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Long after most bakeries close, Insomnia Cookies comes to life, satisfying the late-night cravings of students and sweet-tooth fans alike. Founded in 2003 in a University of Pennsylvania dorm room, the brand has transformed a simple idea into a full-fledged movement, growing to more than 350 locations globally and earning millions of devoted fans worldwide. 

In a recent conversation, Loyalty360 CEO Mark Johnson spoke with David Salama, Chief Digital Officer at Insomnia Cookies, about how the brand is using digital innovation and a redesigned loyalty program to turn transactions into touchpoints, and fans—which the brand calls its ‘Insomniacs’— into a thriving community. By blending technology and creativity, Insomnia Cookies continues to prove that emotional loyalty can be just as powerful (and satisfying) as the perfect chocolate chip cookie.