What Insomnia Cookies does

Insomnia Cookies, founded in 2003 by Seth Berkowitz at the University of Pennsylvania, operates a chain of 350-plus bakery locations primarily across North America that specialize in delivering fresh, warm cookies directly to customers during late-night hours. The core product is warm cookie delivery, supplemented by adjacent items including cookie cakes, pints, cookie ice cream sandwiches (Wiches), a Cookies IN Ice Cream line, gift cards, and a Build Your Own Pack offering, all ordered through the company's website or iOS/Android mobile app. The business runs a direct-to-consumer model with three fulfillment modes: late-night local delivery (free on orders $15+), in-store pickup, and nationwide shipping, plus a corporate catering channel that discounts orders of 50-plus cookies by 20%.

The company's go-to-market centers on a product-led growth motion, using limited-time flavor drops and a seasonal promotional calendar tied to Valentine's Day, 4/20, St. Patrick's Day, Halloween, and National Cookie Day, reinforced by the Insomnia Rewards points-based loyalty program and an event-driven brand collaboration strategy (notably a Warner Bros. Discovery Supergirl cookie line in 2026). Distribution is augmented by venue partnerships with NBA and NHL teams and an airport location, extending the brand into captive-audience environments. The company has expanded internationally since 2023 and operates under PE sponsorship by Verlinvest and Mistral Equity Partners, who acquired the majority stake from Krispy Kreme in 2024-2025, with stated ambitions to scale to 1,800 global locations over the next decade.

Name

Insomnia Cookies

Legal name

Insomnia Cookies, LLC

Website

https://insomniacookies.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Insomnia Cookies is a Philadelphia-founded bakery chain that delivers warm cookies, ice cream, and baked goods late-night to consumers and corporate customers across 350-plus North American locations via its app, website, and retail bakeries.

Ownership category

akta.pro rank

Product category

Specialty Bakery & Dessert Delivery

NAICS

Cookie and Cracker Manufacturing (311821), Bread and Bakery Product Manufacturing (31181), Baked Goods Retailers (445291), Bakeries and Tortilla Manufacturing (3118)

SIC

Cookies & Crackers (2052), Bakery Products (2050), Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Cookie & Brownie Shops (THAFAGAF)

akta.pro secondary industries

Online Bakery & Desserts Delivery (CRAHAIAK), DTC Bakery & Desserts Delivery (AFAIANAF), Retail Bakeries (Bread & Daily Bakery) (THAFAFAA)

Keywords

• Late-night cookie delivery
• Specialty bakery retail
• Dessert ecommerce
• Cookie catering service
• Loyalty rewards bakery

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Cookie Delivery and Pickup: Core business model selling fresh, warm cookies delivered to customers or available for pickup at bakery locations. Orders placed via website, mobile app, or in-store.
2. Nationwide Shipping: Shipping of cookies and baked goods to customers across the US through the website's shipping portal.
3. Corporate Sales and Catering: Bulk orders and catering services for corporate events and gatherings, including 20% off orders of 50+ cookies.
4. Ice Cream Products: Cookies IN Ice Cream pints and Wiches (cookie ice cream sandwiches) sold alongside cookies.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Insomnia Cookies bakes and delivers warm cookies, cookie cakes, ice cream hybrids (Cookies IN Ice Cream, Wiches, pints), and related baked treats directly to consumers, primarily late at night, through its website, mobile apps, and 350+ bakery locations across North America. The core offering combines in-house bakery production, direct last-mile delivery, pickup, nationwide shipping, a corporate catering line, and a recurring limited-edition flavor calendar supported by the Insomnia Rewards loyalty program.

Product overview

Insomnia Cookies operates as a warm cookie delivery company with a platform-plus-services model. The core offering is late-night cookie delivery, supplemented by add-on products including Cookie Cakes, Pints, Wiches, and Cookies IN Ice Cream. Customers can use the Build Your Own Pack feature to customize orders. The business is further supported by a Catering service, an Insomnia Rewards loyalty program, a mobile app (iOS and Android), and Gift Cards. The company delivers warm cookies directly to customers via its website and mobile app.

Differentiator

Problem solved

Functional benefit

Products and services

• Warm Cookie Delivery Core service delivering fresh, warm-baked cookies directly to consumers' doors during late-night hours, ordered online or via the mobile app. Available in areas near Insomnia Cookies bakery locations, with free delivery on orders $15+.
• Cookie Cakes Large, customizable cookie-based cakes available for delivery, pickup, and gifting for events and celebrations.
• Cookies IN Ice Cream Premium pints of ice cream featuring Insomnia Cookies mixed in, sold alongside cookies for delivery, pickup, and nationwide shipping.
• Wiches Cookie-based ice cream sandwiches combining Insomnia Cookies with ice cream fillings, sold as individual handheld treats.
• Pints Packaged pints of cookies and baked goods available for takeout, delivery, and nationwide shipping.
• Build Your Own Pack Customizable cookie box that lets customers mix and match different cookie and brownie flavors in a single order.
• Catering Bulk ordering service for corporate events, office meetings, team celebrations, and private gatherings, offering 20% off orders of 50+ cookies with vegan and gluten-free options.
• Nationwide Shipping Shipping service that delivers cookies, baked goods, and merchandise to customers across the United States via the company's online shipping portal, beyond the local delivery radius.
• Gift Cards Physical and digital gift cards redeemable for cookies, baked goods, and merchandise at Insomnia Cookies bakery locations and online.
• Fall Menu 2025 (Caramel Apple Classic, Brookie Topped with Snickers, Brown Butter Toffee Classic) Seasonal limited-edition cookie line launched in October 2025 as part of Insomnia Cookies' holiday product calendar.
• National Cookie Day 2025 Cookie Drop Limited-edition cookie drop released for National Cookie Day in late 2025 as part of the brand's recurring holiday calendar.
• Valentine's Day Limited-Time Dips and Cookies Seasonal Valentine's Day limited-edition cookies and dipping sauces launched in February 2026 for the Valentine's Day pop-up program.
• Supergirl-Inspired Cookie Collection (Red Velvet Revenge and Lemon Solar Punch) Limited-edition Warner Bros. Discovery–branded Supergirl cookie collection launched in June 2026 with special packaging for participating U.S. and Canadian Insomnia Cookies bakeries.

Quantifiable outcome

• Reached 350 locations milestone in November 2025
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered minor and flagship.

• Philadelphia FlyersminorGTM or Marketing Partner · 19 November 2026Sports team partnership expanding brand presence through venue locations and co-marketing at Philadelphia Flyers games and events.
• New York KnicksminorGTM or Marketing Partner · 19 November 2026Sports team partnership expanding brand presence through venue locations and co-marketing at Knicks games and events.
• Cleveland CavaliersminorGTM or Marketing Partner · 19 November 2026Sports team partnership expanding brand presence through venue locations and co-marketing at Cavaliers games and events.
• Philadelphia International AirportminorChannel Partner/ Reseller/ Distributor · 19 November 2026Airport location partnership bringing Insomnia Cookies products to travelers at Philadelphia International Airport.
• Warner Bros. Discovery Global Consumer Products (WBDGCP)flagshipStrategic or Co-development Partner · 16 June 2026Flagship collaboration for limited-edition Supergirl-inspired cookies (Red Velvet Revenge and Lemon Solar Punch) celebrating the June 26, 2026 theatrical release. Includes special branded packaging and box sleeves launching June 26. Part of broader DC Universe expansion under Warner Bros. Discovery.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Crumbl Cookies: Largest direct competitor in the specialty cookie category, operating a rapidly expanding franchise system of rotating-flavor cookie stores with strong digital and loyalty infrastructure. Closely comparable in product, customer, and growth profile.
• Tiff's Treats: Warm cookie delivery pioneer founded in 1999 in Austin, TX, with same-day delivery of cookie trays. Direct comparable on the warm-cookie-delivery model and occasion-based gifting use case.
• Mrs. Fields: Iconic cookie retail brand offering cookies, cookie cakes, and brownies across mall-based retail and e-commerce. Comparable in product mix (cookies, cookie cakes) and gifting occasions.
• Levain Bakery: NYC-founded bakery famous for oversized cookies, with expanding retail footprint and nationwide shipping. Comparable in cookie product and direct-to-consumer shipping model.
• Chip City Cookies: Fast-growing NYC cookie chain offering rotating daily flavors of cookies and cookie-based treats. Comparable as a retail cookie concept scaling a multi-unit footprint.

Emerging players

• Milk Bar: Dessert brand known for cakes, cookies, and pie products with strong DTC and retail presence. Comparable as a premium, brand-led dessert concept selling cookies and adjacent treats.
• Baked by Melissa: NYC-based bite-size cupcake and cookie brand with national shipping and retail locations. Comparable as a small-format dessert concept with strong gifting and digital ordering.

Broad incumbents

• Famous Amos: Established mass-market packaged cookie brand owned by Ferrero. Comparable on cookie category and impulse/gifting occasions but operates via CPG retail distribution rather than fresh delivery.
• Nestlé Toll House Café: Franchised bakery-café concept under Nestlé offering cookies, cookie cakes, and ice cream in mall and shopping-center locations. Comparable as a multi-unit cookie/dessert retail concept.

Regional players

• Magnolia Bakery: Iconic NYC bakery famous for cupcakes and banana pudding with national shipping and international presence. Comparable as a premium dessert brand with similar gifting and shipping channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/insomniacookies
• Instagraminstagram.com/insomniacookies/?hl=en
• TikToktiktok.com/@insomniacookies
• Xx.com/insomniacookies
• LinkedInlinkedin.com/company/insomnia-cookies

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds3 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Insomnia Cookies