The story behind Crumbl Cookies’ sweet success

A Deeper Dive

How did Crumbl Cookies go from an off-the-wall idea between two cousins into one of the country’s fastest-growing restaurant chains in just five years?

This week’s episode of the Restaurant Business podcast A Deeper Dive features Jason McGowan, the CEO and cofounder of the fast-growing cookie chain, to talk about its history and its growth.

McGowan founded the brand with his cousin, Sawyer Hemsley, in 2017. The brand has since grown to more than 400 locations that largely sell just cookies (as well as some ice cream). It was the fourth fastest-growing restaurant chain in the country last year, according to the Technomic Top 500 Chain Restaurant Report. Sales are up nearly 500% since 2019.

But there is a real foundation here. Crumbl’s locations average $1.7 million and generate more than $350,000 in net profit by largely selling just cookies. It also has a massive social media following.

McGowan talks about the company’s unique formation, its quick rise and the strategy behind its success. He talks about the company’s franchising strategy, which has thus far completely avoided any sort of advertising.