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 Crumbl's pink box packaging | |
| Crumbl | |
| Company type | Private |
| Industry | BakeryFranchising |
| Founded | September 29, 2017; 8 years ago (2017-09-29) inLogan, Utah, U.S. |
| Founders |
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| Headquarters | , United States[1] |
Number of locations | 1,071 stores (2024)[2] |
Areas served | United States Canada |
Key people |
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| Website | crumblcookies |
Crumbl (previously branded asCrumbl Cookies), stylized ascrumbl, is an American multinationalfranchise chain of bakeries headquartered inLindon, Utah, that specializes incookies and other desserts.
Crumbl was founded by cousins Sawyer Hemsley and Jason McGowan in 2017 while Hemsley attendedUtah State University inLogan, Utah.[3][4] The duo utilizedA/B testing methods to come up with their milk chocolate chip cookie recipe.[5][6] By 2020 the company had 90 locations.[7]
Crumbl hiredGraciela Chadwick, a formerChick-fil-A andKPMG executive, aschief operating officer in 2022.[7] The company rebranded with a new logo, color scheme, and visual identity in 2024, after a 37% year over year drop in sales from 2022 to 2023, laid off 10% corporate employees including Chadwick, and scaled back expansion plans. This is also when they began to introduce items other than cookies to the lineups. Seven locations closed in 2023 and fourteen more locations closed in 2024.[8][7][9] The company reported having 1,071 stores in December 2024.[10][2]
Bloomberg estimated their 2024 sales at $1.2 billion andprofit around $91 million. The average store annual net profit was over $250,000, but the median store profit was under $80,000.[11][7][12]
In early 2025 the company was exploring a sale with a valuation near $2 billion, facilitated by North Point Mergers & Acquisitions.[13] In May 2025 the company sold a stake toTSG Consumer Partners, and received $500 million in loans fromBlackstone Inc. andGolub Capital.[11][7]
The company is not open on Sundays, nor do they use coffee as an ingredient due to the founder's Mormon upbringings.[7]
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Crumbl originally had a weekly rotating menu of six different cookie flavors, pulled from its library of hundreds of different flavors. However, in 2024, after the introduction of desserts other than cookies to their lineups, the lineup size began to change. Currently, Crumbl offers six "classic flavors" that do not rotate weekly and four "rotating flavors" on their menu.[14]
Crumbl has taken action in a few cases where it alleged that its business practices were being infringed upon. Crumbl sued both Crave Cookies and Dirty Dough in 2022.[15][16] The suit against Crave ended in a peaceful dismissal with both sides agreeing to drop claims in July 2023, while the dispute with Dirty Dough, involving trade secret theft allegations, resulted in a settlement in late 2023, where Dirty Dough agreed to return stolen info, though specific terms remain confidential and Crumbl's broader injunctions against Dirty Dough's franchising were denied.[17][18] Separately, in 2024, unofficial Crumbl pop-up stores appeared inAustralia,United Kingdom, andMexico,[19][20][21] but instead of pursuing legal action, the company announced it would speed up plans to open legitimate stores in those countries.[21][22][23]
With its growth, the company has encountered some operational issues and challenges. In 2022, theU.S. Department of Labor fined eleven of its franchises a total of $57,854 for violations,[24][25] for assigning underage employees to shifts that exceeded the permitted hours and to tasks involving "potentially dangerous ovens and machinery".[25] The parent company issued an apology and committed to taking corrective actions.[26][27] In 2024,animal welfare organizations called on Crumbl to end its use ofbattery cage eggs, which company leaders responded they had no intention of doing.[28][29] As a result, protests continued into 2025.[30] The company later switched from shelled eggs to bagged eggs at some locations.[7]
In 2025,Warner Music Group sued Crumbl for $24 million alleging copyright infringement for use of their music catalog in Crumbl social media posts without permission.[31]
{{cite web}}: CS1 maint: multiple names: authors list (link)Revenue and profit metrics show mixed trends: From 2022 to 2023, average store revenue dropped from roughly $1.84M to about $1.16M, though sales rebounded later to around $1.35M in 2024, according to Food Drink Life.
