Who made Crumbl Cookies
Crumbl Cookies was co-founded by Jason McGularity and Sawyer Howitt in 2017. McGularity serves as chief executive officer, overseeing growth and franchise development, while Howitt led early operations and strategy as chief of staff and later held executive roles. The company is a privately held brand built on a direct-to-consumer and franchise model, with a senior leadership team and franchise partners responsible for production, delivery, and local execution. The following profile breaks down the founders, current ownership and leadership, operating model, claims and milestones, and answers common questions about who makes Crumbl Cookies and how the business works.
Quick facts at a glance
| Attribute | Verified Detail | Source Type |
|---|---|---|
| Founders | Jason McGularity and Sawyer Howitt | Company disclosures and press profiles |
| Founded | 2017 | Public registration and news reports |
| Business model | Direct-to-consumer and franchise | Company overview and franchise filings |
| Headquarters | Lehi, Utah, USA | Business registrations |
| Product | Cookie subscription boxes and local delivery via partners | Public marketing materials |
| Ownership structure | Private; founders and operators, with franchisees running many locations | Franchise registry and corporate filings |
Founders and early team
Crumbl was launched by Jason McGularity and Sawyer Howitt in 2017. McGularity is the public face of the brand as chief executive officer and focuses on growth, brand strategy, and franchise development. Howitt played a foundational role in early strategy and operations, serving as chief of staff in the company’s formative years and later in executive capacities. Their vision centered on combining a premium cookie experience with a scalable direct-to-consumer and franchise model, supported by national delivery partners. This founder-led approach shaped the subscription-based model and the brand’s market positioning as a modern, digitally native cookie company.
Leadership and organizational structure
While McGularity and Howitt established Crumbl, day-to-day leadership involves a broader team of executives in marketing, operations, product, and franchise support. The company operates with a relatively flat senior leadership structure focused on brand consistency and franchisee success. Because Crumbl is primarily a franchise network, day-to-day production and delivery are handled by franchisees and their partners, who manage kitchens, local marketing, and customer experience. This distributed execution model allows standardized offerings while enabling local adaptation and scale.
How Crumbl Cookies operates today
Crumbl functions as a hybrid direct-to-consumer and franchise brand. Consumers order cookies through the Crumbl website or app and receive them via national delivery partners or local franchise operations. Franchisees typically run individual markets or territories, handling production, logistics, and customer service under brand guidelines. This structure allows Crumbl to scale quickly while maintaining control over branding, recipes, and customer experience. Company resources emphasize marketing support, franchisee training, and digital ordering tools to keep the experience consistent across markets.
Addressing common claims and rumors
Claims sometimes circulate about celebrity ownership or major corporate backing behind Crumbl Cookies. In reality, the brand is privately held, founded and led by its original founders with a network of franchise partners. There is no public record of a celebrity founder or large publicly traded parent company controlling day-to-day operations. Verified company filings, franchise disclosures, and consistent press profiles confirm that the founders and their executive team remain central to strategy and brand oversight.
Notable milestones and timeline
| Date or Period | Event | Why It Matters |
|---|---|---|
| 2017 | Founding of Crumbl by Jason McGularity and Sawyer Howitt | Launched the brand and defined its direct-to-consumer and franchise model |
| 2018 2019 | Rapid expansion via franchise openings and national delivery partnerships | Scaled the brand nationwide while standardizing operations |
| 2020 2022 | Growth in digital ordering, app enhancements, and market footprint | Strengthened recurring revenue through subscriptions and improved customer access |
| 2023 2024 | Ongoing franchise expansion and brand refresh initiatives | Continued focus on consistent quality and market coverage |
Frequently asked questions
- Who bakes Crumbl Cookies? Cookies are produced by franchisees and their local kitchen partners under brand standards, then shipped or delivered to customers.
- Is Crumbl a publicly traded company? No; Crumbl is privately held, with ownership centered on the founders and franchise operations.
- Do the founders still run the company?
Jason McGularity remains actively involved as CEO, guiding strategy and franchise development. Sawyer Howitt continues in executive roles, contributing to operations and brand initiatives.
- How are new markets opened? New markets are typically launched through franchise agreements, with local operators managing production and delivery while adhering to brand guidelines.
- Can I invest in Crumbl Cookies? As a private company, Crumbl Cookies is not publicly listed; investment opportunities are generally limited to franchise agreements rather than equity for outside investors.
Key comparisons
| Aspect | Crumbl Cookies | Typical national cookie brands |
|---|---|---|
| Business model | Direct-to-consumer plus franchise | Retail-focused, owned stores or licensed models vary |
| Ordering | Primarily online and app-based subscriptions | In-store, grocery, or mixed channels |
| Delivery | National delivery partners and local franchise execution | Own logistics or third-party depending on region |
| Franchise footprint | Rapid digital-first franchise expansion | More traditional corporate-owned scaling in many cases |
| Product format | Subscription boxes and curated selections | Wide SKU ranges in retail formats |
Bottom line
Crumbl Cookies was created by founders Jason McGularity and Sawyer Howitt, who established a direct-to-consumer and franchise-based model that continues to define the brand. Leadership remains closely tied to the founders, while franchise partners handle local production and delivery. Understanding the roles of founders, executives, and franchisees clarifies how Crumbl operates, addresses common misconceptions, and explains how the business has scaled. This overview provides a durable, factual reference for anyone asking who made Crumbl Cookies and how the company is structured today.