Cookie concepts are growing at a head-turning pace. If that sounds like déjà vu all over again, you’re showing your age.

Indeed, the restaurant business saw a similar boom in the segment nearly 50 years ago, when consumers found their indulgence opportunities increasing at a breakneck clip because of upstarts like Mrs. Field’s, Famous Amos and David’s Cookies.

What happened to those champions of the chocolate chip? How did that surge differ from what we’re seeing today from the likes of Crumble or Insomnia? The answer starts with the prior wave’s reliance on the characters behind the brands. They were the precursors of today’s celebrity chefs.

But that’s not the only way the new wave differs from that first manifestation. For the full picture, download this week’s episode from wherever you get your podcasts. And bring your own milk for dipping.