Jason McGowan

Co-Founder and Board Chair, Crumbl · 1 appearance on the record.

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founderexecutive@jasonmcgowan ↗LinkedIn ↗crumblcookies.com ↗

Jason McGowan co-founded Crumbl alongside his cousin Sawyer Hemsley in 2017, applying a tech-startup approach featuring A/B recipe testing and viral social media marketing. Under his leadership as CEO, the company expanded from a single bakery in Logan, Utah, into an international franchise with over 1,000 locations before he transitioned to Board Chair.

11statements → 4claims → 1claims resolved → 3.91/5average certainty → 1.64/5average debate potential → ≈4.5/5argument clarity, estimated →

1 supported 0 partly supported 0 contradicted 1 not yet assessed 2 not checkable as stated how the 4 claims stand · each chip opens the sources

4 assertions · 3 insights · 4 disclosures · every statement was checked. The predictions and assertions are the 4 claims: statements the public record can support or contradict. 1 is resolved, 1 is not yet assessed, and 2 name no date, number or outcome precise enough to check. Everything else (opinions, insights, what ifs, disclosures) can never be settled by the record, so it carries no assessment.

The record, in short

What the tape says about how Jason argues and how the claims held up. Everything they said, and everything said about them, is in the tabs below.

Their most notable supported claim

Assertion Supported

McGowan: Crumbl has more TikTok followers than Starbucks and Nike combined

“Starbucks and Nucky combined, I think we have more than both of those combined, yeah.”

Jason McGowan Aug 11, 2025 ▶ 52:07 Crumbl: Jason McGowan

How they sound: not measured why? →

We measure speaking style by listening to the audio itself, and a fair number needs at least 2,000 words from one person on tape we have measured. There is too little of Jason McGowan on measured tape to publish a rate. This says nothing about how they speak.

What they said11 Episodes1

Everything Jason McGowan said on How I Built This that made the record, most notable first. Filter by type, assessment or year in the ledger →

Disclosure

Crumbl closes all locations on Sundays to prioritize employee family time

“We want to be able to give bakers time off. We want them to be able to spend time with their friends and families. And this is just core to who we are. It's spending time with family. And if people want to worship on Sundays or they want to do other things on …”

Jason McGowan Aug 11, 2025 ▶ 37:49 Crumbl: Jason McGowan

Insight

McGowan: Businesses should focus on fans because critics do not pay

“Our critics don't pay for our business. Our fans do.”

Jason McGowan Aug 11, 2025 ▶ 48:09 Crumbl: Jason McGowan

Insight

McGowan regrets suing copycat competitors, saying it distracted from Crumbl's focus

“Looking back on it, I think, I don't think it was worth the time and the energy. Our whole career has been built on not focusing on competitors, and then all of a sudden this happened, and it caused us to lose focus for a little bit, to be honest, too. So, I w…”

Jason McGowan Aug 11, 2025 ▶ 58:57 Crumbl: Jason McGowan

Assertion Not checkable as stated

McGowan: Crumbl leased space and bought equipment before finalizing recipe

“We rented out the building, we got the commercial equipment, we did all that, and we still didn't even know what the recipe was.”

Jason McGowan Aug 11, 2025 ▶ 21:06 Crumbl: Jason McGowan

Disclosure

Crumbl built its first storefront without knowing they needed municipal permits

“Even at the time, I didn't even, this, I didn't even know that you were supposed to get, like, permits and all those kinds of things to do a lot of these things. So we were doing some of these things without permits”

Jason McGowan Aug 11, 2025 ▶ 27:03 Crumbl: Jason McGowan

Assertion Not publicly verifiable

Crumbl chose milk chocolate chips over semi-sweet based on a Twitter poll

“And so we put a survey out on Twitter and the survey results came back and it was 70% milk chocolate chip, 30% semi-sweet. And that's how we decided that we were going to go with milk chocolate chips instead of semi-sweet.”

Jason McGowan Aug 11, 2025 ▶ 19:43 Crumbl: Jason McGowan

Insight

Crumbl slashed delivery costs by dispatching drivers with surplus warm cookies

“Well, what we learned we could do was, is we wouldn't send out drivers with the exact order, because remember, there's only one flavor. We would send them out with way more cookies than they already had current orders for. And so as a new order would pop up, i…”

Jason McGowan Aug 11, 2025 ▶ 32:46 Crumbl: Jason McGowan

Assertion Not checkable as stated

McGowan: Crumbl employs over 30 people dedicated to customer replies

“Even today we have over 30 people that are just dedicated to responding to people.”

Jason McGowan Aug 11, 2025 ▶ 46:36 Crumbl: Jason McGowan

Assertion Supported

McGowan: Crumbl has more TikTok followers than Starbucks and Nike combined

“Starbucks and Nucky combined, I think we have more than both of those combined, yeah.”

Jason McGowan Aug 11, 2025 ▶ 52:07 Crumbl: Jason McGowan

Disclosure

Crumbl formed a franchisee council to help select weekly cookie flavors

“One thing that we've done recently is we've brought our franchise, we bring a council together of franchisees, so We have several franchisees who've run extremely well, you know, well-run stores, and they come together and they help us pick the flavors togeth…”

Jason McGowan Aug 11, 2025 ▶ 55:49 Crumbl: Jason McGowan

Disclosure

McGowan: Crumbl plans to grow by approximately 100 units annually

“We still plan on growing a hundred units or so a year, but we want to be a little bit more strategic in how we do it and where we place them and all those kinds of things.”

Jason McGowan Aug 11, 2025 ▶ 1:01:57 Crumbl: Jason McGowan

Appearances (1)

Episode	Date	Speaking time
Crumbl: Jason McGowan	Aug 11, 2025	36m

Jason McGowan

The record, in short

Their most notable supported claim

How they sound: not measured why? →

Appearances (1)

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