Insomnia Cookies is located at 3979 University Boulevard, Unit 400. (Contributed Photo)

Insomnia Cookies in Tyler celebrated its grand opening on Saturday.

The beloved cookie brand is known for serving warm cookies all day and late into the night. The new bakery, located near UT Tyler’s campus, marks the brand’s 22nd store in Texas and 280th location nationwide.

Insomnia Cookies offers in-store, pickup, and delivery options for customers to experience the company’s signature warm, delicious cookies. From the Classic Chocolate Chunk cookie to favorites like Snickerdoodle and Confetti Deluxe, delicious Cookies IN Ice Cream flavors, brookies, brownies, and blondies, a full slate of vegan options, and a frequently-rotating limited-edition menu, the brand’s offerings satisfy every sweet tooth – warm or cold.

In celebration of the new Tyler location, Insomnia Cookies held an all-day in-store grand opening event and late-night celebration Saturday night with freebies and more. A portion of the retail sales were set to be donated to the East Texas Food Bank.

The bakery is located at 3979 University Boulevard, Unit 400. The business hub where it is located includes other eateries like Enoch’s Wine & Coffee House, Hangry Joe’s Hot Chicken and Wings, Republic Icehouse, and Pizza Hut.

The store is open 11 a.m. to 1 a.m. Monday through Wednesday, 11 a.m. to 3 a.m. Thursday and Friday, noon to 3 a.m. Saturday and noon to 1 a.m. Sunday.

Insomnia Cookies began in 2003 inside the dorm room of University of Pennsylvania student Seth Berkowitz, according to the company’s website. At that time in the early 2000s, there weren’t yet many late-night food options. Many eateries were closed and delivery options were spotty, the website states, and Berkowitz wanted something sweet and warm delivered to his door. So he imagined a business that would cater to people like him — “insomniacs.” Then, his dream started to come to life in the form of a business, “redefining the late-night, delivery-focused, food-service industry.”

The first brick and mortar store opened in Syracuse, New York. In 2021, Insomnia opened its 200th shop and expansion has continued since then.

There are a variety of classic and specialty cookies, including vegan and gluten-free options. To see the full menu, visit insomniacookies.com/menu.

The new Tyler location is hiring part-time cookie crew members, delivery drivers, and shift leaders. Interested applicants can apply at Careers.InsomniaCookies.com.