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Seth Berkowitz, the founder of Insomnia Cookies, started his cookie delivery business in college out of frustration with late-night food options. He shares his journey from dorm room cravings to building a $350 million brand. The conversation dives into the challenges of securing investment, navigating academic life while running a business, and expanding into a national chain. Berkowitz discusses the trials of resilience during the 2009 financial crisis and the creative strategies that led to the business's growth and success in a competitive market.
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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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