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Krispy Kreme reportedly near deal to buy Insomnia Cookies

By Restaurant Business

Report says the JAB-backed doughnut chain wants to take on the fast-growing cookie concept, says RB’s The Bottom LineRead full story

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  • Never underestimate the value of warm cookies at 1am.

  • Wow, what a potential ending for Insomnia!

    On a related note, JAB Brands continues to grow into a food and beverage behemoth that nobody knows. They also have started invested in younger startups!

  • Someone told me to get Insomnia Cookies for the nurses at the hospital after the baby is born. Excellent advice. Their white chocolate macadamia nut is the BEST!!

  • Well...maybe they improve their CX now.

  • Sigh...as fun as this sounds, warm cookies at 2 am is sooooooo bad for human beings. College students may still have a functioning metabolism to deal with these sugar bombs but they're still dealing a massive blow to their future insulin effectiveness.

    Can you imagine a business that delivers cigarettes to people in the middle of the night? This is a comparable health disaster.

  • JAB's debt-funded buying spree has been amazing. How long can this German empire keep paying top dollars on or near the top of the buyout cycle? They have not really bought these assets on the cheap. By the way, it's funny Trump's not saying a single word about their gobbling up of numerous American icons..."national security" anyone? lol

  • Recession-proof and scalability are huge advantages for any business model. Also, urban areas and college towns are very targeted locations. Sounds like a recipe for success (pun intended). All very high calorie products, but also indulgences that even healthy-lifestyle followers can afford to partake in now and again. Sounds like an unbeatable combination.

  • cookies at 3 am sounds amazing but I don't know that it should really be made so large as Krispy Kreme . it's supposed to grass roots right. But it would be pretty cool. I defiantly need one of these here in my city then

  • love some yuM&A activity

  • Seems like the perfect partnership. Compelling, recession-proof business case-study too.

    “The deal would give Krispy Kreme one of the quietest hot growth chains in the country. Insomnia was started in 2004 by Seth Berkowitz, who made cookies while he attended the University of Pennsylvania and handed them out to his fellow students late into the night...

    Cookie businesses are remarkable. A franchisee of Mrs. Fields once told me that “I’d own as many of them as I could get—if anybody would sell

    Seems like the perfect partnership. Compelling, recession-proof business case-study too.

    “The deal would give Krispy Kreme one of the quietest hot growth chains in the country. Insomnia was started in 2004 by Seth Berkowitz, who made cookies while he attended the University of Pennsylvania and handed them out to his fellow students late into the night...

    Cookie businesses are remarkable. A franchisee of Mrs. Fields once told me that “I’d own as many of them as I could get—if anybody would sell their restaurants.” Consumers will frequently treat themselves to cookies, even when things are going bad, making the concepts somewhat recession-proof. And you can order a whole bunch of them for a meeting, making the business scalable.

    Insomnia is built for today’s business. Unlike other cookie concepts that locate in malls or other shopping centers, it opens tiny units in urban areas and on college campuses, and it delivers, making Insomnia the Domino’s of the cookie business. (It even has a Cookie Tracker on its website.)... Indeed, Krispy Kreme and Insomnia would be one delicious merger.”

  • Brilliant.

  • Wish we had at least one in Boston.

  • @strickland 👏🏾👏🏾

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