The founders of Crumbl are stepping away from their day-to-day leadership roles, marking a major transition for one of the fastest-growing dessert brands in the restaurant industry.
Jason McGowan, Crumbl’s CEO, and Sawyer Hemsley, the company’s chief brand officer, announced plans to step aside from operational leadership following a search for new executives. Bryce Redd, the company’s chief technology officer, will also depart his operational role.
The leadership changes come nearly a decade after the cousins founded the cookie brand in Utah in 2017 and rapidly expanded it into a global franchise business with more than 1,000 locations.
Despite stepping back from daily management, the founders said they will continue to remain closely involved with the company. McGowan will stay on as chairman of the board, while Hemsley and Redd are expected to remain board members.
In a public statement shared on social media, the founders described the transition as part of a broader effort to prepare Crumbl for its next stage of growth.
“This is not a goodbye to Crumbl,” the founders wrote, adding that bringing in new leadership could help the company focus on scale, customer experience, franchise partnerships, and product innovation.
Crumbl’s rise has been one of the most closely watched growth stories in modern foodservice.
Founded in 2017, the company built momentum through social media-driven marketing, rotating weekly menus, influencer engagement, and a franchise-heavy expansion model. The brand became especially popular among younger consumers through platforms such as TikTok and Instagram.
According to company data and industry reports, Crumbl now operates more than 1,000 locations across the United States and international markets.
Its distinctive pink packaging, limited-time flavors, and digitally driven customer engagement helped transform the brand into a major player in the premium dessert category.
The transition also comes after a period of operational recalibration for the company.
Recent reports highlighted growing disparities between high-performing and underperforming franchise locations, alongside store closures in certain markets. The company also reduced part of its corporate workforce in 2023 as it adjusted expansion plans and operational structure.
Industry observers have increasingly pointed to the challenges of maintaining rapid franchise growth while preserving operational consistency and unit-level profitability.
The founders indicated that the company plans to conduct an “open search process” to identify the next leadership team.
The move comes at a time when dessert-focused brands are gaining greater visibility within the restaurant industry. Premium cookies, specialty bakeries, and indulgence-led concepts have become increasingly popular as consumers seek experience-driven and shareable food products.
However, the category has also become more competitive, with operators needing to balance novelty, operational complexity, and long-term consumer retention.
The leadership transition marks one of the biggest structural shifts in Crumbl’s short but high-profile history.
