Insomnia Cookies feeds Columbia's late-night sweet tooth
By Nick McCormac
Edited by Drew Daniels
April 22, 2009
If greasy or fried foods don't satisfy your late-night cravings anymore, you now have a sweeter alternative for a midnight snack.
Columbia recently became the newest home of Insomnia Cookies. Founded in 2003 by University of Pennsylvania student Seth Berkowitz, Insomnia specializes in warm, freshly baked cookies and brownies that can be purchased at the company's truck, parked on Harden Street in the Food Lion in Five Points parking lot from 8 to 9 p.m. and next to Grilled Teriyaki from 9 p.m. to 3 a.m. nightly. Chocolate chunk, sugar, white chocolate macadamia and oatmeal raisin are a few of the cookies that can be purchased for a dollar each. Orders can also be placed online or by phone for delivery for a small charge within 4 1/2 miles of USC.
Joe Essenfeld, Insomnia's chief operations officer, previously managed a company that controlled restaurants and cafes in office buildings. He was asked to join Insomnia to provide professional management experience after the company decided to expand outside of the Northeast.
The Carolina Reporter spoke with Essenfeld about the company's history, why it's in Columbia and Insomnia's future plans.
His answers have been edited for space and clarity.
Q. Where and how did the idea for Insomnia Cookies first come from?
A. Seth started it by making cookies in his dorm room and delivering them to his friends late at night. He wanted to provide people with something other than greasy or fried foods, so he figured he could provide a sweet alternative.
Q. Why is the Columbia location stationed where it is?
A. The big criteria are student population and the location that's available. We moved the Columbia location from the College Mart parking lot to the area next to Grilled Teriyaki because it's an open area and foot traffic adds to the notoriety. We use trucks because it's easier to expand, and each truck is equipped with a full, professional kitchen that bakes everything on site.
Q. Why did you pick Columbia as the first location in the Southeast?
A. We took a road trip from New York to Florida and stopped at different colleges along the way, including the University of Georgia and the University of Florida. We had different problems in different states, but Columbia seemed like an interesting town. Five Points is a central location for the student population and the city was really excited to have us, so we decided to open up there.
Q. How much money is Insomnia making and have you seen profits rise?
A. We don't comment on specific store profitability, but I can tell you we have seen our sales rise modestly since we have opened. We expect next year to be a breakout year once students realize the "sketchy cookie van" has some of the best cookies they have ever had.
Q. Do you have any plans to expand locations or the foods you sell?
A. We'll start selling ice cream this summer. Since we have a proper freezer on each truck, that's ready to go. We have two extra trucks ready to go, too, and we're considering opening up in Charleston. ... For now, we want to keep it over to this side of the country because there's only so far we can travel.
Q. Do you hope Insomnia will become a permanent staple on college campuses?
A. That's definitely the goal. We're involved with every campus we're on because making relationships with students and the administration is important. We work with local organizations in each location and give some profits to local charities. We want to be known as a spot to go late at night to get a warm cookie.
