Crumbl Cookies

Jason McGowan and his partners launched Crumbl Cookies in Logan, Utah, during 2017 with a concept that treated cookies as rotating menu items rather than static inventory. The inaugural location established a model where customers returned frequently to discover new flavors, creating a sense of urgency around the weekly schedule.

The brand operates on a strict production cycle featuring five core classics available year-round alongside four limited-time offerings that change every Monday. This approach has driven significant foot traffic and social media engagement as patrons anticipate the next reveal. While the company maintains its roots in Utah, it moved its corporate headquarters from Logan to Lindon in 2023 to support its expanding operations.

Financial growth has been rapid, with estimates placing annual revenue near $500 million by 2023 based on an average unit volume of roughly $600,000 per store. The company now exceeds 850 locations across the United States and is pursuing international expansion through partnerships in Mexico and other regions. Despite this scale, the brand faces ongoing scrutiny regarding labor practices at some franchise sites and supply chain constraints during peak demand periods. [edit]