Insomnia Cookies has announced two key leadership additions as the company advances its long-term growth strategy. Ra’Chard Dennis has been named senior vice president, operations, and Alexander Rosenthal has joined the brand’s board of directors.

Dennis brings more than 20 years of experience in foodservice operations, with previous roles at Taco Bell, Subway, Wingstop, and Smalls Sliders. In his new role, he will oversee operational support functions across Insomnia’s bakery network, focusing on consistency, scalability, and customer experience. His background includes leading rebranding efforts, launching new markets, and supporting brand transformation initiatives.

“Ra’Chard’s deep operational expertise and growth mindset strengthen our in-store execution and elevate the Insomnia experience at scale,” says Seth Berkowitz, CEO and founder of Insomnia Cookies.

Rosenthal, director at global consumer investment firm Verlinvest, joins the board following the firm’s increased stake in Insomnia Cookies. He leads Verlinvest’s U.S. platform investment and brings international experience from his time in the firm’s Asia office. Rosenthal has worked with founders across foodservice, education, travel, and entertainment sectors.

“Alexander’s consumer insight and global perspective will be invaluable as we scale the brand and explore new growth opportunities,” says Berkowitz.

Insomnia Cookies plans to expand to more than 1,800 bakeries over the next decade. These leadership additions reflect the company’s focus on operational excellence, innovation, and strategic expansion.

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