Translating a global brand for local success
Insomnia Cookies successfully adapted its U.S.-centric brand to the U.K. market by integrating "Northern flair" into its operations and staying true to its cultural essence.
Nicola emphasised, “What we were very, very keen on as a team was being really true to ourselves as leaders, as people from the North... It was about taking the core essence, the ideology of the U.S., and being able to translate that to the U.K. market.”
Paul agreed, “It must be quite an interesting challenge where you’re opening a brand in a new city where perhaps brand awareness isn’t there just yet.”
Attracting and retaining talent in Hospitality
By leveraging its playful tone of voice and fostering a culture of honesty and integrity, Insomnia attracted top-tier talent, even in competitive markets.
Nicola reflected, “I interviewed some amazing talent... and it’s unbelievable what is out there in the U.K. market right now. People are not happy in the homes they’re in, wanting to try something very different that appeals to them on an integrity level.”
Paul highlighted the importance of brand appeal in recruitment, stating, “If they buy into your brand, you will find that you’re almost overwhelmed with the amount of applications you get.”
Technology as an enabler, not just a tool
Real-time data on engagement, scheduling, and labor allowed Insomnia to identify trends and address issues proactively.
Nicola explained, “There isn’t a function now with the system we’ve got that doesn’t have real-time knowledge... from labor forecasts to engagement and costs impacting our bottom line.” She added, “You can have the best tech in the world, but it can be useless if you don’t put the right input into it.”
Learning through expansion
Every new location opening is treated as an opportunity to refine processes, ensuring lessons from past expansions inform future growth.
Nicola described this iterative approach: “Every expansion point, every property we find, we learn something from that to be able to put to the next search... We are a very reactive team, lots of ideas, and everyone pulls together.”
Paul observed, “It’s really interesting learning as you open up each of those sites, figuring out what resonates with the community and making adjustments accordingly.”
People-first leadership fuels success
Insomnia prioritises genuine connections and transparent communication, cultivating a motivated workforce aligned with its ambitious goals.
Nicola shared, “It’s not just about a value on a wall... It’s engendering trust with the team that what is said is done. That integrity and honesty are at the core of who I am as a leader.”
Tech-driven growth and adaptability
Insomnia Cookies leveraged technology not just for operational efficiency but as a cornerstone of its expansion strategy. From integrating real-time labor and engagement data to adapting tech solutions for a Gen Z workforce, technology became essential for scalability.
Nicola highlighted, “We are a digital-first brand... The introduction of engagement tools and systems via app has been a game changer, ensuring real-time knowledge across all aspects of the business.”
Paul reinforced this point, adding, “It’s about making sure that technology doesn’t just exist but truly adds purpose and aligns with your culture.”
