Crumbl, LLC

Crumbl specializes in offering a wide variety of freshly baked cookies and desserts, appealing to consumers with a taste for high-quality, indulgent sweets. Crumbl is a dessert company focused on baking cookies and cakes, founded in 2017 in Lindon, US. The company was established by entrepreneurs Jason McGowan and Sawyer Hemsley, who previously worked in the food and service industry. Crumbl has expanded its operations significantly since inception, primarily through franchising, and has developed a presence across the United States, with a strong focus on regional markets.

In May 2025, TSG Consumer Partners agreed to acquire a minority stake in Crumbl. The transaction was completed later that month. Crumbl is primarily focused on providing a diverse range of freshly baked cookies and desserts, catering to the evolving tastes of consumers who seek indulgent sweets made from high-quality ingredients. The company’s core offerings include its signature Milk Chocolate Chip Cookie, a classic favorite noted for its thick and soft texture, alongside innovative options such as the Tres Leches Cake and Chocolate Hazelnut Cheesecake featuring NUTELLA®.

Additionally, Crumbl introduces seasonal and mini dessert variations, allowing customers to experience a rotating selection of flavors, which enhances customer engagement. The brand serves a wide customer base, including families, young adults, and dessert enthusiasts, primarily across the United States, with specific regional markets expanding through franchises in various states. Crumbl generates revenue through direct-to-consumer sales, primarily through its physical stores and an online ordering system that allows customers to customize their orders and schedule pickups. Transactions typically involve individual purchases of cookies, cakes, and desserts, with the option to preorder items for specific dates, thus maximizing convenience for consumers.

The product pricing structure is designed to cater to a broad audience, emphasizing value while maintaining the quality of its flagship products. This approach not only drives repeat purchases but also allows for upselling through catering services and gift card sales, which further enhance revenue streams. Crumbl's business model reflects a commitment to quality and customer experience, positioning the brand effectively in the competitive dessert market. In May 2025, TSG Consumer Partners agreed to acquire a minority stake in Crumbl, which will provide the company with additional resources for growth.

Crumbl plans to introduce new products, including upcoming seasonal flavors and innovative desserts, to be launched throughout 2025. The company is targeting expansion into new geographic regions, focusing on markets in the Midwest and Southeast of the US, with specific franchise openings planned by late 2025.