Crumbl was co-founded by Jason McGowan and Sawyer Hemsley. Together, they dove head-first into the world of baking. After thousands of dollars in wasted dough, recipes that did not live up to their expectations, and cookies that are just plain embarrassing to them today, the two cousins decided to take their perfect cookie quest to the people. The duo gathered feedback and coordinated taste tests for new recipes—a practice that is still part of the Crumbl process today. At last, they landed on the perfect recipe, and just like that, Crumbl’s award-winning Milk Chocolate Chip cookie was born.