How Crumbl Cookies scaled to $1B+ revenue with a 1,742-person team since 2017
Crumbl Cookies is a gourmet dessert franchise headquartered in Lindon, Utah. Known for fresh-baked cookies with 120+ rotating specialty flavors, Crumbl has become one of the fastest-growing food franchises in the United States since its founding in 2017.
The gourmet cookie franchise that crossed $1B in annual revenue
Crumbl Cookies has built one of the most recognizable dessert brands in the United States by combining a franchise model with a distinctive weekly rotating menu — offering more than 120 specialty cookie flavors across its locations. Cookies are made fresh daily, available for takeout, delivery, and pick-up.
Founded in 2017 and headquartered in Lindon, Utah, Crumbl has expanded rapidly across the country and hit over $1 billion in annual revenue — a milestone that places it among the most successful food franchises of its generation. The brand is known for its distinctive pink boxes and its social-media-first approach to marketing, driving enormous organic reach through visually engaging product drops every week.
With a team of 1,742 corporate employees spanning operations, technology, marketing, human resources, and franchising, Crumbl combines the scale of an enterprise food company with the agility of a direct-to-consumer brand.
How Crumbl Cookies scaled through franchising and weekly flavor drops
Crumbl's growth engine is its franchise model, which allows motivated operators to open and run Crumbl locations under corporate standards while benefiting from centralized branding, marketing, and supply chain support. The corporate team — now 1,742 strong — handles technology, training, operations, human resources, and brand marketing on behalf of the entire network.
The weekly rotating menu is a deliberate retention mechanic. By offering a new set of specialty flavors every week alongside a signature pink sugar cookie, Crumbl ensures customers return regularly to try the latest drop. This model drives repeat purchase behavior more typical of SaaS than of traditional QSR — a key factor in crossing the $1B revenue threshold.
Crumbl's technology investments — including its iOS app, Klaviyo-powered email marketing, Google Analytics, and Stripe payments — allow the brand to manage ordering, loyalty, and customer communication at scale across every franchise location.
Tools and technologies Crumbl Cookies uses
Based on observed integrations and public signals, Crumbl Cookies' technology stack spans infrastructure, customer engagement, advertising, and analytics:
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Key decision-makers at Crumbl Cookies
Verified contact data for senior decision-makers across Marketing, Operations, Technology, and Franchising at Crumbl Cookies.
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download Download 175M contacts| Name | Title | Country |
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| Sarah Chen | VP Sales | s.chen@stripe.com | 🇺🇸 US |
| Michael Davidson | Head of Growth | m.d@notion.so | 🇺🇸 US |
| Priya Patel | CMO | priya@figma.com | 🇺🇸 US |
| Lars Eriksen | VP Marketing | lars@spotify.com | 🇸🇪 SE |
| Akira Tanaka | CRO | akira@mercari.com | 🇯🇵 JP |
| Emma Wilson | Head of Sales | emma@monzo.com | 🇬🇧 GB |
| Carlos Vargas | VP Revenue | c.vargas@rappi.com | 🇲🇽 MX |
| Sophie Müller | Director Sales | sophie@n26.com | 🇩🇪 DE |
| James O'Brien | Chief of Staff | james@intercom.com | 🇮🇪 IE |
| Aisha Khan | VP Sales | aisha@razorpay.com | 🇮🇳 IN |
| Sarah Chen | VP Sales | s.chen@stripe.com | 🇺🇸 US |
| Michael Davidson | Head of Growth | m.d@notion.so | 🇺🇸 US |
| Priya Patel | CMO | priya@figma.com | 🇺🇸 US |
| Lars Eriksen | VP Marketing | lars@spotify.com | 🇸🇪 SE |
| Akira Tanaka | CRO | akira@mercari.com | 🇯🇵 JP |
| Emma Wilson | Head of Sales | emma@monzo.com | 🇬🇧 GB |
| Carlos Vargas | VP Revenue | c.vargas@rappi.com | 🇲🇽 MX |
| Sophie Müller | Director Sales | sophie@n26.com | 🇩🇪 DE |
| James O'Brien | Chief of Staff | james@intercom.com | 🇮🇪 IE |
| Aisha Khan | VP Sales | aisha@razorpay.com | 🇮🇳 IN |
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