Insomnia Cookies To Open Four New Jersey Locations

Insomnia Cookies will open four new stores in Westfield, Jersey City, Montclair, and Red Bank. No opening dates have been announced yet.

These shops will join existing stores in Cherry Hill, Ewing, Glassboro, Hoboken, and New Brunswick. That makes nine total spots across New Jersey once the doors swing open.

This growth fits into a bigger plan. The Philadelphia-based company wants to open 1,800 stores over the next ten years through a partnership with Verlinvest and Mistral Equity Partners. Right now, the cookie chain operates more than 300 spots across the U.S., Canada, and the U.K.

“We’re united by a shared vision: to establish Insomnia as the undisputed leader in the indulgence category. With this support, we’re poised to rapidly scale and deliver more warm, delicious cookies to Insomniacs around the world,” Founder Seth Berkowitz said in a statement, according to Whatnow.com.

Seth Berkowitz launched the late-night cookie business in 2003 from his University of Pennsylvania dorm room. Students wanted dessert late at night, and he figured out how to give it to them.

The menu has classics like chocolate chip, snickerdoodle, sugar, oatmeal raisin, and white chocolate macadamia. Want something fancier? Try s’mores, salted caramel, or chocolate peanut butter cup.

Brownies, blondies, brookies, cookie cakes, and ice cream are also available. You can build your own cookie ice cream sandwich or get a warm cookie brought right to your door.

The website shows the four upcoming shops as “coming soon.” Check the company’s website and social media for updates.

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