How Insomnia Cookies Went From College Side Hustle To $200 Million Company

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2 ай бұрын

Insomnia Cookies CEO Seth Berkowitz's sweet tooth inspired him to bake and deliver cookies around his college campus in 2002. Last year, it brought in over $200 million.
Update: Krispy Kreme purchased a majority stake in 2018, paying roughly $139.5 million for 74.5% of the company, according to a 2021 SEC filing.
Produced by: Lauren Shamo
Senior Managing Producer: Eric M. Clark
Sr. Production Manager: Kathryn Mavrikakis
Camera: Sam Radutzky
Editor: Amy Marino
Animator: Elham Ataeiazar
Reporter: Tom Huddleston
Narrator: Nicolas Vega
Additional Footage: Insomnia Cookies, Getty Images
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How Insomnia Cookies Went From College Side Hustle To $200 Million Company

Пікірлер: 240

@MultiMediaMouth 2 ай бұрын

Walter White of Cookies.

@CueTheStage 2 ай бұрын

😂😂😂

@biscaynesupercars 2 ай бұрын

Lmao

@cartersa8758 2 ай бұрын

Jesse, let’s bake

@beepboopbeepp 2 ай бұрын

@@cartersa8758 Jesse we have to bake!*

@user-sr5kj6ej9z 2 ай бұрын

lLOl

@shmuelb.1460 2 ай бұрын

It seems like his wife was a key factor to the success of the company. Kudos to her!

@HaggisMuncher-69-420 Ай бұрын

Nope. Wrong.

@Efem1286 Ай бұрын

Behind every successful man, there’s a woman 😉

@tiernyjasmine8678 23 күн бұрын

@@HaggisMuncher-69-420 how?

@mmmu09 13 күн бұрын

@@HaggisMuncher-69-420 I mean she helped test and came up with the name. There are lots of little things people do to support each other.

@myge6015 9 күн бұрын

Woman lol nah

@akirebara 2 ай бұрын

I always applaud people like this. While his classmates were probably partying/getting high, he was out there juggling school and baking cookies and delivering them. Kudos to his dedication and hard work.

@modernkings42 2 ай бұрын

His business would've gone nowhere without those classmates, let's be real

@trayshana 2 ай бұрын

AGREE

@nonefvnfvnjnjnjevjenjvonej3384 2 ай бұрын

but there are so many people who bake cookies man. i feel these documentaries, do not mention secret deals and privileges. How come this one becomes a 200 million company?

@go_jeff_go 2 ай бұрын

@@modernkings42 gotta thank all the classmates who had munchies!

@dankk_edibles 2 ай бұрын

@nonefvnfvnjnjnjevjenjvonej3384 but how many of the people who bake TAKE ACTION and start selling/promoting door to door. You missed it

@roycephillipsjr 2 ай бұрын

I would order Insomnia Cookies at the end of every semester in college! It was my treat to myself after the semester was done!!

@yawaokaidja2262 2 ай бұрын

It's always fascinating what is birthed out of struggle.

@rjcubano 2 ай бұрын

“Struggle” or a “CRAVING”?

@olivierauberger Ай бұрын

When Insomnia cookies recruited drivers and staff in Chicago, they chose to pay decent wage. It's something that I never forgot.

@damlurker 2 ай бұрын

I was at Drexel in 2004. I remember these guys.. Before the smartphone, social media etc. we used to just call for delivery lol

@matthewchow4991 2 ай бұрын

I was at temple and remember that too

@nhnova1452 2 ай бұрын

Second year at Drexel rn

@oooh19 19 күн бұрын

Honestly modern tech makes it easier it’s an advantage we don’t need to call we can just use an app or order online etc

@EcomCarl Ай бұрын

Insomnia Cookies' journey from a dorm room idea to a multimillion-dollar business is a brilliant example of seeing an everyday need and transforming it into an opportunity. Seth's early hustle and creative marketing are key takeaways for any entrepreneur looking to make an impact with limited resources. 🍪

@biscaynesupercars 2 ай бұрын

I’m glad There’s a whole late night food industry getting more mainstream

@madefromstardust2250 2 ай бұрын

You can thank marijuana for that

@ohneben 2 ай бұрын

😅

@dwaynekeenum1916 2 ай бұрын

@@MaxPotter365no

@rustinpierce7269 2 ай бұрын

Yep college stoners probably make up 80% of his business.

@twvs5 2 ай бұрын

I thought of this during the video ahahah

@shotcallerdj8228 Ай бұрын

Facts prices are crazy but the cookies are delicious especially when high 😂

@rawan5804 2 ай бұрын

He captured the feeling of warm sweet delights delivered late with me! remember going to insomnia for the first time as a college kid late at night because what else can you do at 12am beside driving for some cookies? Haha

@farzana6676 2 ай бұрын

Bruh. You got a name like a Hamas member.

@oooh19 19 күн бұрын

Yea not everyone is necessarily partying and if they are well before going home they might grab a cookie 🍪!

@25447carepear 2 ай бұрын

Yall, when I tell you I have never been into cookies until I found this place. I've tried Tiff treats and etc but only tried ot once. Never went back. These cookies are bomb! I found them when I worked at UNC Chapel Hill and someone brought them. ❤❤ Insomnia is 🎉.

@BASE5NYC 2 ай бұрын

Insomnia is awesome. We've been ordering from them for years. Thought they were just in NYC. There's one 3 blocks away on Pearl st. that delivers super fast. Get weed delivered and 20 mins later the cookies show up. Perfect.

@armenakbalasanov9074 Ай бұрын

How did they manage to delivery the cookies warm? Do they have special containers or what?

@El_Diablo_12 2 ай бұрын

What an awesome guy. He really made the world a better place in a small but important way.

@jp6846 2 ай бұрын

very inspiring!

@genius179 2 ай бұрын

These cookies are amazing, keep doing what you guys have been doing.

@starvin-martian-8 2 ай бұрын

I got deja vu from this story, but it looks like Seth was the OG. crumbl cookies and nite owl cookies copied your whole origin story!

@biscaynesupercars 2 ай бұрын

Do you live in miami? Nite owl isn’t that great to me

@starvin-martian-8 2 ай бұрын

@biscaynesupercars yup. I like nite owl, the novelty at the very least. Never tried the other 2 to compare

@biscaynesupercars 2 ай бұрын

@@starvin-martian-8 crumbl is way better in my opinion but nite owl being open extra late is a major plus though. There’s an insomnia on south beach but I’ve never tried it

@lilmeower 2 ай бұрын

Yess insomnia you guys are the OG love it

@MrColeBeans 2 ай бұрын

Guy seems genuine and all the best to him for starting this successful business I enjoyed these in college 😊

@champslim 2 ай бұрын

Love going to this place after the bar in college.

@s28333 26 күн бұрын

I love these cookies!!! Thank you for not giving up!

@designergenes9490 2 ай бұрын

Great story and really enjoyed ❤️

@iamhassanelsaddique 2 ай бұрын

Love this!!!

@user-sr5kj6ej9z 2 ай бұрын

I love the fun, late night college-style branding. Watching this video I actually want to visit one of the stores. Looks so cute lol

@adamfisher8119 2 ай бұрын

crazy story

@JRPGGUY 2 ай бұрын

Love their macadamia and snikerdoodle cookies

@fraai 25 күн бұрын

bro that noise at 00:53 shook me

@RolandJoeC Ай бұрын

Love these cookies I’m glad the business is expanding! 🎉

@oceanwonders 2 ай бұрын

And yet I've never heard of them until now.

@maulikharia5032 2 ай бұрын

Godfather of cookies. So glad to have insomnia cookies 10 mins away from me at UMass Amherst

@trayshana 2 ай бұрын

VERY inspiring

@BruhklinNY 28 күн бұрын

I absolutely love these cookies.

@LIBRAFIGHTERAGOD 29 күн бұрын

Inspiring

@barbarawillis5187 Ай бұрын

Delivering warm cookies at night was a great idea. Cookies make a most people happy.

@H.K.5 28 күн бұрын

These cookies are 99.1% pure.

@copywritergena1225 17 күн бұрын

There were a lot of smart business decisions made here, but you know what? This company succeeded because their cookies are the best. It's that simple.

@liem6399 2 ай бұрын

Co founder is probably kicking himself for giving up all that equity even if he did get $3M

@jhaeros 2 ай бұрын

100%, but if someone can’t set themselves up for life with $3 million cash then they’re doing something gravely wrong.

@damlurker 2 ай бұрын

He probably went and started his own venture.

@tatummacbride-deaver3081 2 ай бұрын

If cofounder had 50% stake then he would have "only" received $2,500,000. He ended up getting $3,500,000 after the lawsuit and didn't have to spend those years working for the business.

@mrartdeco 2 ай бұрын

@@tatummacbride-deaver3081Isn’t 5% of 500 million is 25 million or am I missing something

@TLBxFinds 2 ай бұрын

I wonder why they didn't give him what was owed from the start why did he have to sue his friend ....

@joaqueen 2 ай бұрын

those cookies looks delicious and so is the guy who's in the thumbnail lol

@stacycastro7356 2 ай бұрын

Well explained.Thank you for bringing up this video. Financial education is indeed required for more than 70% of the society in the country as very few are literate on the subject..Thanks to Kristy Loreca, the lady you recommended to.....

@AlizabethDaniel 2 ай бұрын

My main concern now is how can we generate more revenue?I can't afford to see my people savings crumble to dust.

@MelissaBulawin 2 ай бұрын

Investment has been the easiest means to save and multiple money because money left for saving ends up used without returns.

@VictoriaBenson-vg3lo 2 ай бұрын

That is true everyone needs more than their salary to be financially stable. Investing it with a reliable source is the best.

@RechardAnord 2 ай бұрын

No doubt!! Kristy Loreca are highly responsive and always follow up to make sure my needs and questions are met.we were saving for a deposit to allow us to move to a new house, & true her guidance it was successful,

@SmithNorman 2 ай бұрын

Please how can i get to Kristy Loreca?????????

@StorytimewithSai 2 ай бұрын

Amazing! 🥰

@Savvynlady Ай бұрын

I ❤ Insomnia Cookies. And the Insomnia in Mobile is right across the street from our University. U OF South Alabama

@mattypants 2 ай бұрын

I love Insomnia Cookies. Had the first time a few years ago and was in love. Tried crumble because everyone was going on about them. They dont hold a stick to Insomnia. I moved, and now im just outside of delivery. It's very sad!!

@MsStarryNights 2 ай бұрын

Love me an insomnia cookie on the late night!!!

@sadgearmy Ай бұрын

$5 cookies are insane

@TryTiffiny 7 күн бұрын

I smiled during this entire video. Those cookies are delicious 😋

@jagsfan6988 2 ай бұрын

HAHAH I LOVE HOW NOBODY COMMENTED ABOUT HOW HE TRIED TO SCREW THE CONFOUNDER INSANE NOT A STAND UP GUY!

@nickmo58 2 ай бұрын

I'm starting a cookie business opening after 2am

@Evaultfinancial 17 күн бұрын

Are they coming to Canada 🇨🇦?? ❤❤

@ceoshuvo Ай бұрын

GREAT

@scombproductions 2 ай бұрын

you focused on drexels medical campus in center city instead of the main campus, directly next to and overlapping with upenn.

@ricodash5330 2 ай бұрын

Didn’t the thumbnail say $500mil earlier today?

@the.magic.catbus9459 2 ай бұрын

They had a food truck in my college campus!

@kjkrop88 2 ай бұрын

Jesse, we need to cook

@tyronecharizard363 Ай бұрын

I love insomnia

@ogbillity 2 ай бұрын

The sugar industry has won.

@emem2863 2 ай бұрын

Sometimes, you just want a cookie that a person made - not that mass manufactured stuff at the grocery store.

@Soyou-rq1xm 2 ай бұрын

okkkkkk Kent State!!! 7:47

@taylorembach8559 Ай бұрын

Went to the website. They don't list the price until u check out. I don't like that 😢

@kavsiva1604 2 ай бұрын

Bit disappointed we didn't hear how much he raised in his first round of funding but cool story

@agilitypoodle99 2 ай бұрын

They said he invested the $10K profit from the first semester, into the business

@tatummacbride-deaver3081 2 ай бұрын

Should have just paid $175,000 (5%) and been honest.

@huffbj 2 ай бұрын

He looked cool in school

@unskeptable 2 ай бұрын

What do you do for a living? I sell cookies. Oh, and how did you get the ferrari? I sell cookies!

@bosslady6198 2 ай бұрын

Very smart idea just delivering is much though but now door dash can be able to pitch in

@Christian_Luczejko 2 ай бұрын

How do you make this profile-piece without talking about theirsecret back room milkshake speakeasys, hidden behind a fake bookshelf, that you need a password to get into. It’s literally the most noteworthy feature about the business.

@itstonycia Ай бұрын

LET ME START SELLING COOKIES FROM MY DORM

@stevenmichaeleich9856 2 ай бұрын

So much better than Crumbl

@ravenx054 4 күн бұрын

They are struggling atm they offered teachers free 6 cookies the last 3 years for teacher appreciation week. However this year it was one cookie. Doesnt make sense even after covid the hardest year you offer that, they are going downhill.

@colbycronin8722 Ай бұрын

I’ve been addicted to sleepy cookie since I was a wee lad

@dankk_edibles 2 ай бұрын

I love how he used the businesses revenue to grow vs seeking investors immediately

@Mimzy48 25 күн бұрын

We had Dan’s Dozen in Boulder.

@mrlozmoore 2 ай бұрын

ive never understood. "the plan is to just keep going" ... at $200m how much does one person need?!

@Ihave10billionsubs 20 күн бұрын

Well, look at Elon Musk, Jeff Bezos, etc. They could have simply stepped away years ago and enjoyed the high life without ever having to work again. But sometimes it's more about the mission than the money, even if that mission is delivering cookies until 2 a.m. 😂 Besides, there's only so much yacht cruising and traveling you can do before you get bored and want something more. It's human nature to keep improving and keep contributing. It's not in our nature to sit around doing nothing. Sorry, long winded response.

@amochswohntet99 2 ай бұрын

I’ve never had this brand before, but I know that once you’ve had the best you inevitably become a snob, and I am a little bit of a cookie snob.

@MrColeBeans 2 ай бұрын

Do they have gluten free cookies at insomnia?

@Paint2004 2 ай бұрын

And yet they still have issues keeping competitive wages and liveable hours for employees. All while still opening new stores.

@jishani1 2 ай бұрын

dunno if you're aware of how things work in the real world, but fast food jobs aren't known for having stellar pay. ANY of them. you think people working at subway are pulling "competitive wages?" they also bake cookies as part of their duties.

@AGreyAlien 2 ай бұрын

@@jishani1exactly. Democrats really live in a fantasy world.

@dancarr111 2 ай бұрын

Taylor Otwell of cookies

@irshviralvideo Ай бұрын

i dotn get why this is popular in the time of Uber Eats ? doesn the delivery element destroy the main differentiation factor ? what else makes this so unique ?

@mackintosh4784 Ай бұрын

I am not in danger, i am the danger

@mackintosh4784 Ай бұрын

Jesse lets bake

@RodoMallard 2 ай бұрын

LOL that is not where Drexel is haha

@douglassmith9445 2 ай бұрын

I’ve been wondering this whole time why insomnia cookies was so popular when crumbl cookies are the superior cookie company out of any currently. Never thought about a niche late night delivery service for a cookie. It all makes sense now!

@kshitizmishra5845 2 ай бұрын

are cookies really a billion dollar thing?

@matthewwv1 12 күн бұрын

we used to eat the cookies out of the dumpster that they threw away after 2am

@marufawal 2 ай бұрын

they should have asked me for money they would have had me at late night cookie

@Keprion 2 ай бұрын

18$ for a chocolate chip cookie and a scoop of vanilla ice cream. No wonder it did well

@andrewgalvan5852 2 ай бұрын

excellent margins

@GGTanguera 2 ай бұрын

Not if you use real ingredients (real butter not margarine or lard, coco sugar not dextrose, nuts, dark chocolate not “chocolate chips) 😅

@jishani1 2 ай бұрын

@@GGTanguera you have no idea the actual cost of baked goods. they are the cheapest food to produce in scale in terms of raw ingredients. out of a batch of dough (and they make hundred pound batches) they have less than $1 in raw ingredients in a single cookie. even using high quality butter and chocolate. because the amount required to make a single cookie is so low and businesses buy in bulk at wholesale prices, not what you would pay retail in a store. add in a scoop of high quality vanilla ice cream and their price is still under $2 per unit on that one. ANY food you buy from a bakery, deli, or restaurant will have at minimum a 33% mark up over their costs on it. baked goods generally have a much higher mark up than that because the cost per unit is tiny. $0.18 in a doughnut, no ones going to object to paying $2 for it. that's a lot higher of a margin than the 33% you'd expect on a burger.

@armenakbalasanov9074 Ай бұрын

How did they manage to delivery the cookies warm? Do they have special containers or what?

@gfbmusic 19 сағат бұрын

They are being baked as they are being delivered to you.

@rillyjo5810 2 ай бұрын

22 stores and no profit. Yikes. Glad it worked out tho

@poggster6047 Ай бұрын

I like him, unlike the Crumbl guys… they lack passion and seem to be only in it for the money. Tech guys who couldn’t make it on tech so they looked elsewhere

@midnightsxtc 2 ай бұрын

7:15

@tb11212 2 ай бұрын

Why did he only have to pay the co-founder $3.5 million? 5% would've been $25 million...and a bunch of the lawsuit stuff is behind a paywall on Google.

@rainmwhop 24 күн бұрын

Did I just see an equivalent video of Crumbl making $1B a year? How is it more successful than Insomnia?!

@mfimabefig9822 Ай бұрын

*Once I heard KK is involved it’s 👎*

@SoCalFreelance 18 күн бұрын

This business makes no sense to me. Who are these people paying $5 for a cookie? o_0 Why not a business serving nachos until 2:00am, or a business serving mac and cheese until 2:00am?