Understand any stock in simple English
Enter a ticker to learn what the company does and how it makes money.
Crumbl, LLC
Crumbl sells freshly baked cookies, mostly through delivery and takeout, and rotates its menu of big, thick cookies every week.
Crumbl is a cookie chain. It sells big, thick, soft-baked cookies — the kind that look like they came out of a bakery rather than a grocery aisle — and it sells them almost entirely through takeout and delivery, not by the tray. The menu is not fixed. Most weeks it offers a rotating lineup of a few specialty flavors plus its two standbys, milk chocolate chip and chilled pink sugar, and then it changes the lineup again the following week.
The business runs on a franchise model. Crumbl itself owns and operates only a small slice of its roughly 1,000-plus stores; the rest are owned by franchisees who put up the money, hire the staff, and pay Crumbl for the brand, the recipes, the supply chain, and the playbook. That means Crumbl can grow fast without funding every new store itself, and it earns money both from franchise fees and from selling ingredients and supplies to its franchisees. The catch is that its revenue and reputation depend on thousands of independent owners running their stores well. The weekly menu is the engine of the whole thing. It gives customers a reason to come back every week, turns ordering into a small event, and makes the product easy to talk about on social media — a cookie version of a limited-edition drop. Crumbl leans hard into that: new flavors, odd collaborations, and big boxes designed to be shared or posted. Its competitors are the broader dessert and snack world, from local bakeries to Domino's Pizza and other delivery-first chains chasing the same "treat tonight" spending, though few match Crumbl's flavor-rotation gimmick.
The company is private, founded in 2017 in Utah by cousins Jason McGowan and Sawyer Hemsley, and it grew from a single store into a national brand in a few years. That speed is also its vulnerability: franchise-heavy chains can stumble when too many stores open too close together, when quality varies, or when the novelty of the weekly drop wears thin. Crumbl's bet is that the rotation keeps people curious, and that curiosity is a more durable business than any single cookie.
Saved answer · last researched 10 Nov 2026