One of the offshoots of the rising popularity in cookies in America has been an explosion of online options for cookie lovers. Insomnia Cookies already has more than 158 locations nationwide in 40 states and the District of Columbia. Insomnia Cookies is a rapidly expanding late-night bakery. In 2019 alone, Insomnia Cookies has opened 12 locations, and plans to open more before the year ends, including locations like West Hollywood, California; Jacksonville, Florida; and Worcester, Massachusetts.
“Cookies are always warm, delicious, and delivered, and that’s something special,” says Meghan Maiolino, junior marketing manager for Insomnia Cookies. “A great product, paired with our employees, and devoted fans help spread the Insomnia Cookies culture and brand nationwide.”
Insomnia’s delivery system is unique in that the company has been perfecting the art of delivery since before delivery was widely popular. “As far as the art of delivering anything, we have learned that quality and efficiency is key,” Maiolino says. “Our products should be the same quality when delivered or served in-store, and we strive to do that with every single delivery every store makes daily.”
Insomnia Cookies is always looking for ways to be innovative in every aspect of business. Whether it’s cookie flavor, quality, or adding new sweet treats to the menu, the company is always open to new ideas to help grow the brand and business.
“As far as growth potential for cookies, we think the sky is the limit!” Maiolino says. “When Insomnia Cookies was founded in 2003, we had a very limited menu. Today, just a short 16 years later, we have a wide variety of products like: cookies (traditional and deluxe), cookie cakes, ice cream, brownies and even milk on our menu!”
Insomnia Cookies originated back in 2003 by then college student Seth Berkowitz in his University of Pennsylvania dorm room. The idea was born from a dislike of heavy meals late at night, the love and convenience of food delivery, and the realization that nothing good was open late night when you’re looking for a snack.
Berkowitz started baking and delivering warm cookies to fellow students late night on campus, and from there, Insomnia’s future was set in motion.
At Crumbl, based in Logan, Utah, and now with 35 locations including its newest in Phoenix, Arizona, it all started with one big dream, two cousins, Sawyer Hemsley and Jason McGowan, and the perfect combination of flour, sugar and chocolate chips. Crumbl sells giant, 6-ounce cookies in flavors that rotate every week. Examples include the Churro, a warm cinnamon sugar cookie topped with cinnamon buttercream and a sprinkle of cinnamon sugar, and the Muddy Buddy, a warm peanut butter cookie topped with milk chocolate, muddy buddy treats and a dusting of powdered sugar.
Likewise, traditional retailers are learning that cookies mean big business — both online and in the physical store. It was February 29, 2008, when Kat Gordon opened Muddy’s Bake Shop on Sanderlin Avenue in Memphis, Tennessee. Today, the bakery’s Southern Sprankle Cookie Sammich, Muddy’s signature vanilla butter cream sandwiched between a crispy-on-the-outside, chewy-on-the-inside chocolate chip cookie, is available for mail-order purchase on Goldbelly. Cookies and other sweet treats at Muddy’s are also available online for pre-order for pickup at either of Muddy’s two retail locations.
“We never would have made it through that first year without the incredible Memphians who showed us true spirit,” Gordon says of the community.