Insomnia Cookies’ founder on winning in the booming indulgence category
Episode description
In this episode of Take-Away with Sam Oches, Sam talks with Seth Berkowitz, the founder and CEO of Insomnia Cookies, the cookie delivery concept that has been around now for 22 years and grown to more than 300 locations in the U.S., helping to carve out an early niche in the so-called “indulgence” category that has been booming the past few years. Insomnia announced that two investors had stepped in to acquire the majority stake previously owned by Krispy Kreme, a move that the brand thinks could open the doors to another thousand-plus locations over the next decade. Seth joined the podcast to talk about the brand’s evolution in its first two decades plus how the past seven years under Krispy Kreme’s ownership helped solidify Insomnia’s corporate structure.
In this conversation, you’ll find out why:
- Tapping into customer emotions is a sure-fire way to build trust and loyalty
- College students are the perfect foundation for the indulgence category
- Consistency and reliability are better at building a sustainable business than novelty
- Don’t be afraid to pursue trends — but never stray from your core brand identity
- Investors should not be seen as a capital provider alone
Have feedback or ideas for Take-Away? Email Sam at sam.oches@informa.com.