Insomnia Cookies was founded in 2003 by Seth Berkowitz, then a student at the University of Pennsylvania. The company began as a simple operation run out of his dorm room, satisfying the late-night cravings of fellow students by baking and delivering warm, fresh cookies during non-traditional hours. After successfully proving the concept through word-of-mouth on campus, Berkowitz opened the first brick-and-mortar store in Syracuse, NY, in 2006. The brand saw rapid expansion, especially in college towns and dense urban centers, establishing the late-night, delivery-focused bakery as an entirely new category in the food-service industry. In 2018, Krispy Kreme acquired a majority stake, helping to fuel further national growth. By 2024, the company’s valuation had doubled, and a new investment group (Verlinvest and Mistral Equity Partners) acquired the majority stake, signaling accelerated plans to reach over 1,500 bakeries worldwide.
What They Do
Insomnia Cookies operates a late-night, delivery-centric bakery model specializing in warm cookies, cookie cakes, brownies, and cold milk. Its primary market differentiator is its commitment to delivering products late into the night, often until 3 AM. The business model is heavily reliant on direct consumer delivery and strategic placement of stores near college campuses and in high-density areas to serve its core audience—the “Insomniacs” who crave a sweet indulgence outside of normal business hours. The company focuses on a unified, non-franchised model to maintain brand consistency and operational control across its rapidly expanding footprint. Their product lines have also diversified to include popular offerings like vegan cookies and the experiential CookieLab locations.
Types of Roles They Hire For
Hiring at Insomnia Cookies is split between its extensive retail operations and its growing corporate headquarters (Insomnia HQ) in Philadelphia. The high volume of listings confirms a rapid expansion phase.
Key roles include:
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Store Operations: Cookie Crew (baking, cashiering, customer service), Shift Leader, Store Manager in Training (MIT), and General Manager (GM) positions, indicating a structured career path in retail leadership.
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Delivery Logistics: Car Delivery Driver and Bike Delivery Courier, especially vital in crowded urban markets like New York City, where fast, last-mile delivery is crucial.
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Corporate & Support (HQ): Roles in Marketing, Finance, Real Estate, Information Technology, and Operations. Notably, the corporate team often operates under a four-day workweek model, emphasizing productivity and work-life balance for salaried employees.
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