A pizza for those who a partial to a bit of pepperoni or a a stack of pancakes for the breakfast lovers out there… these may not sound like your average birthday foodie items but anything goes at Sugarmoo. The Dubai start-up creates hybrid desserts so you're ordering a cupookie if you can't decide between a cupcake or cookie, or you could just order a something to resembles what you really want of course (check out the ice cream ad candy cake in the gallery)!
POPSUGAR Middle East spoke to co-founder Raki Phillips, who told us that despite being able to replicate unicorn horns and the Enchanted Rose from Beauty and the Beast, one dessert has remained their hero product.
"Our Red Velvet Oreo Crunch cake [pictured above] is definitely our most popular and the award winning dessert has had accolades since the day we launched. It is a yummy mix of smooth velvetty cake with a delicious crunch and covered with an impeccable chocolate ganache that is out of this world!"
Between himself and his business partner, Jawad Yehia, the pair have lived in Algeria, New York and Iraq, but they see the UAE (where they have three Dubai outlets and one in Abu Dhabi) as the ideal place to start a business.
"Dubai is a great place for any start up, the city inspires creativity and offers a great support culture for entrepreneurs," he explained. "There is no better place than Dubai to launch and hopefully expand to other markets. The F&B scene is very active and positively competitive and we felt the market needed a new creative dessert concept… hence the birth of SugarMoo Desserts.
While Dubai is certainly full of inspiration, the duo looks outside of the Emirate for ideas on how to keep things interesting. An the whole team chimes in on ideas such as cake names and ingredients.
"It really is a team effort and most importantly we get feedback from our customers of what they like and crave for," he added. "Another great and simple tool is social media whether Pinterest or Instagram you get so many visuals that drive inspiration and you can see the trends around the world.
"The most exciting places right now coming up with out of this world dessert concepts are Japan and Australia… so much inspiration comes from there. We of course take the inspirations we see and come up with our own special SugarMoo twist."
