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Caroline's Cookies Owner Embraces Insomnia Cookies' Arrival in Lafayette
Local bakery owner sees new national chain as an opportunity to grow the local cookie scene.
Published on Feb. 24, 2026
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Caroline Merryman, the owner of Caroline's Cookies in Lafayette, Louisiana, has expressed excitement about the upcoming opening of an Insomnia Cookies location in the city. Rather than viewing the national chain as a threat, Merryman sees it as a chance to grow the local cookie business community, drawing comparisons to popular fast food chains opening across the street from one another.
Why it matters
This story highlights how a local business owner is taking a collaborative approach to competition, recognizing that the arrival of a national brand can actually help elevate the quality and visibility of all local bakeries in the area. Merryman's perspective provides a positive example of how small businesses can adapt and even thrive when faced with new competition.
The details
Merryman initially panicked when she learned that Crumbl Cookies would be opening near her storefront in 2021, fearing her business might not survive. However, she now takes a different view, noting that Insomnia Cookies' focus on warm cookies and late-night hours differs from her own business model, serving customers at different times in a different part of Lafayette. Merryman plans to use Insomnia's delivery service herself, acknowledging that not every customer prefers the same cookie style. She credits advice from the owner of another local business, Graze, for helping her realize that there is room for multiple bakeries to succeed in the same market.
- Merryman opened her Caroline's Cookies storefront in 2021.
- Crumbl Cookies announced plans to open a location near Caroline's Cookies in 2021.
- Insomnia Cookies announced plans to open its first Lafayette location downtown in 2026.
The players
Caroline Merryman
The owner of Caroline's Cookies, a local bakery in Lafayette, Louisiana.
Insomnia Cookies
A national cookie delivery chain that is opening its first location in Lafayette, Louisiana.
Crumbl Cookies
A national cookie chain that opened a location near Caroline's Cookies in 2021.
Graze
A local business in Lafayette that provided advice to Caroline Merryman before she opened her storefront.
What they’re saying
“This is why you are a success. The world needs more Caroline's.”
— Heather Renee' Thibodeaux, Customer (Facebook)
“Love this perspective. Rising tides.”
— Jessica Clark Hauerwas, Customer (Facebook)
“Listen. I'm fat. I will support all of you equally. Sometimes on the same day.”
— Anonymous, Local Commenter (Facebook)
What’s next
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.
The takeaway
Merryman's perspective provides a positive example of how small businesses can adapt and even thrive when faced with new competition, recognizing that the arrival of a national brand can actually help elevate the quality and visibility of all local bakeries in the area.
