Crumbl Cookies burst onto the national scene with a rotating menu of artisanal cookies delivered through a tech-forward mobile app.
Behind this rapidly expanding brand is a duo of cousins who turned a shared love of baking into a scalable subscription driven business.
| Founder | Role | Key Contribution | Background |
|---|---|---|---|
| Jason McGowan | Co-Founder and Chief Product Officer | Menu innovation and bakery operations | Corporate real estate and franchise background |
| Drew Crews | Co-Founder and Chief Executive Officer | Growth strategy and technology platform | Franchising and data driven marketing |
| Emily Allen | Chief Marketing Officer | Brand storytelling and national campaigns | Consumer packaged goods marketing |
| Micah David | Chief Operating Officer | Supply chain and franchise rollout | Operations leadership in retail brands |
The Origin Story and Early Days
From Kitchen Table to Rapid Expansion
The founders launched Crumbl Cookies in 2017 with a single storefront in Lehi, Utah, using a subscription model that encouraged repeat visits.
They combined a digital front end with freshly baked inventory each week, creating a sense of urgency and novelty around every drop.
Leveraging Social Media for Awareness
Visual first platforms helped the brand showcase vibrant cookie flavors, turning each unboxing into a shareable moment.
This early focus on aesthetics and community feedback shaped the playful, flavor driven personality of the company.
Franchise Growth and Unit Economics
Scaling Through Franchise Partnerships
Crumbl expanded quickly by licensing its model to franchisees who could replicate the weekly menu system in new markets.
The company provided detailed operational playbooks, digital tools, and marketing support to maintain consistency across locations.
Balancing National Demand With Local Execution
Unit level economics are tracked closely to ensure that each franchise can hit revenue targets while controlling food and labor costs.
Ongoing training and data reporting help store level teams adapt to regional preferences without diluting the core brand.
Product Innovation and Weekly Rotations
Designing a Menu That Drives Repeat Purchases
The weekly rotation balances classic flavors with experimental collaborations, encouraging customers to subscribe for the full lineup.
Limited time offerings create natural marketing moments, both in store and across social channels.
Ingredient Quality and Dietary Considerations
Sourcing decisions emphasize recognizable ingredients while still allowing for indulgent, craveable profiles.
The brand continues to test new inclusions such as alternative milks and plant based options to broaden its appeal.
Brand Positioning and Digital Experience
Building a Millennial and Gen Z Focused Cookie Brand
Bold colors, playful copy, and a polished app interface position Crumbl Cookies as a modern treat rather than a traditional bakery.
Personalization features, loyalty incentives, and push notifications keep the weekly menu top of mind between visits.
Brick and Mortar Aesthetics and Store Design
Bright interiors, sleek shelving, and visible baking stations create a premium yet approachable retail environment.
Carefully curated music and visual displays reinforce the lifestyle appeal of the brand beyond the cookie jar.
Future Direction and Moving Forward
Expanding into New Categories While Staying True to Cookies
The leadership team is exploring complementary products such as limited edition beverages and packaged mixes without losing focus on core freshness.
- Preserve the weekly drop model that drives urgency and social sharing
- Invest in efficient bakery layouts to support consistent quality at scale
- Enhance digital tools for ordering, customization, and loyalty
- Test new formats such as pop up collaborations and seasonal collections
- Deepen local community engagement through store level events
FAQ
Reader questions
Who are the founders of Crumbl Cookies and what are their main roles?
Jason McGowan and Drew Crews are the founding cousins, with McGowan leading product and bakery strategy and Crews serving as CEO overseeing growth and technology.
How did Crumbl Cookies start and grow in its first few years?
It began as a single store in Utah using a weekly subscription model, then scaled through franchising and a strong social media presence.
What makes the Crumbl Cookies weekly menu different from other bakery chains?
The rotating weekly menu drives repeat visits, creates scarcity, and turns each flavor drop into a shareable event for customers.
What are the key traits the Crumbl Cookies founders look for in new franchisees?
The founders seek operators who can execute detailed playbooks, leverage local marketing, and consistently meet unit financial targets.