Crumbl Cookies Trademarks
Please note: Gerben IP does not represent Crumbl Cookies. This page is provided for informational purposes and reflects information available in public USPTO records.
September 29, 2023
Crumbl Cookies is one of America’s fastest-growing cookie companies. It was founded in 2017 by Jason McGowan and Sawyer Hemsley, who are cousins. Since then the brand has rapidly expanded and now has more than 370 retail stores in over 40 states in the United States.
Crumbl Cookies operates using the takeout and delivery model popular pizza chains use, with each order getting served in unique pink to-go boxes. The company also offers nationwide shipping through its website.
The company has started selling ice cream and milk, both available for delivery.
Let’s look at the company’s history, growth, and trademarks.
Crumbl Cookies History
Jason McGowan founded Crumbl Cookies with the help of his cousin, Sawyer Hemsley, in 2017, in Logan, Utah. Jason also serves as the CEO of the company. The idea, embedded into the company’s mission statement, was to bring family and friends together over a box of some of the best cookies globally.
After opening, Crumbl Cookies adopted the franchising model in order to accelerate its expansion. It’s currently the largest cookie company in the U.S. and the fastest-growing restaurant franchise in the country.
Crumbl Cookies serves a rotating menu featuring new flavors weekly. The company also regularly returns crowd favorites to the menu with occasional servings of original recipes. One of their most popular servings is the chocolate chip cookie that contains toffee.
Crumbl Cookies operates six days a week. The stores are open from 8 a.m. to 10 p.m. on weekdays. However, Crumbl Cookies stores stay open from 8 a.m. to midnight on Friday and Saturday. All stores are closed on Sundays.
Every Crumbl store, excluding the Orem, Utah R&D location, is franchise owned and operated All locations feature an open layout where customers can see the staff making fresh batches of cookies daily.
This model closely mimics the Apple Store layout, featuring a bright, open concept with employees buzzing around fulfilling orders.
Since 2019, the company has enjoyed sales up nearly 500%. The locations average almost $1.7 million and generate more than $350,000 in net profit.
Crumbl Cookies Expansion
Crumbl Cookies’ rise to success has been significantly attributed to its powerful social media presence. The company has a well-curated TikTok page that reaches millions of viewers and followers. Many have converted to loyal customers after interacting with the brand online.
A ton of social media posts also talk about the company, which helps grow its popularity. Their TikTok page features videos of gooey, slow cookie pulls that are designed to be attention-grabbing.
All these videos are created with little influencer input. All the viral attention the company gets online comes from its work.
Crumbl Cookies’ social media strategy doesn’t just stop with TikTok The company also has a robust Instagram presence with over 1 million followers. In TikTok, the chain has a trending hashtag #CrumblReview where customers rate the chain’s famous cookies. That hashtag has over 114 million views.
Despite not directly using influencers in its social media marketing, social media stars such as James Charles have contributed to this trending hashtag, helping boost the brand’s social media reach.
Crumbl Cookies’ impressive social media reach is attributed to the founders’ background in tech. From launch, the duo wanted to create a powerful tech-enabled business that would keep up with the nation’s trends.
Crumble Cookies utilizes iPads and personal ordering kiosks in its physical stores to ensure the menu is constantly updated, giving a seamless customer service experience. Quickly updating the menu is core to enabling Crumbl Cookie to serve its customers with unique offerings occasionally and efficiently.
The company’s robust use of technology is not the only winning factor in its rapid expansion. Crumbl Cookies offers tantalizing cookie recipes and creative branding that separates it from other brands. Its first cookie, the chocolate chip, is arguably the most famous.
There are several additional choices designed to impress picky cookie enthusiasts. Some popular additions include Kentucky Butter Cake and Mango Frozen Yogurt.
Funfetti and Coconut Lime are also some of the restaurant chain’s long-time, more popular menu additions.
The menu changes weekly, with the company changing four to five flavors on the list. Crumbl Cookies established this tradition in late 2018, with some critics terming it controversial as the company seeks to keep its menu fresh and enticing.
However, the famous Milk Chocolate Chip cookie is available all year round.
Crumbl Cookies Trademarks
Crumbl Cookies has obtained or sought federal registration for about nine trademarks. These include “CRUMBL COOKIES,” “GAME DAY DESSERT,” and “CRUMBL.”
In June 2022, Crumbl Cookies sought federal trademark registration for “CRUMBL COOKIES” and intends to use the trademark for its restaurant services, specifically takeaway and food catering services.
Crumbl Cookies also sought federal trademark registration for “GAME DAY DESSERT” on October 20, 2021. The company intends to use the trademark for its bakery goods (cookies), online retail bakery shops, retail bakery shops, retail shops featuring baked goods, and delivery of baked goods, namely cookies.
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IC 043. US 100 101. G & S Restaurant services, take-away restaurant services, food catering services. FIRST USE: 20180419. FIRST USE IN COMMERCE: 20180419.
IC 043. US 100 101. G & S Restaurant services, take-away restaurant services, and food catering services.
IC 030. US 046. G & S Bakery goods, namely, cookies. FIRST USE: 20170816. FIRST USE IN COMMERCE: 20170929.
IC 035. US 100 101 102. G & S Online retail bakery shops; Retail bakery shops; Retail shops featuring baked goods. FIRST USE: 20170816. FIRST USE IN COMMERCE: 20170929.
IC 039. US 100 105. G & S Delivery of baked goods, namely, cookies. FIRST USE: 20170816. FIRST USE IN COMMERCE: 20170929.
IC 043. US 100 101. G & S Restaurant services, take-away restaurant services, food catering services. FIRST USE: 20171001. FIRST USE IN COMMERCE: 20171001.
IC 030. US 046. G & S Bakery goods, namely, cookies. FIRST USE: 20181129. FIRST USE IN COMMERCE: 20181129.
IC 035. US 100 101 102. G & S Online retail bakery shops; Retail bakery shops; Retail shops featuring baked goods. FIRST USE: 20181129. FIRST USE IN COMMERCE: 20181129.
IC 039. US 100 105. G & S Delivery of baked goods, namely, cookies. FIRST USE: 20181129. FIRST USE IN COMMERCE: 20181129.
IC 043. US 100 101. G & S Restaurant services, take-away restaurant services, food catering services. FIRST USE: 20181129. FIRST USE IN COMMERCE: 20181129.
IC 030. US 046. G & S Bakery goods, namely, cookies.
IC 035. US 100 101 102. G & S Online retail bakery shops; Retail bakery shops; Retail shops featuring baked goods.
IC 039. US 100 105. G & S Delivery of baked goods, namely, cookies.
IC 030. US 046. G & S (Based on Use in Commerce) Bakery goods, namely, cookies. FIRST USE: 20210319. FIRST USE IN COMMERCE: 20210428.
IC 035. US 100 101 102. G & S (Based on Use in Commerce) Online retail bakery shops; Retail bakery shops; Retail shops featuring baked goods. FIRST USE: 20210319. FIRST USE IN COMMERCE: 20210428.
IC 039. US 100 105. G & S (Based on Intent to Use) Delivery of baked goods, namely, cookies.
IC 030. US 046. G & S Bakery goods, namely, cookies. FIRST USE: 20180927. FIRST USE IN COMMERCE: 20181128.
IC 030. US 046. G & S Bakery goods, namely, cookies. FIRST USE: 20180415. FIRST USE IN COMMERCE: 20180419.
IC 035. US 100 101 102. G & S Retail bakery shops; online retail bakery shops; retail shops featuring baked goods. FIRST USE: 20180415. FIRST USE IN COMMERCE: 20180419.
IC 039. US 100 105. G & S Delivery of bakery goods, namely, cookies. FIRST USE: 20180415. FIRST USE IN COMMERCE: 20180419.
IC 030. US 046. G & S Cookies. FIRST USE: 20170807. FIRST USE IN COMMERCE: 20170816.
IC 035. US 100 101 102. G & S Retail bakery shops featuring cookies; online retail bakery shops featuring cookies; retail shops featuring cookies. FIRST USE: 20170807. FIRST USE IN COMMERCE: 20170816.
IC 039. US 100 105. G & S Delivery of bakery goods, namely, cookies. FIRST USE: 20170807. FIRST USE IN COMMERCE: 20170816.