Insomnia Cookies: From College Side Hustle to International Success

TLDRInsomnia Cookies started as a late-night cookie delivery business started by Seth Berkowitz in college. It has now grown into an international success with over 260 stores and generating over $200 million in revenue. The company focuses on delivering warm and delicious cookies to satisfy late-night cravings. Its success can be attributed to its convenient delivery service, app culture, and an expanding menu. Insomnia Cookies was acquired by Krispy Kreme Donuts for $500 million in 2018 and continues to thrive as a popular late-night dessert option.

Key insights

🍪Insomnia Cookies started as a solution to a late-night craving for warm cookies, which resonated with others and led to its success.

📱The rise of app culture and the convenience of late-night delivery contributed to Insomnia Cookies' growth.

🌎Insomnia Cookies expanded its operations to over 260 stores across the United States, Canada, and the United Kingdom.

📈The company's revenue reached over $200 million in 2023, making it a highly profitable business.

🚀Insomnia Cookies' success can be attributed to its continuous growth, strategic locations near college campuses, and a wide range of menu options.

Q&A

What inspired Seth Berkowitz to start Insomnia Cookies?

—Seth Berkowitz was craving a warm and comforting late-night snack and realized there was a market for warm cookies. This craving inspired him to start Insomnia Cookies.

How did Insomnia Cookies expand its operations?

—Insomnia Cookies initially started by delivering cookies on college campuses. As the demand grew, it expanded its operations by opening more stores near college campuses and beyond. It also leveraged app culture and convenience to reach a wider customer base.

Who acquired Insomnia Cookies?

—Krispy Kreme Donuts acquired Insomnia Cookies for $500 million in 2018.

How many stores does Insomnia Cookies have?

—Insomnia Cookies currently operates over 260 stores across the United States, Canada, and the United Kingdom.

What is the key to Insomnia Cookies' success?

—The key factors contributing to Insomnia Cookies' success include its warm and delicious cookies, convenient late-night delivery service, strategic location near college campuses, and a wide range of menu options to cater to different preferences.

Timestamped Summary

00:04Insomnia Cookies delivers warm cookies at 2:00 in the morning, capturing the emotional connection with insomniacs.

00:22Seth Berkowitz started Insomnia Cookies to satisfy a craving for warm cookies, which turned into a successful business.

02:47Insomnia Cookies expanded from delivering to college campuses to opening over 260 stores in multiple countries.

03:57Insomnia Cookies made over $200 million in revenue in 2023, showcasing its profitability.

08:41Insomnia Cookies was acquired by Krispy Kreme Donuts for $500 million in 2018, enabling further growth and success.

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