Berkowitz, 43, is the CEO and co-founder of Insomnia Cookies, a chain of late-night bakeries he started in 2002 as a college side hustle while attending the University of Pennsylvania.
"2009 and 2010 [were] some of the hardest years ever at Insomnia Cookies," says Berkowitz.
His wife Rebecca — who's also responsible for the name "Insomnia Cookies," Berkowitz says — responded with some perspective and optimism.
"When I talk about the brand and our journey, [I often say] that Insomnia Cookies is a perseverance story," says Berkowitz.
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Persons:
Seth Berkowitz, Berkowitz, Krispy Kreme, DON'T, Rebecca — who's, —, You've, he'd
Organizations:
University of Pennsylvania, CNBC, SEC
Locations:
—, Syracuse , New York, Champaign , Illinois