5/11/22

New Jersey is about to bring a lot of money and prominence to the two Utah cousins that founded and own Crumbl Cookies.  Of the 443 or so locations in 42 states, three of them are in New Jersey, the latest being Holmdel.  By this Fall, the Garden State is expected to have a total of six, the next three coming to Princeton, New Brunswick, and Brick.  That is amazingly fast growth when considering that the three current locations only opened between January and May.

The brainchild of Utah cousins Jason McGowan and Sawyer Hemsley, CEO and COO, respectively, Crumbl Cookies was founded in 2017.  It soon started releasing franchise rights and proceeded to fill most of the country with locations in just five years.  In fact, the franchises are so popular that many states are labeled as “sold out” on the website, one of those states being New Jersey.

That highly recognizable pink box.

Crumbl is effective at what it does not only because of its rotating cookie flavors, but because it embraces the new norm for food businesses accelerated by the pandemic.  Downloading the Crumbl Cookies app allows you to get your cookies anywhere, for as many people, and whenever you need.  Delivery, pickup, catering, gift cards, and shipping options are all available.

Six stores in just eight or nine months, in the same state, is a remarkable achievement.  By this holiday season, I predict that the signature pink boxes Crumbl uses will be a ubiquitous part of many holiday parties in New Jersey.  Given their rapid success here, I also wouldn’t be surprised if more locations within the state were made available by next year.  I suppose we’ll have to wait to find out if my predictions are right.