded with new logo, color scheme, and visual identity; renamed from 'Crumbl Cookies' to 'Crumbl'; reached 1,071 store locations.· pivot
The stack
Lending
Accounting gap: none