Jason McGowan
@jasonmcgowan
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Founder & CEO @crumblcookies
Provo, UT
Joined March 2008
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500 LOCATIONS📍
Crumbl Cookies just approved its 500th location to open this month and we did it in under 5 years. I am feeling SO humbled and blessed right now.
🧵
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1. The Billion-Dollar Decision
@CrumblCookies
almost didn’t come into existence and it all revolved around one simple decision of around $300.
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🎉 Crumbl Opens its 1000th location! 🎉
As I look at our first store picture below and reflect on this incredible journey, I'm filled with gratitude for every step that has brought us here and the fun of building this business together with Sawyer. From our very first store to
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5. This year we will do over $1b in system-wide sales and I often think back to this decision and its massive impact on my life and so many others.
What decisions have you made that changed your life for the better? What decisions are still holding you back?
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@kslsports
Since I was one (probably of many) who recommended Utah Blizzard, I thought I would put together a fun logo concept, with the Yeti of course.
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🎈HAPPY BIRTHDAY CRUMBL
I can’t believe it has been 6 years! What a journey. Thank you to all my friends, family, and all our customers for making this the sweetest years of my life. Thank you to our franchise partners who make all the magic happen!
Come celebrate our 6 years
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1. Crumbl’s First Customer
Meet Crumbl’s first customer. Starting a business can be nerve-wracking.
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🏆 EY Entrepreneur of the Year National Winner.
I have just become a National Winner of the EY Entrepreneur of the Year Award. I am deeply humbled and honored to be among so many talented and extraordinary individuals. A particularly meaningful moment occurred while I was
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3. When it came time to select a building we found this beauty and the landlord said it would be about $1200 per month. I was so frugal that I said I would only do it for $900 per month.
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Turns out Web3 was cookies all along.
Crumbl Cookies was founded in 2017 - it has 430+ franchises open with an average net profit of $357,000.
Solana, a popular cryptocurrency, was also founded in 2017 - it's market cap has crashed over 80% this year.
LESSON: Cookies are better investments than Web3
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@paulg
as a Dad of 6 kiddos, I can confirm this truth. I would trust the memory of a child over blockchain or RAM any day. Also, small children have built in notification reminders.
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2. When we first started Crumbl we had NO idea how big it would become, In fact, we didn’t even know if the idea would work. it was just a side hustle.
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@elonmusk
@DavidSacks
I always pay full price for my cookies as well. Shows pride in what everyone has built.
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Ironically, nothing will help you grow faster and write your own story than good old net profits. Fun fact, Crumbl has been cash-flow profitable since month one and has never taken any VC funding. In addition, we have never closed a single location.
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Business Partner:
Choosing a partner is one of the single most important decisions you can make. I struck gold when I partnered with Sawyer Hemsley. His drive for perfection and his love of the brand has been one of the most important factors in our success. I love this guy.
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Unit Economics:
How did we expand so fast? It is simple, those who open one location want to open many locations. The only thing sweeter than sugar at Crumbl is net profits.
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5. That day I learned the value of making something that people want and charging for it and to always be grateful for every single customer who decides to spend their hard-earned money with you.
I have never been the same.
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In my opinion, too many businesses today focus on growth over profits. They deprioritize unit economics and confuse VC funding with success. Why not figure out your business model now?
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“Anger never persuades. Hostility builds no one. Contention never leads to inspired solutions.” -
@NelsonRussellM
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What started as a side hustle has expanded across the nation into a national category-leading brand. As I ponder how we got here, I would love to share with you SOME of our keys to success.
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When I ponder and think about the partners we have, I get emotional. I care so deeply about their success, even more than mine.
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Sometimes you gotta do what you gotta do.
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🇺🇸 Happy 4th!
So grateful for America and all the opportunities it has afforded me.
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Crumbl - Tres Leches Cake
Today we launch our second non-cookie product, and it is a banger!
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Franchise Partners:
We have the best franchise partners in the world. When you have an owner who cares about a location and brand so much magic happens. Be very selective in choosing who your partners are going to be.
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The Experience:
When people buy something from you, they are not only buying your product they are also buying the experience. From the smell of our stores to watching someone crack eggs, it's about how your experience crumbl. How you FEEL is just as important as what you get.
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It is all about the details! Check out Crumbl’s delicious brand refresh that will set us up for the next phase of growth! So many exiting things to come...
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4. Turns out the landlord was okay with it because the building was going to be torn down in six months (that’s another story.) That day set Crumbl in motion.
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💜🎤 Crumbl x Olivia Rodrigo
It is not every day that a huge pop superstar wants to collaborate with you. If there is one thing I have learned as an entrepreneur, it's that when opportunity knocks, you answer.
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The World's Best:
The same week we announced our brand to the world, a competitor did as well, It was very clear to us, that to become the best, we needed to make the world's best cookies. It is simple, but it is so very important. Whatever you do, become the very best at it.
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When you have a talented person passionate about a great idea, you get out of the way and watch the magic happen.
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@RyanQualtrics
@bryce
We started Crumbl in a building that was set to be torn down in 6 months. Once we made it past that, all decisions have been long-term. We will do 1B in system-wide sales this year.
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4. After a few minutes, we had our first customer. I will never forget the feeling of him handing me money over the counter for a four-pack of chocolate chip. I remember thinking “what, he just paid me money for cookies!”
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It's time to celebrate our July store openings! Congrats to the team and our Franchise Partners!
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My friend just died of cancer and his wife can't get into her
#yahoomail
to respond to funeral plans.This is a HUGE epic
#yahoomailfail
fail
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I use very similar model for building products and internal tools. Great read.
A B2B Product Management Story: on discovering problems that customers actually care about
Very visual story thread👇🏾
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2. You pour your whole soul into making something you hope people will love. After months and months of hard work, the day came to finally open the doors.
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Wishing everyone a Thanksgiving full of meaningful moments with those who matter most.
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This video embodies what Crumbl is all about. This is our secret.
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👀
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3. I had NO idea what to expect. I didn't know if even one person would show up. I had so many fears and doubts.
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@SweetestCaroli1
@ThePurrletariat
Clearing out my desk now,
@SweetestCaroli1
. Where shall I put your office keys boss?
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Don't see your local store on the list? Don't worry — it's still coming! Tell us where you want to see us next! 🖤
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@mskryger
@CrumblCookies
@mskryger
love this. We should probably give her an A+ for this one. If you would like to hook your student up, DM me, and I will take care of them.
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@Ashlesmommy07
Tried to buy a few of the items on your list but it says you did not put in your address so I can do that.
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Thanks for having me on the show
@SullyCNBC
Big monday
@LastCallCNBC
Reaction to the weekend .. stocks, oil & more
Tesla's woes .. a turn ahead?
The quiet collapse in one industry no one else is talking about (aka
@Jason
first appearance on the show!)
@CNBCMakeIt
with a billion dollar cookie co
see you in 10 ..
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@elonmusk
@TrungTPhan
.
@elonmusk
, could hivemind search (deeply integrated with ChatGPT) be the killer Twitter app?
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Hype doesn’t pay the bills.
For
@Codecademy
's first 4yrs, we were in the 📰 every wk. Those weeks, we made $0. The past 4 years, we've been out of the headlines. Now, we've raised $40m, our first raise in ~4yrs.
How'd we go from the center of the hype cycle to the brink of bankruptcy and back? Read on...
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@tanson
When ChatGPT finds out about Crumbl, then all the answers to the world's problems will be solved overnight.
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@mskryger
@CrumblCookies
@ButlerCOE
Looks like everyone had fun. Thanks for letting us be part of your day.
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📍CA- Cerritos
📍CA- Costa Mesa
📍CA- Culver City
📍CA- Foster City
📍CA- Inglewood
📍CA- La Jolla
📍CA- Morgan Hill
📍CA- Pacific Commons
📍CA- Victorville
📍CA- Westlake Village
📍CT- North Haven
📍FL- Destin
📍IL- Orland Park
📍IL- South Elgin
📍IN- Glenbrook
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@hunterwalk
Pssst. I would have had your investor update to you at 6am and already been working on my hardest problem for a few hours while watching my kids play soccer.
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This is 100% accurate.
@DavidSacks
' recipe for product success:
1. Start with a product hook to grab users
2. Figure out a distribution trick to find them
3. Pay attention to the organic use of the product to discover the market insight
4. Lean into that insight and expand your offering around it.
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@C_Pritchard
@CrumblCookies
I love this! Thanks for trying us out. Hope to see you again next week!
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The BYU football team is staying here at Embassy Suites and I’ve shared an elevator with several players. If we don’t absolutely manhandle their line, we don’t deserve to be in the SEC. This team is little and cocky.
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📍CA- Oxnard
📍IN- Dyer
📍IN- Mishawaka
📍ME- Rock Row
📍PA- Oaks
📍CA- Yorba Linda
📍GA- Snellville
📍IL- Michigan Ave
📍KY- Paddock
📍MA- Attleboro
📍MD- Kentlands
📍NE- Omaha Northwest
📍PA- Northampton Crossings
📍TX- Abilene
📍AZ- Maricopa
📍CA- Capitola
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