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Consumer / F&B · $350M Valuation

Insomnia Cookies

Late-night bakery and delivery brand with ~350 locations across the US, Canada and the UK. Cult favorite among college students and late-night snackers.

Key metrics

Initial investment
$50K
Current value
$50K
Entry valuation
$350M
Latest valuation
$350M
Current MOIC
1.0x
Base case
$150K
Bull case
$350K
Conviction
3/5

Key value driver

350 → 1,800 stores; PE backing

Primary risk

PE dilution; execution on 5x expansion

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