Name: Jacob Moncur
New title: Chief technology officer, Crumbl
Previous title: Vice president of engineering, Crumbl
Crumbl promoted Jacob Moncur to chief technology officer this week, succeeding Bryce Redd, the company said in a press release. Redd will remain with the company in an advisory capacity for a period of time to ensure a smooth transition.
The cookie brand said Moncur, who has worked on its technology strategy since 2020, played an important “role as an architect of the technology infrastructure underlying Crumbl's growth.” Specifically, Moncur helped build the company’s mobile app and other technology systems.
The brand is in the midst of a significant leadership transition. Its co-founders, Jason McGowan and Sawyer Hemsley, will leave the company on finding replacements, according to QSR Magazine.
Moncur’s promotion and Redd’s transition to an advisory capacity is part of that shift. Redd, according to the FDD, has been with the chain as its tech chief since 2018, making his departure a significant shift in the C-suite despite Moncur’s experience.
Crumbl’s store system has grown rapidly in recent years, from 691 at the start of 2023 to 1,101 at the end of 2025, according to its franchise disclosure documents. But that growth has slowed down, with 281 net openings in 2023, 87 in 2024 and 42 last year. The slowing growth has been accompanied by a fall in average unit volume, with the chain’s AUV dropping from $1.35 million in 2024 to $1.14 million last year, a roughly 15% decrease.
