Brand Shoutouts
How two cousins with zero baking experience built the largest cookie brand in America — and what the 2025 FDD shows about 2024 unit economics.
By Justin K. Sellers · 9 min read · March 14, 2026
Every Sunday at 8 PM, Crumbl tells the world what cookies it's selling next week.
By Monday morning, customers are already walking in.
No coupons. No loyalty rewards. No promotional gimmick. Just four rotating flavors, announced the night before, drawing foot traffic at more than 1,000 locations across every state in the country.
That demand-creation mechanism, borrowed directly from the fashion industry's limited-edition drop model, is what built Crumbl from a single Logan, Utah bakery in 2017 into the largest cookie brand in America.
The 2025 FDD tells the recovery story. Average unit revenue climbed to $1.4 million in 2024, up 17% from 2023's low. Average net profit more than doubled to $251,706. Top performers generated over $600,000 in net profit.
In our view, a brand that corrected that sharply in a single operating year is worth understanding.
Jason McGowan (CEO) did not come from the food industry.
He grew up in Lethbridge, Alberta, Canada, where his father ran a shuttle service to the Calgary airport. He left school after eighth grade and built a career in technology, including work on Ancestry.com projects. Data-driven. Systems-focused. Zero baking experience.
Sawyer Hemsley (Chief Brand Officer, formerly COO) was a marketing student at Utah State University when the concept took shape. He grew up in Preston, Idaho, with a family tradition of warm cookies straight from the oven every Sunday.
McGowan had married Whitney, whose cousin was Hemsley. McGowan had already invested in one of Hemsley's earlier ventures, it failed completely and he lost the money. But both had what they described as "entrepreneurial DNA," and after exploring dozens of business ideas, they landed on cookies.
The A/B Test That Started a Brand:McGowan and Hemsley couldn't agree on chocolate chips, semi-sweet or milk chocolate. Their solution: they stood outside local stores asking strangers to taste-test both versions.
Milk chocolate won.
September 2017: The first Crumbl opened in Logan, Utah, while Hemsley was still finishing his senior year at Utah State.
Opening night was chaos. They didn't have all required permits and equipment yet. Lines out the door. They called friends and family to help deliver orders.
Hemsley's mother Laurie recalled:
"We were sitting around the table having Sunday dinner when he just said, 'We're going to open a cookie shop.' And everyone reacted with, 'That's the dumbest thing. It will never go. Blah, blah, blah.' And he was like, 'Yeah. Well, I'm going to do it.'", Laurie Hemsley
The second location in Orem focused on delivery, demand exploded. Family members wanted in. Lightbulb: franchising.
First franchise partners: Sawyer's parents, Laurie and Lance Hemsley.By 2020, there were 90 Crumbl locations.
Six classic flavors stay on the menu year-round. Four rotating flavors change every Monday.
Every Sunday at 8 PM, Crumbl announces the coming week's rotating lineup via social media. Over 250 different flavors have rotated through the menu since launch.
Hemsley calls it "cookie theater." The weekly drop strategy borrows directly from the fashion industry's limited-edition release model, the same urgency that powers sneaker drops and streetwear launches, applied to baked goods.
The 2024 Brand Expansion:Crumbl dropped "Cookies" from its name in 2024. The menu expanded to include cakes, pies, brownies, cheesecakes, cinnamon squares, and mini cookies.
The open kitchen concept, where customers can watch product being made, remains central to the in-store experience.
The Differentiator:The weekly rotation creates something most QSR brands spend years trying to engineer: a built-in reason to return every week that requires no promotion. When customers know the lineup changes Monday, they check. When they check, they come in.
In our view, that structural repeat-visit driver is the most defensible part of Crumbl's competitive position.
- 2017: 1 location (Logan, Utah) - 2018: Franchising begins - 2020: 90 locations - 2021: 326 locations - 2022: 689 locations - 2023: 968 locations - 2024: 1,059 locations - March 2026: 1,105+ locations
Current Footprint:- 1,105+ locations worldwide - All 50 U.S. states + Canada (2 countries) - International expansion: Australia, UAE in development - 1M+ desserts sold every day
February 2024: The 1,000th Crumbl location opened in Burbank, California.
CEO Jason McGowan told QSR Magazine in 2023:
"We don't think it's going to be perfect. We think there may be a mistake on a store location or that sort of thing.", Jason McGowan, QSR Magazine (2023)
2024 saw 81 new openings, the brand's slowest growth year since 2020. In our view, that deliberate deceleration after three years of aggressive scaling signals a system focused on stabilizing unit economics rather than adding locations.
Reviews sourced from TripAdvisor and Yelp, 2024–2026. Multiple markets.
THE GOOD On the product and weekly rotation:"Hadn't had Crumbl in a while and wanted to try the new Dubai chocolate and it was absolutely delicious! Every single cookie was a delight. From the classic chocolate chip to the fudge brownie to the Hershey's Oreo topped cookie. This is definitely a delicious splurge and I will do it again." — TripAdvisor, Crumbl Cookies Vineland, Orlando FL, February 2026
"My daughter's favorite cookies ever! They are always freshly made and each week they change flavors which makes them unique and wonderful." — TripAdvisor, Crumbl Cookie San Diego CA, June 2025
Pattern: When Crumbl's execution is consistent, fresh product, correct temperature, engaged staff, the in-store experience is strong and the weekly rotation model works exactly as designed. Fans cite specific flavors by name — a signal of genuine repeat-visit behavior rather than general satisfaction. Most QSR brands spend years building the kind of anticipation that Crumbl's Sunday drop creates automatically."My kids love it! Crumbl never disappoints! The cookies are always warm, soft, and perfectly rich. I love how the menu changes weekly — makes it exciting to try new flavors. Service is quick and friendly." — Yelp, San Francisco CA
Every Sunday at 8 PM, Crumbl generates social media engagement across thousands of customer accounts, without paid media attached. Over 250 flavors in rotation means customers are never out of reasons to return. In our view, this is the most defensible demand-creation mechanism in specialty desserts.
2. The 2024 AUV recovery is in the FDD, not a press release.Average revenue climbed from $1.16 million in 2023 to $1.4 million in 2024. Average net profit more than doubled from $122,955 to $251,706. That's a formal Item 19 disclosure, not a marketing claim.
3. Top performers are generating serious returns.The highest net profit in the 2024 reporting period was $600,554. The model works at the right location with the right operator. The gap between top and bottom performers is real, which is exactly why we wrote the deep dive.
4. Brand recognition is built in.All 50 states. Canada. International expansion underway. When you open a Crumbl, your first customers have almost certainly already heard of the brand. Most emerging QSR concepts spend years building that awareness. Crumbl franchisees inherit it.
5. The deceleration is disciplined.Slowing from an average 276 new locations per year (2021–2023) to 81 in 2024 isn't contraction. It's a system recalibrating after aggressive expansion. The 2024 unit economics suggest the correction is working.
- $1.4 million 2024 average unit revenue, up 17% from the prior year - Average net profit of $251,706, more than doubled year-over-year - Top performers generating $600,554 in net profit - Franchise fee: $50,000. Royalty: 4%. Marketing contribution: 2% - All 50 states brand recognition, no awareness-building required - Weekly rotation model drives repeat visits without promotions or discounts
[DEEPDIVECTA url="/article/crumbl-cookie-deep-dive/" btnLabel="Read the Full Deep Dive"] Want the full story? - The 2023 AUV collapse, what the FDD data shows and what drove it - Performance variance: 43% of locations above average profit, 57% below - Weekly menu rotation: what 250+ flavors means for labor, training, and waste - Investment range $816K–$1.44M: what FDD Item 7 actually discloses - Who this concept is built for, and who should pass [/DEEPDIVECTA]
This companion article draws on the same source base as our Crumbl Cookie Deep Dive.
Key limitations remain:
We don't know individual location AUV by geography or market type.The FDD discloses system averages and performance ranges but not a location-by-location breakdown. Whether suburban markets, college towns, or urban cores perform closer to the median or the average is not disclosed in available data.
We don't know franchisee satisfaction or renewal rates.No published franchisee survey results are available. Item 19 discloses revenue and profit distributions but not operator satisfaction, renewal intent, or attrition rates.
We don't know how 2025 performance data will compare.The most recent complete FDD data reflects 2024 operating performance. Current conditions, consumer sentiment, commodity costs, and cookie category competition, are evolving. The 2026 FDD will contain the next complete data point.
This article was produced independently. The brand profiled did not participate in, review, or approve this research prior to publication. All claims are sourced from publicly available materials and cited accordingly.
QSR Research Hub is an independent publication. We receive no compensation from any brand featured in our Brand Shoutouts.
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Subscribe to QSR Research Hub1. Crumbl Cookies. Franchise Disclosure Document (FDD). 2025. Item 19 Financial Performance Representations (2024 operating data: 858 reporting locations, average revenue $1,400,000, average net profit $251,706, median net profit $77,359).
2. Crumbl Cookies. Franchise Disclosure Document (FDD). 2024. Item 19 Financial Performance Representations (2023 operating data: 571 reporting locations, average revenue $1,157,000, highest net profit $600,554, lowest net profit −$241,554, average net profit $122,955).
3. Crumbl Cookies. Franchise Disclosure Document (FDD). 2023. Item 19 (2022 operating data: 324 reporting locations, average revenue $1,840,000, average net profit $298,319).
4. Crumbl Cookies. Franchise website, store count (1,105), footprint (50 states, 2 countries), "1M+ desserts sold every day," and system overview. Accessed March 2026. https://crumblcookies.com/franchising
5. Ibid.
6. McGowan, Jason. RETHINK Retail Podcast. "Jason McGowan, Co-Founder of Crumbl Cookies." Host Gabriella Bock. Covers: Lethbridge, Alberta upbringing; father's shuttle service; eighth grade education; technology career; prior failed startup with Hemsley; "entrepreneurial DNA"; cousin relationship via wife Whitney. https://rethink.industries/podcast/jason-mcgowan-co-founder-of-crumbl-cookies/
7. Hemsley, Sawyer. Utah State Magazine. "A Craving: Building A Bakery Empire." March 2022. Covers: USU marketing student project origin; Lethbridge, Alberta origin; Sunday cookie rule; first Logan, Utah location; opening night chaos; Laurie Hafen; fashion limited-edition drop strategy.t background; Sunday cookie family tradition; first franchise partners Laurie and Lance Hemsley. https://utahstatemagazine.usu.edu/business/a-craving-building-a-bakery-empire/ | USU Aggie Made. "Crumbl." Utah State University. https://www.usu.edu/aggiemade/members/crumbl
8. Ibid.
9. Crumbl Cookies. Weekly menu rotation, 6 classic flavors, 4 rotating, Sunday 8 PM announcement. Brand website. Accessed March 2026. https://crumblcookies.com
10. Crumbl Cookies. "Over 250 flavors in rotation." Brand materials. Accessed March 2026.
11. Crumbl Cookies. System growth trajectory (326 locations 2021; 689 in 2022; 968 in 2023; 1,059 in 2024; all 50 U.S. states). FDD disclosures and press releases.
12. Crumbl Cookies. 2025 location data and international expansion plans (Australia, UAE). Brand materials and press releases. Accessed March 2026.
13. Crumbl Cookies. Canada operations (10+ locations). Brand materials. Accessed March 2026.
14. QSR Magazine. Jason McGowan on Crumbl's 1,000th location and growth pace. 2023. https://www.qsrmagazine.com
15. Crumbl Cookies. Franchise Disclosure Document (FDD). 2025. Item 7 (Estimated Initial Investment: $816,066–$1,442,533).
16. Crumbl Cookies. Franchise Disclosure Document (FDD). 2025. Item 6 (Ongoing fees: royalty 4% of gross sales; marketing contribution 2% of gross sales).
17. TripAdvisor. Crumbl Cookies Vineland, Orlando FL. Positive review (Dubai chocolate, full-box delight). February 2026. https://www.tripadvisor.com
18. TripAdvisor. Crumbl Cookie San Diego CA. Positive reviews (daughter's favorites, freshly made; Utah transplant excited to find location). 2025. https://www.tripadvisor.com
19. Yelp. Crumbl Cookies San Francisco CA. Positive review (warm, soft cookies; weekly menu excitement). 2025. https://www.yelp.com