Caroline’s Cookies Owner Shares Thoughts on Insomnia Cookies Opening In Lafayette

With Insomnia Cookies announcing plans to open its first Lafayette location downtown, many commenters questioned how local bakeries would respond to the arrival of another national brand.

Caroline Merryman, owner of Caroline’s Cookies, addressed the news head-on in a Facebook video simply captioned “my thoughts on insomnia cookies coming to Lafayette.”

In the video, Merryman reflected on her early days after opening her storefront in 2021, when she learned that Crumbl Cookies would be opening nearby.

She admits she panicked.

Customer reviews at the time predicting her business would close only added to that fear. Looking back now, Merryman says part of her believed those concerns might actually come true.

Growth Through Competition

Five years later, she finds herself in a very different mindset.

Instead of worry, Merryman says she is excited about Insomnia’s downtown expansion. She pointed to the brand’s focus on warm cookies and late-night hours as a niche that differs from her own business model, which operates in a different part of Lafayette and serves customers during different hours.

The situation is akin to popular fast food chains opening across the street from one another, as competition can often elevate quality across the board.

Merryman also shared that she plans to personally use Insomnia’s delivery service, acknowledging that not every customer prefers the same cookie style.

A Lesson From Another Local Business

Merryman said it took time and experience to reach this perspective, recalling advice she received from the owner of Graze before opening her storefront.

She was told it would be impossible for her to make enough cookies for everyone in Lafayette or Baton Rouge.

Now, she says she understands that there is room for multiple businesses to succeed in the same space.

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Community Response Online

Her message quickly gained traction online, drawing praise from customers and fellow business owners alike.

Heather Renee’ Thibodeaux commented, “This is why you are a success. The world needs more Caroline’s.”

Developing Lafayette called the post “entrepreneurial growth,” while Jessica Clark Hauerwas echoed the sentiment, writing, “Love this perspective. Rising tides.”

One local commenter added a bit of humor to the discussion, saying, “Listen. I’m fat. I will support all of you equally. Sometimes on the same day.”

Others applauded Merryman’s transparency and willingness to support another business entering the market.

As Lafayette continues to grow, many say the conversation sparked by Merryman’s video was actually bigger than the cookies: a city of Lafayette locals that can and should celebrate collaboration as much as competition.