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Insomnia Cookies is bringing its late-night treats to Jersey City.

According to the Historic Downtown Special Improvement District, the Philly-born concept is taking space at 244 Bay St.

The 180-plus year-old building is a former firehouse Wayne Development Co. is redeveloping into a mixed-use property with ground-level retail and two upper-story residential units, Jersey Digs reported. After recently being approved by the city’s historic preservation commission, the project is moving forward with the permitting and construction phase, according to the news outlet.

Additional details on an opening timeline for Insomnia Cookies was not immediately available from the chain. However, the outpost is listed on its website as “coming soon.”

The location would be Insomnia Cookies’ second in Hudson County. The brand made its local debut a decade ago in Hoboken.

College cravings

Founded in 2003 by then-University of Pennsylvania student Seth Berkowitz, Insomnia Cookies offers in-store, pickup and delivery options for its signature warm cookies.

At its more than 300 locations nationwide, the brand serves a lineup of classic cookie flavors, ice cream, brownies and blondies. There’s also a full slate of vegan options and frequently rotating limited-edition menus.

Besides Hoboken, Insomnia Cookies’ New Jersey footprint includes Cherry Hill, Montclair, New Brunswick, Glassboro and Ewing. Spots are coming soon to Red Bank and Westfield, too.

That’s the way the …

News of Insomnia Cookies’ push into Jersey City comes a few months after competitor Crumbl Cookies shuttered its local shop.

The boutique cookie franchise began welcoming customers at its Grove Street shop in February 2025. According to hyperlocal news site Hoboken Girl, Crumbl permanently closed the site in January.

A spokesperson for Crumbl did not immediately respond to a request for details on the closure.

After unveiling its first New Jersey store four years ago in Ocean Township, the brand has added 20 more spots across the state.

Established in 2017, Crumbl is known for its weekly rotating menu of dessert-inspired specialty flavors of soft-baked oversized cookies. It expanded rapidly through franchising to become one of the fastest-growing dessert brands in North America. It now has more than 1,100 locations.

Like many fast-growing franchises, Crumbl has faced at least 19 store closures as local operators in recent years contend with rising costs and market saturations in certain areas, Inc.com reported.