Warm Cookie Experts Plan Exeter Store Launch

Insomnia Cookies has applied to open a new outlet on Queen Street in Exeter. The proposal targets the former Toni&Guy salon, which closed in February.

Planning and licensing application

The company has lodged a planning application to fit out the ground and first floors. The proposal includes a new door and branded signage featuring the half-moon cookie logo.

Insomnia has also applied for a licence to sell from 23:00 until 05:00 each night. The shop would be open for daytime pick-up as well.

Heritage and design considerations

The building is Grade II listed and sits within Exeter’s central conservation area. The application states the works will enhance the commercial premises while respecting historic exterior features.

Location and neighbouring businesses

The premises share the building with several established traders. Nearby occupants include the Boston Tea Party café, Wolf Ink tattoo studio, a yoga school, and the Cavern live music venue.

Company background and UK expansion

Insomnia Cookies began in Pennsylvania in 2003. Two university students founded the business as a late-night delivery concept.

The chain first entered the UK market in 2021, opening in Manchester. It later expanded to Bristol, Leeds, Nottingham and Sheffield.

Today the brand operates more than 265 stores across the United States, Canada and the UK. Many locations sit close to university campuses and cater to students seeking after-hours treats.

Products and audience

The company specialises in warm cookies, baked goods and ice cream. Offerings are available for delivery and in-store collection.

Insomnia describes its following as devoted fans of its late-night service. Filmogaz.com reports the brand markets itself to young people and campus communities.

The warm cookie experts behind the chain have lodged plans to launch a store in Exeter. The planning process will determine the next steps.