Published on 20 Oct 2023 Time 5 min read Last update by 19 Feb 2024

Krispy Kreme Shifts Focus: Puts Insomnia Cookies Brand up for Sale

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In a strategic move to fortify its position in the world of delectable doughnuts, Krispy Kreme has announced its decision to explore potential alternatives for its majority stake in Insomnia Cookies. This includes the possibility of an all-cash sale, signaling a pivotal shift in the company’s strategic direction. This move comes as Krispy Kreme seeks to sharpen its focus on its core business of crafting mouthwatering doughnuts that have delighted taste buds worldwide for decades.

The decision, unveiled by Krispy Kreme executives, underscores the company’s commitment to refining and optimizing its portfolio. With an illustrious legacy spanning over eight decades, Krispy Kreme has established itself as a global icon in the sweet treats’ industry.

In this article, we delve deeper into the strategic shift undertaken by Krispy Kreme, examining the factors that led to this decision and the potential implications for both Krispy Kreme and Insomnia Cookies. 

About Krispy Kreme

Krispy Kreme, Inc., formerly known as Krispy Kreme Doughnuts, Inc., stands as an iconic American multinational doughnut company and coffeehouse chain. Its rich history dates back to 1937 when founder Vernon Rudolph acquired a yeast-raised recipe from a New Orleans chef. Setting up shop in the historic Old Salem of Winston-Salem, North Carolina, Rudolph began distributing his delectable creations to local grocery stores. 

The brand’s steady growth culminated in an ambitious phase of expansion as a publicly traded company from 2000 to 2016, a period marked by both success and challenges. In 2016, Krispy Kreme transitioned back into private ownership, becoming a part of the esteemed JAB Holding Company, a Luxembourg-based private firm. However, in a significant move, Krispy Kreme returned to the public domain in July 2021, listing on the Nasdaq once again. This journey encapsulates the enduring legacy and adaptability of Krispy Kreme in the ever-evolving landscape of the confectionery industry.

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About Insomnia Cookies

Insomnia Cookies emerges as a swiftly growing late-night bakery concept, with its headquarters situated in Philadelphia, PA. Established by the then-student Seth Berkowitz at the University of Pennsylvania in 2003, Insomnia Cookies has been satiating the voracious cravings of dedicated Insomniacs ever since. Currently boasting a global presence with over 250 locations, Insomnia Cookies provides a diverse range of delectable cookies, along with offerings like ice cream and other sweet delights, available for in-store enjoyment, local delivery, and nationwide shipping.

How many Krispy Kreme shops are there in the US?

As of the latest available data in their FDD, Krispy Kreme boasts a total of 368 locations across the United States. Within this network, 123 are operated by franchisees, while the remaining 245 are managed as corporate units. This strategic blend of franchised and corporate-operated establishments underscores Krispy Kreme’s widespread presence and its ability to cater to a diverse range of markets and preferences throughout the country. With this robust network, Krispy Kreme continues to be a cherished destination for doughnut enthusiasts, offering its delectable creations to communities far and wide.

Krispy Kreme Explores Sale of Insomnia Cookies to Sharpen Focus on Doughnut Business

Krispy Kreme, has announced its decision to explore strategic alternatives for Insomnia Cookies.

This move comes as the company aims to refocus its efforts on its core business of doughnut sales, stating that the sale of Insomnia Cookies would “unlock shareholder value.” Mike Tattersfield, Krispy Kreme’s CEO, emphasized the successful outcomes achieved in terms of e-commerce and digital capabilities, as well as assisting in Insomnia’s expansion efforts. 

Since Krispy Kreme’s acquisition, Insomnia’s system sales have nearly doubled, now operating in more than 250 bakeries across three countries, boasting an impressive average unit volume of $850,000 for locations of approximately 500 square feet. Notably, nearly half of the chain’s revenue is generated through its digital channels, reflecting the company’s substantial presence in the growing indulgence industry, valued at $700 billion.

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To facilitate this strategic move, Krispy Kreme has enlisted the services of financial advisors Evercore and Morgan Stanley. Despite a successful IPO in 2021, where its stock rose to over $19 per share, the company’s stock has since stabilized in the low teens, closing below $12.5 per share as of Monday. Krispy Kreme, under the control of European investment firm JAB Holdings, continues to navigate its course in the dynamic confectionery market.

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As Krispy Kreme embarks on this strategic shift, putting Insomnia Cookies on the market, it marks a significant milestone in the company’s trajectory. This decision reflects Krispy Kreme’s unwavering dedication to honing its expertise in crafting the perfect doughnut, a legacy it has upheld for over eight decades. The move to explore potential alternatives for Insomnia Cookies is not only a testament to Krispy Kreme’s commitment to maximizing shareholder value but also a calculated step towards a more streamlined and focused future. With its extensive network of over 368 locations in the United States, Krispy Kreme remains a beloved destination for doughnut enthusiasts, a testament to its enduring appeal in the confectionery industry. As Krispy Kreme continues to evolve, guided by its rich history and forward-looking vision, the brand is poised to navigate the ever-changing landscape of the sweet treats market with confidence and innovation.

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