Inside Sarah Hamouda’s Fix Dessert Chocolatier: The Story Behind the Viral Dubai Chocolate

In the world of Instagram-worthy treats and TikTok-induced cravings, Fix Dessert Chocolatier stands out as a benchmark for how to create and scale a viral food phenomenon. At the heart of this success is its founder, Sarah Hamouda, whose vision, creativity, and business strategy turned a homemade chocolate bar into a global sensation. In this post, we pull back the curtain on Fix Dessert Chocolatier—its origins, brand philosophy, product development, marketing tactics, and the team that makes it all possible.

1. The Origins: From Kitchen Table to Commercial Kitchen

• Early Experiments: Before Fix existed, Sarah spent hours experimenting in her home kitchen, adjusting ratios of creamy pistachio filling to gooey knafeh and fine-tuning the chocolate’s temper for the perfect snap. Her first batches were gifts to friends.
• First Pop-Up Sales: Encouraged by rave reviews, she organized small pop-up stands at local events in Dubai. Each event sold out in minutes—proof positive that her concept had mass appeal.

2. Brand Philosophy: Culture, Comfort, and Creativity

• Cultural Roots: Each bar pays homage to Middle Eastern desserts—knafeh, baklava, basbousa—combined with Western indulgence.
• Emotional Connection: Sarah’s products aren’t just food; they tap into nostalgia, comfort, and the joy of discovery.
• Sustainability & Quality: Fix sources high-grade ingredients, partners with local suppliers in the UAE, and uses eco-friendly packaging to align with conscious consumer values.

3. Signature Products and Their Stories

1. Can’t Get Knafeh of It – The inaugural bar, featuring shredded filo pastry and cheese in a milk chocolate shell.
2. Baklawa 2 The Future – Layers of honey-soaked pastry with almond nougat.
3. Cereously Chewsy – A twist on basbousa with semolina cake crumbs.
4. Mind Your Own Buiscoff – Inspired by speculoos cookie butter.
5. Butter to Be Safe Than Salty – A salted caramel buttercream sensation.
6. Pick Up a Pretzel – A sweet-meets-salty pretzel crunch.

4. Product Development: Iteration and Feedback

• Small Batch Testing: New flavors undergo several rounds of taste tests with focus groups drawn from Sarah’s online community.
• Limited Edition Drops: Seasonal flavors (e.g., Rose & Pistachio for Eid) create urgency and test market receptivity.

5. Marketing Mastery: Turning Customers into Ambassadors

• Timed Drops: Fix announces specific sale windows on Instagram stories, driving FOMO.
• Influencer Collaborations: Partnering with food and lifestyle influencers, Fix leverages authentic reviews rather than paid ads.
• User-Generated Content: A branded hashtag encourages customers to post unboxing and tasting reactions.

6. Operational Backbone: Scaling Without Sacrificing Quality

• Lean Production Model: Outsourced certain manufacturing processes to maintain consistency while keeping overhead low.
• Supply Chain Management: Strategic partnerships with local cheese and pistachio suppliers ensured ingredient reliability during high-demand periods.
• Team Structure: A small core team handles R&D, social media, customer service, and logistics, with freelance baristas and event staff brought in for pop-ups.

7. The Role of Technology: E-Commerce and Logistics

• Deliveroo Integration: Exclusive timed drops on Deliveroo made purchase seamless for tech-savvy consumers.
• Website CRM: The Fix website collects emails for restock alerts, building a database of engaged prospects.
• Data-Driven Decisions: Sales data informs which bars to restock permanently and which to retire.

8. Overcoming Challenges: Lessons Learned

• Production Bottlenecks: Rapid demand spikes forced Sarah to invest in more robust kitchen equipment and a second production line.
• Customer Service: Managing inquiries, refunds, and feedback became a full-time job; Fix hired a part-time community manager.
• Brand Perception: Some critics questioned the $30 price tag; Sarah responded by showcasing ingredient sourcing, artisanal methods, and portion quality.

9. Community and Social Impact

• Empowering Local Artisans: Fix collaborates with UAE-based producers for date syrup and rose water, promoting local businesses.
• Giving Back: A portion of sales during Ramadan goes to a women’s empowerment charity in Dubai.

10. Looking Ahead: The Next Chapter for Fix Dessert Chocolatier

With a firm foothold in Dubai, Sarah is exploring:

• International Pop-Ups: Targeting dessert capitals like London and Tokyo.
• E-Commerce Expansion: Launching international shipping options.
• Product Line Extensions: Introducing chocolate-dipped dates and savory-infused bars.