Insomnia Cookies names former Deliveroo director as UK MD

Lacey joins Insomnia Cookies as managing director following more than four years at Deliveroo where he was regional director, overseeing growth in the north of the UK as well as the south on an interim basis.

Insomnia Cookies notes that Lacey's experience within the Manchester market will be crucial to its launch strategy, as it looks to open its first stores in the northern city in the coming months.

It was announced in February that the American cookie concept would be arriving on UK shores this year​​ with the brand's owner, Krispy Kreme, saying the brand has whitespace for more than 4,000 locations globally.

Founded in 2003, Insomnia Cookies currently has 231 shops across the US and aims to ramp up to 100 new openings per year – up from 20 openings currently. As well as the UK, it will also launch in Canada within the year.

“It’s a privilege to be one of the first ‘official’ members of the Insomniac community in the UK and to be coming on board as the brand launches here,” says Lacey.
“I’m a huge fan of Insomnia Cookies – they were my late-night mainstay while a graduate student in Boston.” continued Ben. “It feels like a full-circle moment from first experiencing the product as a consumer to now heading up the Insomnia Cookies UK operation.”