The Weekly Flavor Phenomenon

Crumbl is an American bakery franchise founded in 2017 by cousins Jason McGowan and Sawyer Hemsley in Logan, Utah.

The company is known for its large, gourmet-style cookies and a rotating weekly menu that introduces new flavors alongside core staples such as chocolate chip.

Crumbl gained rapid popularity through social media marketing, particularly on TikTok and Instagram, where weekly flavor reveals and pink packaging became recognizable brand elements. The company operates primarily through a franchise model and has expanded to more than 1,000 locations across the United States and Canada.

Crumbl’s cookies are typically served warm in its signature pink box, reinforcing its identity as a shareable, gift-friendly dessert brand. The rotating menu model and digital ordering system have contributed to strong customer engagement and repeat visits.

Crumbl positions itself as a modern, trend-driven dessert concept within the fast-casual bakery segment.

The Weekly Flavor Phenomenon

Popular Crumbl Menu Items