How Jason McGowan’s Tech Obsession Built Crumbl Into a Cookie Empire

In a revealing conversation on the Just Ingredients Podcast, Crumbl Cookies co-founder Jason McGowan shared the unlikely story of how a cookie shop slated for demolition in Logan, Utah turned into one of the fastest-growing franchises in the U.S.

What began as a side project between two cousins in 2017 has since grown into a 900+ store cookie empire, backed by viral branding, cutting-edge technology, and a fanbase that rivals the world’s biggest brands.

“We thought it’d be a fun side thing,” McGowan admitted. “But when we opened our doors, the lines were out the back. That’s when we knew we had something.”

What happened next is a blueprint for any wantrepreneur looking to scale a simple idea into a nationwide phenomenon.

“We Thought It’d Be a Fun Side Thing”

Jason McGowan wasn’t a baker. He was a tech guy. His co-founder, Sawyer Hemsley, was passionate about branding. What started as a late-night experiment between cousins (“let’s just try making cookies”) became one of the fastest-scaling food brands in recent memory.

“We thought, let’s just do some cookies. We both come from families that loved baking, even though we had no experience.”

Their first storefront was a cheap rent in a soon-to-be-demolished location. But when doors opened, lines wrapped around the building. They’d struck something deeper than dessert — they’d created a viral experience.

The Secret Ingredient: Technology

What most don’t realize is that Crumbl is as much a tech company as it is a bakery.

From day one, Jason was obsessed with operationalizing through technology — mapping drivers manually, then building internal logistics and mobile experiences before most competitors had even digitized menus.

“It was magical for people to see cookies arriving from their phones. That delivery experience — even before DoorDash took off — was huge.”

Crumbl’s tech-first mindset led to a flexible delivery system that auto-switches between in-house drivers and DoorDash depending on store volume. It also powers their cutting-edge quality control: customers are encouraged to upload photos of their cookies, which are analyzed via machine learning to ensure quality standards across locations.

Building a Brand Through Story, Not Spend

While most food startups pour capital into advertising, Crumbl focused on organic social virality — and mastered it.

They launched using only Instagram and Facebook, later becoming a TikTok sensation. “We have more followers than Nike and Starbucks combined,” Jason says. That wasn’t by accident — it was by design.

One core decision changed everything: the rotating menu.

Initially born out of necessity (franchisees couldn’t keep up with too many SKUs), Crumbl shifted to a weekly rotating menu. Every Sunday, while stores were closed, they’d post the new flavors online. Fans went wild. The scarcity drove foot traffic. Social media exploded.

Franchising Without a Sales Team

Most franchises require brokers, campaigns, and sales departments. Crumbl never marketed theirs.

“We never actively tried to franchise. It was all just inbound and organic.”

The first franchisee? Sawyer’s dad — the same person who originally doubted the idea. After seeing the success of store #2, he asked to buy in. That single request sparked a snowball of family, friends, and fans requesting to open locations.

Today, Crumbl has sold over 1,300 franchises — with nearly 900 currently open — and a backlog of applicants.

The Box That Built a Brand

A Crumbl cookie isn’t just about taste — it’s about presentation. And the pink box is part of the magic.

Inspired by a vintage pink Cadillac and the then-trendy “millennial pink,” the elongated custom box was designed through a Utah State marketing contest. It quickly became iconic.

“It felt like gifting flowers — it was different and special.”

Even the boxes are now biodegradable, sourced from sustainable materials overseas. Every brand touchpoint, from packaging to in-store smells, is intentional.

Lessons in Leadership & Legacy

Despite Crumbl’s size, Jason remains close to the day-to-day — but his biggest evolution has been as a leader.

“People are capable of so much more than they think. As a leader, your job is to love them, give them vision, then get out of the way.”

What started as tech experiments and midnight dough tosses now brings in millions of dollars and delivers fresh cookies across the country. But Jason’s mission goes beyond cookies:

“Maybe bringing people together isn’t through arguing online… maybe it’s sitting down with someone and sharing a cookie.”

That might be Crumbl’s greatest innovation of all.