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How I Built This with Guy Raz
Insomnia Cookies: Seth Berkowitz
Aug 26, 2024
Seth Berkowitz, the founder and CEO of Insomnia Cookies, shares his journey from a college student delivering cookies to a $350 million cookie empire. He discusses the challenges of scaling his business while still in school, including funding struggles and navigating early financial crises. Berkowitz emphasizes the importance of resilience and innovative strategies that allowed him to thrive, even during tough times like the COVID-19 pandemic. Plus, he reflects on the joy of satisfying late-night cravings and building a loyal customer community.
01:17:16
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Quick takeaways
- Seth Berkowitz identified a market gap in late-night food delivery during college, inspiring him to create Insomnia Cookies from a simple dorm experiment.
- Despite facing numerous challenges, including financial struggles and operational downsizing, Berkowitz's resilience led to a strategic pivot that revitalized the business.
Deep dives
Inception of Insomnia Cookies
Seth Berkowitz's journey began in 2001 at the University of Pennsylvania, where he identified a gap in late-night food delivery beyond pizza and Chinese takeout. Inspired by his experiences and his penchant for sweets, Seth experimented with baking cookies in his dorm and distributing flyers to promote his new venture. The initial response was modest, but after an appearance in the school newspaper dramatically increased demand, the orders surged overnight. This marked the beginning of Insomnia Cookies, a brand that would grow from a college experiment into a multi-million dollar enterprise.
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