Their delectable taste can keep you up at night – that’s how these cookies crumble. And folks in Bethlehem and beyond have been eating up the goodness since the late-night bakery brand Insomnia Cookies opened its first Lehigh Valley location this summer on the ground floor of the Six 10 Flats, bringing its unique vibe to the eclectic culinary choices of the Southside.

“It was a no-brainer coming here,” said Michael Cooley, bakery operations manager. “There’s the college campus, casino – a lot of high traffic volume during the night,” he said, noting that Insomnia Cookies already has a strong presence in Pennsylvania.

The bakery had a soft opening July 15 and held a well-received official grand opening July 26, introducing the community to its warm and delicious cookies, ice cream and a variety of milk.

Insomnia Cookies at 606 E. Third St. is open Sunday noon to 1 a.m.; Monday to Wednesday 11 a.m. to 1 a.m.; Thursday and Friday 11 a.m. to 3 a.m.; and Saturday noon to 3 a.m.

Why the late hours? Well, it all goes back to the birth of Insomnia Cookies, which was like a little bun – or cookie – in the oven. The history is displayed on the walls of the shop, explaining that Seth Berkowitz, founder and CEO, and his crew of college friends started Insomnia Cookies in 2003 in Philadelphia with the desire do late-night food right. Lost in a sea of greasy, cold and just plain gross takeout, he wanted the opposite – an option that was warm, convenient and open super-late.

Their little cookie shop soon became a staple for college campuses and expanded into cities, suburbs and even other countries. Millions of cookies later, their dream stays the same: make the world a sweeter place.

Today, 394 stores dot the landscape, with 30 more slated to open in the United States and Canada by the end of 2025.

“We aim to please,” Cooley said, noting the community in Bethlehem includes college kids and hospitals. “We’re unique – we serve warm cookies all through the night, and deliver all during the night.

“We’re really looking to serving the community, that’s what we’re most looking forward to,” Cooley said. He said they have a high volume of college students and elderly customers, and noted their cookie repertoire includes vegan and gluten-free options.

Cooley said they are now proud to announce the fan fave Cookies and Cream cookie is coming back on the menu permanently – over one million have been sold already.

And September definitely will not be sleepy at the bakery – Insomnia is having a PJ Party Sept. 16, “the biggest PJ party in the world,” Cooley said. The companywide event drew a huge turnout last year, and the party will go all day into the night.

“People come in wearing their PJ’s, and we’ll have special stuff going on,” Cooley said. “I’ll be in my PJ’s, will you be in yours?” he asked of the community. The party will include music, fun and a lot of cool things, including giveaways. People can sign up for Insomnia Rewards in-store or on the app.

“This is a fun place. It’s for everybody – it’s all inclusive.”

Cooley said the response to the bakery – the new kid on the block – so far has been great. “We’ve been having a great turnout. Everybody’s been loving it.”

“This company truly values someone as an individual,” Cooley said, highlighting competitive wages and flexible hours. “It’s a good job for college kids.”

And there are a number of college students working at Insomnia. Two of these “smart cookies” are Sam, shift lead and a graduate student at nearby Lehigh University, working toward her master’s degree in management, and Jaherys, a baker and undergraduate at Muhlenberg College majoring in communications.

“I enjoy the leading experience and like the flexibility in scheduling with my classes,” Sam said. “I feel like I have support.”

Jaherys appreciates the flexibility and camaraderie. “It feels like family here.”

CJ Johnson, district manager, has 13 locations under him, and is also enthusiastic about the brand. “It’s a product you can stand by,” he said.

Johnson recalled taking his niece shoe shopping for school and someone who saw his Insomnia attire said, “Give me the cookies!”

Johnson is proud the company participates in community events, like donating cookies at an event in Philadelphia where appliances and 300 book bags were given away.

“What is a company without giving back?” he said.

Johnson said the Bethlehem shop is doing a little more retail business then delivery, but that’s picking up.

Orders may be placed in-store or by delivery from Insomnia’s website insomniacookies.com/.

Deliveries are made to a 45 to 50 minute delivery area.