Insomnia Cookies CEO outlines strategy to reach 1,800 global bakeries

Insomnia Cookies founder and CEO Seth Berkowitz stated the company will finish the year with roughly 393 bakeries worldwide, up from about 300 locations in 2024. The company’s long-term goal is to open 1,800 bakeries to become a global chain, a target derived from data analysis of expansion from college towns to cities, suburbs, train stations, and stadiums. Unlike typical fast-food chains, Insomnia Cookies owns and operates nearly all its stores, with only four licensing arrangements for airports and stadiums. Berkowitz explained that resisting franchising allows for rapid innovation, quality control, and deployment of new products without franchisee pushback.

He emphasized a philosophy of "earning growth" through consumer love and brand awareness metrics rather than aggressive expansion, citing a past near-death experience in Madison, Wisconsin, where the company shut down and restarted. The brand has evolved from a late-night college delivery service to a life-cycle brand following customers from college to cities and suburbs. In a separate segment, Berkowitz advised a fashion founder to focus on best-selling items and smaller boutiques after she lost wholesale accounts with major retailers like Anthropologie and Rent the Runway. Berkowitz argues that sustainable growth is earned through deep consumer engagement and brand awareness rather than rapid scaling or franchising, which he believes compromises quality and innovation.