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In 2003, Insomnia Cookies was founded by Seth Berkowitz, a University of Pennsylvania college student seeking a late-night sweet treat—a shared need that turned into an opportunity for Berkowitz on the UPenn campus. He baked cookies in his college house kitchen and delivered them to hungry students in the early hours of the morning.  

The brand now counts two decades of serving up delicious cookies to customers, with nearly 300 stores across the U.S. and a couple in the U.K. and Canada. Select stores are open late—sometimes until 3 o’clock in the morning— depending upon the night. The cookies are served warm, and brand fans can also order ice cream to accompany baked treats.   

Mark Johnson, CEO of Loyalty360, spoke to Tom Carusona, Chief Marketing Officer of Insomnia Cookies, about launching a new loyalty program, understanding customer segments and how to activate them, and tapping into emotional loyalty.

Watch the full interview here: https://youtu.be/Or-mtujWRDQ

Read the feature on Loyalty360 here: https://loyalty360.org/content-gallery/in-depth-exclusives/insomnia-cookies-launching-a-new-loyalty-program-and-building-robust-customer-profiles-for-increase