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Late-night bakery chain Insomnia Cookies has announced a strategic shift towards experiential dining for the Valentine's Day window, offering exclusive dine-in reservations at select locations across the United States and Canada.

Traditionally known for its delivery and takeout model, the brand is pivoting to position its bakeries as "ultimate date night hot spots." The initiative targets the experiential dining market, offering couples a curated onsite experience during peak evening hours on Thursday, 12 February and Friday, 13 February.

Date Night Package

The reservation system is gated exclusively for Insomnia Rewards members, driving loyalty program engagement. Successful bookings secure a table between 8 p.m. and 12 a.m. local time, featuring a prix-fixe menu priced at $30.

The Package Includes:

• Cookies: One 6-Pack of the brand's signature warm cookies.

• Dipping Sauces: Three dips (Milk Chocolate, White Chocolate, and Caramel).

• Beverages: Two bottles of milk.

Participating Markets: The pilot is rolling out in major metropolitan hubs including Atlanta, Chicago, Los Angeles, Miami, Philadelphia, and Ottawa, Canada, among others.

Dips and Red Velvet

To support the dine-in concept and drive retail sales, Insomnia is expanding its menu architecture with a focus on "dunkability" and seasonal flavours.

New Dipping Sauces (Available Feb 9):

• Milk Chocolate

• White Chocolate

• Caramel

Seasonal Cookie Lineup: The brand is leaning heavily into Red Velvet and premium partnerships for its limited-time offering (LTO) slate.

• 🍰 Red Velvet Classic: (Available Jan 27).

• 🍪 Red Velvet Cookies 'N Cream Brookie: A hybrid fusing Red Velvet cookie dough with a Brookie base and cream cheese chips (Available Jan 27).

• 🍓 Chocolate Covered Strawberry Classic: Featuring strawberry-infused cranberry bits and Hershey's® Mini Kisses (Available Jan 27).

• 🧀 Red Velvet Cheesecake Classic: A filled variety with a cheesecake centre (Available Feb 13).

• 🍫 Ghirardelli® Chocolate Lava Cake Classic: A premium collaboration SKU loaded with Ghirardelli® chocolate filling and cocoa powder (Available Feb 13).

Seth Berkowitz, CEO and Founder of Insomnia Cookies, commented on the experiential pivot:

"As the late-night bakery known for delivering warm, delicious cookies, Insomnia is excited to introduce our in-store Valentine's Day reservations in honour of one of the most indulgent times of the year. We look forward to sharing our love for warm cookies with our Insomniacs to continue creating meaningful connections with consumers rooted in insatiable cravings."