Sawyer Hemsley, founder of the popular bakery franchise Crumbl, has taken to social media to set the record straight (well…) on rumors that the company was on the verge of closing down.
On Friday, November 12, Bloomberg reported that Crumbl had "laid off dozens of corporate employees and announced it would drastically reduce its expansion plans." The publication alleged that the "average store revenue had plummeted 37 percent" in recent years, widening the gap between Crumbl's "well-performing stores" vs. the "struggling ones."
Hemsley clapped back at the report in a TikTok video shared over the weekend to his personal account.
"I'm here to clear up the rumors that people think Crumbl is closing. That is absolutely not true," Hemsley started. "We're actually moving offices for reasons such as updating our Crumbl Test Kitchen. This space was simply too small, and we have big ideas in the future."
The CEO concluded, "We also do all marketing in-house and it's time to expand and push everything to the next level. We're excited for what's ahead, and, honestly, we're just getting started. So stay tuned and follow our journey as we move into our new office."
@sawyerhemsley ONLINE RUMOR UPDATE 🚚🍪 Quick note because I’ve seen a few rumors floating around.. @Crumbl isn’t closing! 😂 What is happening? We’re moving office spaces! Why? Simply to give our test kitchen and creative teams more space. Their work is highly hands-on and collaborative, and our old setup wasn’t designed to support that. The internet loves a headline, but this one’s simple: we’re being intentional and thoughtful about how we grow. We’re still opening new stores every month and staying focused on what matters most. I’m incredibly grateful for our partners, our teams, and every customer who continues to support this brand. You’re the reason we get to keep showing up, baking, building, and dreaming. THANK YOU! Our mission hasn’t changed: bringing family and friends together over the best box of desserts in the world. The future feels really bright, and honestly.. we’re just getting started! 🫶🏼
The Bloomberg report also underscored Crumbl's expansion "beyond cookies to cakes, brownies, puddings, pies, and bars," alleging that the new products were "to stave off consumer fatigue and fuel the digital hype that the company relies on."
It's been quite year for Hemsley. From being outed over the summer, coming out a few days later with an Instagram post, and hard-launching a new boyfriend named Antonio Bruno, the gay CEO is now also facing rumors that his business is closing.
This story is still developing…
