Photo via Fast Company
Crumbl Cookies announced a significant leadership transition on May 11, with co-founders Jason McGowan and Sawyer Hemsley stepping down from their CEO and Chief Brand Officer roles, respectively. CTO Bryce Redd will also depart his position. According to Fast Company, all three will remain in their current roles while the company conducts an external search for replacement executives, signaling a structured approach to the management shift.
McGowan emphasized that the timing reflects an opportunity to bring in fresh leadership through a deliberate hiring process. The founders will maintain involvement with the brand—McGowan transitioning to chairman of the board while Hemsley and Redd assume board member positions. This staged approach aims to ensure continuity during what the company describes as a 'planned transition' designed to position Crumbl for its next growth phase.
The move comes as Crumbl operates roughly 1,100 locations across the United States and eyes expansion into Canada. The chain has demonstrated resilience despite recent challenges, including a 10% corporate workforce reduction in 2023 and the closure of at least 19 underperforming locations. Company leadership has reiterated commitment to expansion, pledging to open additional stores throughout 2026.
For Dallas-area business leaders and franchisees, the leadership change underscores the growing professionalization of regional fast-casual brands scaling to national prominence. The company's focus on securing experienced management talent reflects broader trends in QSR leadership as brands mature from founder-led operations to professionally managed organizations positioned for institutional growth.
