Corporate Ownership and Headquarters
Crumbl Cookies is a privately held cookie franchise headquartered in Logan, Utah, founded in 2017 by cousins Sawyer Hemsley and Jason McGowan. The company operates as a fast-growing franchise system with a centralized corporate team managing branding, technology, and supply chain, while individual locations are owned by franchisees. Crumbl has not disclosed detailed ownership stakes or equity breakdowns publicly, but its rapid expansion indicates strong internal and franchisee capital backing. For broader context on private franchise business models, see this overview of franchise ownership structures from Forbes.
The company's private status means its financial statements are not filed with the SEC, unlike publicly traded restaurant chains. However, franchise disclosure documents and state filings provide data on fees, royalties, and unit counts. Crumbl charges franchisees an initial franchise fee and ongoing royalties, which fund national marketing, recipe development, and digital ordering infrastructure. This structure is common among high-growth food franchises and can be compared with public filings of similar restaurant concepts.
Franchise Structure and Growth Metrics
As of the latest available public data, Crumbl Cookies has hundreds of locations across the United States and international markets, with new units opening regularly through franchise agreements. The franchise model relies on a proprietary rotating weekly menu, which drives repeat visits and social media engagement. Franchisees typically operate one or more locations and must meet equipment, staffing, and branding standards set by the parent company.
Key Franchise Requirements
Prospective owners must meet liquid capital and net worth thresholds outlined in the franchise disclosure document. Crumbl provides training, proprietary baking systems, and a centralized supply chain for ingredients. The franchise fee and build-out costs vary by market size and location type, and the company supports site selection and store design through its development team.
Revenue, Royalties, and Financial Performance
While Crumbl does not publish consolidated revenue, franchise disclosure documents and industry reports provide estimates on average unit volumes and royalty rates. Franchisees typically pay a percentage of gross sales as royalties, which funds the company's marketing, technology platform, and recipe innovation. The rotating menu and strong social media presence are cited as key drivers of traffic and sales consistency across locations.
Factors Influencing Franchisee Earnings
Individual franchisee income depends on location performance, local competition, labor costs, and adherence to Crumbl's operational standards. The company's national marketing campaigns and digital ordering system aim to support consistent demand, but results vary by market. For a broader view of franchise financial disclosures, this SEC page on franchise-related filings explains how franchise systems report financial obligations and performance data.