How a Love of Baking Sparked a Billion-Dollar Business

First Crumbl Store: Hemsley and McGowan opened their first location in Logan, Utah, in 2017. (photo credit: courtesy of Crumbl Media Kit)

The iconic pink box, a weekly rotating menu, and dozens of expertly frosted cookies can only signify one place: Crumbl. What started as a side hustle has now turned into global phenomenon, thrust into success by two cousins in search of crafting the perfect cookie.

In 2017, Sawyer Hemsley and Jason McGowan opened a cookie bakery in Logan, Utah. Within three months of opening their first store, they realized Crumbl’s potential and expanded the company. Now, eight years later, Crumbl’s one of the biggest names in baked goods, selling more than one million desserts daily.

I spoke with Hemsley about his humble beginnings, which led to Crumbl’s viral growth. Raised in the small town of Preston, Idaho, Hemsley discussed how the lack of nearby restaurants influenced his success.

“We didn't have [many] places to go out to eat, so we baked at home. Before school, my mom [made] us cornbread and muffins. Baking [has] been a staple in my life, growing up, and continuing to this day. Now I own multiple bakeries across the nation. It's interesting how my childhood shaped my career,” Hemsley states.

Hemsley opened Crumbl as a senior in college at Utah State University when delivery services like DoorDash and Uber Eats were gaining popularity. Hemsley explains how he added to the trend with the unique idea of cookies.

“[The idea of food delivery] was super intriguing. We wanted to bring something to the market that wasn't popular. [Those were] homemade cookies, fresh out of the oven, that felt like grandma had just made them. We opened our doors, found a building, and started delivering cookies. We found out our [customers] wanted to see us make the product, crack the eggs, and measure out the flour,” he said.

Kush With Sawyer Hemsley Kush met with Hemsley virtually to discuss his childhood and how that led to creating one of the largest dessert companies (photo credit: Kush Kalra).

Unique Careers at Crumbl Contribute to Its Mission

Hemsley started expanding storefronts. Now, Crumbl has more than one thousand stores and 29,000 employees globally. As a founder, Hemsley has worked in many different roles within the company and shared more about the jobs that make Crumbl a success. 

“[One of my favorite jobs] is working in our test kitchen. You get to create yummy desserts for the entire nation to try. It's fun to taste test and brainstorm with other bakers. [I also enjoy] running social media, engaging with customers, thinking of fun campaigns, and showcasing our story. Every job at Crumbl is unique and plays a part in [our] success.”

When people think about careers in baking, they might picture cookies, cakes, and cupcakes—not math and science. But behind every delicious treat is a recipe that depends on STEM skills. Karina Hamalainen, Editorial Director at Scholastic Magazines+, explains:  "Math is a superpower for every job! My favorite part of working on Scholastic MATH magazine is learning all the different—and sometimes unexpected—ways people use math on the job. Whether you’re an artist, scientist, athlete, or baker, you will use math every day. When baking, you use math in every step: measuring ingredients, setting oven temperatures, and calculating when to take your cookies out of the oven. Sharpening your math skills makes you a better baker."

What’s now a billion-dollar company originated with the sole idea of community. Hemsley remarked on staying true to Crumbl’s mission statement: Bringing friends and families together over the best desserts in the world.

“Food brings people to the table. We create magical moments that will last a lifetime. The world is crazy sometimes, and [people] get so busy, but to tune that out and have a moment, eating a yummy dessert and embracing friends and family—that's really special to me.”