We're seeing very strong growth in the cookie shops we have today, thanks largely to continuous success in the digital e-commerce side of that business, and we can't wait to share with you more about that as we look further ahead.' 'One that's performing very well, particularly on the e-commerce side is Insomnia Cookies,' Tattersfield told investors back in November. E-commerce has been driven in part by an expanded cookie delivery radius of up to 10 miles, thanks to partnerships with third-party delivery drivers. The brand is also playing a significant role in boosting Krispy Kreme's e-commerce business, which lifted 23 percent in Q4, the best performance since the pandemic started. The capital efficiency of an Insomnia Cookies shop is fantastic.'

'The recent class of new stores has been one of our best return classes ever,' Tattersfield said. The payback for new stores is roughly one year or around 100 percent ROIC because of four-wall margins approaching 30 percent. The belief is the chain has a strong enough pipeline to deliver unit growth in the mid-teens percentage each year moving forward.Īfter opening 20-plus shops in 2022, the plan is to debut 30 to 40 this year. Tattersfield said last year that Insomnia is experiencing successes beyond college campuses and urban markets and into select suburban locations. The chain's AUV increased to $850,000, an 8 percent rise versus 2021. Insomnia's revenue grew 24 percent in Q4, driven by double-digit same-store sales and 'very high' productivity from 2022 openings. West Coast brand Cookie Plug has 35 units open and 172 under development, and 11-unit Chip Cookies wants to open 12–15 locations in 2023. Fourteen-unit Chip City Cookies, based in New York City, received a $10 million investment last year from restaurateur Danny Meyer. The company is growing both organically and through acquisition in 2022, FAT Brands purchased Nestlé Toll House Café to convert all units to Great American Cookies stores. Then there's Great American Cookies- purchased by FAT Brands in 2021-which has 370-plus locations domestically and internationally. And they're typically based near college campuses, catering to a host of young adults pulling all-nighters.īut it's not the only cookie concept seeking massive growth in the coming years.Ĭrumbl Cookies sits atop the category after skyrocketing to roughly 730 U.S. The concept was named 'Insomnia' because stores stay open until 3 a.m. The chain was founded in 2003 by Seth Berkowitz, who was a student at the University of Pennsylvania.

'We truly believe Insomnia Cookies will be the next Krispy Kreme,' CEO Mike Tattersfield said during Krispy Kreme's Q4 and full-year earnings call. In 2023, the chain will expand globally for the first time into the U.K. The goal is to eventually ramp up to 100 new openings per year. When the doughnut chain acquired it, there were 135 units. Insomnia finished 2022 with 231 shops, an increase from 210 stores at the end of 2021 and 184 after 2020.

Krispy Kreme, which bought the concept in 2018, said the brand has whitespace for more than 4,000 locations. The cookie segment is as busy as ever, and Insomnia Cookies refuses to be left behind.

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