Insomnia Cookies Continues Growth in Minneapolis
Tuesday, May 20, 2025 at 1:03AMArticle by Becky Fillinger, photos provided
A 12 pack of Insomnia Cookies
Looking for fresh, warm cookies? Check out the newly opened Insomnia Cookies at 600 Hennepin Avenue. We talked to Catharine Burns, Senior Marketing Activations Manager, about the philosophy of Insomnia Cookies’ expansion, the importance of customer feedback and ways to follow their news.
Catharine BurnsQ: The new Insomnia Cookies on Hennepin Avenue is the second Minneapolis location in the city. What makes Minneapolis an ideal location for Insomnia Cookies?
A: We were inspired to open our second Minneapolis location to reach even more Insomniacs in the City of Lakes, satisfying their cravings all day and late into the night. Our newest bakery on Hennepin Avenue, right in the heart of Central Minneapolis, is conveniently located near many hot spots in the city. Our new store at 600 Hennepin Avenue is directly across from the Target Center, with many popular restaurants and bars within walking distance to bring warm, delicious cookies to the local community.
As a rapidly expanding late-night bakery, we’re constantly looking for new store locations and are excited to grow the Insomniac community here in Minneapolis through our new bakery.
Q: Are there any unique aspects to the Minneapolis stores compared to other locations?
A: Our new Minneapolis location offers our premium Cookies IN Ice Cream flavors. Insomnia’s Cookies IN Ice Cream line, which was first released in the summer of 2023, mixes the late-night bakery’s warm, delicious cookies into Insomnia’s own formula of super premium ice cream. This offering is available at most locations nationwide.
Cookies IN Ice Cream - all of your favorite cookies mixed into premium ice cream flavors.
Q: How does this expansion fit into Insomnia Cookies' broader growth strategy?
A: Insomnia Cookies is continuing its explosive growth trajectory to reach more Insomniacs than ever before. In 2024, the late-night bakery projected to open 55 new locations for a record expansion year and announced the opening of its 300th store globally. Beyond our new Minneapolis location, we look forward to further accelerating our growth to deliver on the growing demand for warm, delicious cookies to reach even more Insomniacs across the globe with future new store openings.
Q: What kind of reception have you seen so far from the Minneapolis community?
A: We’ve been so appreciative of the warm welcome we’ve received since our Grand Opening in February. With warmer weather on the way, we can’t wait for Insomniacs to try our signature warm cookies paired with Cookies IN Ice Cream, our own line of ice cream made with our cookies mixed into it! We’re also excited to bring back a fan favorite limited-time flavor this month. The Cookies ‘N Cream cookie will be available starting May 19th. This flavor pairs perfectly with ice cream. Try it in a Cookie’wich, in our Cookies ‘N Cream Brookie, a crunchy, gooey Cookies 'N Cream cookie, made with Hershey's® Premier White Chips, baked into a decadent, fudgy brownie base.
Q: How does Insomnia Cookies tailor its marketing approach?
A: Founded at the University of Pennsylvania in 2003, we strategically open many of our Insomnia Cookies bakeries near college campuses to reach the next generation of Insomniacs. Through our delicious menu offerings and late-night hours, our brand is built around elevating the college experience and beyond. We’ve carried out this strategy by opening our first Minneapolis location near the University of Minnesota in Dinkytown. And, when our Insomniacs graduate college, we strive to meet them where they are – intentionally opening additional bakeries in major cities and markets such as our newest location in the bustling area of Central Minneapolis to own the city nightlife and create moments of indulgence through our product offerings.
Q: Will the Minneapolis store offer any exclusive or locally-inspired menu items?
A: Not really, but nationwide, Insomnia Cookies offers a wide variety of the brand’s signature warm, delicious cookies – from the Classic Chocolate Chunk cookie to favorites like Snickerdoodle and Confetti Deluxe, delicious Cookies IN Ice Cream flavors, decadent brookies, brownies, and blondies, a full slate of vegan options, and more. Beyond the classics, the late-night bakery also offers a frequently rotating limited-edition menu. We know your readers will enjoy all the varieties.
Q: What role does customer feedback play in shaping the menu and services?
A: In 2024, Insomnia created Insomnia Rewards, the brand’s newest customer loyalty program, based on feedback from our loyal fan base of Insomniacs and emerging trends show a growing demand for cookies across the country. With Insomnia Rewards, our goal was to enhance consumer experience and elevate engagement across Insomnia’s network of over 300+ stores across the United States and Canada, creating a way to keep Insomniacs in the loop about our latest menu items, discounts, and surprise offers.
We are constantly listening to our Insomniacs on their favorite flavors and menu items to bake up new, delicious creations or bring back fan-favorite menu items. In December of 2024, to ring in the new year, Insomnia Cookies launched its limited edition ‘Best Of’ collection – bringing back the best of the late-night bakery’s indulgent offerings from 2024 based on customer feedback. The late-night bakery is committed to constantly “cookievating” and offering limited-time menu items to bake up new treats that embody our Insomniacs’ passion for all things warm and delicious.
Q: How does Insomnia Cookies handle delivery logistics in a city like Minneapolis, especially in inclement winter?
A: Delivery is one of Insomnia’s core areas of business to stretch the four walls of our bakeries. Especially in the cold, winter months, there is nothing quite like the indulgence of a warm, delicious cookie, and Insomnia Cookies is dedicated to delivering fresh, warm cookies right to Insomniacs’ doors in a safe and timely manner. Bad weather – whether snow or thunderstorms in the Spring - is not a deterrent to our delivery team!
Q: How may we stay tuned in to cookie news?
A: To place an order or learn more about Insomnia Cookies, visit www.InsomniaCookies.com. Insomniacs are encouraged to keep up-to-date on the latest cookie news by following Insomnia Cookies on Instagram, Facebook, Twitter and TikTok.
