Crumbl Lawsuit: Breaking Down the Key Points and Implications


Crumbl Cookies, a popular cookie franchise, has found itself entangled in a legal battle involving multiple lawsuits against rival companies. The dispute began when Crumbl and Crave Cookies filed several lawsuits in July 2022, alleging that competitors were stealing their recipes and packaging. The trials are now set to take place in November 2023.

One of the accused competitors, Dirty Dough, has not shied away from the controversy, even launching a billboard campaign mocking Crumbl’s claims. They have displayed taglines such as “Cookies so good, we’re being sued!” and released parody videos portraying the Crumbl boardroom when is was decided to take legal action against them.

In addition to the ongoing lawsuits, Crumbl Cookies has faced other troubles as well. The U.S. Department of Labor accused the company of violating child labor laws in six states, affecting 46 workers, and resulting in fines totaling over $57,000. As this legal saga unfolds, the future of the cookie industry and its various players remains uncertain.

Crumbl’s Brand Success

Crumbl has experienced tremendous success in recent years. The company’s rapid growth can be attributed to their unique product offerings as well as their strong presence on various social media platforms, particularly Instagram and LinkedIn.

One of the main driving forces behind Crumbl’s brand success is their innovative approach to creating delectable cookies. With a rotating menu that features new flavors each week alongside staple favorites, customers are always excited to see what new treats are in store. This variety keeps customers coming back for more, leading to increased brand loyalty and awareness.

Furthermore, Crumbl has effectively leveraged social media to promote their brand and engage with customers. Their Instagram account frequently showcases mouth-watering images of their cookies and highlights customer experiences. This visually appealing content has garnered the company a significant following and helps to create buzz among cookie enthusiasts.

In addition to Instagram, Crumbl also maintains a strong presence on LinkedIn. The platform allows the company to connect with other businesses, potential partners, and professionals within the food industry. By sharing valuable insights and catering to a more professional audience, Crumbl continues to solidify its reputation as a leader in the gourmet cookie market.

The Controversy: Dirty Dough, Crave and #UtahCookieWars

In the midst of the dessert world, the #UtahCookieWars has sparked a legal dispute involving popular cookie brands Dirty Dough, Crave, and Crumbl. The controversy began when Crumbl filed separate lawsuits against Dirty Dough and Crave, claiming trademark infringement among other allegations.

As the cookie war escalated, Dirty Dough and Crave responded to these accusations in their own ways. Dirty Dough, for instance, launched a marketing campaign using billboards displaying messages like “Cookies so good, we’re being sued!” to grab public attention. Meanwhile, Crave has continued to develop its brand despite the ongoing litigation.

Crumbl’s lawsuit alleges that Dirty Dough and Crave copied their distinctive cookie design and presentation, resulting in potential confusion for consumers. However, the accused companies have fought back against these claims, arguing that the lawsuit’s premise is unjust.

The contention in the #UtahCookieWars has stirred mixed reactions from the public. Some support Crumbl’s efforts to protect their intellectual property, while others criticize the lawsuit as an attempt to stifle competition in the booming cookie industry.

With the legal battle ongoing, the eventual outcome of this controversy remains uncertain. As of April 2023, Dirty Dough has proposed a countersuit against Crumbl, further complicating the situation. As the #UtahCookieWars continue, the dessert-loving community waits to see how this heated dispute will be resolved.

The People Involved

 Bennett Maxwell is the CEO of Crumbl Cookies, responsible for operating and expanding the business, which has grown to over 500 locations nationwide.

Jason McGowan and Trent English are among the defendants in the lawsuits filed by Crumbl against rival cookie companies. However, their specific roles in these cases remain unclear from the available information.

Sawyer Hemsley is a noteworthy person involved in one of the legal battles, as he is allegedly connected with the defendant’s business. Hemsley also had access to Crumbl’s recipes and trade secrets during his time as a former corporate employee of the company. His involvement has raised questions about the potential misuse of proprietary information.

The involvement of a whistleblower is also a crucial aspect of these cases. This individual has provided vital information on the alleged violations related to child labor laws by some Crumbl Cookies franchisees. As a result, eleven franchisees were required to pay significant fines for violating child labor laws.

Allegations of Trade Dress and Trademark Infringement

Trade dress refers to the overall appearance of a product, including its packaging and presentation, which can be protected by law if it is distinctive and non-functional. In this case, Crumbl alleges that the packaging and appearance of cookies offered by Crave Cookies and Dirty Dough closely resemble its own, leading to customer confusion and loss of sales.

Trademark infringement, on the other hand, occurs when an unauthorized party uses a mark, such as a logo or a name, that is identical or similar to a registered trademark, causing consumer confusion. Crumbl asserts that both competitors have infringed on its trademarks.

Crumbl is seeking injunctions and monetary relief from both Dirty Dough and Crave Cookies to address the alleged infringement. In addition to damages, the company wants the defendants to stop using their current packaging, logos, and any other elements that are believed to infringe on Crumbl’s trade dress and trademarks.

Leak of Proprietary Information

The issue came to light when Crumbl’s CEO, Jason McGowan, publicly updated the status of the lawsuit on LinkedIn, stating that Dirty Dough had stolen trade secrets from Crumbl. The release of such insider information can have significant consequences for any business, as it can harm their competitive advantage and potentially cause financial loss.

In the world of business, the protection of proprietary information, trade secrets, and intellectual property is essential. These valuable assets represent the unique innovations, strategies, and processes that drive the success of a company. When a leak of such information occurs, it not only puts the company at risk but also undermines the integrity of the industry as a whole.

Impact on Other Competitors

One possible implication of this case could be a heightened scrutiny among competitors in the cookie industry. Businesses will be more vigilant in ensuring that their product packaging, logos, and marketing materials are distinct from those of their competitors. This increased emphasis on differentiation may lead to innovation and improved brand identity among the various businesses operating in this space.

Several cookie entrepreneurs, including those from Chip Cookie, might be prompted to review their own branding and packaging designs. This case serves as a warning to other companies, making them aware of the importance of protecting their trademarks and avoiding potential legal disputes with competitors in the industry.

Lastly, the Crumbl lawsuit could set a precedent for cases involving similar disputes in the gourmet cookie market. The outcome of this legal battle will likely play a crucial role in defining the boundaries of competition and fair use of branding elements among competitors. This may also encourage companies to come up with more distinctive packaging and marketing strategies to avoid any further conflicts.

Repercussions on Crumbl’s Business

Crumbl’s reputation has been put in the spotlight as the lawsuit unfolds. Both the public and potential franchisees are paying close attention to the implications of the legal case. The billboard campaign by Dirty Dough mocking Crumbl’s claims has drawn further attention to the controversy, which could impact the brand’s image.

Franchisee relationships might be directly affected by the lawsuit’s outcome, considering that Crumbl operates on a franchise model. Existing and prospective franchisees could have concerns regarding the effects of the legal struggle on their investments and future prospects, potentially causing hesitation in opening new stores or expanding existing ones.

The branding of Crumbl cookies may also face challenges due to the allegations against Dirty Dough, which claims that its cookies used packaging, decor, and presentation that were “confusingly similar” to Crumbl’s established trade dress and brand identity. This could lead to uncertainty in the market and dilution of Crumbl’s unique appeal.

Finally, the financial aspects of the lawsuit may have repercussions on the company’s billion-dollar valuation. Legal fees, potential settlements, and loss of revenue due to a damaged reputation could, in turn, impact Crumbl’s overall financial health and market position. Should the outcome be unfavorable for Crumbl, it might put their billion-dollar status at risk.

Public Reaction on Social Media and Press

On platforms like TikTok, users have found creative ways to express their thoughts and support for either of the cookie companies. Some have even created humorous and lighthearted content surrounding the legal feud, highlighting its significance in the world of gourmet cookies.

In the press, the story has been covered extensively by renowned outlets such as Insider and ABC 4. These articles provide in-depth information on the lawsuit, revealing the allegations of copyright infringement on logos and packaging by Dirty Dough and Crave Cookies.

The public has also been actively expressing their views on the matter on platforms like LinkedIn. Crumbl and Dirty Dough’s founders have engaged in a very public exchange on the professional networking site, attracting attention from followers and other interested part.

Crumbl’s Expansion Efforts

As Crumbl continues to grow and establish a strong presence in the cookie industry, the company has been successful in expanding its locations across several states, including Arizona, California, Tennessee, Washington, and Florida. 

In Arizona, Crumbl has established a foothold with a location in Tempe, contributing to the ongoing presence of gourmet cookie shops in the state. Similarly, in California and Tennessee, Crumbl’s expansion has been met with positive reception as the company caters to the tastes and preferences of cookie lovers residing in those areas.

Crumbl has also entered the markets of Washington and Florida, reinforcing their strategy to widen their reach across the United States. By offering a diverse range of over 170 rotating cookie flavors, Crumbl continues to both captivate and entice customers with their unique, innovative products.

The company’s expansion has not been limited to only a selected few states; it has its roots in Utah where it operates multiple branches. In Logan, their store has built a reputation as a go-to destination for cookie enthusiasts. Additionally, Crumbl has established locations in Vineyard, Pleasant Grove, Spanish Fork, Saratoga Springs, St. George, Midvale, and West Valley, reflecting their strategic approach to coverage across various regions within the state.


In November 2023, the Crumbl lawsuits will officially head to trial, in which the company alleges that its competitors have copied recipes, packaging, and branding elements. While the outcome is uncertain, the outcome of this trial will likely have significant implications for the cookie industry in terms of market competition and intellectual property rights.

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