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By Suzanne Blake
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Insomnia Cookies has launched a brand-new fall menu, with three new limited-edition cookies: the Caramel Apple Classic, Brookie Topped with Snickers and the Brown Butter Toffee Classic.
Why It Matters
Fall menus are a key tactic for restaurants aiming to boost foot traffic and revenue. The new offerings and attempts to broaden appeal for diners are key in the food service industry as consumers rein in spending amid economic uncertainty, and prices on many items surge due to tariffs and overall inflation.
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What To Know
The three new cookies unveiled at Insomnia Cookies include the Caramel Apple Classic, Brookie Topped with Snickers and the Brown Butter Toffee Classic.
The Caramel Apple Classic is made with a warm brown sugar dough fused with gooey caramel bits and sweet pockets of apple. It’s also dusted with cinnamon sugar and “smells like fall, tastes like comfort,” the company said.
The Brookie Topped with Snickers brings together a cookie and brownie taste and also contains chunks of real Snickers bars with peanuts, nougat and milk chocolate, drizzled with caramel.
For guests looking for another unique flavor, the Brown Butter Toffee Classic features brown butter cookie dough baked and loaded with melty chocolate chunks and crunchy bits of chocolate-covered Heath toffee.
Both the Caramel Apple Classic and Brookie Topped with Snickers are available now while supplies last, and the Brown Butter Toffee Classic will be sold starting at 8 p.m. October 21, local time.
Insomnia Cookies will also be offering a deal for Halloween, allowing costumed guests to receive a free classic cookie in stores with any purchase. This is only available from October 30 through November 2.
What People Are Saying
**Melanie Auxer, vice president of Cookievation at Insomnia Cookies, told Newsweek: “**At Insomnia Cookies, we’re intentional about when and how we engage in trends and key moments in time through our products. Fall inherently has emotional appeal of comfort and warmth, which authentically connects to our core products of warm, delicious cookies – making a fall cookie lineup the perfect opportunity to drive excitement and repeat visits while staying true to our brand identity.”
Alex Beene, financial literacy instructor for the University of Tennessee at Martin, told Newsweek: “Caramel apple and candy bar-flavored treats reflect industry-wide menu additions for the fall season Insomnia Cookies is looking to join in on in a bid to attract customers. Fall has become more than a season; it's now a billion-dollar industry for many restaurant chains that want to use this time of year to develop items that will bring customers through their doors.”
What Happens Next
Many retailers and restaurant chains will feel an increased push to innovate their menus with seasonal items as consumers reel back spending, Beene added. “It also represents an added push we're seeing this year from many retailers that have felt the sting of cash-strapped customers staying at home in recent months and are hoping these additions will equate to more sales.”
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