Insomnia Cookies: From College Side Hustle to International Success

Insomnia Cookies, founded by Seth Berkowitz in 2002, started as a college side hustle delivering warm cookies late at night. The business grew from a single college kitchen to over 260 locations across the US, Canada, and the UK. Despite financial challenges, including the 2009 crisis, Seth expanded the business with strategic investments and partnerships. In 2018, Krispy Kreme acquired a majority stake, further fueling growth. By 2023, Insomnia Cookies generated over $200 million in revenue, offering a diverse menu and maintaining late-night delivery services. The company continues to thrive, with plans for further expansion.

What was the initial amount Seth Berkowitz spent on baking supplies?

• $150

• $200

• $100

• $250

Which university did Seth Berkowitz attend?

• Yale University

• University of Pennsylvania

• Stanford University

• Harvard University

What was the price of a classic cookie when Insomnia Cookies first started?

• $1.00

• $0.50

• $0.89

• $0.75

How did Seth initially market Insomnia Cookies on campus?

• Social media ads

• TV commercials

• Flyers and handing out cookies

• Radio advertisements

What was the profit Seth made at the end of his first semester?

• $10,000

• $7,500

• $12,500

• $5,000

Who did Seth bring on as a co-founder to help run the business?

• David Johnson

• Michael Smith

• Jared Barnett

• John Doe

What year did Insomnia Cookies open its first store outside of Philadelphia?

• 2007

• 2006

• 2005

• 2004

How many stores did Insomnia Cookies open from 2012 to 2018?

• 125

• 50

• 75

• 100

Which company acquired a majority stake in Insomnia Cookies in 2018?

• Tim Hortons

• Krispy Kreme Doughnuts

• Starbucks

• Dunkin' Donuts

What was the reported amount Seth paid to Jared after the lawsuit?

• $4.5 million

• $3.5 million

• $2.5 million

• $1 million