1851

Private equity firm&nbsp;<a href="https://www.tsgconsumer.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=crumbl-franchise-investment-tsg-consumer-2729267" target="_blank" rel="nofollow">TSG Consumer Partners</a> has taken a minority stake in&nbsp;<a href="https://crumblcookies.com/franchising?utm_source=1851franchise.com&utm_medium=article&utm_campaign=crumbl-franchise-investment-tsg-consumer-2729267" target="_blank" rel="nofollow">Crumbl</a>, the rapidly expanding cookie and dessert chain, according to a&nbsp;<a href="https://www.bloomberg.com/news/articles/2025-04-30/tsg-consumer-is-said-to-near-investment-in-cookie-chain-crumbl?embedded-checkout=true&utm_source=1851franchise.com&utm_medium=article&utm_campaign=crumbl-franchise-investment-tsg-consumer-2729267" target="_blank" rel="nofollow">recent report from Bloomberg</a>. The investment, made in the form of preferred equity, signals growing interest from institutional investors in high-performing franchise concepts, especially those with strong brand identity and social media momentum.Crumbl’s appeal to investors is clear. Founded in 2017 by&nbsp;<a href="https://www.linkedin.com/in/jasonmcgowan/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=crumbl-franchise-investment-tsg-consumer-2729267" target="_blank" rel="nofollow">Jason McGowan</a> and&nbsp;<a href="https://www.linkedin.com/in/sawyer-hemsley-6b9449111/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=crumbl-franchise-investment-tsg-consumer-2729267" target="_blank" rel="nofollow">Sawyer Hemsley</a>, the brand has scaled at an extraordinary pace, reaching over 1,000 stores across the U.S., Puerto Rico and Canada in just eight years. Crumbl sells over 1 million desserts per day and offers a rotating menu that has made it a viral sensation on platforms like TikTok — factors that contribute to its aggressive franchising success. The company sells franchise rights to its stores and has built a loyal customer base that fuels demand at both new and existing locations.The deal with TSG comes as Crumbl’s owners continue to explore a potential sale that could value the company at nearly $2 billion, including debt. The valuation is based on reported EBITDA nearing $150 million, highlighting the brand’s profitability and operational scalability — two major signals that would appeal to both franchisees and franchisors evaluating long-term growth potential.In addition to TSG’s equity investment, Bloomberg reports that Crumbl is in talks with&nbsp;<a href="https://www.blackstone.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=crumbl-franchise-investment-tsg-consumer-2729267" target="_blank" rel="nofollow">Blackstone Inc.</a> and&nbsp;<a href="https://golubcapital.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=crumbl-franchise-investment-tsg-consumer-2729267" target="_blank" rel="nofollow">Golub Capital</a> for a $500 million unitranche loan. This form of private credit financing would provide Crumbl with immediate capital to support expansion and infrastructure, likely fueling additional franchise development, marketing, and supply chain upgrades.The involvement of major players like TSG, Blackstone and Golub suggests a broader trend of institutional confidence in franchised brands with unique consumer appeal and proven unit economics. For current and prospective Crumbl franchisees, the partnership could lead to enhanced corporate support, increased brand exposure, and accelerated growth in untapped markets. For franchisors across industries, Crumbl’s ability to attract this level of investment underscores the value of pairing a simple product with strong digital engagement and operational consistency.Crumbl joins a growing list of dessert-focused brands drawing attention from private equity. As Bloomberg notes, Krispy Kreme sold a majority stake in Insomnia Cookies to Verlinvest and Mistral Equity Partners in 2024, while Stripes has backed Levain Bakery since 2018. These moves indicate an increasingly competitive landscape where investor backing could be a differentiator in the race for franchise territory and consumer mindshare.Read the original article&nbsp;<a href="https://www.bloomberg.com/news/articles/2025-04-30/tsg-consumer-is-said-to-near-investment-in-cookie-chain-crumble?utm_source=1851franchise.com&utm_medium=article&utm_campaign=crumbl-franchise-investment-tsg-consumer-2729267" target="_blank" rel="nofollow">here</a>.Every great franchisee had help buying a franchise. Want to learn more about how 1851 helps franchisees find the right franchise opportunity? Visit&nbsp;<a href="https://www.1851growthclub.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=crumbl-franchise-investment-tsg-consumer-2729267" target="_blank" rel="nofollow">www.1851growthclub.com</a> and start your journey.

Crumbl Franchise Investment - TSG Consumer Partners -  1851 Franchise

Crumbl Franchise Investment: TSG Consumer Takes Minority Stake to Fuel Expansion

1851 Franchise

The deal reflects rising private equity interest in scalable franchise concepts with strong brand identity, viral appeal and consistent unit-level performance.

TSG Consumer Partners Takes Minority Stake in Crumbl, Signaling Franchise Growth Potential

crumbl-franchise-investment-tsg-consumer

Pet Wants

Meet the Team Leading Pet Wants Into Its Next Phase of Growth

meet-the-team-leading-pet-wants-into-its-next-phase-of-growth

Voodoo Brewing Co.

Voodoo Brewing October Drink Pink cocktail

Drink Pink: How Voodoo Brewing Co. Pours Purpose Into Profits This October

drink-pink-how-voodoo-brewing-co-pours-purpose-into-profits-this-october

Sola Salons

Photo of exterior of Sola Salons location with sunset in background

Why the Sola Salons Model Beats Traditional Hair Salon Franchise Opportunities

sola-salon-suite-vs-traditional-salon-franchise

America's Swimming Pool

Answering Surging Demand: How America’s Swimming Pool Is Emerging as the Go-To Franchise for Pool Services

americas-swimming-pool-company-franchise-growth

Right at Home

image of chrisy heiss from right at home franchisee

Post-Acute Care Professional Turned Franchisee to Share Experience With Right at Home in Upcoming Franchise Education Webinar

right-at-home-chrisy-heiss-success

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Senior Entrepreneurship - Franchising - 1851 Franchise

Senior Entrepreneurship Is Rising — And Franchising Is a Key Outlet

senior-entrepreneurship-franchising-silver-startups

U.S. Government Shutdown - Impact on Franchises - 1851 Franchise

Government Shutdown Stalls SBA Loans: How the Shutdown Could Impact Franchises

government-shutdown-impacts-sba-loans-tourism-franchises

Subway Franchisees Resist Expensive Remodel Directives

subway-franchisees-resist-expensive-remodel-directives

The American Franchise Act: What It Means for Franchisors and Franchisees - 1851 Franchise

The American Franchise Act: What It Means for Franchisors and Franchisees

american-franchise-act-joint-employer-standard

Jeni’s Splendid Ice Creams Begins Franchising To Grow Its Fellowship Model

jenis-splendid-ice-creams-begins-franchising-to-grow-its-fellowship-model

Power Eats: Smoothie King Rolls Out Food Nationwide To Fuel Franchise Growth

smoothie-king-food-menu-power-eats

NJCAR v. Ford - New Jersey Supreme Court Limits Standing Under Franchise Practices Act

New Jersey Supreme Court Limits Standing Under Franchise Practices Act

new-jersey-franchise-practices-act-njcar-v-ford

Health Care Hiring Slowdown Highlights In-Home Care Franchise Opportunities - 1851 Franchise Agg

Health Care Hiring Slowdown Highlights In-Home Care Franchise Opportunities 

health-care-hiring-slowdown-in-home-care-franchise-opportunities

McDonald’s Is the Latest Franchise To Bet Big on Beverages with 500-Store Premium Drink Test

mcdonalds-is-the-latest-franchise-to-bet-big-on-beverages-with-500-store-premium-drink-test

Top Education Franchises To Consider for 2025 - 1851 Franchise

Top Education Franchises To Consider Investing In for 2025

top-education-franchises-investment-opportunities

Top Enrichment and Supplemental Education Franchises for 2025

top-enrichment-supplemental-education-franchises

Top Arts and Creative Learning Franchises for 2025 - 1851 Franchise

Top Arts and Creative Learning Franchises for 2025

top-arts-creative-learning-franchises

Top Early Childhood Education and Child Care Franchises for 2025 - 1851 Franchise

Top Early Childhood Education and Child Care Franchises for 2025

early-childhood-education-child-care-franchises

1851 Franchisee Spotlight with photo of Mike Rippey and Sola Salons logo

How This Former Franchisor Is Using His Industry Experience To Help Beauty Pros Thrive With Sola Salons Franchise

mike-rippey-sola-salons-franchisee

TSG Consumer Partners Takes Minority Stake in Crumbl, Signaling Franchise Growth Potential

MORE STORIES LIKE THIS