Crumbl: Jason McGowan

What It Covers

Jason McGowan built Crumbl Cookies from zero to 1,000 locations in eight years using tech startup principles: A/B testing recipes, building delivery technology, leveraging TikTok virality, and implementing a weekly rotating menu strategy.

Key Questions Answered

• •Recipe Development Through Testing: McGowan and cousin Sawyer spent five months A/B testing chocolate chip cookie ingredients with strangers at gas stations and via Twitter surveys, discovering 70% preferred milk chocolate chips over semi-sweet, applying tech methodology to food product development instead of using traditional family recipes.
• •Weekly Menu Rotation Strategy: Crumbl drops six new cookie flavors every Sunday night while keeping only chocolate chip constant, creating FOMO and conversation. This prevents inventory frustration, enables simultaneous nationwide experiences, and generates viral content even when flavors fail, as controversy drives engagement and earned media value.
• •Early Platform Adoption Advantage: Crumbl joined TikTok in 2018 before most brands, now exceeding Starbucks and Nike's combined follower count. They created platform-specific content rather than cross-posting, championed customer reviewers by displaying their TikTok videos on in-store screens, and maintained authentic engagement including CEO negative reviews.
• •Franchise Scaling Through Self-Firing: McGowan implemented a daily practice of eliminating himself from operational roles, asking whether decisions served 10, 100, or 1,000 stores. This led to building custom training apps with video content, hiring 30+ people for social media responses, and systematically replacing manual processes with scalable systems.
• •Strategic Real Estate Negotiation: A $300 monthly rent reduction on their first Logan, Utah location proved pivotal to launch. McGowan personally handled real estate for the first 100 locations, visiting each site with franchisees, demonstrating that founder involvement in early expansion prevents quality degradation and establishes replicable standards.