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t started as one store in Logan, Utah, less than five years ago. Now, Crumbl is the fastest growing cookie chain in the US, with 300 stores across 35 states. According to its founders, cousins Jason McGowan and Sawyer Hemsley, the brand’s rapid expansion has been possible because of their
focus on customer feedback, investment in ‘people-first’ technology and an ever- changing menu that creates exclusivity and provides a constant stream of content on social media.
Baking has been part of Hemsley’s life since he was a child. “I grew up making cookies with my mom and grandma,” says the Crumbl chief operating officer. “I loved being in the kitchen and being creative.” When he was a student at Utah State, he decided he wanted to make a treat that was perfect for college students. He took to the kitchen again and teamed up with his cousin McGowan to take his cookie experiments to gas stations and grocery stores on the weekends. It was the first
iteration of a practice that’s become central to the Crumbl brand – testing and gathering customer feedback.
The pair expanded their efforts and eventually landed on the chocolate chip cookie recipe for which Crumbl has since become famous. They opened their first store in Logan, Utah in 2017 while Hemsley was still at university and the pair spent every spare moment they had working on the business. From the outset, they wanted the baking process to be as transparent as possible. Customers can see their cookies being mixed, balled, baked and dressed in real time. But while Hemsley and McGowan started off offering only milk chocolate chip cookies for take-out and delivery, their operation has expanded somewhat in size – and complexity – in the intervening years. Crumbl now offers curbside pick-up, catering and nationwide shipping and has a rotating menu that draws from over 200 flavors inspired by different kinds of desserts. Recent examples include banana cream pie, ruby chocolate chip, raspberry lemonade and caramel popcorn. Some of the most popular flavors are the cornbread cookie, the Twix cookie,
anything with Oreo and the original rec–––ipe. But no matter how popular a particular cookie becomes, it will always be replaced after seven days with one of the next five flavors.
“Franchise partners are trained on every aspect of the business and are given personalized support from corporate, even long after they have opened their store”
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