Insomnia Cookies, a rapidly expanding late-night bakery concept, celebrated the grand opening of its first experiential CookieLab and new storefront with a ceremonial ribbon cutting on Friday, April 23, at its new East Passyunk location in South Philadelphia, PA. Known for revolutionizing the cookie game for over 15 years, Insomnia Cookies opened its playground for cookievation and 192nd location at 833 Wharton Street across from iconic Philadelphian eateries Pat’s and Geno’s. 

Insomnia Cookies and the concept of cookie delivery, born out of founder Seth Berkowitz’s University of Pennsylvania dorm room in 2003, is growing its Philly-footprint with a new storefront location and first-ever public CookieLab in South Philadelphia. The CookieLab, an innovative extension of the brand’s research and “doughvelopment” lab, will be Philly’s newest dessert destination and bucket-list stop for tourists and locals alike to craft crave-able cookie concoctions.

“Philadelphia has always been such an important part of our brand’s DNA,” says Seth Berkowitz, Founder and CEO of Insomnia Cookies. “As we continue to seek strategic growth opportunities and new ways to connect with consumers during these challenging times, we are proud of our unique ability to give Insomniacs a new way to interact and immerse themselves in our unique cookie culture right where the cookie magic all began.”

Where mad scientist meets Willy Wonka, this one-of-a-kind CookieLab, hidden in the new storefront, gives flavor-makers the opportunity to jump in the driver’s seat and craft the desserts of their dreams from customized cookies to over-the-top milkshakes. The CookieLab also offers a pickup window with a QR code menu for Insomniacs who want to enjoy their very-own cookie creations, but might not be ready to cookievate indoors yet.

The new speakeasy-style CookieLab also features custom ice cream-based milkshakes and a variety of milk and dairy-free alternatives from the milk “bar” taps so that Insomniacs can wash down their cookie-vated creations. And, most importantly, the CookieLab will offer treats Insomniacs can’t get anywhere else. More than just cookies baked to perfection, the CookieLab serves as a creative hub where the imagination is meant to run wild and guests can take a moment to truly indulge in life’s sweetness.

As with all Insomnia locations, the new East Passyunk storefront and CookieLab will adhere to guidelines set forth by the CDC and local health officials including, team wellness screenings, occupancy restrictions that ensure six feet of social distancing between patrons, alcohol-based sanitizer stations and more, to ensure the safety of Insomniacs remains a top priority.  Additionally, the new East Passyunk storefront gives Insomniacs the options of contactless delivery and curbside pickup.

CookieLab, a go-to destination for a deliciously good time, was designed as a place for families and friends to gather and make memories and will eventually be a unique spot for birthdays, corporate events and more. The store officially opens to the public on April 24, 2021 at noon.

Emerging Concepts, Fast Casual, News, Insomnia Cookies