Crumbl

Name

Crumbl

Legal name

Crumbl, LLC

Website

https://crumblcookies.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

5,001–10,000 employees

Ownership category

akta.pro rank

Product category

Specialty Cookie Bakery Franchise

NAICS

Cookie and Cracker Manufacturing (311821), Baked Goods Retailers (445291), Retail Bakeries (311811)

SIC

Cookies & Crackers (2052), Bakery Products (2050), Retail-Food Stores (5400)

akta.pro primary industry

Cookie & Brownie Shops (THAFAGAF)

akta.pro secondary industries

Online Bakery & Desserts Delivery (CRAHAIAK), Cookies, Biscuits & Crackers Manufacturing (AFAKAAAC)

Keywords

• Specialty cookie bakery
• Franchise bakery operations
• Weekly rotating menu desserts
• Craft beverages and cookies
• Catering and corporate desserts

Headquarters

HQ city

Lindon

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Cookie and Dessert Sales: Primary revenue from sale of freshly baked cookies and desserts at franchise locations. Weekly rotating menu of 6+ flavors drives repeat customer visits. Products include standard cookies, cookie thins, and specialty desserts.
2. Catering Services: Corporate and event catering orders for gatherings. B2B specialists coordinate large orders (1000+ desserts), multi-location deliveries, and custom catering solutions. White glove service for business customers.
3. Franchise Fees and Royalties: Revenue from franchise fees, ongoing royalties, and support services to independent franchise operators. Minimum liquidity of $200,000 required for franchisees.
4. Gift Cards: Sale of physical and digital gift cards through app, website, and participating locations. Gift cards never expire with no maintenance fees.
5. Dirty Sodas and Beverages: Sale of craft beverages including Dirty Sodas, Chargers, and Coolers with 40+ signature combinations. Custom drink building capability through app.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Crumbl fundamentally operates a tech-enabled cookie bakery franchise, selling fresh-baked cookies and desserts through 1000+ franchise retail locations using a weekly rotating menu of 6+ flavors drawn from a 300+ recipe library. The company also sells Dirty Sodas craft beverages, offers cookie catering and B2B white glove event services, and supports transactions through its award-winning mobile app, website, gift cards, and tiered Crumbl Rewards loyalty program.

Product overview

Crumbl is a dessert bakery company operating a franchise model with over 1,000 locations across the U.S., Canada, and Puerto Rico. Founded in 2017 by cousins Jason McGowan and Sawyer Hemsley in Logan, Utah, Crumbl's product portfolio centers on fresh baked cookies featuring a weekly rotating menu of six unique flavors, with over 300+ weekly rotating flavors developed over time. The core product line includes traditional cookies and Cookie Thins (thin cookie variants), alongside Thin Sandwich Cookies with various fillings. In 2023, Crumbl expanded into beverages with Dirty Sodas—a signature craft beverage program featuring 40+ combinations of Sodas, Chargers, and Coolers—alongside a custom drink builder in the mobile app. Supporting services include cookie catering for events (1000+ desserts), B2B white glove services for corporate needs, physical and digital Gift Cards, and the Crumbl Rewards loyalty program with Bronze/Silver/Gold/Pink status tiers. The award-winning Crumbl App serves as the primary digital platform for ordering (delivery, pickup), rewards management, flavor voting, and custom Dirty Soda creation. The company also operates Crumbl Cares, a philanthropic initiative supporting education and community outreach.

Differentiator

Problem solved

Functional benefit

Products and services

• Fresh Baked Cookies (Weekly Rotating Flavors) Flagship product featuring a weekly rotating menu of six unique cookie and dessert flavors; new and returning flavors drop every Monday and are available for a limited time at Crumbl locations.
• Cookie Thins Thin cookie offerings available in set-of-2 packs in rotating flavors such as Red Velvet, Cookie Butter ft. Biscoff, Cake Batter, Strawberry, M&M's Minis, Pink Sugar, S'mores, Brownie Batter, and Chocolate Chip.
• Thin Sandwich Cookies Two thin cookies sandwiching various fillings such as pistachio and Kataifi filling (Dubai-Style Chocolate) or marshmallow cookies & cream mousse with gooey brownie pieces (Mallow).
• Dirty Sodas Craft beverage offerings featuring 40+ signature combinations of Sodas, Chargers, and Coolers with mix-ins like coconut, lime, and cream.
• Crumbl Coolers Fresh fruits, rich syrups, and a hint of cream mixed into a crisp, refreshing water-based sip, with variations such as coconut.
• Crumbl Chargers Energy drinks blended with bold syrups, mixing in creamer, and fun add-ins for an energy boost.
• Cookie Catering Cookie catering service for events including birthday bashes, corporate events, and family reunions, offering Mini or Large dessert options from the weekly rotating menu.
• B2B / White Glove Services Enterprise catering and bulk order services for large orders (1000+ desserts) including multi-location deliveries, bulk gift cards, and customized catering solutions for corporate events and meetings.
• Gift Cards (Physical and Digital) Physical and digital (eGift) cards available for purchase at participating Crumbl locations or through the Crumbl App; loadable with dollar value for purchases with non-expiring balances.
• Crumbl Rewards Loyalty Program Loyalty program with Crumbs as currency across Bronze, Silver, Gold, and Pink tiers offering increasing earning rates, bonus offers, birthday rewards, and flavor voting privileges.
• Crumbl App (Mobile Application) Award-winning mobile application for iOS and Android enabling customers to order cookies and treats, schedule delivery and pickup, manage catering orders, manage rewards, vote for flavors, and build custom Dirty Soda recipes.
• Crumbl Franchise Program Franchise offering that allows independent operators to open and run Crumbl bakery locations, with the franchisor providing technology, training, brand support, and operations playbook across the USA, Canada, and International markets.

Quantifiable outcome

• 1000+ locations nationwide and internationally
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Four partnerships are on record, tiered flagship, core and minor.

• Chicago BullsflagshipGTM or Marketing Partner · 1 January 2024Second-year partnership with the Chicago Bulls NBA team. Includes launch of exclusive dessert product. Represents Crumbl's sports marketing and brand partnership strategy targeting basketball fans and sports enthusiasts.
• Jimmy FallonflagshipGTM or Marketing Partner · 1 January 2024Partnership with Tonight Show host Jimmy Fallon for Holiday Seasoning Candy Cane Brownie. Product collaboration featured on NBC platforms. Represents celebrity endorsement and limited-edition product strategy.
• Kale Creator CommunitycoreGTM or Marketing PartnerContent creator community program where creators talk about Crumbl and earn sweet perks and rewards. Local and national level collaboration opportunities available for content creators and fans.
• Brand PartnersminorGTM or Marketing PartnerBrand partnership opportunities including giveaways, activations, product placements, and co-branded products. Crumbl welcomes creative partnership ideas from other brands.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Tiff's Treats: Cookie delivery and gifting brand competing in the same premium-cookie, occasion-based category. Overlaps with Crumbl on B2C delivery, gifting, and event catering use cases.
• Magnolia Bakery: Iconic NYC bakery famous for cupcakes and desserts, with multiple U.S. locations and nationwide shipping. Comparable premium-dessert retail brand with strong consumer recognition.
• Levain Bakery: Premium NYC-based cookie bakery that has expanded to multiple U.S. cities. Competes head-to-head in the gourmet, high-price-per-cookie segment Crumbl helped define.
• Mrs. Fields: Iconic cookies and baked-goods retail brand sold through malls, kiosks, and licensed locations. Direct overlap in cookie product category and consumer treat occasions, though with a more legacy franchise footprint.
• Great American Cookies: Mall-based cookie and cookie-cake franchise. Overlaps with Crumbl on franchise-driven cookie retail and on occasion-based products (cakes, party desserts).
• Insomnia Cookies: Late-night cookie delivery and retail chain with a similar DTC, digital-ordering model. Comparable in product category (cookies), target consumer (young, novelty-seeking), and omni-channel (in-store + delivery).

Broad incumbents

• Nestlé Toll House Café: Licensed café concept from a major CPG brand selling cookies, baked goods, and ice cream. Overlaps with Crumbl in cookies and dessert retail under a franchised model.
• Dunkin': Mass-market franchise QSR with beverage and sweet-treat adjacencies (donuts, cookies). Relevant comparable on franchise scale, real-estate footprint, and beverage program (relevant to Crumbl's Dirty Soda push).

Emerging players

• Chip City Cookies: Fast-growing NYC cookie chain with rotating weekly flavors and retail store model. Direct product and concept overlap with Crumbl's rotating-menu approach at a smaller, still-scaling footprint.
• Dirty Soda / Swig (concept peers): Emerging dirty-soda and specialty beverage retail chains. Relevant to Crumbl's Dirty Soda expansion as adjacent competitors validating the beverage category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/crumblcookies
• Facebookfacebook.com/crumblcookies
• LinkedInlinkedin.com/company/crumbl

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Crumbl