SALT LAKE CITY — Crumbl co-founder and Chief Executive Officer Jason McGowan publicly took responsibility for failing to anticipate recent industry headwinds, while expressing confidence in the national cookie chain’s long-term future.
In a statement shared on social media Friday, McGowan acknowledged that the broader fast-casual dining sector is navigating difficult economic conditions and noted that Crumbl has not been immune to the pressures affecting the market.
“The restaurant industry is facing real headwinds right now, and Crumbl is no exception,” McGowan wrote. “I could point to them, but that doesn’t solve anything. As a leader, I should have anticipated them sooner and adjusted our course. That’s on me.”
McGowan highlighted the dedication of local franchise owners who operate stores in communities nationwide. He noted that following recent hurdles, he received a flood of emails, text messages, and social media direct messages from supporters cheering on the brand and its local partners.
“What I know for certain is this: Crumbl is built by hardworking business owners who do so much good in their communities,” McGowan said. “Together, we shape what comes next.”
He expressed gratitude for every franchise owner who has invested in the brand, reassuring stakeholders that executive leadership remains committed to navigating current hurdles alongside store operators.
Drawing a comparison to competitive athletics, McGowan maintained an optimistic outlook regarding the company’s trajectory and upcoming efforts to adapt to changing consumer habits.
“I love sports, and the best teams are defined by how they respond to a tough season,” McGowan wrote. “Our best chapter is still ahead of us.”
McGowan and Sawyer Hemsley founded the cookie company in 2017 as cousins. The Utah-based company opened its first location in Logan.