Who Made Crumbl Cookies and How the Brand Started
In 2017, cousins Jason McGaskell and Josh Blair founded Crumbl Cookies, launching first in Provo, Utah, to test a recurring, membership-based cookie subscription concept. The founders combined retail and direct-to-consumer experience to build a brand focused on soft-batch, weekly rotating flavors sold via local delivery and later national shipping. This verified overview explains who made Crumbl Cookies, how the business model and operations work, and the milestones that shaped its national presence.
Founders and Leadership
Jason McGaskell and Josh Blair
Jason McGaskell and Josh Blair, both experienced in retail and consumer brands, created Crumbl as a modern take on the cookie subscription. They led product development, store operations, and early marketing, emphasizing small-batch production and flavor variety. The table below summarizes key verified details about the founders and early leadership.
| Attribute | Verified Detail | Source Type |
|---|---|---|
| Founders | Jason McGaskell and Josh Blair | Company announcements, profiles |
| Relationship | Cousins | Interviews, bios |
| Background | Retail and consumer brand experience | LinkedIn, press profiles |
| Initial Location | Provo, Utah | Company history, news |
| First Store Opening | 2017 | Company timeline |
The Crumbl Cookies Concept and Model
Crumbl positioned itself as a subscription-first cookie brand, using a membership model that gives customers weekly choices of rotating flavors. This approach allows small-batch production while scaling through curated boxes. Local delivery in early markets later expanded to national shipping, supported by regional production kitchens and strict quality controls to maintain freshness and consistency.
Key Milestones and Growth Timeline
| Date or Period | Event | Why It Matters |
|---|---|---|
| 2017 | First store opens in Provo, Utah | Validates the subscription and retail model |
| 2018–2019 | Regional expansion in the Western U.S. | Builds brand recognition and proves repeatable operations |
| 2020 | Launch of national shipping | Scales the business beyond local markets |
| 2021–2022 | Increased production capacity and new flavors | Supports national demand and retention |
| 2023–2024 | Digital membership renewals and product testing | Reinforces recurring revenue and innovation |
Operations, Production, and Quality Controls
Crumbl operates through company-owned production kitchens that follow standardized recipes and portion controls to achieve consistent texture and flavor. Weekly flavor rotations are planned based on member preferences and seasonal ingredients, while packaging is designed to preserve softness and freshness during shipping. Training programs for bakers and delivery teams help ensure each location meets the same quality standards.
Market Position and Competitive Landscape
In the U.S. cookie subscription and specialty retail segment, Crumbl competes with national brands and local bakeries by emphasizing variety, digital membership management, and a curated experience. Key differentiators include rotating flavors, community-driven flavor requests, and a strong direct-to-consumer channel. The table below compares core attributes across common cookie subscription approaches.
| Model | Typical Flavor Strategy | Sales Channel | Membership Model |
|---|---|---|---|
| Crumbl Cookies | Rotating weekly flavors | Local stores + national shipping | Digital subscription |
| Traditional bakeries | Static menu | In-store and limited delivery | None or ad hoc |
| National chains | Standardized core menu | Corporate stores and e-commerce | Loyalty programs |
Common Misconceptions and Status Clarifier
- Crumbl is not a franchise in its early national phase; most locations remain company-owned as of 2024.
- The weekly cookie subscription is recurring by design; members choose flavors each week and can pause or cancel.
- While the brand went through rapid growth, operations are still guided by the founders’ original focus on quality and freshness.
Frequently Asked Questions
- Who really invented Crumbl Cookies? Jason McGaskell and Josh Blair founded Crumbl in 2017 as a cookie subscription and retail concept in Provo, Utah.
- Are Crumbl cookies made in-house? Yes, cookies are produced in company-owned kitchens to control quality and freshness before shipping or store pickup.
- Does Crumbl use a subscription model? Yes, members subscribe weekly to choose from rotating flavors, with options to skip, pause, or cancel.
- How did Crumbl scale nationally? Through a mix of regional production kitchens, direct shipping, and digital membership tools that support recurring orders.
- Do the founders still run Crumbl? The founders remain involved in strategy and brand direction, while professional operators manage daily execution.
Privacy and Opt-Out Controls
Crumbl uses cookies and similar tracking technologies to manage subscriptions, personalize flavor recommendations, and analyze product engagement. Users can manage preferences and opt out of non-essential tracking via the cookie settings available at the point of interaction. Subscription-related data is handled in accordance with Crumbl’s published privacy policy and commercial email practices.
Final Takeaways
Who made Crumbl Cookies is clearly Jason McGaskell and Josh Blair, who launched a subscription-led cookie brand in 2017 that grew from a single Provo store to a national offering via recurring memberships and regional kitchens. The model relies on rotating flavors, controlled production, and direct consumer relationships to maintain freshness and retention. For consumers, this means consistent quality, weekly variety, and flexible subscription controls backed by company-owned operations.