# Crumbl

**Type:** venture
**Status:** Draft
**Confidence:** Medium
**Tier:** C
**Focus:** cookies, dessert franchise, weekly rotating menu, food tech, franchise systems
**Stage:** Private franchise system; founded 2017 in Logan, UT per company site; franchisor Crumbl Franchising, LLC
**Primary Location:** Lindon, UT
**Utah Location:** Lindon, UT (franchisor HQ); Logan, UT (founding city per company story)
**Region:** Lindon
**Domain:** culture-place, materials-mfg
**Website:** https://crumbl.com
**Updated:** 2026-08-11
**Needs-reviewed:** 2026-08-11
**Pull:** *A Logan-born cookie franchise that scaled on a weekly rotating menu, pink-box branding, and an app-native ordering stack — Utah County HQ, global footprint.*
**Relates:** cites [Source: Crumbl Franchising Official Page](crumbl-franchising-official-page.md) · https://greatutah.work/pages/crumbl-franchising-official-page.md · https://crumbl.com/franchising · cites [Source: Wisconsin DFI — Crumbl Franchise Registration](wisconsin-dfi-crumbl-franchise-registration.md) · https://greatutah.work/pages/wisconsin-dfi-crumbl-franchise-registration.md · https://apps.dfi.wi.gov/apps/FranchiseSearch/details.aspx?hash=2091896335&id=638417

## Summary

Crumbl is a dessert franchise system built around large format cookies, a **weekly rotating menu**,
and tech-heavy ordering ([franchising page](crumbl-franchising-official-page.md)). Cousins **Jason
McGowan** and **Sawyer Hemsley** say they founded the company in **Logan, Utah in 2017** before
expanding into franchising.

Utah's node in the story is real but split: the **founding city is Logan**, while Wisconsin's franchise
registration lists franchisor **Crumbl Franchising, LLC** at **2570 W 600 N, Suite 200, Lindon, UT
84042** ([Wisconsin DFI record](wisconsin-dfi-crumbl-franchise-registration.md)).

## Impact

The lead hypothesis — that Crumbl became one of the fastest-growing U.S. franchise systems on a
social-media-native model — is **not verified here**. No Franchise Disclosure Document, store census, or
court docket was captured in this shard. What the sources do support is the **operating model** the
lead points at: franchising with a **weekly rotating menu**, app-driven ordering, and explicit FDD
gating ([franchising page](crumbl-franchising-official-page.md)).

The Wisconsin registration confirms the **legal franchisor** and a **Lindon headquarters address**,
but also shows filing status **Expired** on the capture date — so it is evidence of what Wisconsin
published, not a live registration certificate ([Wisconsin DFI](wisconsin-dfi-crumbl-franchise-registration.md)).

**Bet:** that rotating scarcity (new flavors weekly) plus delivery/catering rails matters as much as
the cookie — a content cadence franchised at national scale.

The honest counterweight: without an FDD extract or audited store counts, **scale and growth rate are
open**. The company's own counter widgets rendered as zero in capture and were refused as figures.

## Utah Context

Crumbl is a visible Utah County consumer brand: founded in **Cache Valley**, franchisor HQ in
**Lindon**, and a footprint that reads as national/global in the company's own franchising copy. It is
not deep tech, but it is a Utah-origin franchise system whose mechanics (FDD, state registrations,
franchise sales) are inspectable public records — when the registries cooperate.

## What They Need Now

The franchising page describes bakery operators, franchisees, and HQ support roles (training,
onboarding, location selection, construction) rather than a single hiring board. Minimum liquidity
**$200,000** is stated for franchise candidates ([franchising page](crumbl-franchising-official-page.md)).

Careers paths referenced on the public site include **Franchise**, **HQ Careers**, and store jobs via
https://crumbl.com — not captured in detail here.

## Open Questions

- **No store count or growth-rate figure is sourced.** FDD Item 20 or a dated company disclosure would
  be the next step; lead-file superlatives stay unverified.
- **Litigation** is not established here because no docket or supporting page has been captured.
- **Wisconsin registration shows Expired** — current multi-state registration status unknown without
  fresh pulls (Utah DFI, other states) or the 2025 FDD PDF named in the Wisconsin record.
- **The franchising page may resist automated retrieval.** Its contents were available through a
  manual fetch, but should be re-verified if the site changes.
- **Provo vs Lindon HQ:** secondary directories mention newer Provo office activity; only Lindon is
  on the Wisconsin franchisor address captured here.

## Evidence

- [Source: Crumbl Franchising Official Page](crumbl-franchising-official-page.md) · https://greatutah.work/pages/crumbl-franchising-official-page.md · https://crumbl.com/franchising — founding story (2017, Logan), weekly menu, franchise/FDD framing
- [Source: Wisconsin DFI — Crumbl Franchise Registration](wisconsin-dfi-crumbl-franchise-registration.md) · https://greatutah.work/pages/wisconsin-dfi-crumbl-franchise-registration.md · https://apps.dfi.wi.gov/apps/FranchiseSearch/details.aspx?hash=2091896335&id=638417 — Crumbl Franchising, LLC; Lindon address; registration status

## See Also

- [Ancestry](ancestry.md) · https://greatutah.work/pages/ancestry.md — another Utah County scaled consumer brand with a different domain

## Maintainer Notes

- The litigation lead came from an internal shard brief; capture a docket or source before adding claims.
- `crumbl.com/franchising` blocked automated capture but yielded to a manual fetch.