Crumbl founders are stepping aside from their day-to-day roles

The founders of Crumbl plan to hand the keys to the brand to other leaders, as soon as they find them.

Jason McGowan and Sawyer Hemsley, who founded the treat chain in Utah in 2017, are looking for a group of executives to run the brand, according to a social media post on Monday.

They will then step away from operating a company they grew from a single chocolate chip cookie recipe, though the pair will remain involved in the company as directors.

McGowan will step down as CEO. Hemsley will step down as chief brand officer. And Bryce Redd will depart as chief technology officer. McGowan will remain chairman of the board.

“This is not a goodbye to Crumbl,” read the statement, sent by McGowan on the social media site X and signed by both him and Hemsley. “I believe now is the right time to bring in new leadership through an open search process.”

Crumbl had been one of the industry’s fastest-growing chains, starting initially with large-sized cookies typically sold in packs of three and with a rotating menu. They’ve since branched off into cakes and other treats, ultimately dropping “cookies” from the name.

System sales grew at a rate of more than 200% annually from 2019 through 2022, according to data from Restaurant Business sibling company Technomic. The chain currently operates more than 1,100 locations.

But its average-unit volumes declined 16% last year, according to the company’s franchise disclosure document, though at $1.14 million it still generates far more revenue per location than any other major cookie concept.

“Getting the right people in place matters a lot, and I believe an open process will allow us to find the very best leadership to support a smooth transition,” the statement said.

The move will give the company “an opportunity to focus on scale, sharpen the experience for customers and franchise partners and continue pushing the product innovation that has always set Crumbl apart.”

“We are incredibly proud of what we have built,” the statement added. “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.”