STATEN ISLAND, N.Y. — Insomnia Cookies, the late-night bakery chain known for warm, freshly baked cookies, is opening its first Staten Island location this winter at 424 Forest Ave. in West Brighton.
The storefront has been under construction since August in the former location of Beans ‘n’ Leaves, which has since moved across the street.
A company representative said, “Insomnia Cookies was inspired to open its first Staten Island location to satisfy the cravings of local Insomniacs all day and late into the night.”
The storefront has been in development since the summer. (Advance/SILive.com | Pamela Silvestri)Sleepless on Forest Avenue
Insomnia Cookies will be open until 3 a.m. on Thursdays through Saturdays, and until 1 a.m. from Sunday through Wednesday. Weekday hours begin at 11 a.m., and weekend hours start at noon.
The rep shared, “Located near Silver Lake, the new Insomnia Cookies bakery will bring a warm and deliciously indulgent offering to the region. As a rapidly expanding bakery, Insomnia Cookies is constantly scouting new store locations and will carefully consider partnerships with local businesses to strengthen its connection to the community.”
When asked whether the cookies are crafted from scratch and baked fresh, the representative said,“Insomnia’s warm, delicious cookies are baked fresh to perfection daily at all locations across the globe.” She later clarified, “Yes, they are freshly baked in the shop.”
Unlike franchise operations, all Insomnia Cookies locations are company-owned and operated. The Staten Island bakery marks the company’s first foray into the borough.
What sets Insomnia Cookies apart from similar local bakeries will be its late-night hours. The shop will stay open until 3 a.m. on Thursdays through Saturdays, and until 1 a.m. Sunday through Wednesday—perfect for night owls with a sweet tooth.(Advance/SILive.com | Pamela Silvestri)Cookie Competition
The new Insomnia Cookies will face competition in the area.
For instance, Crumbl at 423 Forest Ave. is known for its rotating menu of warm cookies served in shiny pink boxes. It will be just one street address number away — right across the street from Insomnia.
Also nearby is Problem Baker, a new cookie-centric spot on Castleton Avenue known for its giant-sized treats and nationwide shipping. The bakery has quickly become an endearing destination to neighbors within a growing food and beverage scene along the corridor between Davis and Bement Avenues.
Established cookie producers can also be found in Moretti’s Bakery at 640 Forest Ave. and further up the strip at Cookie Jar, anchored at 1226 Forest Ave., Westerleigh. Recently opened Filoncino at 676 Forest Ave., known for its rainbow cookies woven together with raspberry jam, is also a formidable cookie stop.
Insomnia’s cookies, however, crumble differently. According to the company, the menu includes classic and deluxe cookies, cookie sandwiches, brownies, and ice cream. All locations are company-owned, not franchised. And, as the name suggests, they’re open late.
Reaction on the Advance/SILive.com Instagram page was upbeat, with commenters cheering on the newcomer. Highlights included: “Forest Avenue lookin good” and “Late night bar food just got real.”
The company website is insomniacookies.com.
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