Insomnia Cookies will hold its grand opening celebration on Saturday, March 7, 2026.

Insomnia Cookies is now open at 70 LaSalle Road in West Hartford. Photo credit: Ronni Newton

By Ronni Newton

Walking past the Insomnia Cookies store on LaSalle Road, a warm and buttery smells wafts onto the sidewalk as the door opens – and even if you weren’t craving a sweet treat, the aroma is irresistible.

Insomnia Cookies, which honed its brand as a late-night bakery catering to college students, has opened its fifth Connecticut store at 70 LaSalle Road. And although there are several colleges in and around West Hartford, including the University of Hartford, the store fills a niche and is ready to supply customers with the ultimate comfort food – melt-in-the-mouth chewy cookies and brownies – all afternoon and into the early morning hours.

“Here to the rescue when that craving for something sweet hits (even at 3 a.m.!),” states the announcement of the West Hartford store opening.

Insomnia Cookies is now open at 70 LaSalle Road in West Hartford. Photo credit: Ronni Newton

This is the 351st location nationwide, and features in-store purchase options as well as pick-up and delivery. No matter which option you choose, the cookies – in flavors that include Classic Chocolate Chunk, Snickerdoodle, and Confetti Deluxe – are served warm. There are vegan options, a rotating slate of limited-edition cookies, “brookies,” brownies, blondies, and cold sweet treats – ice cream. Many of the ice cream flavors include cookie chunks – and can be served on or between cookies or brownies, as well as in a cup.

Ice cream is also available, with or without cookies or other treats. Insomnia Cookies is now open at 70 LaSalle Road in West Hartford. Photo credit: Ronni Newton

On March 7 at the new LaSalle Road store, beginning at noon and lasting through 3 a.m. on March 8, Insomnia Cookies will hold “an all-day in-store grand opening event and late-night celebration baked full of freebies, treats, and more,” a spokesperson said.

“Insomniacs who visit the new West Hartford store and sign-up for Insomnia Rewards will receive 1 FREE Classic cookie (no purchase required) for in-store and delivery orders.”

Customers can sign up for Insomnia Rewards online or in the app, and according to the announcement, “will need to enter their mobile number, first and last name and email address to create an account. Inside Insomnia Rewards, customers will be able to easily track their points status, redeem available rewards, access their surprise offers and easily reorder their favorite menu items.”

In addition, from noon on Saturday, March 7 through 1 a.m. on Monday, March 23, free delivery is available with the code “HARTFORD.”

The company was founded in 2003 in a dorm room by Seth Berkowitz, who at the time was a student in at the University of Pennsylvania craving something “sweet, warm, and he wanted it brought to his door,” but at the time late-night delivery options were limited, the website states. He followed his craving, and launched the Philadelphia-based company that has now expanded to more than 300 stores nationwide. The first Connecticut store was in Storrs Center, adjacent to the University of Connecticut’s main campus.

Menu for Insomnia Cookies, now open at 70 LaSalle Road in West Hartford. Photo credit: Ronni Newton

According to the announcement of the West Hartford opening, “The new store will deliver to Insomniacs at the University of Hartford and throughout surrounding neighborhoods. Insomnia Cookies looks forward to satisfying the indulgent cravings of Hartford Hawks and West Hartford cookie lovers alike with its warm, delicious cookies.”

The Insomnia Cookies app will allow “Insomniacs” to track their deliveries, re-order favorites, and receive the best deals that are only available in the app. It can be found in the App Store and Google Play Store.

Insomnia Cookies hours are:

• Monday through Wednesday, 11 a.m. to 1 a.m.
• Thursday and Friday, 11 a.m. to 3 a.m.
• Saturday, noon to 3 a.m.
• Sunday, noon to 1 a.m.

The store is located at 70 LaSalle Road. Click here for information about the menu, delivery, and nationwide shipping. To learn more about the brand, or place an order, visit the Insomnia Cookies website.

The latest cookie news and grand opening deals can also be found by following Insomnia Cookies on Instagram, Facebook, Twitter, and TikTok.

Insomnia Cookies is now open at 70 LaSalle Road in West Hartford. Photo credit: Ronni Newton

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