Crumbl

The vendor opportunity at Crumbl

Crumbl is a quick-service restaurant chain headquartered in Utah, operating 327 total units according to its 2022 Franchise Disclosure Document. Of those, 326 are franchised and just 1 is company-owned, making this a nearly pure franchise system. The average unit volume sits at $1,687,731, and franchisees pay an 8% royalty. For a software vendor, the addressable market is essentially the entire system—326 franchised locations—because technology mandates flow from the top down.

The chain is part of Crumbl Enterprises LLC, a holding company. Its operator footprint is highly fragmented: FranCloud has mapped 11 operators across roughly 11 located units, all single-unit operators. No multi-unit operators appear in the data. The top states by mapped unit count are Iowa, Connecticut, Michigan, Virginia, and Hawaii, with one unit each. This fragmentation means no single franchisee holds enough influence to drive technology adoption independently; the real buyer is at headquarters.

Who controls software purchasing

Technology decisions at Crumbl are centralized. The 2022 FDD lists Bryce Redd as Chief Technology Officer, making him the most direct point of contact for software vendors. The broader executive team includes Jason McGowan (Founder and CEO) and Sawyer Hemsley (Founder and COO), who are likely involved in major operational technology decisions. Courtney Dursteler (Chief Product Officer) and Britnee Bromley Nuehring (Chief Customer Officer) round out the C-suite. Any vendor pitch should assume that approval and selection happen at this HQ level, not at the franchisee level.

Mandated and current tech stack

Crumbl’s 2022 FDD mandates three specific systems. For point-of-sale, the chain requires Square by Block, Inc. For accounting, it mandates both QuickBooks and QuickBooks Online by Intuit Inc. These are not recommendations—they are required. This creates a clear integration surface for vendors selling adjacent tools: payroll, inventory, scheduling, or analytics that sit on top of Square and QuickBooks. If your software conflicts with or duplicates these mandated systems, you will face an uphill battle.

Procurement, renewals, and timing

The FDD does not disclose a procurement model in Item 8, so it is unknown whether Crumbl uses designated suppliers, an approved supplier list, or an open procurement process. Vendors should be prepared for any of these scenarios when engaging the HQ team.

Renewal timing offers a potential window for software displacement or upsell. The initial franchise term is 5 years. Franchisees in good standing can renew for two successive 5-year terms, but they must modernize their business to then-current standards, sign a general release, and pay a successor fee. Notice of intent to renew must be given between 6 and 12 months before expiration. This modernization clause is a trigger point: when franchisees are forced to update their operations, HQ may also reevaluate the technology stack. Tracking renewal cohorts could surface predictable sales opportunities.

How to read the Crumbl FDD

The full Crumbl Franchise Disclosure Document, filed with state franchise regulators in 2022, is embedded below. It contains the legal and operational detail behind every fact cited on this page. For vendors, the most actionable sections are Item 11 (mandated tech), Item 1 (executives), and Item 17 (renewal and modernization terms). Use this page as your index into the document, and when you are ready to prioritize franchise brands by fit, FranCloud can help you build a ranked target list.