Crumbl: Jason McGowan

In this episode, Jason McGowan, the co-founder of Crumble Cookies, recounts the journey of launching the cookie company alongside his cousin Sawyer Hemsley. Initially starting in a small Logan, Utah location, Jason approached the business as a tech startup rather than a traditional food company. Both he and Sawyer focused rigorously on optimizing their cookie recipe through extensive testing and even built an app for ordering and deliveries. From their launch in 2017, they opened 300 locations in just four years, leveraging social media platforms, particularly TikTok, to grow their brand. With an emphasis on unique cookie flavors released weekly, Crumble engaged customers through viral marketing, fostering a strong community connection.

Jason's background in technology and previous ventures equipped him with strategies for rapid growth and engagement. Despite the initial focus on deliveries, Crumble's stores captured the market's interest with clean designs and a distinctive pink packaging—a nod to a family memory related to a classic Cadillac. As they expanded, the business model evolved to address challenges and opportunities, including adjustments to the menu based on customer feedback and seasonal preferences.

Throughout their story, Jason reflects on the importance of customer relationships, the impact of social media, and the need for innovation. He shares insights on navigating competition, achieving a billion dollars in sales, and the delicate balance between growth and quality in the franchise model. The interview reveals how Crumble's unique approach to cookies has left a significant mark on the dessert industry and offers a model for the integration of technology in food businesses.