"Business success comes with many perks-whether it's raking in millions, gaining critical industry access, or simply feeling proud for scaling up a beloved product. But reaching new heights also comes with some setbacks, according to Insomnia Cookies founder and CEO Seth Berkowitz. Despite making millions and creating a late-night dessert staple for legions of college students, he's faced some hard truths along his entrepreneurial journey."
""It can be lonely, it's a solitary life. It really is. [During] the harder times, it's very solitary-finding camaraderie, mentorship, some sense of community, it's really important," Berkowitz tells Fortune. "Because I go so deep, it's sometimes hard to find others and let them in." Berkowitz has been scaling Insomnia Cookies since 2003, when he was a junior studying economics at the University of Pennsylvania."
Seth Berkowitz founded Insomnia Cookies as a college student in 2003 and scaled it into a late-night cookie chain concentrated near U.S. university campuses. The business operates roughly 350 international stores with many locations open until 3 a.m., serving students returning from parties or studying. Krispy Kreme acquired a 74.5% stake in 2018 for about $139.5 million and later sold its stake in a transaction that valued the company at $350 million. Rapid growth brought financial success and market penetration, alongside personal challenges such as isolation, prompting a turn toward mentorship and community support.
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