About Crumbl
Crumbl is a dessert company founded in 2017 by Jason McGowan and Sawyer Hemsley in Logan, Utah, and now headquartered in Lindon, Utah. Short and direct. It operates more than 1,100 locations across the United States and Canada, with franchises owned and operated by independent members of local communities.
The company offers rotating weekly desserts, including more than 275 unique flavors served in its pink box. That is the core of the menu. Its business combines food service with cutting-edge technology and iconic branding, and it provides employment for over 26,000 people across the United States, Canada, and Puerto Rico.
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Insights
Updated 8 Jul 2026Crumbl appears to be pushing beyond the U.S. market, with reporting that its first Quebec location is set to open in fall 2026 at Quartier DIX30. A new Texas store is opening too. That points to active store-level growth, even with commentary about recent store closures.
The brand is also leaning hard into speed and novelty. A one-week-only stuffed cheesecake cookie launch, along with a new-store giveaway that offers a chance to win free cookies for a year, shows how Crumbl uses short-run promotions to keep attention on the chain, while coverage of controversial new drinks suggests it is willing to use menu changes to stay culturally visible.
Consumer sentiment looks mixed. Media call Crumbl a viral cookie chain, but they also point to controversy around its ‘dirty sodas’ and mention recent store closures, which suggests strong awareness and engagement alongside some reputational noise as the company expands.
Frequently asked questions
Crumbl is headquartered in Lindon, Utah, United States.
Crumbl has 10001+ employees according to its company profile.
Crumbl operates in the Food & Beverages sector. Public valuation figures are not always disclosed for private companies.