Insomnia Cookies

Seth Berkowitz was a student at the University of Pennsylvania in two thousand three when he noticed something odd. Every pizza place near campus closed at midnight, but the dorms were buzzing at two in the morning. Nobody was delivering anything. He started baking cookies in his room and delivering them warm until three a.m. The cookie was not the innovation. The clock was. Berkowitz built the entire operation around hours no competitor wanted. Late night delivery targeting college students craving warm food after studying. He opened storefronts near campuses, kept ovens running past midnight, and made the brand synonymous with a time of day rather than a food category.