# Crumbl Cookies

> Weekly cookie drops and customer reviews accompanied Crumbl’s growth to 1,000 stores.

- Owner: Crumbl, LLC; co-founders Jason McGowan and Sawyer Hemsley
- Kind: Food & drink
- Sector: Food & beverage
- Seed date: Sep 2017
- Milestone date: 2024-02-28
- Date basis: Documented milestone; not a measured attention peak. Dates use the stated precision; chart positions are date anchors.
- Spread Score: 35 (Niche), v1.2
- Mechanics: Daily ritual, Scarcity drop, Visible in use, Platform jump, Press loop

## Summary

Crumbl opened in Utah, then added weekly flavor drops. Customer TikTok reviews spread alongside brand posts and paid ads. The chain announced 1,000 stores at the milestone anchor; a later Sydney pop-up and Dove collaboration reached other audiences.

## Timeline

- Sep 2017 — Jason McGowan and Sawyer Hemsley (Retail) — Crumbl opened its first store in Logan, Utah, selling milk chocolate chip cookies.
- By end of 2018 — Crumbl (Retail) — Crumbl introduced a rotating menu and developed its four-pack pink box during the year.
- Feb 2021 — Crumbl (TikTok) — Crumbl’s Strawberry Toaster Tart video became its first viral TikTok, according to its PR manager.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/crumbl-cookies

Cite as: How It Spread (2026). “Crumbl Cookies.” Case HIS-01257. Spread Score v1.2: 35/100. Updated 2026-10-22. https://howitspread.com/id/HIS-01257