Crumbl Cookies was founded in 2017 by cousins Jason McGowan and Sawyer Hemsley in Logan, Utah. McGowan serves as CEO, while Hemsley oversees branding and menu direction. Known for its rotating weekly flavors and enormous social media presence, Crumbl has rapidly expanded to more than 1,000 locations across North America, becoming one of the fastest-growing dessert franchises in the U.S.
Who Owns Crumbl Cookies? Inside the Rise of America’s Viral Dessert Empire
Crumbl Cookies has seen one of the fastest growth trajectories of any dessert brand in recent memory. What began with a single storefront in Logan, Utah, has evolved into a viral, national franchise empire that thrives at the intersection of digital culture, branding, and strategic product development. The company was founded in 2017 by cousins Jason McGowan and Sawyer Hemsley, who approached their first cookie recipe with a mix of curiosity, experimentation, and customer crowdsourcing.
The Founders Behind the Brand
Jason McGowan, Crumbl’s CEO, entered the food business with a background in tech and digital product development, not culinary training. He previously worked with Silicon Valley startups and gained a reputation for data-driven decision-making. Raised in Canada, McGowan has shared that his non-traditional education and self-taught path were foundational to his entrepreneurial approach.
Sawyer Hemsley, Crumbl’s Chief Branding Officer, focused on crafting a brand identity that felt fresh, recognizable, and shareable. From the now-signature pink boxes to the theatrical in-store frosting sessions, Hemsley infused Crumbl with a lifestyle-brand aesthetic, one that treats every cookie drop as a cultural event.
Building a Business Through Social Media
One of Crumbl’s defining strengths is how it leveraged social platforms to fuel brand awareness. TikTok in particular played a major role. Early videos of frosting sessions, flavor reveals, and cookie reviews went viral within weeks, generating millions of views. The format was simple: oversized cookies shown in extreme close-ups, paired with music and unfiltered reactions.
By positioning the product as inherently “shareable,” Crumbl turned its customers into active promoters. The now-famous weekly rotating menu became a recurring moment that encouraged customers to return, review, and discuss. It also gave the company a clear way to test new flavors in real time based on online feedback.
Jason McGowan has described Crumbl not just as a bakery business, but as a “technology-driven company that happens to sell cookies.” This mindset shaped both product development and expansion strategy.
Franchise Growth and Market Success
Crumbl’s rapid expansion is closely tied to its franchise model. With detailed brand guidelines, standardized ingredients, and a social media engine already driving demand, new franchisees were able to enter the market with immediate recognition. Within a few years, Crumbl surpassed 1,000 stores across the U.S. and Canada.
Revenue growth has followed accordingly, with industry analysts estimating that the company generates close to the billion-dollar mark in annual system-wide sales. While not publicly traded, Crumbl commands a substantial share of the dessert retail market and is consistently cited among the fastest-growing franchise concepts in North America.
The Power of Brand Identity
Beyond cookies, Crumbl’s success lies in an understanding of contemporary food culture. Consumers today seek products that feel experiential. The oversized cookie format, elegant pink packaging, and hype-driven rollout schedule all turn what could be a simple dessert purchase into a moment worth sharing.
According to analysis reviewed by CEO Today, Crumbl’s growth model reflects several modern business principles:
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Building community before scaling distribution
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Treating product development as an iterative process
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Using storytelling and visual identity to elevate everyday food items
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Making customers feel like active participants in brand creation
Challenges and Future Direction
Like any rapidly scaling franchise, Crumbl has faced operational and regulatory scrutiny, including labor practice reviews at certain locations. Maintaining quality control across hundreds of stores remains an ongoing priority. The brand continues to refine franchise standards while exploring menu diversification and potential international expansion.
Crumbl’s long-term success may depend on how well it balances novelty with consistency—keeping the brand exciting without diluting what made it special in the first place.
FAQ: Crumbl Cookies, Ownership, and Growth
Who is the CEO of Crumbl Cookies?
Jason McGowan is the CEO and co-founder. His background is in tech and digital strategy, not baking, which has strongly influenced how the company operates.
What role did social media play in Crumbl’s success?
Social platforms, especially TikTok, were central to Crumbl’s rise. Viral videos showcasing weekly flavors helped the brand build widespread demand before many customers ever visited a store.
Is Crumbl a franchise?
Yes. Crumbl operates through a franchise system with standardized training, recipes, and marketing support, which enabled rapid expansion across North America.
