Jason McGowan and Sawyer Hemsley, the two founders of Crumbl Cookies, are stepping back from their day-to-day operations at the viral treat chain they launched in 2017. The founders plan to recruit a new CEO and additional c-level executives to steer the rapidly expanding business.
The move signals a maturation phase for Crumbl, which exploded from a single location in Logan, Utah into a national phenomenon with hundreds of franchises. The chain became a social media sensation, particularly on TikTok, where its rotating weekly menu of gourmet cookie flavors like brown butter sage and raspberry cheesecake drove lines around the block at new locations.
McGowan and Hemsley built Crumbl into one of the fastest-growing quick-service concepts in America by combining Instagram-worthy presentation with limited-time offerings that created urgency. The business model worked. The chain expanded aggressively, generating significant franchise revenue while maintaining tight control over product quality and brand messaging.
Bringing in professional leadership reflects the company's next chapter. Crumbl has likely outgrown what two founders can manage from the top, particularly as they navigate franchise relationships, supply chain logistics, and sustained growth across multiple states. A seasoned CEO brings operational expertise and institutional credibility with investors and partners that founders often lack.
The timing matters too. Quick-service concepts at this scale typically benefit from experienced executives who've managed comparable growth curves at chains like Chipotle, Sweetgreen, or Shake Shack. Crumbl's brand remains hot among Gen Z consumers, but maintaining that cultural momentum while professionalizing operations requires different skill sets than entrepreneurial hustle.
McGowan and Hemsley stepping back doesn't mean they're exiting entirely. Founders typically remain involved through boards or advisory roles, providing vision while delegating execution.