2025 Fast & Serious Winners: No. 8 Crumbl

When Crumbl burst on the franchise scene in 2018, its oversized cookies in dozens upon dozens of rotating flavors struck a chord with consumers. Franchisees, meanwhile, were able to quickly open new locations of the simple, tech-forward concept where units are essentially production kitchens and all ordering is done ahead of time via digital channels or in-store on kiosks. Keeping up with demand for new locations is “both exciting and overwhelming,” said Sawyer Hemsley, co-founder and chief brand officer, in written comments. The swift growth—and eventual international expansion—also presents the challenge of brand protection, he continued. “It is very important to us that our international fans can receive an authentic, positive experience as they walk into a legitimate Crumbl establishment,” he said. “In this era where fake pop-ups and Crumbl resellers abound, our team is definitely considering ways to make the true Crumbl experience unmistakable.” (In the U.S., Crumbl has sued competitors over trademarks and trade secrets.) Appearing on this ranking for the first time, Crumbl’s three-year systemwide sales growth rate was 117 percent as it went from $350 million in 2021 to $760 million in 2023. Unit growth was 199 percent during that span as it hit 978 locations. That count has since climbed to more than 1,050. “We drive sustainable growth by remaining selective and well-connected with our franchisees,” said Hemsley, as he credited operators and their in-store teams. “We work to ensure that every store can reasonably provide our customers with both delicious dessert and positive interactions that make them excited to return.” Crumbl last year dropped “Cookies” from its name as it expanded its product lineup to include brownies, pies, cakes and other treats. The change, said Hemsley, opens Crumbl up to a wider audience and gives the brand an opportunity to get “extra creative” with new items.