Rick Diamond spent most of his career working as an accountant but, like so many others, decided he wanted to be his own boss after Covid hit and started thinking about franchising. Coincidentally, Emily was visiting family in Utah, which gave her the opportunity to visit Crumbl's very first store – a log cabin-like location that opened in Logan, Utah, in 2017.

She loved everything about the concept – the smell, the look, the product. Stores are closed on Sundays, which aligned with their values. They checked out an open location closer to home, in Louisville, Kentucky, and realized it was exactly what they wanted to pursue.

They set up a call with corporate and were approved for a store and, just this week, opened their third Crumbl location in their home market. Their experience with the concept has been “really positive, which is why we went for a third.” Notably, their experience also coincides with the company’s meteoric growth trajectory. Crumbl more than doubled its unit count from 2021 to 2022 and now counts nearly 1,000 shops, while its sales jumped more than 2.5 times to $985 million during that same timeframe.