- SUMMARY
In the heart of a cold winter night, college student Seth Berkowitz stumbled upon an idea that would forever change his life.
Craving a sweet and comforting snack, he realized there were no late-night options that satisfied his needs.
With an initial investment of just $150, he began baking and delivering warm cookies until 2 a.m. from his college apartment.
The business, named Insomnia Cookies, quickly gained popularity through grassroots marketing and door-to-door sales.
Seth’s passion and dedication led to a surge in orders, forcing him to expand production and hire staff.
Overcoming challenges and capitalizing on the growing late-night delivery culture, Insomnia Cookies expanded beyond its college roots and opened physical stores in various cities.
In 2018, the company reached a major milestone when it was acquired by Krispy Kreme Doughnuts for approximately $140 million.
Despite the acquisition, Insomnia Cookies continued to thrive and grow, expanding its menu and opening numerous locations across the country, including Canada and the United Kingdom.
Today, Insomnia Cookies is a global brand with over 260 stores and annual revenue exceeding $200 million.
It has become a beloved destination for late-night cravings, offering a wide variety of traditional and deluxe cookies, vegan options, and other sweet treats.
Its unwavering commitment to delivering warm and comforting snacks at the oddest hours has made Insomnia Cookies an iconic part of the culinary landscape.
- Key Takeaways
Grassroots marketing and personal touch can lead to success
Insomnia Cookies’ early success was driven by word-of-mouth and door-to-door sales, demonstrating the power of direct engagement with customers.
Adaptation to market trends can foster growth
By capitalizing on the growing late-night delivery culture, Insomnia Cookies expanded beyond its college roots and raised its popularity.
Strong leadership and passion can drive entrepreneurial success
Seth Berkowitz’s passion for providing a solution to a need and his dedication to quality led to the establishment and expansion of Insomnia Cookies.