Crumbl Cookies
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 Packaging of Crumbl's signature pink boxes | |
| Crumbl | |
| Company type | Private |
| Industry | Bakery Franchising |
| Founded | September 29, 2017 in Logan, Utah, U.S. |
| Founders |
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Number of locations | 1,071 stores (December 2024)[1] |
Areas served | United States (including Puerto Rico) Canada Australia (forthcoming) |
Key people |
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| Website | crumblcookies |
Crumbl (previously Crumbl Cookies), branded as crumbl, is a franchise network specializing in cookies and dessert offerings throughout the United States and Canada.[2] Established in Utah in 2017,[3] the brand operated 1,071 outlets by December 2024.[1] Its significant expansion is attributed to a robust social media strategy, especially on TikTok, which The New York Times identifies as a key factor behind its swift growth.[4][5][6][7]
History and operations
Crumbl's inception dates back to 2017 when cousins Sawyer Hemsley and Jason McGowan launched the business during Hemsley's time at Utah State University in Logan, Utah. They refined their hallmark milk chocolate chip cookie recipe through rigorous A/B testing.
In 2022, Crumbl initiated legal action against rival companies Crave Cookies and Dirty Dough in the United States District Court for the District of Utah, citing "unique connections" to Crumbl and accusing them of using "confusingly similar" marketing tactics and business frameworks.
November 2023 marked a rebranding phase for Crumbl, introducing an updated logo, refreshed color palette, and revamped visual identity.
On December 21, 2023, Crumbl expanded its portfolio by acquiring Crust Club, a Pleasant Grove-based pie enterprise founded in 2016 by Tyler and Valerie Kukahiko. This move aligned with the strategic vision of co-founders McGowan and Hemsley. Subsequently, Crust Club was divested back to Ventures owned by Hemsley.
An unofficial Crumbl pop-up debuted on September 29, 2024, in Sydney, Australia, offering around 840 cookies imported from Hawaii at AUD$17.50 (approximately US$12). Despite concerns regarding product freshness raised by customers, Crumbl chose not to pursue litigation and announced intentions to fast-track official store launches in Australia.
Growth
The brand's swift franchise expansion is predominantly fueled by its influential social media engagement. Crumbl amassed 1.6 million TikTok followers within six weeks during early 2021 and had accumulated over 14 million followers across TikTok and Instagram platforms by 2024.
Amid the COVID-19 pandemic, Crumbl grew to 100 locations by August 2020 and reached 149 stores nationwide by July 2021. The chain surpassed 300 outlets before the end of 2021 and expanded further to over 400 shops across 45 states by July 2022. In 2023, Crumbl entered the Canadian market with four stores located in Alberta, Saskatchewan, and Ontario. By July 2025, the franchise network operated more than 1,000 locations spanning the United States, Canada, and Puerto Rico. The city with the largest store concentration is Phoenix, Arizona, hosting 25 outlets.
Violations of Labor Regulations
In December 2022, the U. S. Department of Labor imposed fines on 11 Crumbl franchise locations spanning six states due to breaches of child labor laws involving 46 underage workers. These violations included scheduling minors for shifts that exceeded legally allowed hours and assigning them to operate dangerous ovens and machinery. The parent company issued an apology and reiterated its dedication to maintaining a secure workplace. The combined penalties levied against the franchisees amounted to $57,854.
Infringement of Copyright
In 2025, Warner Music Group initiated legal action against Crumbl, seeking $24 million in damages for the alleged unauthorized use of their musical catalog within Crumbl’s social media content.
Public Perception
Crumbl heavily relies on social media platforms for marketing purposes; according to The New York Times, the quality of the product is secondary to the online discussions it sparks, which ultimately benefit the company. Vox characterized the brand as a representation of excessive consumerism fueled by rapidly changing micro-trends.
In August 2021, Mashed.com highlighted negative feedback circulating on TikTok regarding the quality of cookies delivered, focusing on viral criticisms about inconsistent product presentation.
While Honolulu commended Crumbl’s cookies for their generous size, rich flavor, affordable price, and appealing appearance, Vox described them as merely "adequate" without being particularly distinctive.
Concerns Regarding Animal Welfare
In 2024, Crumbl encountered demonstrations led by animal rights organizations such as The Humane League, urging the company to transition entirely to battery cage-free eggs in all its stores. At that time, Crumbl stated it had no intention of implementing a cage-free egg policy. Activist protests persisted into 2025 as efforts continued to influence the company’s sourcing decisions.
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