Crumbl Cookies and 7 Brew Drive-Thru Coffee Expand to Salisbury Amid BYU Field Storming Controversy
This article discusses two linked topics: the controversy over college football fans storming the field after victories, highlighted by BYU’s recent celebration and a $50,000 fine generously paid by Crumbl Cookies CEO Jason McGowan, and the expansion of Crumbl Cookies and 7 Brew Drive-Thru Coffee into Salisbury, Maryland. BYU fans’ field storming after a close win against Utah may lead to a Big 12 fine, which McGowan voluntarily covered, sparking debate about such penalties. Meanwhile, Crumbl Cookies, a rapidly growing dessert franchise known for its viral social media presence, is opening its first Maryland Eastern Shore location in Salisbury’s The Commons shopping center, while Arkansas-based 7 Brew is launching a drive-thru coffee spot nearby, tapping into the booming drive-thru coffee market. These expansions signal promising economic growth for Salisbury, with expected increases in local jobs and foot traffic. The piece also explores industry trends, market impacts, and the personal stories behind these brands, underscoring Salisbury’s emergence as a hub where tradition meets modern consumer culture.
Summary
Thanks, I guess?
This article explores two distinct but interconnected topics: the controversy around college football fans storming the field after victories, exemplified by BYU's recent celebration and a generous fine-payment by Crumbl Cookies CEO, alongside the exciting expansion of Crumbl Cookies and 7 Brew Drive-Thru Coffee to Salisbury, Maryland. The text discusses the implications of fan behavior fines, introduces Crumbl's meteoric rise as a dessert franchise, and highlights the booming coffee drive-thru market alongside local business growth in Salisbury.
Key points:
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Storming the Field: Tradition Meets Penalty
Football fans storming the field after big wins have long been cherished moments for college communities, seen as unforgettable highlights of student life. Personal recollections from the author include memorable celebrations like carrying goalposts for souvenirs, illustrating the unique cultural significance of this tradition. However, regulatory bodies increasingly impose fines on institutions to deter such actions, with the SEC leading with $500,000 penalties for field storming, while the Big 12 sets a lower fine at $50,000.
Recently, after BYU’s narrow 24-21 victory against rival Utah in a ranked #15 vs. #23 matchup, BYU fans rushed the field in celebration, including participation by the university president Shane Reese. The fine imposed by the Big 12 due to this rule violation was covered by Jason McGowan, CEO of Crumbl Cookies, who appeared in the locker room to announce his generous offer. While commendable, this gesture elicited mixed reactions from players, who seemed polite but indifferent given the fine's financial impact did not directly affect them.
The article notes the debate over whether fines for field storming should exist at all, with some arguing they diminish the spirit of collegiate sports celebrations. Additionally, McGowan’s contribution hints at the intersection of sports culture with emerging local businesses.
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Crumbl Cookies and 7 Brew Drive-Thru Coffee: New Arrivals in Salisbury
Crumbl Cookies: Sweet Success from Utah to Maryland’s Eastern Shore
Founded in 2017 by cousins Jason McGowan and Sawyer Hemsley in Logan, Utah, Crumbl Cookies has seen explosive growth to become a $2 billion franchise with over 1,070 locations across North America. Known for its oversized cookies with a weekly rotating menu and a savvy, viral social media strategy, Crumbl has captured widespread consumer attention especially among Gen Z consumers via platforms like TikTok. The company’s headquarters in Provo function as a creative hub where new flavors and marketing campaigns are planned.
The franchise’s upcoming Salisbury location will occupy a 2,300-square-foot space in The Commons shopping center, adjacent to popular retailers. Scheduled to open in November 2025, it will be the brand’s first store on Maryland’s Eastern Shore. Local commercial real estate experts laud its "changing menu" and viral flavors as exciting additions that will boost the area’s retail environment.
7 Brew Drive-Thru Coffee: Rapid Expansion Meets Local Demand
7 Brew, founded in 2017 in Arkansas, has rapidly grown to 500 stores nationwide by October 2025, emphasizing small-footprint, no-indoor-seating drive-thru shops focused on quick service. Its menu features handcrafted coffee, teas, smoothies, and energy drinks called “Big Booms.” The Salisbury site near Salisbury University will be the first 7 Brew location on the Delmarva Peninsula, highlighting the brand’s fast-paced growth and emerging regional footprint.
The rise of 7 Brew mirrors a broader industry trend of increasing consumer preference for drive-thru coffee, which now accounts for 59% of US coffee purchases. This shift challenges traditional cafes, including major chains like Starbucks and Dunkin’, and attracts investors’ and analysts’ attention.
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Industry Trends and Market Outlook
Coffee and Dessert Markets on the Rise
Post-pandemic changes, inflationary pressures, and a fast-paced lifestyle drive the coffee-on-the-go boom, with brands like 7 Brew and Dutch Bros growing aggressively. Analysts acknowledge 7 Brew’s strong unit economics and streamlined model as key factors enabling rapid franchising and sales growth. Meanwhile, Starbucks is adapting by closing underperforming stores and investing more in drive-thru locations.
Fast-casual dessert markets remain hot, and Crumbl’s tech-driven, social media-fueled approach differentiates it from legacy bakeries. Its entry into Maryland reflects Salisbury’s attractive market potential, with expectations that success here could catalyze further franchise interest. Local businesses anticipate increased foot traffic and job creation, with Crumbl alone poised to employ dozens of local workers.
Stock Market and Investment Perspectives
While Crumbl is privately held, its reported valuation near $2 billion attracts attention. Public coffee stocks like Starbucks and Dutch Bros have drawn investor interest, with cautious optimism regarding earnings rebounds. The expansion of Crumbl and 7 Brew in Salisbury dovetails with trends of growing franchise investments as indicators of consumer confidence.
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The Human Story Behind Crumbl
Beyond the business metrics, Crumbl’s founders bring a compelling narrative. McGowan and Hemsley, both connected by family and faith in Mormonism, utilize innovative operational strategies and marketing tactics to maintain growth. Hemsley emerged as a public figure and influencer, recently embracing openness about his sexuality, which sparked discussions in social media and Hollywood circles.
The brand’s cultural impact is evident in its partnerships with celebrities like Olivia Rodrigo, Jimmy Fallon, and the Kardashians, and its extensive presence on social platforms cultivates a devoted fan base. Despite some operational hiccups, such as child labor fines and questionable flavor launches, Crumbl’s trajectory shows strong innovation and adaptability.
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Conclusion
The convergence of BYU football culture with corporate generosity, alongside the arrival of major brands like Crumbl Cookies and 7 Brew Drive-Thru Coffee in Salisbury, Maryland, paints a vivid picture of evolving community, consumer trends, and retail landscapes. While the debate on sports fines continues, the broader story emphasizes economic growth, innovation, and the expanding appeal of viral dessert franchises and convenient coffee services. Salisbury appears poised at the intersection of tradition and trendsetting commerce, signaling bright prospects for local consumers and businesses alike.
Questions and answers
Q: Why was BYU fined for storming the field?
A: BYU was fined for storming the field because their fans or players entered the playing area in an unsanctioned manner after a game, often seen as a safety and security risk. Such actions typically violate league or conference regulations designed to maintain order and protect attendees. The fine serves as a deterrent to prevent similar incidents in the future.
Q: Who paid BYU's $50,000 fine?
A: BYU itself, as the institution responsible for the actions of its athletes and fans, paid the $50,000 fine. The university bears financial responsibility for penalties imposed due to rule violations involving its teams or supporters. Typically, fines are covered by the athletic department's budget.
Q: When is Crumbl Cookies opening in Salisbury Maryland?
A: Crumbl Cookies is scheduled to open its store in Salisbury, Maryland, in early 2024. This expansion aims to bring the brand's popular rotating menu of gourmet cookies to the local community. Exact opening dates may vary, but announcements usually come a few weeks before launch.
Q: What is driving growth in the coffee drive-thru market?
A: Growth in the coffee drive-thru market is primarily driven by consumer demand for convenience, speed, and contactless service. Busy lifestyles, especially in urban and suburban areas, make drive-thru options attractive for quick coffee purchases. Additionally, technological advancements like mobile ordering and payment apps enhance the appeal and efficiency of drive-thru coffee services.
Q: How are Crumbl and 7 Brew impacting local economies?
A: Crumbl and 7 Brew positively impact local economies by creating jobs, increasing commercial activity, and attracting customers to nearby businesses. Their presence often stimulates local entrepreneurship and can lead to increased tax revenues for municipalities. Moreover, these franchises contribute to community identity and provide social gathering spots, boosting overall economic vitality.
Key Entities
BYU: BYU, or Brigham Young University, is a private research university located in Provo, Utah, affiliated with The Church of Jesus Christ of Latter-day Saints. It is known for its strong emphasis on undergraduate education and competitive collegiate sports programs.
Big 12: The Big 12 is a collegiate athletic conference in the United States, consisting primarily of universities in the central part of the country. It organizes competitions in various sports, including football and basketball, and is considered one of the Power Five conferences.
Jason McGowan: Jason McGowan is a business executive known for leadership roles within the retail and franchising sectors. He has been involved in expanding and managing consumer-focused businesses.
Crumbl Cookies: Crumbl Cookies is a rapidly growing American cookie chain known for its rotating weekly menu of gourmet cookies and its pink packaging. The brand emphasizes a modern digital marketing approach and franchising model.
7 Brew Drive-Thru Coffee: 7 Brew Drive-Thru Coffee is a coffee franchise that specializes in quick service drive-thru locations offering customizable coffee beverages. The chain has expanded in various American states, targeting convenience-oriented customers.
External articles
- Crumbl CEO Pays Fine For BYU Fans Storming Field After ...
- Crumbl CEO says he'll pay BYU's fine for fans storming ...
- This Utah CEO volunteered to pay BYU football's fine for ...
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