Insomnia Cookies looks to increase their South Jersey presence with a new cookie bakery planned for the Rowan Boulevard complex of shops in Glassboro NJ.
The new location will be at the Whitney Center Building in the 1st floor retail, in a unit located directly between Yogo Factory and Oishii Ramen. The building is located directly across from the Courtyard Hotel.
If you’re unfamiliar with Rowan Boulevard in Glassboro, it is a relatively new “Main Street” style development featuring apartments and student housing on upper floors, and ground floor retail and restaurants… all in a location adjacent to the rapidly growing Rowan University.
Insomnia Cookies has not officially announced this location but construction industry documents as well as information filed with the Borough of Glassboro clearly indicates the plans for this new Insomnia Cookie bakery location, which is expected to see construction start in January.
Insomnia Cookies
Based out of Philadelphia, Insomnia Cookies opened over 20 years ago but only recently made the jump across the river into South Jersey, with a location opened this past summer in Cherry Hill.
While the South Jersey cookie consumer market had previously become familiar with growing national competitors such as Crumbl and Crave… Insomnia Cookies does a few things differently.
With other cookie bakery brands focus on super large and sometimes stuffed cookies, Insomnia seems to lean more towards a traditional sized cookie.. although they do also offer a deluxe larger cookie.
Insomnia also offers store baked brownies, and fresh ice cream.
Another twist for Insomnia Cookies is they put a big focus on deliveries which in most locations includes hours that extend until 3:00 AM!
This late night (early morning) delivery model traces back to the original founder of Insomnia Cookies Seth Berkowitz, who while as a student at Philadelphia’s Penn University found himself up late into the evening as many college students do, looking for different options in very late night snacks… particularly something freshly made.
Feeling a little homesick and remembering all of the delicious things mom used to make, his late nights had him regularly wishing he could get a hot and freshly baked cookie… a taste of home!
This led Seth to start his own cookie bakery and retailer, with an initial focus on university markets. It’s somewhat surprising it’s taken them all this time to get to the fast growing Rowan University, which is just 25 minutes or so from downtown Philly!
Fueling this new growth is a deal with new investment partners who stated they would be accelerating growth goals. looking to add 1500 new locations in the next few years. As mentioned over the summer they opened a location in Cherry Hill.
Locals are likely to mention that Rowan Boulevard already has a fresh baked cookie retailer with independently owned Cookie Munchers. They have been open in the the Rowan complex since at least 2018, when I interviewed then owner (and founder) Cassie.
I stopped in yesterday at Cookie Munchers to try and catch-up with ownership (not in) and then messaged them on Social Media.. at the time of this publication they have not had a chance to respond.
While it is common in retail centers to have protected business types “Only one Cookie bakery”… it turns out that the Whitney Building has different ownership/landlords than the rest of the Rowan Boulevard complex… so those protective covenants (if they exist) likely don’t carry over across properties with different owners.
Links and Location
Insomnia Cookies Rowan Glassboro – Coming Soon
310 Rowan Boulevard
Glassboro NJ