Q&A with Kevin Norman, Head of Property UK at Insomnia Cookies

Name: Kevin Norman

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Role: Head of Property for the UK

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Who are Insomnia Cookies?

Founded in 2003 in a University of Pennsylvania dorm room, Insomnia Cookies has been redefining food delivery and service ever since.

In 2006, our first bricks and mortar store opened in Syracuse, NY.

We are a brand for the always curious and never satisfied, born from an unfulfillment of late-night food options.

We imagine what's possible so we can deliver the things that matter to the people who matter the most - Insomniacs.

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How many bakeries do Insomnia Cookies currently have?

We currently have 318 bakeries across the US, 2 in Canada and 4 in the UK

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Target locations?

We are looking for high footfall locations in City Centres close to the late night scene with pubs, bars and clubs but also close to the main retail too.

We deliver into the early hours of the morning, so being close to the late night action really works for us.

How many new stores are you targeting?

As a business, we are targeting 65+ new openings across the 3 countries so will be close to 400 by the end of 2025. We will do a minimum of 5 new bakeries in 2025 here in the UK, but could potentially do 10 if the right opportunities present themselves.

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Size requirements?

Between 800sq ft – 1,500sq ft

Minimum of 800sq ft on ground floor and can look at taking split level sites

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Additional requirements?

We like to be close to late night food operators such as KFC, McDonalds plus late-night bars and clubs

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Planning consent? 

Class E

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Freehold or Leasehold?

Generally leasehold but we would also consider Freehold properties and also investment opportunities where there might be a vacant unit as part of a bigger scheme

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Recent openings or new locations in the pipeline? 

We opened Fallowfield (Manchester) in January 2024 and our most recent opening was in Sheffield in October 2024.

We have sites agreed and progressing in Nottingham and Leeds, plus very close on a site in Cardiff so we would look at all major cities surrounding these locations to build clusters.

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Additional Questions:

What are the main challenges you face when acquiring new property?

Due to the size of unit and the use class, there is a lot of competition out there, but we don’t want to be in the prime retail areas, and generally 1,000sq ft is too small for the leisure operators so this is where we will get our wins in between the retail and late night areas of Cities.

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We also don’t require extraction which helps with securing new premises.

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Favourite occupier?

JD Wetherspoon – Fantastic company and a great business model. It works in nearly any location, and they bring value for money into the heart of local communities.

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Favourite building?

The Tottenham Hotspur stadium – Just a thing of beauty!! Team is awful (at the moment) but the stadium is amazing.

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Favourite retail or leisure destination?

It would have to be Vegas. I am bit fan of all the glitz and glamour, and the hotels are just something else, plus the outlet centres too are fantastic value.

Need to go back this year for two reasons, the first to see the Brewdog bar as I have heard they have the best views and to attend SEMA which takes place in November and coincides with my birthday. I’m a big car fan. So anyone who fancies flying me out there, contact details are below!!

Contact details?

Email – knorman@insomniacookies.co.uk

Tel – 07389-707365

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