Insomnia Cookies expanding into Memphis market

Cookies lovers rejoice! National chain Insomnia Cookies is opening its first location in Memphis near the University of Memphis on the Highland Strip.
 
“The University of Memphis was a natural fit and Memphis as a whole, being an active community, is exactly what we look for,” said company spokesperson Megan Bruton. “We want to be a part of the communities we serve, and we believe Memphis will welcome us and allow us to do just that.”
 
Insomnia Cookies was founded in 2003 in a college dorm room at the University of Pennsylvania by then-student Seth Berkowitz. The company now has more than 100 locations across the U.S., and one of its key strategies is to go in near college campuses.
 
“We have found that college students have a particular fondness for Insomnia Cookies,” said Bruton. “It’s a natural fit given that we deliver every day until 3 a.m. and college students tend to be up hanging out or studying and we fill those late night sugar cravings.”
 
The new location near the U. of M. will measure 1,228 square feet and sits between Newby’s and the soon-to-open Petra Café in Loeb Properties’ Highland Strip redevelopment. Construction will get underway soon, with a projected opening date in early 2017.
 
In addition to cookies like Double Chocolate Mint, Snickerdoodle and Peanut Butter Chip, the menu of munchies includes cookie cakes, brownies, ice cream and essential drinks like milk.
 
“While our cookies, delivered warm, truly set us apart, specific favorites include our S’mores Deluxe and our traditional Double Chocolate Chunk,” said Bruton. “We also sell cookie cakes, which are a favorite for parents and grandparents looking to send for all occasions.”
 
The eatery plans to hire about 20 employees at the new location.
 
The company’s future expansion plans could include more locations in the Memphis area.

Read more articles by Michael Waddell.

Michael Waddell is a native Memphian who returned to Memphis several years ago after working for nearly a decade in San Diego and St. Petersburg, Fla., as a writer, editor and graphic designer. His work over the past few years has been featured in The Memphis Daily News, Memphis Bioworks Magazine, Memphis Crossroads, the New York Daily News and the New York Post. Contact Michael.
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