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. A subscription costs $9.99 per month and provides members with a free classic cookie every day, free local delivery from Insomnia Cookies locations, and other perks. The company launched the "CookieMagic" membership service in March 2021. In 2018 Krispy Kreme, financed by JAB Holding Company, acquired Insomnia Cookies the company continues to operate independently. The company has expanded throughout the continental U.S., opening its 100th store in 2016. Monday-Friday, and from noon until 3:00 a.m. 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. Insomnia Cookies is based in New York City and Philadelphia. The first retail store opened in 2003 in Syracuse, New York. From there the concept of cookie delivery grew. Berkowitz began baking and delivering cookies from a dorm room to students on campus late at night. The company was co-founded by Jared Barnett and Seth Berkowitz in 2003 while attending the University of Pennsylvania in Philadelphia. Many stores are located in close proximity to university campuses and cater to students who want to order cookies late at night. The company has more than 240 stores, located throughout the continental U.S. Based in New York and Philadelphia, it was started in 2003 by Jared Barnett and Seth Berkowitz, both students at the University of Pennsylvania. ‘Perfect for the college life.Insomnia Cookies is a chain of bakeries in the United States that specializes in delivering warm cookies, baked goods, and ice cream. ‘It’s accessible, inexpensive, and quick,’ said Alyssa Goldfarb, a freshman marketing major. The biggest promotion is the annual April 20th sale, which features eight cookies for $4.20. Increasing the number of goods baked daily are promotions for different parts of the year, from Black Friday specials to end-of-the-year deals. ‘I couldn’t even tell you the exact number,’ he added, laughing. ‘We make thousands of cookies and hundreds of brownies a night,’ said Laidlaw. The most popular item on the menu, however, is the classic chocolate chip cookie while the least desirable is oatmeal raisin, but each cookie sells well, Laidlow said. Most of the other Insomnia stores don’t have ice cream machines, Laidlaw said. The store has also expanded its ice cream selection over the years, introducing more frozen yogurt for the calorie conscious customers. ‘We’re in a great location in a great place, and things are always getting better.’ ‘What sets Insomnia apart is that students are getting a warm, fresh cookie rather than a hard Chips Ahoy,’ Laidlaw said. The menu, which had not changed in three years, recently received an update with the introduction of a new cookie flavor: coconut pecan. Additionally, Insomnia sees an increase in sales in winter, when students want warm cookies delivered to their dorms or apartments. ‘I love that it’s open late and delivers – it’s so convenient,’ said Alexis Fitch, a freshman history major. The store’s walk-in business is supplemented by its deliveries – about 80 on a typical weeknight and more on weekends, Laidlaw said. ‘People from the hospital, professors, teenagers all walk in, especially at lunchtime,’ Laidlaw said. ‘Older students let incoming students know about us, and they mention us on campus tours.’Īlthough the majority of Insomnia Cookies patrons are college students, the number of area residents customers for the store is on the rise. ‘We have a great reputation on the SU and Le Moyne College campuses, and we get a lot of publicity through word of mouth,’ Laidlaw said. The first store opened on the Penn campus in 2003, and expanded to four additional college campuses soon after. Insomnia Cookies is the brainchild of two University of Pennsylvania undergraduates who wanted an alternative to the heavy, greasy food most college students order late at night. ‘My floor loves ordering cookies as a group – it definitely brings us all together,’ said Rachel Moorer, a freshman computer art major. ‘It’s all thanks to the students,’ said Todd Laidlaw, manager of the Syracuse store. The Syracuse branch is now the top store in the chain, beating out 16 other branches on college campuses across the country. That was when Insomnia Cookies, Marshall Street’s popular cookie, brownie and ice cream shop, became a late-night food staple for SU students. Syracuse University got just a little sweeter five years ago.
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