Head-to-Head Franchise Intelligence
Crumbl vs Insomnia Cookies
Commercial comparison of unit economics, FTC Franchise Disclosure Document (FDD) Item 19 average unit volume (AUV), startup capital requirements, and store tech stacks.
Contender 1Rank #55
Crumbl
Rotating Specialty Cookies
Taste Weekly
Parent Holding:Sawyer Hemsley & Jason McGowan
Contender 2Rank #166
Insomnia Cookies
Desserts, Bakery & Treats
Sweet Treats & Artisan Confections
Parent Holding:Independent Private
Unit Economics & Financial Benchmarks
Verified against FTC FDD Item 19 and SEC Form 10-K regulatory disclosures.
| Metric | Crumbl | Insomnia Cookies | Advantage |
|---|---|---|---|
| Median AUV (Annual Sales) | $1.31M | $4.01M | Insomnia Cookies (+206%) |
| Active Store Locations | 1,101 | 352 | Crumbl (Larger Fleet) |
| Initial Investment Range | $380k – $850k | $2.20M – $4.80M | Varies by site format |
| Min Liquid Capital Required | $200k | $750k | FDD Item 7 Requirement |
| Royalty Fee % | 8.0% | 4.5% | Insomnia Cookies (Lower Fee) |
| National Ad Fund % | 2.0% | 3.0% | Marketing Contribution |
| Annual Systemwide Sales | $1.40B | $1.40B | System Scale |
In-Store Tech Stack
Point-of-Sale Hardware/Software
Crumbl:Toast POS / Crumbl In-House
Insomnia Cookies:Toast Restaurant POS
Kitchen Display System (KDS)
Crumbl:Crumbl Baker Make-Line
Insomnia Cookies:Micros KDS
Delivery Multi-Homing
DoorDash Marketplace Penetration
Crumbl:0% (0 stores)
Insomnia Cookies:0% (0 stores)
Uber Eats Marketplace Penetration
Crumbl:0% (0 stores)
Insomnia Cookies:0% (0 stores)
Need deeper store-level datasets?
Explore individual geocoded address lists, multi-unit franchisee portfolios, and full FDD Item 19 exhibits.