Founding and Founders of Crumbl Cookie
Crumbl Cookie was founded by cousins Sawyer Hemsley and Emily Hemsley, who launched the business in 2017 in Logan, Utah. The company started as a small bakery with a focus on oversized cookies and a weekly rotating menu, and it quickly expanded through a franchise model according to Forbes.
The brand is privately held, and the Hemsley cousins remain central figures in its operations and public-facing strategy. Crumbl Cookie is structured as a franchise system with a corporate office overseeing branding, supply chain, and technology, while individual locations are operated by franchisees across the United States and in select international markets per Bloomberg company profile data.
Ownership and Business Structure
Private Ownership and Franchise Model
Crumbl Cookie is not publicly traded, and detailed ownership stakes are not disclosed in public filings. The company is controlled by its founders and a private group of investors, with franchise fees and royalties forming a large part of its revenue model. The franchise system allows rapid expansion while keeping corporate overhead relatively low compared with company-owned chains.
Key Growth Metrics
As of the latest available data, Crumbl Cookie operates hundreds of locations across the U.S. and has expanded into Canada and other markets. The brand is frequently cited in industry rankings for fast-growing restaurant concepts and dessert franchises, and it has attracted attention for its social-media-driven marketing and limited-time menu items per Restaurant Business Online.
Early Expansion and Market Position
Launch Strategy and Menu Innovation
Crumbl Cookie built its early growth on a combination of a rotating weekly menu, a strong visual identity, and a focus on delivery and pickup through third-party apps. The company uses a centralized commissary kitchen model to supply cookies to franchise locations, which helps maintain consistency while reducing the burden on individual store owners.
Competitive Landscape
Crumbl Cookie competes with other dessert franchises and cookie delivery brands by emphasizing novelty, portion size, and social-media visibility. The company has used limited-edition flavors and collaborations to drive foot traffic and online orders, and it continues to expand its footprint in both urban and suburban markets based on SEC Edgar search trends for related filings.