Crumbl’s New Tech Leadership - Lessons for Restaurants

Change at the Top Signals a New Chapter for Crumbl

Crumbl Cookies has begun a new era in its leadership ranks, announcing Jacob Moncur as Chief Technology Officer after years of technology guidance from outgoing CTO Bryce Redd. Moncur, previously Vice President of Engineering, has been instrumental in building Crumbl’s digital ecosystem that helped propel the brand’s meteoric growth. Redd, who shaped the company’s tech vision since 2018, will remain for a transition period - ensuring that the brand’s core technology strengths are preserved during this critical handoff. For restaurant owners, Crumbl’s trajectory is a clear example of how digital leadership now sits at the heart of competitive strategy. As the industry becomes ever more connected, seamless app experiences and data-driven operations are a must. Watching how Crumbl prioritizes its tech transition may offer clues for how to future-proof your own operation.

Technology’s Role in Navigating Rapid Expansion

Since 2020, Moncur has been the architect behind Crumbl’s scalable tech infrastructure, including the user-friendly mobile app and in-store technology. But as any growing chain knows, infrastructure alone isn’t a silver bullet. Crumbl saw rapid expansion, climbing from 691 stores at the start of 2023 to 1,101 locations by late 2025. Even so, leadership is now responding to slowing unit growth and declining average unit volumes - a common challenge for high-growth concepts once the initial boom tapers off. Restaurateurs can take away several lessons.

Smart investment in technology systems supports expansion, but those systems need constant evolution to keep pace with changing customer expectations.
Leadership that deeply understands both tech and operations is critical as brands scale beyond their startup roots.
Smoothing leadership transitions with expert guidance - just as Crumbl retains Redd in an advisory role - ensures continuity even through disruption.

Lessons for Operators Watching Dessert Trends

The story behind Crumbl’s leadership overhaul is more than just a personnel move - it’s a strategic response to a maturing market for modern dessert concepts. Despite setting records for rapid expansion, Crumbl saw its average unit volume drop roughly 15% in the past year alone. This pattern isn’t unique to Crumbl; many trending concepts hit similar points as growth stabilizes and consumer habits evolve. For other restaurant leaders, it’s a reminder to continuously re-examine your technology stack, staff training, and guest engagement tactics. When digital convenience is the norm, sticking with “good enough” tech leaves your brand vulnerable to more innovative competitors.

Strategic Planning Amid Industry Shifts

Crumbl’s willingness to promote from within also highlights the value of developing future leaders who understand both the brand’s mission and its operational DNA. As the company’s co-founders also prepare to step back once successors are found, this total leadership refresh signals Crumbl is planning for long-term adaptability - not just reacting to market headwinds. The lesson for growing restaurants? Strong succession planning and ongoing investment in digital systems can be powerful shields in turbulent times. Embracing proactive changeover, instead of waiting for crisis, keeps customer and staff experiences smooth and delivers stakeholder confidence.

Charting the Way Forward for Innovative Brands

Crumbl’s leadership transition is a powerful case study for operators seeking sustainable growth in a tech-forward landscape. Harnessing digital infrastructure, investing in people, and facing the realities of market shifts can position restaurant brands for enduring success - even when the first rush of expansion slows. Restaurant owners and managers should stay vigilant, ensuring each step forward is backed by both data and vision. As technology and leadership converge, those who plan strategically - and embrace transformation - will seize the best opportunities ahead.

Embracing Change for Continued Restaurant Success

The future of restaurant excellence lies in embracing thoughtful change, from technology upgrades to leadership planning. As Crumbl’s journey reveals, agility and intentional succession pave the way for stability and accelerated innovation. Operators ready to navigate transitions - big or small - are well positioned to lead their markets with confidence and resilience. Stay connected to industry insights and ensure you’re leveraging every tool that elevates your team and customer experience.