The Cookie Craze in Ann Arbor
Why is Ann Arbor so obsessed with cookies?
—By Jessica Norris
It’s Friday night. You get back to your apartment from a night out. You and your friends are still wide awake and not ready for bed. Should we order food? Are you craving something savory or sweet? There is only one right answer: cookies.
There are so many cookie places in Ann Arbor to choose from. Insomnia Cookies has been the go-to destination for dessert in this college city for so many years, known for being open until late at night and delivery convenience! Though we thought Ann Arbor’s sweet tooth may have been satisfied, more unique cookie shops are opening up. Crumbl Cookies first opened in 2017 in Utah, now with over 75 locations in 11 states, has finally made its way to Ann Arbor last fall. Detroit Cookie Co. made its grand debut in Ann Arbor just this February but has already claimed the hearts and stomachs of University of Michigan students and Ann Arbor residents.
The real question is, why does Ann Arbor have so many stores that sell and specialize in cookies? Why is the “cookie” in particular so popular in the college town?
Why is the “cookie” so special right now?
Without a doubt, people across the country have found themselves baking more in the past year amidst the COVID-19 pandemic. Whether it be opening a dusty baking book or testing out viral recipes on TikTok like mini pancake cereal or banana bread, everyone has definitely had more of a sweet tooth to cope with lockdown loneliness and boredom.
As a matter of fact, the rise in the American cookie demand increased by 25% in 2020, with 1 in every 5 people eating more than three cookies per day on average. Now more than ever, it is important to feed into our cravings and comfort ourselves with warm, ooey-gooey cookies and a scoop of ice cream on top. From childhood, Americans are introduced to chocolate chip cookies, and this emotional attachment to the snack evokes nostalgia and remembrance.
There is no doubt that U of M students are under more-than-usual amounts of stress and anxiety due to remote learning and the lack of normal socialization…and cookies seem to be helping solve these problems, even if it is just for a few bites of happiness. As the wise Cookie Monster once said, “Cookie is like high five for stomach.”
Ann Arbor’s go-to cookie shop, Insomnia Cookies, at least for the past decade, was founded in a University of Pennsylvania dorm room by then-student Seth Berkowitz and has been feeding the insatiable hunger of Insomniacs since 2003. Flash forward to the present, Insomnia has more than 185 nationwide locations, offering a variety of scrumptious cookies and other treats in store, for local delivery, and nationwide shipping. Allison Kaufman, a Senior Marketing Activations Manager at Insomnia Cookies, shared some of her favorite things about the company, including what makes them unique and where its future is headed.
What makes Insomnia different from its Ann Arbor competitors? For one thing, Allison explains, the cookies are served warm until the late hours of the night, perfect for a midnight study snack or sweet tooth craving. What if you cannot come into the store? No problem! Insomnia delivers until 1 a.m. or 3 a.m. depending on the day. Insomnia also releases innovative flavors throughout the year like Irish Potato or Spicy Hot Cocoa cookies, and most recently, they launched cookie dipper packs, complete with cookies and frosting for dipping, a nostalgic nod to fan-favorite Dunkaroos! Unlike other desserts which can be messy, Allison pointed out that cookies are very easy to hold and snack on as you walk around or transport from the store to your dorm or apartment, making them perfect for campus dwellers.
“I think we have provided a really fun and unique business concept to Ann Arbor and have been there to deliver the warm cookies people were seeking during the global pandemic,” Allison explained. At the same time, Insomnia has provided employment opportunities for locals and has made efforts to give back to the community through initiatives like donating cookies to front-line workers, nurses, and teachers. This year, in particular, Insomnia strives to push themselves as a brand by trying new products, flavors, services, and experiences. “We want to continue to serve not only the students in Ann Arbor but also the broader community,” Alison stated, “with our new cookie cakes and gifting options, perfect for birthdays, weddings, and many more special events.” Even when we are apart, Alison reminds us that cookies can help bring us together.
In October 2020, a gourmet cookie company from Logan, Utah, opened its doors to the Ann Arbor community just outside of the U of M campus. Each week, the bakers rotate four new flavors, in addition to chocolate chip and chilled sugar, to keep things exciting and never boring! In an interview with Kindall Palmer, owner of Crumbl Cookies, mentioned that “‘We love Ann Arbor. It’s a good food town…. Our first cookie store started near a university. Our demographic tends to be the soccer mom so we positioned our store where all the moms and their kids go. Ann Arbor is a good vibe. U of M is right there.”
While Crumbl Cookies is a few minute’s drive from the U of M central campus, its location has not stopped students from tasting all of their treats! For those who do not want to make the trip into the modern and cool storefront, Crumbl Cookies also delivers. BecauseCrumbl Cookies switches its flavors every week, it encourages people to continue to come back and try them. As someone who was excited to try Crumbl Cookies when it first opened in October, I can definitely say that their products do not disappoint.
Lauren Roumayah began her and her now-husband’s cookie empire, Detroit Cookie Co., back in 2015. Lauren was studying fashion merchandising at Wayne State University but needed a change and was unfulfilled. When her husband asked her what she would do in a perfect world, she said “make cookies.” Lauren quickly became known as the ‘Cookie Lady’ and has refused to give up that title since.
Detroit Cookie Co. is notorious for its one-of-a-kind flavors that evoke nostalgia. “I like to recreate peoples’ favorite desserts in cookie form,” Lauren exclaimed. Detroit Cookie Co. has around two dozen different flavors every single day. When I asked why she opened up a store in Ann Arbor, which already was home to two cookie-specializing stores, Lauren’s answer made complete sense: “There are also a lot of pizza places as well. Like pizza, there are so many different styles of cookies. They are also quick, delicious, and something you can just buy for yourself, unlike a cake…no judgment.”
During this depressing moment in history, Lauren said that her goal was to “create happiness” for people, even if it is just only for a few moments. Here and now, people are dealing with hardships and stress each and every day. “You can’t eat a cookie and be mad,” Lauren disclosed. “If Detroit Cookie Co. can provide a five-minute cookie break, chances are [that person is] going to have some happiness in their day.” Lauren’s goal is to continue growing her business in Ann Arbor and looking forward to hopefully opening more locations in the future. She is here for cookie domination.
The Art of Instagram Cookies
Social media has allowed U of M students and other customers to keep up with the latest and greatest with Ann Arbor’s cookies. According to Insider, a global news and lifestyle publication, over the past decade, Instagram has completely changed the way where we choose to and what to eat, as we are no longer just feeding our stomachs, but our phone cameras and digital feeds too. One of the most mesmerizing things about cookies that sets them apart from other desserts is that they can take on so many forms, which are perfect when it comes to social media presence.
Obviously, Instagram is unquestionably the most popular social media platform that allows one to reach millions of people in real-time from all over the world. Lauren from Detroit Cookie Co. explained that especially right now, connecting with their clientele and having fun with her followers is very important due to social distancing restrictions inside her stores. “Cookies are food porn, some colorful, some loaded with chocolate chips or M&M’s, or even stuffed with brownie and cheesecake. Who wouldn’t want that on their feed?”
With cookies, like any other business sector, there are definitely certain trends that these businesses keep a close eye on. “Our goal is to make you drool through the photography,” Allison from Insomnia expressed. Further, food and flavor crazes that stem from social media are something that they take very seriously when it comes to developing new flavors and products. U of M students agree that presentation on social media is a huge component of the cookie trend. @Twinstalktaste on Instagram, run by two U of M students, noted, “Everything from the insides of the stores to the thoughtful placement of toppings and stuffings displayed by the cookies lure the customers and make their mouths water.” Sometimes the appearance looks even better than the taste.
Why cookies and Ann Arbor?
This fast-paced, populated college city undoubtedly has a huge sweet tooth! Jane and Marlee Hooberman, known as @twinstalktaste on Instagram, are huge foodies and absolutely adore all of Ann Arbor’s tasty cookies. The duo said that each of the cookie stores brings something different to the dessert table. To put it another way, “Insomnia is known for their late-night cookie delivery, Crumbl Cookies is a new and modern cookie shop, and Detroit Cookie Co. has more extravagant cookies…All of the cookies have different, unique qualities to them, appearing original while still in similar forms.”
Another student cookie lover, Eden Gilan, said that the competition among the three stores motivates them to step up their games. Although they are selling the same product, each store has its own specialty to set them apart from each other. “Without competition,” Eden said, “we would not have so many delicious options to choose from!” Likewise, Alexa Krugel, student and photographer for Spoon University, believes that each cookie place “offers distinct benefits,” so it all depends on what one is in the mood for.
Ann Arbor just really loves cookies!
So now that both Crumbl Cookies and Detroit Cookie Co. have arrived in this college town, will Insomnia Cookies lose its position and reputation as Ann Arbor’s go-to cookie shop? The consensus is no! U of M students absolutely adore all of the cookies the Ann Arbor area has to offer, each unique and perfect for different times and occasions. Ann Arbor is sure one cookie monster of a college town!
Feature photo: Cookies at Detroit Cookie Co., Courtesy of @twinstalktaste on Instagram