The late-night cookie spot has two other New Jersey locations in Hoboken and Ewing.
In celebration of the grand opening, Insomnia Cookies will hold an all-day in-store welcome bash for students and the community on Aug. 28.
The first 25 people in line get a free 12-pack of cookies and a “mystery Insomnia gift.” Attendees otherwise get one free cookie in store, and free delivery is available on that day with the code NEWBRUNSWICK.
To take part in the festivities, people must sign up as a loyalty member for free online, according to an announcement.
The New Brunswick store is located at 176 Easton Ave. and open Monday through Wednesday from 11 a.m. to 12 a.m., Thursday and Friday from 11 a.m. to 1 a.m., Saturday from 12 p.m. to 1 a.m., and Sunday from 12 p.m. to 12 a.m.