Crumbl Cookies has grown from a single Utah-based bakery in 2017 to over 950 locations across the United States in less than a decade, a pace of expansion that’s rare even in the franchising world.
According to Crumbl’s official site, the brand sells over one million cookies every day. Its weekly rotating menu doesn’t just satisfy cravings, it drives national food trends, fuels TikTok reviews, and inspires thousands of fan-made taste tests. In 2023 alone, Crumbl generated a staggering $1.3 billion in sales, proving that with the right mix of innovation, branding, and viral marketing, even cookies can scale into a billion-dollar empire.
In this comprehensive franchise investment guide, we’ll walk you through everything you need to know about owning a Crumbl Cookie franchise, from startup fees and shop setup costs to equipment investments, ongoing operating expenses, and the royalty and marketing fees you’ll be expected to pay. If you’re an aspiring franchisee or a seasoned entrepreneur exploring new opportunities, this guide offers the insights you need to determine whether Crumbl is the right long-term investment for your portfolio.
Key Takeaways
- Crumbl Cookie offers a high-reward franchise opportunity backed by explosive brand growth, but it requires significant capital, with total startup costs reaching up to $1.4 million.
- Franchisees benefit from strong corporate support, including proprietary technology, streamlined training, and centralised marketing, but must commit to ongoing royalties and ad contributions.
- Operational success hinges on location, staffing, and adherence to Crumbl’s standards, as the model is systems-driven and performance-sensitive.
- Long-term profitability is attainable, but only for those who fully understand the financial, operational, and brand alignment expectations of running a Crumbl store.
What Is Crumbl Cookies?
Crumbl Cookies is one of America’s fastest-growing dessert franchises, with over 950 stores, more than 1 million cookies sold daily, and $1.3 billion in system-wide sales in 2023 alone. Founded in 2017 in Logan, Utah, by cousins Jason McGowan and Sawyer Hemsley, Crumbl has skyrocketed from a single store to a national sensation in just a few short years.
Crumbl started with a simple goal: to create the perfect chocolate chip cookie. Since then, it has evolved into a viral sensation and one of the fastest-growing franchises in the United States.
What Makes Crumbl Unique?
Below are some of the things that set Crumbl apart in a crowded dessert market:
1. Weekly Rotating Menu
Unlike traditional bakeries with static offerings, Crumbl features a dynamic menu that changes every week. Each Monday, the brand unveils four to five new cookie flavours ranging from nostalgic favourites like Chocolate Chip and Snickerdoodle to inventive creations like Key Lime Pie or Biscoff Lava. This model keeps customers engaged and drives weekly foot traffic.
2. Viral Social Media Strategy
Crumbl is a digital-first brand. Its marketing success is rooted in platforms like TikTok and Instagram, where weekly flavour reveals, customer reviews, and unboxing videos go viral almost instantly. With millions of followers and user-generated content pouring in each week, Crumbl has built a loyal and enthusiastic community online.
3. Proprietary Technology
From backend operations to the customer-facing app, Crumbl uses in-house tech to streamline everything. Franchisees benefit from centralised systems that handle inventory, staffing, order management, and customer engagement, making the day-to-day easier to manage and scale.
4. Iconic Pink Box Branding
Crumbl’s signature pink box isn’t just cute, it is a powerful brand asset. It makes every order feel like a gift and has become a recognisable symbol of quality and indulgence. The packaging alone drives countless shares and mentions on social media, further fuelling brand awareness.
Crumbl Cookie’s Growth and Market Position
In an industry where most dessert businesses fight for crumbs, Crumbl has taken a heaping share of the cookie market, and it did so in record time. Since launching in 2017, Crumbl has expanded to over 950 stores across the United States. Its rapid growth isn’t just impressive; it is redefining what’s possible for modern food franchises.
From Startup to National Sensation
Crumbl’s early growth was nothing short of explosive. After opening its first store in Logan, Utah, in 2017, the brand quickly proved its model was scalable, profitable, and in demand. By 2019, it had over 100 locations. By 2021, it had surged past 300. As of 2024, it is inching toward 1,000 stores and still shows no signs of slowing down.
This rapid expansion has landed Crumbl in the top tiers of Entrepreneur Magazine’s Franchise 500 rankings and earned it widespread attention from media, investors, and, most importantly, consumers.
Dominating the Dessert Segment
While Crumbl operates within the massive $40+ billion U.S. bakery market, it has cleverly carved out a niche that few, if any, have been able to replicate. Instead of relying on the traditional bakery formula of consistent offerings and seasonal specials, Crumbl flipped the script. It built its success on anticipation, variety, and experience.
Each week, customers return not just for a cookie, but for a new surprise; a fresh lineup of bold, creative flavours that are only available for a limited time. This rotating menu model creates a sense of urgency and excitement, encouraging weekly visits and turning casual buyers into loyal fans.
Crumbl has also embraced premium pricing without losing mass appeal. Despite higher price points than your average cookie shop, customers are willing to pay more for what feels like a gourmet, Instagram-worthy treat. And because Crumbl stores are often located in high-footfall retail areas, from shopping plazas to university towns, they attract consistent walk-in traffic that keeps the ovens and profits hot.
More importantly, Crumbl isn’t just selling cookies; it is selling an experience. The sleek store designs, open-concept kitchens, app-based ordering system, and signature pink box all work together to elevate the brand from a bakery to a lifestyle. Crumbl has redefined the dessert segment by blending old-school indulgence with new-school convenience and marketing flair, positioning itself not just as a bakery but as a category leader in experience-driven, tech-powered dessert retail.
Franchise Demand at an All-Time High
With its strong unit economics and brand momentum, Crumbl has become a magnet for aspiring franchisees. But unlike some franchises that accept anyone with capital, Crumbl maintains strict franchisee criteria. Its model is optimised for operators who can maintain its high standards in customer service, product consistency, and brand presentation.
This selective approach has paid off. According to public franchise disclosures, top-performing Crumbl locations report annual revenues well over $1 million, with strong average ticket sizes and footfall.
Expansion Plans and Future Outlook
Looking ahead, Crumbl aims to go even further. The brand has hinted at international expansion and the introduction of more proprietary technology tools to enhance operations and customer loyalty. With strong leadership, a fervent customer base, and a franchise model built for scale, Crumbl is positioning itself to become the Starbucks of cookies.
Complete Crumbl Cookie Franchise Cost Breakdown
Investing in a Crumbl franchise isn’t just about a love for cookies, it is a serious financial commitment that requires careful planning. From the initial franchise fee to shop buildout, equipment, and ongoing fees, understanding the full cost structure is essential before diving in.
Here’s a detailed look at what it costs to open and operate your own Crumbl Cookie store.
| Expense Category | Estimated Cost Range (USD) | Description |
|---|---|---|
| Franchise Fee | $50,000 | One-time fee paid to Crumbl to secure the franchise rights. |
| Real Estate & Leasehold Improvements | $150,000 – $500,000 | Includes site selection, leasehold upgrades, signage, and architectural fees. |
| Equipment & Furnishings | $50,000 – $150,000 | Ovens, mixers, display units, POS systems, furniture, and decor. |
| Initial Inventory | $20,000 – $40,000 | Opening stock of ingredients, packaging, and branded materials. |
| Technology Systems | $10,000 – $20,000 | Includes proprietary Crumbl software, digital menus, and online ordering setup. |
| Training Expenses | $10,000 – $15,000 | Covers initial training for the franchisee and staff at Crumbl HQ. |
| Grand Opening Marketing | $10,000 – $15,000 | Local advertising and promotions to drive traffic during the store launch. |
| Working Capital (3 Months) | $60,000 – $200,000 | Funds reserved for salaries, rent, utilities, and overheads post-launch. |
| Total Estimated Investment | $367,666 – $1,404,333 | Inclusive of all required setup and initial operating costs. |
Ongoing Fees and Operating Expenses
Beyond the initial investment, running a Crumbl franchise comes with recurring costs that directly impact profitability. From royalties and marketing fees to staffing and utilities, understanding these ongoing expenses is crucial for long-term financial planning.
Here’s what franchisees can expect to budget for each month and year.
1. Royalty Fees
Franchisees of Crumbl Cookie pay a 5% royalty on gross sales as part of ongoing fees, which ensures access to corporate resources, product developments, and brand support.
2. Marketing & Advertising Contributions
Franchise partners support social media campaigns, seasonal promotions, and launch support by contributing 2% of gross income to national and local marketing budgets.
3. Technology & System Fees
Proprietary systems, delivery integrations, online ordering platforms, POS upkeep, and monthly software subscriptions usually cost $500 to $1,000 per business.
4. Lease Payments
A 1,200-square-foot flagship space’s monthly rent or mortgage might range from $3,000 to $12,000, depending on the market and location.
5. Ingredient & Supply Costs
Expect monthly restocking costs of $5,000 to $8,000 for ingredients, packaging, and changing menu inventory, as there are weekly flavour rotations.
6. Staffing & Management Expenses
The average monthly labour costs for bakery employees, shift leads, and store managers range from $10,000 to $15,000, including compensation, benefits, and scheduling.
7. Utilities & Operational Costs
The monthly costs for energy-intensive baking operations range from $1,500 to $3,000, which includes gas, electricity, water, waste disposal, and regular maintenance.
8. Insurance Premiums
The average yearly cost of comprehensive business insurance, which includes liability, property, and workers’ compensation, is between $6,000 and $10,000.
9. Annual Projected Operating Expenses
The Crumbl Cookie franchise’s total year-one operational costs, which include royalties, marketing, labour, and overhead, cost anywhere from $250,000 to $350,000. This information is crucial when calculating the return on investment (ROI) of dessert franchises.
Financial projections and ROI expectations
Owning a Crumbl Cookie franchise has considerable income potential and is backed by a tested business plan. Here’s what to expect:
1. Typical Revenue Patterns
Crumbl locations often generate excellent income, with top-performing stores scoring above $1 million in yearly sales. The brand’s rotating weekly menu and loyal customer base contribute to consistent sales, promising solid financial performance, especially in high-traffic locations.
2. Profit Margin Components
Various factors contribute to profitability, including ingredient sourcing, labour costs, rent, and marketing. However, Crumbl’s simplified menu and quicker procedures enable a more effective cost structure, making it easier to maintain good profit margins. Careful inventory management and waste minimisation help to increase earnings.
3. Break-Even Timeline
Depending on the area, initial cost, and local demand, most of the franchisees start to see a return on their investment in 12 to 24 months.
4. Comparison with Other Food Franchises
Compared to other, more complex food franchises, Crumbl’s relatively simple operations and established reputation usually offer a larger return on investment.
5. Multiple Unit Development Opportunities
Owning numerous properties gives aspiring business owners greater efficiency of scale, a larger market presence, and more earning possibilities.
Franchise Qualification Requirements
Before starting a Crumbl Cookie franchise, it’s important to understand the requirements that you must meet:
1. Financial Prerequisites
Franchise applicants must have at least $150,000 in liquid capital and a minimum net worth of $500,000. Candidates have to be able to pay for launch expenses and early operations by these financial standards.
2. Experience and Background Qualifications
Past retail or food service experience is not required, although it is encouraged. However, a strong focus on customer service, operational management abilities, and business acumen is an essential success element.
3. Geographic and Demographic Requirements
Crumbl seeks entrepreneurs in areas with a significant volume of retail activity and a high concentration of residential and business buildings. Shopping malls, downtown areas, and areas close to college campuses are all excellent places.
4. Personal Involvement Expectations
Crumbl encourages owner-operators who are engaged in day-to-day operations. However, if they hire a manager with experience, absent or semi-absent owners might be allowed.
5. Values and Brand Alignment
It is important to align with Crumbl’s core values, which include innovation, customer satisfaction, quality, and engagement with the community. Franchisees are expected to preserve the brand’s reputation for entertainment and consistency.
Crumbl Cookie Franchise Application Process
To guarantee the integrity of the brand and your success as a franchise owner, the application process for a Crumbl Cookie franchise is simple and quick. Here is a step-by-step guide to help you understand how to apply:
1. Initial Inquiry and Application
Applying for a franchise starts with visiting Crumbl’s official site and sending in an inquiry. You will have to provide basic information about yourself, such as your history and level of interest in the franchise.
2. Franchise Disclosure Document (FDD):
After submitting your inquiry, Crumbl will send you a Franchise Disclosure Document (FDD). The terms, responsibilities, and expectations for both the franchisor and the franchisee are described in this detailed legal contract.
You need to go over it carefully because it contains important details about the franchise concept, costs, and operating procedures.
3. Application Submission
After reading the FDD, you will fill out a formal franchise application. Further financial and personal data, such as your net worth, liquid assets, and management or business experience, will be requested. This is how Crumbl determines whether you’re an appropriate match for their chain of franchises.
4. Franchisee Interview
Following the review of your application, you will be invited to an interview with the Crumbl franchise team, where you will have the opportunity to share your passion for the brand, talk about your business background, and ask any questions you may have about running a Crumbl cookie store.
5. Site Selection and Approval
Crumbl will help you choose your location if you are approved for the franchise program. Every franchise must meet certain requirements for its location, which include things like customer traffic, demography, and accessibility to neighbouring areas. Crumbl needs to approve the site once you’ve discovered one that works.
6. Franchise Agreement:
You will sign the franchise agreement once the site has been approved. This is the formal agreement that establishes your partnership with Crumbl and specifies each party’s rights and responsibilities.
7. Training and Opening:
The comprehensive training program offered by Crumbl covers everything from marketing and customer service to day-to-day operations. After training, you’ll have everything you need to open for business and start your Crumbl franchise adventure.
Site Selection and Store Design for Your Crumbl Cookie Franchise
Finding the ideal site for your Crumbl Cookie franchise requires careful consideration of key factors that match the target market and the brand’s specific requirements. They include:
1. Ideal Crumbl Cookie Location Characteristics
High-traffic locations, especially those that attract families, young professionals, and dessert lovers, are ideal for a successful Crumbl Cookie business. These include shopping malls, neighbourhoods close to schools, or busy urban locations.
2. Space Requirements and Layout
Typically, Crumbl cookie stores need 1,200–1,600 square feet. An open kitchen is needed so customers may observe the baking process, and a comfortable dining space with a welcoming atmosphere should be part of the design.
3. High-Visibility Retail Environments
Consider crowded malls, popular street corners, and big retail buildings to have a significant presence that ensures customer traffic and increases brand recognition.
4. Parking and Accessibility Considerations
Location is everything in retail, and for a Crumbl franchise, convenient parking and easy accessibility can significantly impact daily foot traffic and sales. Whether you’re setting up in a high-street plaza or a suburban shopping centre, it is essential to ensure customers can get in and out quickly.
5. Brand-Specific Design Elements
Crumbl isn’t just known for its cookies; it is known for its instantly recognisable aesthetic. From the sleek black-and-white interiors to the open kitchen concept and signature pink packaging, every Crumbl store is designed to deliver a cohesive, Instagram-worthy customer experience. Franchisees must follow strict brand guidelines to ensure consistency across all locations.
Marketing and Customer Acquisition for Your Crumbl Cookie Franchise
The secret to expanding your Crumbl Cookie business and attracting customers is effective marketing. Your company will succeed if you use both local and online strategies.
1. Social Media Marketing Strategy
Platforms such as Instagram and TikTok are perfect for Crumbl’s aesthetic appeal. Post behind-the-scenes photos, customer reviews, and mouthwatering videos of freshly baked cookies. Create engaging material, organise contests, and use relevant hashtags to communicate with your audience and build a dedicated online presence.
2. Local Community Engagement
An outstanding grand opening is crucial to starting your franchise. Use influencer collaborations, local advertising, and promotional strategies to attract customers. Maintain the lead with local marketing by partnering with local companies, holding special events, and giving away cookies.
3. Brand Consistency and Corporate Support
Crumbl’s corporate team makes sure you follow brand guidelines and provides strong support. They contribute to the maintenance of a known and trusted brand experience through advertising resources and promotional requirements.
4. Loyalty Programs and Repeat Business
Incorporating Crumbl’s loyalty program promotes repeat business. Providing incentives such as complimentary cookies or special discounts encourages customers to return.
5. Delivery Integration and Online Ordering
Crumbl ensures that you can connect with customers even when they’re not at the store, thanks to partnerships like DoorDash and Uber Eats. Easy customer access to your store, combined with the convenience of online ordering and delivery, enhances the overall shopping experience, ultimately boosting both your online sales and total revenue.
Operational Challenges and Solutions for Crumbl Cookie Franchise Owners
There are particular difficulties in operating a Crumbl Cookie franchise, but these can be addressed with the proper strategies. These include:
1. Weekly Menu Rotation Management
Careful preparation and communication with the corporation are necessary to plan the weekly taste changes and ensure smooth transitions free of interruption.
2. Quality Control and Consistency
Crumbl’s demanding standards for its products cannot be compromised. No matter where they are made, uniform recipes, regular training for staff, and strict compliance to baking guidelines ensure that every cookie lives up to customer expectations.
3. Peak Time Management
There may be an increase in customers on weekends and holidays. Hence, using pre-order systems to cut down on waiting periods and improve productivity, maximising employees, and simplifying preparation are all necessary for managing high-volume times.
4. Staff Training and Retention
Every team member is expected to perform at a high level due to Crumbl’s open-kitchen approach. Reliable, productive staff members are sought after and retained through an effective onboarding process, continuous training, and a good work culture.
5. Inventory Management
Inventory management matters when dealing with perishable goods and fresh ingredients. Franchise owners can monitor consumption, prevent overstocking, and cut waste by using Crumbl’s inventory system, which also ensures that they’re always prepared for the next flavour release.
Conclusion
Crumbl Cookies isn’t just a trendy dessert brand, it is a billion-dollar franchise opportunity built on innovation, consistency, and experience. With over 950 thriving locations and a business model fuelled by tech, marketing savvy, and operational support, Crumbl offers entrepreneurs a chance to step into a high-growth venture with proven systems.
But it’s not for everyone. The initial investment is substantial, the operational standards are high, and the expectations for brand consistency are strict. Success requires more than just capital, you’ll need commitment, a strong team, and a passion for delivering top-tier service with every pink box that leaves your store.
If you’re prepared to invest in the infrastructure, embrace the Crumbl culture, and operate with excellence, this franchise could offer you a sweet slice of the booming dessert industry.
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FAQs About Crumbl Cookie Franchise
How much does it cost to open a Crumbl Cookies franchise?
The total investment ranges from $367,666 to $1,404,333, including the $50,000 franchise fee, equipment, buildout, inventory, and working capital.
What are the ongoing franchise fees?
Crumbl charges an 8% royalty fee on gross sales, plus a 2% national marketing fee, both paid weekly.
Do I need prior experience in food service or franchising?
While prior experience is helpful, it’s not mandatory. Crumbl provides comprehensive training and ongoing support to help franchisees succeed.
How long does it take to open a store after signing the agreement?
The timeline typically ranges from 6 to 12 months, depending on location selection, buildout, permitting, and training.
Can I own multiple Crumbl franchises?
Yes, but Crumbl generally requires you to successfully operate your first location before approving additional units.
Is Crumbl available outside the U.S.?
Currently, Crumbl operates within the United States, but there are plans for future international expansion.
What kind of support does Crumbl offer franchisees?
Franchisees receive help with site selection, store design, training, marketing, operations, and access to proprietary software tools for daily management.
What is so special about Crumbl Cookies?
Crumbl stands out for its weekly rotating menu, offering new gourmet cookie flavours each week, paired with a modern store design, viral social media presence, and tech-driven customer experience. The open kitchen concept and signature pink box complete an experience that’s as much about emotion and community as it is about taste.
How much is a Crumbl cookie for one?
Prices vary slightly by location, but a single Crumbl cookie typically costs between $3.50 and $4.50, reflecting its gourmet size, quality ingredients, and brand premium.
Are Crumbl Cookies expensive?
Compared to standard bakery cookies, yes, they’re more expensive. But Crumbl positions itself as a premium dessert experience, offering large, shareable cookies in unique, indulgent flavours. For many customers, the quality and creativity justify the price.
