To understand the friction between Crave and Crumbl, you must understand Utah's unique beverage and confectionery culture. With more than 60% of the state's population adhering to Latter-day Saint cultural norms that eschew alcohol and coffee, specialty dessert establishments fill the social void. Gourmet sodas and high-calorie baked goods are not occasional treats here; they form a core social industry.
Crumbl emerged from Logan, Utah, in 2017, founded by cousins Jason McGowan and Sawyer Hemsley. Through aggressive viral marketing, a distinct rotating weekly menu, and signature pink box branding, the company achieved dizzying scale, opening more than 1,000 locations across the United States within seven years. Their meteoric ascent inevitably attracted competitors eager to capture market share in a booming, multi-billion-dollar indulgence category.
Crave Cookies entered the market in 2019, operating out of Salt Lake County with a focus on premium ingredients and thick-profile bakes. Almost immediately, casual consumers drew comparisons. Both brands offered oversized confections. Both introduced weekly flavor rotations that drove repeat visits. Both relied heavily on clean, minimalist interior storefronts. Yet operating within the same category is not an automatic legal violation, a point that quickly became the center of a bitter corporate battle.
