Insomnia Coffee Company

Ireland's top independent coffee shop chain, Insomnia Coffee Company, collaborates with Biscoff to produce the Biscoff® Icecap, the perfect summertime beverage. 

Insomnia Coffee Company partners with Biscoff® to introduce first official menu item 

Insomnia Coffee Company is Ireland’s leading independent coffee shop chain. The company has grown from a single coffee shop in a Galway Bookstore in 1997 to over 175 cafés and 600 self-service locations throughout Ireland and the UK. Fiona O'Doherty, Head of Marketing at Insomnia, explains more about the company’s philosophy:

‘We’re all about creating a high-quality coffee experience and a relaxed, welcoming environment. We offer great coffee, great food, and have an emphasis on community with a strong sense of sustainability and ethical sourcing. Our customer profile is really diverse from professionals to commuters which means we cater for a lot of people on the go. In addition, Insomnia acts as a haven for those looking for a relaxing catch up with friends. With students being a large part of our customer profile, Insomnia Coffee Company accommodate specifically to the Gen-Z profile with a big focus on limited edition drinks.’

Fairtrade certified since 2006, Insomnia Coffee Company serves a range of drinks, including their signature dark roast blend coffee, hot chocolate, milkshakes and Icecaps. Iced drinks are quickly becoming a popular menu item as Ondrej Sedlak, Head of Coffee at Insomnia, explains: 

‘Iced drinks are our fastest growing category attracting our younger customer base which are looking for new flavours and colourful drinks. We therefore introduced the Biscoff® Icecap recently as a part of our ice cream programme and it has quickly become the most popular drink in this category.’

The Biscoff® Icecap comprises Biscoff® biscuit, vanilla ice-cream and Biscoff® sauce blended with milk, which is then topped with whipped cream, Biscoff® crumb and Biscoff® topping sauce to create the ideal summer drink. For Insomnia, this was their first time partnering with Biscoff® and for Fiona, having that first officially approved Biscoff® item on the menu was particularly significant:

‘It's very important to us to be partnering officially with Biscoff® and to share that we're offering high quality products. The ‘Created With’ Biscoff® label offers that extra level of trust and meets our customer expectations as well.’

Insomnia Coffee Company supported the campaign with paid social ads, organic social content including brand ambassador activity, website and app takeover, and POS. Siobhan Lawlor, NPD & Purchasing Manager at Insomnia, expands:

‘It's really important for us to maintain on-trend beverages and to have trending ingredients and brands on our menu. It's a key strategic plan of ours to have up to date flavours available and within our product development. Biscoff® delivers on that as a key customer fan favourite and it remains one of the top sellers. The customer reaction has been amazing; we've had loads of positive social feedback and we've done in-store tastings that has gained great retention and great traction online.’

Siobhan is thrilled about what this partnership could mean for the future:

‘We've got some really exciting innovation and development going on and we're really excited about what that will look like in terms of our customer reaction and incorporating Biscoff® with our coffee. I really recommend having Biscoff® products on the menu, it's been a great collaboration, and we look forward to more in the future.’

Fiona adds:

‘The process has been very smooth and efficient. The entire team have been very collaborative and supportive so it makes the whole process very seamless from start to finish.’