Insomnia Cookies recently held a grand opening for its new flagship store in Center City, writes Michael Tanenbaum for PhillyVoice.

The store is Insomnia Cookie’s largest yet, and occupies the first floor of the company’s new three-story headquarters.

A unique feature of the new store is its bright and bubbly atmosphere, which includes a seating area that faces a wall of LED lights paying homage to Insomnia Cookie’s Philadelphia roots.

There is also a merchandise section stocked with “Philadoughphia” apparel near the checkout line.

Since coming onto the scene in 2003, the Insomnia Cookies brand has come a long way, with now more than 270 locations throughout the United States, and added stores in Canada and the United Kingdom.

“Our brand is hands-on. It’s a brand you have to touch, and taste, and feel and smell,” said Tom Carusona, Insomnia Cookie’s chief marketing officer.

About 100 employees are working out of the 26,000-square-foot Insomnia headquarters.

Looking ahead, Insomnia has big plans, including its aim to open 600 U.S. locations by 2027, be accessible to 90 percent of households, and explore new areas of marketing.

The new headquarters is a major step in the company’s evolution, but just one step. 

Read more about Insomnia Cookie’s new flagship store and headquarters and its future plans in PhillyVoice.

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