"Insomnia Cookies founder and CEO Seth Berkowitz started his business as a junior in college, delivering 89-cent cookies across campus at 2 a.m. It didn't take long for dessert-craving night owls at school to take notice: before he even graduated, Berkowitz had secured angel investors. Fast forward two decades later, Insomnia has taken over the U.S. with 350 stores serving up late-night sweet treats, with donut titan Krispy Kreme acquiring a majority stake in the company for $140 million in 2018."
"Berkowitz was an economics major living with eight other college roommates under one roof, which he describes to Fortune as "a bit of a frat house." Together, they'd often stay up late playing video games or tuning into baseball and football games-with Papa John's as their go-to snack. But he got sick of his housemates constantly ordering pizzas every night, craving something sweet instead. Then, Berkowitz had a light-bulb moment: There were no late-night dessert delivery options around him. He knew he could fix that."
Seth Berkowitz launched Insomnia Cookies as a University of Pennsylvania junior in 2003, delivering 89-cent cookies across campus at 2 a.m. He identified a gap for late-night dessert delivery when roommates repeatedly ordered pizza and craved sweets. The business secured angel investors before his graduation and expanded steadily, focusing on university neighborhoods and students seeking late-night treats. Insomnia operates around 350 stores, many on or near campuses, with locations open until about 3 a.m. The chain emphasizes warm, late-night delivery and built a loyal student following. Krispy Kreme acquired a majority stake in 2018 for $140 million.
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