The CEO's wife convinced him to continue his college side hustle, which now generates $200 million in annual revenue for the company.

Seth Berkowitz recalls a period when his business was facing severe difficulties, and he questioned whether he should continue, until he received encouragement from his wife.

Insomnia Cookies, founded in 2002 by Berkowitz, 43, as a college side hustle while attending the University of Pennsylvania, has grown to more than 260 locations worldwide and generated over $200 million in revenue last year, according to CNBC Make It documents.

According to a 2021 SEC filing, the company was recently valued in the hundreds of millions of dollars after a majority-stake acquisition by Krispy Kreme in 2018.

Berkowitz spent nearly a decade pursuing profitability but failed to achieve it. After the 2008 financial crisis, he made the tough decision to reduce costs by downsizing Insomnia's corporate team, leaving only himself and a finance associate.

According to Berkowitz, 2009 and 2010 were some of the hardest years ever at Insomnia Cookies.

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Berkowitz frequently traveled alone to various shops across the country to deliver cookie dough and repair equipment.

"He recalls how he was delivering cookies across the country at 2 am, transporting dough to Syracuse, New York, and repairing generators in Philadelphia."

In 2010, during one of his extended solo journeys, Berkowitz grew weary of the demanding routine and the uncertain future of his business.

"I drove from O'Hare airport in Chicago to our location in Champaign, Illinois, which is a three-hour drive with few rest stops. It's a challenging journey. I called my wife on the phone and asked, 'How did I get here?'"

Rebecca, his wife who is also responsible for the name "Insomnia Cookies," responded with some perspective and optimism.

"Berkowitz said, "You believe in this. You've always believed in this. People love what you sell and I believe in you. Just go make it happen." At that moment, I wasn't sure about Insomnia. She flipped me back to a believer."

Berkowitz eventually settled on a streamlined approach that emphasized efficiency, with brick-and-mortar storefronts offering fast delivery options.

Insomnia was able to fund the opening of a new location with its own internal cash flow by 2012, making the company "self-sufficient," according to Berkowitz.

Before Krispy Kreme bought 74.5% of the company for roughly $139.5 million, more store openings were planned.

"I often say that Insomnia Cookies is a perseverance story when I talk about the brand and our journey," says Berkowitz.

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