Insomnia Cookies
462 State Street, Madison
bakery
Ownership
In 2024, Krispy Kreme sold a majority stake in Insomnia Cookies at a $350mm enterprise value to Verlinvest and Mistral Equity Partners. All Insomnia Cookies locations are corporate-owned, and there is no indication the company plans to shift toward a franchise model.
Local Sourcing
The supply chain relies on strategic sourcing of baking ingredients such as enriched wheat flour, sugars, and chocolate chunks, procured in bulk to maintain uniformity and cost efficiency across its network of bakeries. No evidence of local Wisconsin sourcing was found.
Community Involvement
In the past few years Insomnia Cookies has donated many cookies to local charities and organizations. The brand launched Insomnia Athletes, a sponsorship program aimed at supporting college athletes' platforms. Engagement appears occasional rather than deeply embedded in Madison.
Local Workforce
Insomnia Cookies employees rate their compensation and benefits as 2.7 out of 5. The company allegedly stole wages from at least 40 workers, according to a lawsuit. Reviews show mixed feedback with concerns about low pay and high turnover.
Revenue Retention
Krispy Kreme sold the majority stake in Insomnia Cookies to Verlinvest and Mistral Equity Partners for $350 million enterprise value. As a corporate chain owned by private equity, profits flow to external shareholders rather than staying in Madison.
Local Presence
The text is generic and brand-focused with no Madison/Wisconsin references, owner names, local suppliers, or location-specific personality. The 'Warm Cookies Delivered Until 3 AM Daily' is a corporate tagline used across all Insomnia Cookies locations, and the accessibility statement is standard corporate boilerplate.