Insomnia Cookies opened a couple of weeks ago, delivering fresh-baked sweets around town nightly from 6 p.m. to 3 a.m. The local media, of course, couldn’t wait for the first batch to come out of the oven, and has been extolling the freshness and novelty of the business.
But the batter-scoop goes to the Yale Daily News, which reported on Insomnia long before its opening, and reported the most interesting story: that a charming small-time operation—a hardworking student who’s using his oven and his car to put himself through college—has been doing the late-night cookie thing on campus for a couple of years now. Aaron Seriff-Cullick’s business, Call Me Cookie, is obviously threatened by the franchise-strength, fully staffed might of Insomnia Cookies.
Call Me Cookie is not throwing in the dishtowel; fliers for the concern are seen in more places than ever: “Call Me Cookie is Back,” they read. (Seriff-Cullick was studying abroad during the incipient Insomnia incursion). According to Call Me Cookie’s Facebook page, a “Cookie Hour” was hosted last week on Lynwood Ave.
Choice and competition is crucial when choosing cookies. Let the chips fall where they may.