Late-night cravings can lead to some of the biggest business wins in the world. Seth Berkowitz was just a junior in college when he got tired of ordering pizza every night. He wanted something sweet and warm delivered right to his door instead. With only 150 dollars and a simple oven, he started baking delicious cookies for his friends. Today, his brand, Insomnia Cookies, generates over $ 350 million in annual sales. It is a massive empire built on the idea that everyone loves a warm treat at 2 a.m.

The Seth Berkowitz Strategy for Growth

Every young founder wants to grow their brand as fast as possible. However, Seth Berkowitz believes you must test every idea before scaling it. He once tried using vending trucks to sell his cookies in different cities. He opened ten of them quickly, but he soon realized they did not work well. Instead of getting upset, he used that data to pivot back to his successful bakeries. He only goes “really, really fast” once he knows an idea is a guaranteed winner for his fans.

Staying close to the customer is the secret sauce behind the Seth Berkowitz method. He does not guess what people want; he simply asks them. He holds “Tasting Tuesdays” at his flagship stores to get real feedback from hungry “Insomniacs.” If the customers want a new flavor, he rolls up his sleeves and starts baking it. He makes sure his business always exceeds the expectations of the people who buy his treats. This focus on the customer has helped him open over 350 locations across the globe.

Building a Brand with Seth Berkowitz

A great product creates a sale, but a great emotion creates a lifelong fan. Seth Berkowitz knows that eating a warm cookie is a very comforting and exciting experience. He uses this “emotional texture” to power all of his creative marketing ideas. For National Cookie Day, he organized a massive treasure hunt that had 100 people lining up at every store. They were all hunting for a special purple buttercream hidden inside the cookies. These fun moments make the brand feel fresh and unexpected for every generation.

Connection is the heart of everything that Seth Berkowitz builds today. Whether it is a Valentine’s Day treat or a late-night study snack, his cookies bring people together. He is now opening new spots in big sports arenas for the New York Knicks and other teams. Even after twenty-three years, his mission remains the same as day one. He just wants to deliver fresh-baked happiness to as many people as possible. You can take a bite of your own success by following your curiosity just like he did.