The Utah entrepreneurs behind Crumbl Cookies turned a single shop into a nationwide sensation, using a rotating menu, pale pink boxes and savvy social media marketing to build one of the country’s fastest-growing cookie brands.

Now, the Utah-based company is once again shrinking part of the corporate team that helped it grow.

Crumbl laid off employees at its Lindon headquarters earlier this month, including some who worked on the company’s social media presence and engaged directly with customers online, according to LinkedIn posts.

The cuts come as the company restructures departments at its corporate offices, Crumbl said in a statement. The company did not say how many employees lost their jobs.

Crumbl said it “regularly review[s] how we’re organized to best serve our customers and franchise partners.” Through that process, the company said, it made the “difficult decision to reduce the size of our corporate team.”

“We care deeply about how these changes impact our people and recognize how hard this is for everyone affected,” the company said in the statement. “We’re grateful for everything our team has helped us build.”

At lease one employee was notified they were losing their job through an email that arrived in their inbox shortly after they got off work Aug. 12, according to a copy of the email shared with The Salt Lake Tribune.

The cookie company moved its headquarters to Lindon, just north of Provo, in 2022, according to a Crumbl LinkedIn post, to make room for the more than 300 employees working at its corporate offices.

Across its headquarters and franchise locations, Crumbl employs more than 26,000 people in the U.S., Canada and Puerto Rico, according to its LinkedIn.

Jason McGowan and Sawyer Hemsley founded Crumbl in 2017, growing the company from a Logan cookie shop to a national chain with more than 1,000 locations, according to the company’s website.

In May, the two co-founders announced they were stepping away from their executive roles and day-to-day operations.

The move came after the company’s revenue plunged 37% between 2022 and 2023, Bloomberg reported. Between 2021 and 2023, Crumbl opened an average of 276 new locations a year, according to the trade publication Restaurant Business.

But that pace slowed sharply in 2024, when the company opened just 81 new stores, the publication reported, citing franchise disclosure documents.

The company also laid off a number of employees in 2023, including some at its Utah headquarters, citing “strong economic headwinds.” Crumbl did not disclose at the time how many people were let go.