Crumbl: Jason McGowan

In this episode of "How I Built This," Guy Raz interviews Jason McGowan, co-founder of Crumbl Cookies, about the company's rapid growth and unique business model. McGowan discusses starting the business with his cousin Sawyer Hemsley, initially focusing on technology and delivery before perfecting their cookie recipe through A-B testing. He shares insights on their strategic use of social media, particularly TikTok, to build a massive following, and their innovative approach to weekly rotating cookie flavors. McGowan also touches on the challenges of scaling a franchise, navigating legal battles with competitors, and the importance of staying true to their brand values, including closing on Sundays. The conversation explores Crumbl's early days in Utah, the significance of community and customer engagement, and the blend of tenacity, timing, and faith that contributed to their success.