Jason McGowan and Sawyer Hemsley will leave their day-to-day roles at the cookie chain they founded in 2017
Crumbl co-founders Jason McGowan and Sawyer Hemsley are stepping away from daily operations at the dessert chain and launching a search for outside executives to replace them.
According to an open letter published to social media on Monday, the departures include McGowan as CEO, Hemsley as chief brand officer, and Redd as chief technology officer. Board seats will be retained by all three, with McGowan taking on the role of chairman.
"This is not a goodbye to Crumbl," the statement said. "I believe now is the right time to bring in new leadership through an open search process."
No timeline was given for when new leadership might be named. In their statement, the founders described the move as an opening for the business to pursue growth, improve the experience for customers and franchise partners, and advance the product innovation that has distinguished Crumbl.
McGowan and Hemsley, who are cousins, started the company in Utah in 2017, initially selling large cookies in rotating flavors. The chain has since expanded into cakes and other treats and dropped "cookies" from its name. It now operates more than 1,100 locations.
Between 2019 and 2022, annual system sales grew by more than 200%, per Nation's Restaurant News. Per-location volumes have since softened, dropping 16% last year, though the chain's franchise disclosure document puts average unit volumes at $1.14 million — a figure that exceeds what competing cookie chains generate at each of their locations.
The chain has also faced operational pressure in recent years. Last year's headwinds included the elimination of roughly one in ten corporate positions, among them the chief operating officer, KSL reported. The outlet also noted that an uneven split in performance across the store portfolio — with top locations pulling far ahead of weaker ones — had been a factor in some closures.
"We are incredibly proud of what we have built," McGowan and Hemsley wrote. "What started as an idea between cousins has turned into something bigger than we ever expected. The foundation is strong and the future is exciting."
