Crumbl Cookies

Crumbl Cookies is the fastest-growing cookie company in the U.S., co-founded by Jason McGowan and Sawyer Hemsley in 2017 in Logan, Utah. The company operates 1,071+ bakeries across the US and Canada, offering six classic cookie flavors plus four rotating flavors weekly from a portfolio of 250+ unique flavors. Crumbl is renowned for its iconic pink 4-pack box packaging and serves customers through in-store takeout, delivery, pickup, and catering. The company has attracted private equity backing from TSG Consumer Partners and Boldera Capital.

1. Operates 1,071+ bakeries making it one of the fastest-growing cookie chains in the U.S.
2. Iconic pink packaging box is core brand identity and social media differentiator
3. Recently transitioned to sustainable Metsä Board packaging to reduce waste and plastics
4. Sells millions of cookies weekly, representing hundreds of thousands of boxes per week
5. Offers 250+ unique rotating cookie flavors with weekly menu changes
6. Has vertical integration from baking to packaging with catering and omnichannel fulfillment
7. Recent operational challenges include 37% sales drop 2022-2023, store closures, and staff reductions

Premium, Instagram-worthy fresh-baked cookie brand emphasizing quality, sustainability, and brand experience through iconic packaging. Crumbl positions itself as a technology-forward, franchise-forward operation supporting rapid scaling across 1,070+ locations while maintaining brand consistency and social media appeal.

• Six classic cookie flavors
• Four rotating weekly flavors from 250+ unique flavor portfolio
• Fresh-baked cookies for delivery, pickup, and carryout
• Catering services for events, parties, weddings, and corporate functions
• Iconic 4-pack pink box packaging
• Omnichannel fulfillment including in-store takeout, local delivery, curbside pickup, and nationwide shipping

A packaging provider can compete on multiple fronts: (1) High-volume capacity assurance supporting millions of weekly cookie production with hundreds of thousands of boxes needed weekly, (2) Sustainability innovation through recyclable, home-compostable, food-grade materials with advanced barrier technology, (3) Brand consistency through Pantone-matched pink custom die-cutting and premium finishes optimizing unboxing experience for social media, (4) Specialized solutions for warm products requiring grease and moisture barriers without extra liners, (5) Nationwide franchise support through regional distribution, standardized specs, and account management, (6) Omnichannel packaging solutions for takeout, shipping, and catering across 1,070+ locations.

Crumbl represents a high-growth, high-volume opportunity with demonstrated commitment to packaging innovation and sustainability. Current supplier Metsä Board is embedded, but competitive advantages exist through: cost reduction at 500M+ annual unit volumes through material or manufacturing innovation, advanced sustainability certifications differentiating brand positioning, technology-enabled supply chain visibility for franchise networks, and dedicated account management supporting individual franchisees. Potential pilot programs with underperforming franchisees offer entry point. Key challenge: tight margins and operational complexity across 1,070+ independent franchisees require clear competitive advantage over entrenched supplier.

Global packaging market valued at USD 1.24 trillion in 2024, projected to reach USD 1.69 trillion by 2034. US packaging market valued at USD 208.98 billion in 2025, forecast to reach USD 254.01 billion by 2030. Food and beverage segment represents 38% of total US packaging market in 2025. North America e-commerce packaging market stood at USD 18.98 billion in 2025, forecasted to reach USD 37.53 billion by 2033. Specialty bakery packaging is a high-growth niche within broader packaging market.

Global packaging market CAGR of 3.16% from 2024-2034. US packaging market expanding at 3.98% CAGR through 2030. North America e-commerce packaging market growing at 8.9% CAGR from 2026-2033. Specialty bakery packaging driven by premiumization, sustainability mandates, and e-commerce expansion.

• Sustainability focus with recyclable, compostable, and home-compostable packaging solutions
• E-commerce expansion requiring protective, branded packaging for delivery and shipping
• Premiumization through custom die-cutting, premium finishes, and enhanced unboxing experiences
• Food-grade and barrier innovation to reduce multi-layer waste and improve product protection
• Demand for FDA/EC-compliant, certified materials with FSC and ISO 22000 standards
• Omnichannel fulfillment requiring tailored packaging for takeout, delivery, and shipping channels

Co-founders Jason McGowan and Sawyer Hemsley created Crumbl Cookies in 2017 on a quest to bake the perfect chocolate chip cookie. Jason McGowan serves as CEO. Sawyer Hemsley serves as Chief Branding Officer and co-founder of Crumbl Franchising. Hemsley led development of the iconic 4-pack pink box in 2018 with college classmates. The company has demonstrated technology-forward culture through internal social networks for franchise partner communications.

Bloomberg estimated 2024 sales at $1.2 billion with profit around $91 million. Alternative estimates suggest annual revenue of $2 billion per year. Individual franchised locations generate average annual revenue (AUV) of $1,303,000 per year.

In 2024, Crumbl rebranded with new logo and visual identity following 37% year-over-year sales drop from 2022-2023. Company laid off 10% of corporate employees including COO Graciela Chadwick and scaled back expansion plans. Seven locations closed in 2023 and fourteen additional locations closed in 2024. December 2025 reporting indicates trendy chain with Instagrammy treats and private equity backing faces challenges from layoffs, chaotic operations, and paper-thin margins. Company acquired Crust Club on December 21, 2023. TSG Consumer Partners and Boldera Capital have invested in Crumbl through private equity funding round.

Prospect details are not publicly visible.