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Icing on the cake: Jason McGowan

Dropping ‘Cookies’ from its name, Crumbl is reinventing itself as a global dessert powerhouse, says Co-Founder and CEO Jason McGowan, with social buzz, celebrity collaborations and a mission to bring people together.

You might have noticed a bite has been taken out of the Crumbl Cookies name, with the company now known simply as Crumbl.

“We dropped the Cookies, we sent it off on vacation,” Co-Founder and CEO Jason McGowan tells The CEO Magazine.

The new name better reflects Crumbl’s transition from being a cookie company to a dessert company. Just over a year ago, Crumbl introduced its first non-cookie product, a cinnamon square marbled with brown sugar cinnamon butter and topped in a light vanilla cream cheese frosting. It was, McGowan says, a resounding success.

“Our purpose remains the same, bringing friends and family together, but we’re moving in a bold new direction as now it can be through cookies or cakes or pies – any kind of dessert you can think of.”

The market was overwhelmingly in favor of the move, with 2024 sales accelerating. The strong results were also a response to other new strategies, including the introduction of Crumbl’s minis.

“There are some people who just want a bite size and want a little taste of Crumbl,” he explains. “They are also perfect for gift giving.”

A social following

Alongside the expansion into desserts and smaller portions, the other development last year brought was a deliberate move into partnerships, with the likes of Kylie Jenner, Olivia Rodrigo and Jimmy Fallon on the celebrity side, and Dove on the brand side.

“What makes Crumbl fun and unique is that we’re not scared to try new things and create fun experiences,” McGowan says.

In the age of social media, such exposure, alongside the company’s own mastery of it as a business tool, has translated into enormous brand awareness in countries outside of the United States and Canada, where Crumbl’s stores are found.

So much so that someone set up a fake pop-up store in 2024 in Sydney, Australia, after flying in hundreds of products bought at Crumbl in Hawaii that they had packed in their suitcases. Despite the fact that they were being charged US$11.20 per cookie, Australians couldn’t get enough of the world-famous baked good, with lines wrapped around the door.

Earlier this year, Crumbl collaborated with pop band the Jonas Brothers on a limited-edition flavor

A similar story has unfolded in Mexico, McGowan reveals.

“We’ve had cookie shops set up there and people buy products from Texas stores and resell them,” he says.

While a legal headache, such experiences demonstrate that the international market is crying out for Crumbl.

“It’s primed, it’s pumped, it’s ready to go,” he says.

The United Kingdom, Australia and Mexico are the markets McGowan has in his sights. To get there, he and his team have been busy meeting with partners. The biggest challenge is the supply chain.

“How do we get the right quality ingredients that we’ve been known for here in the United States? How do we make sure that the Crumbl experience is the same everywhere? Who, in our supply chain, can get the best handle on the Crumbl experience? These are some of the key factors in our decision-making process for choosing the right partner internationally,” he explains.

McGowan and his team have a lot on their plate, but as part of their mission to bring people together, they continue to build a culture that matches this belief.

“We close on Sundays so people can spend time away from the everyday cares of Crumbl and spend time with their friends and family,” he says, adding that he knows it would increase profits if stores were open, but that “life is more than just profits and money”.

During summer, the team at headquarters also has Friday off, while over Christmas, people have several weeks off.

“For us, we want to be remembered on this planet for bringing people together.”

Always aiming higher

For a company that was only founded in 2017 by McGowan and his cousin Sawyer Hemsley in their home state of Utah, growth has been swift. That pace of change doesn’t seem like slowing down anytime soon.

“We continue to innovate, think forward and continue to grow,” he says, adding that a company like Apple is an inspiration for its constant reinvention.

“Apple killed the iPod to get to the iPhone. I’m not saying we’re going to kill cookies, but it does show you always have to be willing to look forward, to innovate and to find out what’s next for the customer. That’s the strength of the Crumbl brand. We’re not afraid to make bold decisions.

“We’re just starting on becoming the world’s best desserts.”