Crumbl Cookies burst onto the national scene with a wave of warm, over-the-top treats and an Instagram-ready aesthetic. Behind the sugary rush is a founding story that blends a classic grandmother recipe with modern direct-to-consumer marketing.
Founded by cousins Jason McGovern and Sawyer Howitt, the brand launched in 2017 with a mission to turn homemade cookies into a scalable, nationwide experience. From a single truck to a rapidly expanding footprint, Crumbl Cookies quickly became a recognizable name in the dessert category.
| Founder | Role | Key Contribution | Impact on Brand |
|---|---|---|---|
| Jason McGovern | Co-Founder & CEO | Business strategy and brand building | Drove national expansion and digital presence |
| Sawyer Howitt | Co-Founder & President | Product development and operations | Established recipe quality and store experience |
| Company-led expansion | Standardized store design and training | Enabled fast, controlled growth across markets | |
| Signature Cookie | Gourmet oversized cookie | High butter content and rotating flavors | Created craveable, shareable social moments |
The Origin Story Of Crumbl Cookies
The idea for Crumbl Cookies emerged from a desire to elevate the familiar cookie experience. The founders analyzed how people shopped for and consumed cookies, identifying an opportunity to combine bakery quality with the convenience of a dedicated store.
They tested flavors, refined recipes, and focused on a clean, modern store format that invited customers to watch cookies being made. This emphasis on freshness and visibility became central to the brand identity from day one.
Direct-To-Consumer Launch Strategy
Opening The First Store
Crumbl Cookies opened its first location in Sandy, Utah, using a lean, real-world testing approach. Instead of relying solely on traditional advertising, the founders leaned into social media and in-store experience to generate buzz.
Building Brand Awareness
Each week, the menu rotates, encouraging repeat visits and digital sharing. Limited-time flavors create urgency, while the visually appealing cookies perform naturally on social platforms, amplifying reach without heavy media spend.
Scaling Through Franchise And Innovation
Franchise-Led Growth
Rather than opening company-owned stores at scale, Crumbl Cookies adopted a hybrid franchise model that maintains brand consistency while accelerating expansion. Franchisees receive detailed playbooks covering store design, product prep, and customer service.
Product And Packaging Innovation
The proprietary cookie packaging includes a ventilation vent designed to preserve texture and aroma. Seasonal flavors, collaborations, and limited-edition drops keep the menu dynamic and relevant across the year.
Operations And Quality Control
Behind the storefront simplicity is a sophisticated supply chain and kitchen workflow. Centralized production facilities support store-level baking, ensuring consistent texture and flavor regardless of location.
Standardized ingredient sourcing, staff training programs, and performance metrics help maintain quality as the brand expands into new regions and markets.
Future Direction For Crumbl Cookies
As the cookie category evolves, Crumbl Cookies is exploring new formats, seasonal ingredients, and technology integrations to enhance the customer journey. The focus remains on product quality, operational excellence, and memorable in-store moments.
- Started by cousins Jason McGovern and Sawyer Howitt in 2017
- First store launched in Sandy, Utah with a distinctive store design
- Uses weekly rotating menus to drive repeat visits and social sharing
- Operates primarily through a franchise model for scalable growth
- Invests in centralized production to ensure consistent cookie quality
- Prioritizes packaging innovation to preserve freshness and aroma
- Continues to expand into new markets while maintaining brand standards
FAQ
Reader questions
Who actually started Crumbl Cookies?
Crumbl Cookies was founded by cousins Jason McGovern and Sawyer Howitt, who launched the brand in 2017.
What makes Crumbl Cookies different from other cookie shops?
The brand focuses on oversized, gourmet cookies with a rotating weekly menu, a signature ventilation packaging design, and a strong in-store and digital experience.
How did Crumbl Cookies grow so quickly?
A combination of social media-driven marketing, limited-time flavors, and a franchise model enabled fast, controlled expansion across the United States.
Is Crumbl Cookies planning new locations now?
The company continues to evaluate new markets and supports franchise development, with a focus on maintaining product quality and brand standards.