Crumbl

Ownership

Crumbl is an American multinational franchise chain of bakeries headquartered in Lindon, Utah, and in May 2025 it received an investment from TSG Consumer Partners, a private equity firm, which takes only a minority stock in the company. The Madison location is franchise-owned, not locally owned by Madison residents.

Local Sourcing

No public information found about Crumbl's sourcing practices or use of local Wisconsin suppliers. The company operates a centralized corporate supply chain typical of national franchise operations, with no evidence of local ingredient sourcing.

Community Involvement

Crumbl Cares has donated cookies to teachers and provided Teacher of the Year awards in all 50 states, Puerto Rico, and Canadian provinces, and 20% of fundraising campaign sales go to organizations. However, these appear to be centralized programs rather than deep local Madison ties.

Local Workforce

Pay is low and employees report no benefits and no breaks. Employees rate their compensation and benefits as 2.4 out of 5, and in 2022 the U.S. Department of Labor fined eleven of its franchises for assigning underage employees to shifts exceeding permitted hours and involving dangerous equipment.

Revenue Retention

Franchisees must pay an 8% royalty fee on all annual gross sales to corporate and ongoing fees typically include 8% royalty and 2% national marketing fund contribution, meaning most revenue flows to the Utah-based parent company and franchising system rather than staying in Madison.

Local Presence

Heavy corporate signals dominate: location selector, 'Locations' nav, franchise boilerplate ('Apply today to work at a Crumbl store near you'), corporate careers portal, franchising/HQ references, and cookie-cutter template language. No owner/staff names, local supplier mentions, or personality-driven copy that would signal independent operation.