Insomnia Cookies

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Insomnia Cookies
Company type
Private
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HeadquartersPhiladelphia, Pennsylvania
&
New York, New York
Number of locations
265+ stores (2024)
Area served
United States
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OwnerVerlinvest
Mistral Equity Partners
Number of employees
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Websiteinsomniacookies.com

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Insomnia Cookies is a chain of bakeries primarily in the United States that specializes in delivering warm cookies, baked goods, and ice cream.[1][2] Based in New York and Philadelphia, it was started in 2003 by Seth Berkowitz, a student at the University of Pennsylvania.[3] The company has more than 265 stores, mainly located throughout the continental U.S., with international locations in Canada and England.[4] Many stores are located in close proximity to university campuses and cater to students who want to order cookies late at night.

History and operations

The company was founded by Seth Berkowitz in 2003 while attending the University of Pennsylvania in Philadelphia. Berkowitz began baking and delivering cookies from a dorm room to students on campus late at night.[1] From there the concept of cookie delivery grew.[5] The first retail store opened in 2003 in Syracuse, New York.[6]

Insomnia Cookies is based in New York City and Philadelphia.[1] Insomnia Cookies bakeries are typically located near college and university campuses to target students who wish to order cookies past the closing time of traditional bakeries. Most stores are open from 10:00 a.m. until 3:00 a.m. Monday-Friday, and from noon until 3:00 a.m. on weekends.[7]

The company expanded throughout the continental U.S., opening its 100th store in 2016.[8]

In 2018 Krispy Kreme, financed by JAB Holding Company, acquired Insomnia Cookies at a $175mm enterprise value; the company continued to operate independently.[9][10]

Insomnia Cookies, Washington Union Station

In April 2021, the company opened its first store with an experimental CookieLab section, a "cookie speakeasy" that offers customizable cookies and a bar with milk and milkshake options.[11]

In June 2021, the company opened its 200th store in Exton, Pennsylvania.[12]

In April 2023, a class-action lawsuit filed against Insomnia Cookies alleged that the company stole wages and tips from at least 40 minimum-wage workers. One worker claimed that a general manager allegedly called her "sneaky" and a "snake" for calling out the wage theft. The manager allegedly "scolded her for crying after she slipped and fell in the snow" and "put plastic spiders in her delivery bag", according to the lawsuit.[13]

In October 2023, the company partnered with Universal Pictures and Scott Cawthon Productions to release the 'Freddy Fazbear's Cookie Pizza' in promotion of the Five Nights at Freddy's movie.

In 2023 the company expanded to locations outside of the United States, with the first international bakeries in Manchester, England and Toronto, Canada.[14][15] More stores were opened in 2024 in Ontario, and the company reached more than 265 locations in North America.[4]

In 2024, Krispy Kreme sold a majority stake in Insomnia Cookies—at a $350mm enterprise value—to Verlinvest and Mistral Equity Partners.[16] Krispy Kreme sold their remaining stake in 2025 for an additional $75mm.[17]

Products

Insomnia Cookies sells 17 types of classic cookies, including vegan options, and a variety of deluxe cookies.[18] Other products include cookie cakes, brownies, milk, ice cream, and ice cream sandwiches.[19]

References

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  1. ^ a b c Page Module:Citation/CS1/styles.css has no content.Van Allen, Peter (March 8, 2013). "Another place to get a cookie at 3 in the morning". Philadelphia Business Journal. Retrieved February 11, 2014.
  2. ^ Page Module:Citation/CS1/styles.css has no content.Casey, Drew (October 10, 2015). "Midnight munchies? Insomnia Cookies has your back". CNBC. Retrieved June 26, 2016.
  3. ^ Page Module:Citation/CS1/styles.css has no content.Schwartz, Jason. "New Combination Proveshi Profitable". The Daily Pennsylvanian. Retrieved November 7, 2022.
  4. ^ a b Page Module:Citation/CS1/styles.css has no content."Insomnia Cookies celebrates new opening in Kingston (Ontario) and announces Canadian openings in 2024" (Press release). Cision Canada. February 8, 2024. Retrieved May 3, 2024.
  5. ^ Page Module:Citation/CS1/styles.css has no content."An Interview with Seth Berkowitz | How the Founder of Insomnia has Revolutionized the College Experience Armed Only with Cookies". HuffPost. February 17, 2015.
  6. ^ Page Module:Citation/CS1/styles.css has no content."Insomnia Cookies feeds SU for 5 years". The Daily Orange. November 30, 2009. Retrieved June 1, 2023.
  7. ^ Page Module:Citation/CS1/styles.css has no content."Insomnia Cookies - FAQ". Insomnia Cookies. Retrieved May 4, 2021.
  8. ^ Page Module:Citation/CS1/styles.css has no content."Insomnia Cookies to Open Real Estate Search to All 48 States in the Continental U.S." (Press release). Insomnia Cookies. July 10, 2017. Retrieved May 4, 2021 – via BusinessWire.
  9. ^ Page Module:Citation/CS1/styles.css has no content.Nunes, Keith (July 20, 2018). "JAB Holdings to Acquire Insomnia Cookies". Food Business News. Retrieved June 13, 2022.
  10. ^ Page Module:Citation/CS1/styles.css has no content."Krispy Kreme Sells Majority Ownership Stake of Insomnia Cookies". investors.krispykreme.com. Retrieved February 21, 2025.
  11. ^ Page Module:Citation/CS1/styles.css has no content.Chang, Rachel (April 27, 2021). "There's a Cookie Speakeasy in Philadelphia — If You Know Where to Look". Travel + Leisure. Retrieved May 4, 2021.
  12. ^ Page Module:Citation/CS1/styles.css has no content.Lang, Marlene (June 24, 2021). "Insomnia Cookies Opens Its 200th Store In Exton". Patch. Retrieved June 25, 2021.
  13. ^ Page Module:Citation/CS1/styles.css has no content."Insomnia Cookies Failed To Pay Workers Minimum Wage, Class Action Suit Claims". Across Pennsylvania, PA Patch. April 25, 2023. Retrieved September 20, 2024.
  14. ^ Page Module:Citation/CS1/styles.css has no content.McAllister, James (August 30, 2023). "Insomnia Cookies makes UK debut with double Manchester opening". restaurantonline.co.uk. Retrieved May 3, 2024.
  15. ^ Page Module:Citation/CS1/styles.css has no content.Marcelo, Breanna (September 9, 2023). "Insomnia Cookies opens first store in Canada at York University". NOW Toronto. Retrieved May 3, 2024.
  16. ^ Page Module:Citation/CS1/styles.css has no content."Krispy Kreme Sells Majority Ownership Stake of Insomnia Cookies". investors.krispykreme.com. Retrieved February 21, 2025.
  17. ^ Page Module:Citation/CS1/styles.css has no content."Krispy Kreme Sells Remaining Ownership Stake in Insomnia Cookies". investors.krispykreme.com. Retrieved June 24, 2025.
  18. ^ Page Module:Citation/CS1/styles.css has no content."Insomnia Cookies Nutritional Facts Guide" (PDF). Insomnia Cookies. June 25, 2021. Retrieved June 25, 2021.
  19. ^ Page Module:Citation/CS1/styles.css has no content."Insomnia Cookies celebrates National Ice Cream Day". Bake Magazine. July 19, 2019. Retrieved May 4, 2021.

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