BETHLEHEM, Pa. — Late night sweets fans saw their double chocolate chunk dreams come true Tuesday with the soft-baked opening of Insomnia Cookies.
Known for their warm, fresh cookies, brownies, ice cream sandwiches and more, the bakery opened its doors at 606 E. Third St. in Bethlehem to an enthusiastic crowd that was craving treats.
Customers packed the sugary-sweet smelling space on the ground floor of the Six 10 Flats building, eager to get their fix.
“When our cookies come out of a warmer, it’s always set so you always can get a warm, good, delicious cookie either 11 o'clock in the daytime or three o'clock at night."District Manager C.J. Johnson, Insomnia Cookies
This marks the first Insomnia Cookies in the Lehigh Valley, District Manager C.J. Johnson said.
And while there are other cookie businesses around, none can compare to Insomnia’s key trait, according to Johnson, who runs 13 stores in total.
“A warm, delicious delivery: That is exactly what it is. One of the things that I love is we're open until nighttime, but when our cookies come out of a warmer, it’s always set so you always can get a warm, good, delicious cookie either 11 o'clock in the daytime or three o'clock at night,” Johnson said.
The Bethlehem location will be open from 11 a.m. to 1 a.m. Monday through Wednesday; 11 a.m. to 3 a.m. Thursdays and Fridays; noon to 3 a.m. Saturdays; and noon to 1 a.m. Sundays.
Staffers say it's a perfect place to score a late-night treat via delivery – especially if you’re a hungry college student. (And it happens to be just down the mountain from Lehigh University).
Classic flavors include Apple Pie Filled, Chocolate Chunk, Double Chocolate Mint and more; while deluxe entries include flavors like S’Mores, Chocolate Peanut Butter Cup, and Salted Caramel.
Brownies are also on the menu, as well as ice cream served on its own, or atop a cookie or brownie, or served up as Cookie’wich.
Regular cookies run $2.89 to $3.29 apiece, with larger deluxe cookies at $4.69 each.
Cookie cravers
Bethlehem resident Taylor Evans, who lives close by, said she became an Insomnia Cookies addict after a visit to a location in Philadelphia.
When she got wind that the Bethlehem location was opening soon, she was ready to go.
“I was really freaking excited. It’s so good… Crumbl is good, too, but Insomnia is better, and the hours are a lot better,” Evans said after picking up a 4+4, which includes four classic cookies and four deluxe cookies.
“I work night shift so I can actually pick up on my cookies on my way to work!”
Self-professed "cookie monster" Erica Callahan — who works with Civic Property Management, which owns the building — said she was excited to see the business thrive.
“I love cookies, so this is wonderful, and I’m very excited. We were here at 4:10 and the line was almost out the door,” Callahan said, adding her favorite cookie is the Firecracker Classic with M&Ms.
Asked about his favorite flavors, Johnson rattled off a few.
“So I have three: My first one is the Sugar Cookie. I love the sugar cookie; it’s simple, but it's delicious. You taste the butter and everything in it. And I love [White Chocolate] Macadamia, but I also love our [Chocolate Chunk] Brookies, because it's the best of both worlds, a cookie and a brownie,” Johnson said.
An Ivy League cookie
Insomnia Cookies began in the University of Pennsylvania dorm room of Seth Berkowitz in 2003, aiming to cater to folks like him: “He wanted something sweet, warm, and he wanted it brought to his door,” the Insomnia Cookies website proclaims.
By 2006, Insomnia had its first brick-and-mortar spot in Syracuse, New York.
Food trucks followed in 2008, and by 2014, it had opened its 50th location in New York City.
Over the years, the business celebrated its first National Cookie Day, launched its fan-favorite Red Velvet cookie, debuted vegan cookies and celebrated its 100th opening in 2016.
Shipping programs and new recipes followed, and by 2021, it had opened its 200th location, as well as CookieLab in South Philadelphia, described as “part sweeteasy, part experiential playground where guests can craft crave-able cookie concoctions.”
Johnson said the enthusiasm from Insomnia Cookie fanatics is palpable, with the line at the shop going out the South Bethlehem door right upon opening.
He said he's looking forward to dishing out more tasty treats, with a grand opening set for 11 a.m. on Wednesday, July 16, and one of the area's biggest events coming up soon.
“I’ve heard that we got Musikfest coming up that's going to have like a million people within 10 days, so we're excited,” Johnson said.
