When Was Crumbl Cookies Founded?

If you’ve seen pink boxes filled with giant cookies showing up on your social feed or at your workplace, chances are they came from Crumbl Cookies. The bakery chain has become one of the fastest-growing dessert brands in the United States, drawing attention not only for its rotating menu but also for its viral marketing strategy. But when did it all begin, and how did a single cookie shop grow into a national sensation? Let’s take a closer look.

The Founding of Crumbl Cookies

Crumbl Cookies was founded in 2017 in Logan, Utah, by cousins Jason McGowan and Sawyer Hemsley.

• McGowan, a software entrepreneur, and Hemsley, a business student at Utah State University, had the idea to create a cookie company with a unique twist: not just delicious recipes, but also a brand experience that felt modern, digital, and shareable.

• Their first shop opened in Logan on September 26, 2017, serving mainly chocolate chip cookies. At the time, they tested dozens of recipes, sometimes even asking friends and strangers for feedback.

From the beginning, the founders relied heavily on technology, using social media polls, customer feedback, and digital marketing to decide which flavors would appear on the Crumbl Cookies menu. This interactive strategy quickly became a defining feature of Crumbl’s success.

How Crumbl Expanded Across the U.S.

What began as one small shop in Utah turned into an empire in just a few years.

• By 2018, Crumbl started franchising, allowing local owners to open their own cookie stores.

• By the end of 2019, the company had grown to more than 50 locations across multiple states.

• As of 2025, Crumbl operates over 1,000 stores nationwide, making it one of the fastest-growing bakery chains in U.S. history.

A big part of this growth comes from Crumbl’s rotating weekly menu, where new flavors are introduced every Monday. This strategy encourages repeat visits and social buzz, as customers rush to try the latest limited-time cookies.

Why Crumbl Became So Popular

You might wonder why Crumbl succeeded when countless other bakeries stay small. The reasons include:

1. Strong Digital Presence: Crumbl leaned into TikTok, Instagram, and YouTube early. By 2023, its TikTok account had over 7 million followers.

2. Unique Customer Experience: The pink box packaging and oversized cookies became instantly recognizable.

3. Rotating Menu Strategy: Unlike traditional bakeries, Crumbl thrives on limited-edition offerings. Popular flavors return, but scarcity creates hype.

4. Franchise Model: By enabling entrepreneurs nationwide to open stores, growth became exponential.

Visiting Crumbl for the First Time: What You Can Expect

If you’ve never been, here’s what a typical Crumbl visit looks like:

1. Check the Weekly Menu: Every Monday, the lineup changes. You’ll always find the classic Milk Chocolate Chip, plus 5 rotating flavors.

2. Order in Store or Online: You can order at the counter, through the Crumbl app, or for delivery.

3. Choose a Pink Box: Cookies come in 4, 6, or 12-packs inside the signature pink packaging.

4. Share or Save: Cookies are oversized (often 5–6 inches wide), so you can split them with friends or save for later.

Frequently Asked Questions

Crumbl Cookies may have started as a single shop in a college town, but in less than a decade it has grown into a national brand known for its creativity and community-driven approach. If you’re ever craving a cookie that feels both nostalgic and new, chances are you’ll find a Crumbl nearby.

And now that you know the story of its beginnings, every pink box you open is also a reminder of how the vision of the owner of Crumbl Cookies turned a small family idea into something much bigger, built on the right recipe for success.