When it comes to fresh-baked cookies, two brands stand out: Crumbl Cookies and Insomnia Cookies. Both are wildly popular across the U.S., both offer delivery, and both sell warm, soft cookies that people crave. But while they may look similar on the surface, Crumbl and Insomnia are quite different in how they bake, serve, and brand their cookies.
If you’re wondering which one deserves your sweet tooth, this guide breaks it down clearly—flavor, size, pricing, ingredients, experience, and more.
1. Overview: What Are These Brands Known For?
Crumbl Cookies
Crumbl started in 2017 and grew fast. It’s known for its rotating weekly cookie menu, oversized cookies, and sleek pink packaging. Each week brings 4–5 new gourmet cookie flavors, plus staples like Milk Chocolate Chip and Pink Sugar. Crumbl focuses on flavor creativity and visual presentation.
- Founded: 2017
- Locations: 900+
- Style: Oversized, dessert-style cookies
- Flavors: Rotates weekly, bold and experimental
Insomnia Cookies
Insomnia Cookies began in 2003 near a college campus. It's famous for late-night cookie delivery, especially in college towns. Their cookies are smaller than Crumbl’s but still warm, soft, and satisfying. They have a consistent menu with occasional limited-time specials.
- Founded: 2003
- Locations: 250+
- Style: Standard-size, snackable cookies
- Flavors: Consistent menu with classics like Chocolate Chunk, Snickerdoodle, and Double Chocolate
2. Cookie Size and Texture
Crumbl Cookies
- Size: Very large (often 5–6 inches across)
- Texture: Thick, dense, soft in the center
- Portion: Meant to be shared or eaten over time
Crumbl’s cookies feel like mini desserts. Some even come chilled or topped with frosting, drizzles, and candy.
Insomnia Cookies
- Size: Standard (about 3–3.5 inches across)
- Texture: Softer and chewier, more uniform bake
- Portion: Perfect for one person to enjoy in one sitting
Insomnia’s cookies are more traditional in look and feel, and great for snacking.
3. Flavor Variety
Crumbl
Crumbl changes flavors every week, offering 4-5 limited-edition cookies. These often include creative recipes like:
- Biscoff Lava
- Key Lime Pie
- Churro
- Caramel Shortbread
- Strawberry Pop-Tart
This variety keeps fans guessing and coming back weekly for new drops.
Insomnia
Insomnia keeps a core menu all year, which includes:
- Chocolate Chunk
- Snickerdoodle
- Oatmeal Raisin
- Peanut Butter Chip
- S’mores Deluxe (one of their bigger cookies)
They occasionally release seasonal or “deluxe” flavors, but the variety is more stable than Crumbl.
4. Ingredients and Quality
Crumbl
Crumbl uses real butter, premium chocolate, and in-house flavor extracts. Many cookies include:
- Real caramel
- Fresh zest (in citrus flavors)
- Crushed cookies or cereal toppings
- Hand-piped frostings
The quality feels gourmet, especially with their frosted or chilled cookies.
Insomnia
Insomnia uses a more classic bakery approach. The cookies are consistent and sweet, but a bit less rich or indulgent. Their ingredients are solid, but lean more toward mass production than small-batch.
5. Nutritional Info (Per Cookie)
|
Brand |
Calories |
Sugar |
Total Fat |
Size |
|
Crumbl |
750–1,100 |
55–90 g |
40–55 g |
Oversized |
|
Insomnia |
200–400 |
18–35 g |
10–20 g |
Standard size |
Key difference: Crumbl cookies are dessert-style and much higher in calories. Insomnia cookies are more snackable with fewer calories per cookie.
6. Pricing and Value
Crumbl Pricing
- $4–$5 per cookie
- $16–$20 for a 4-pack
- Larger cookies with higher quality presentation
- Premium packaging in iconic pink boxes
Insomnia Pricing
- $1.75–$3.50 per cookie
- $18–$24 for a 12-pack
- More affordable, especially in bulk
- Delivered warm with simple, brown packaging
Insomnia offers a better value for large group orders, while Crumbl feels more like a special treat or gift.
7. Delivery & Accessibility
Crumbl
- App and website available
- Delivery, pickup, catering, and nationwide shipping
- Many stores in suburban areas
- Store hours: Typically 8 AM – 10 PM
Insomnia
- Known for late-night delivery (often until 1–3 AM)
- Great for college campuses and cities
- App and web ordering
- Available in fewer locations, but strong in urban areas
If you're craving cookies past midnight, Insomnia wins. If you want to schedule a dessert box for a party or work event, Crumbl is the better fit.
8. Brand Experience
Crumbl
- Weekly cookie spoilers build hype
- TikTok and Instagram-friendly visuals
- Stores smell like fresh cookies
- Bright, minimalist store design
- Each cookie feels like a mini event
Insomnia
- Simple, cozy stores
- Known for “cookies at your door” delivery
- Less buzz on social media but strong brand loyalty
- Targets convenience and availability over spectacle
Crumbl leans into marketing, design, and trends. Insomnia focuses on fast service and fulfilling cravings.
9. Who Should Choose What?
Go with Crumbl Cookies if:
- You love trying new dessert flavors weekly
- You want oversized cookies to share
- You enjoy a gourmet-style dessert experience
- You’re buying cookies as a gift or for a celebration
Choose Insomnia Cookies if:
- You want something quick and affordable
- You like classic cookie flavors
- You’re ordering late at night or live in a city
- You’re feeding a group or buying in bulk
Final Verdict: Crumbl vs. Insomnia: What's Right for You?
Crumbl and Insomnia both offer something unique.
Crumbl is all about variety, indulgence, and presentation. The cookies are bigger, more creative, and feel like a premium dessert. Each one is a full experience rich, sweet, and satisfying.
Insomnia focuses on accessibility, consistency, and convenience. The cookies are smaller, familiar, and easy to order in bulk. They’re great for a quick fix, especially late at night or after a long day.
If you’re in the mood to try new flavors and treat yourself, Crumbl is the clear winner. If you want simple, tasty cookies at a lower price, especially after dark, Insomnia gets the job done.
Either way you’re getting a warm cookie. And that’s always a good thing.