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 approximately 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 U.S. output and international opportunities. Unlike typical fast-food chains, Insomnia Cookies owns and operates 390 of its bakeries, with only four licensing arrangements for airports and stadiums.

Berkowitz rejected franchising to maintain control over product quality and innovation speed, citing the complexity of managing a highly seasonal, off-hours, multi-channel delivery business. He emphasized a philosophy of 'earning growth,' arguing that consumer love provides the license to expand rapidly. The brand has evolved from a college-focused late-night delivery service to a life-cycle brand serving suburbs and cities, with 250 of its 400 bakeries located in college towns. Berkowitz noted that while the company previously sold frozen yogurt and cupcakes, it focused on reducing product skews to core items to ensure simplicity and repeat purchase behavior.