Insomnia Cookies, the Philadelphia-born cookie and dessert brand, was founded in 2003.
When founder Seth Berkowitz first started the company inside his University of Pennsylvania dorm room, he thought he’d be able to expand to 100 college locations across the country.
Fast forward to more than two decades later, and Berkowitz is looking to expand to 1,800 stores across the United States within the next 10 years, writes Emma Dooling for the Philadelphia Business Journal.
This would effectively quintuple Insomnia Cookies’ current footprint.
“The intent is to make sure that Insomnia is everywhere we can be,” Berkowitz said.
While the company was created to serve college students and their late-night cravings, Insomnia Cookies has also done well over the years in downtowns, suburbs, train stations, stadiums, and more.
Regarding its expansion, Insomnia plans to enter a market with locations on or near a college campus, then expand into the nearby city once its brand starts getting more recognition.
Berkowitz added that he is aiming to grow Insomnia’s physical footprint by 20 percent each year, looking to open about 60 bakeries this year and about 70 in 2026.
Read more about Insomnia Cookies and its founder’s plan to grow the company nationwide in the Philadelphia Business Journal.
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Editor’s Note: This post was originally published on PHILADELPHIA.Today in June 2025.
