Alan Honein and Raki Phillips have collaborated on various projects over the past 15 years, and finally, their latest fruitful venture, SugarMoo, has quickly become a popular dessert maker in Dubai and is one of their most successful projects yet.

SugarMoo is the first online dessert and cake delivery business in Dubai, UAE, dedicated to bringing desserts directly to your door. Their motto, ‘’You Crave. We Deliver.’’, embodies their commitment to prompt service. Renowned as one of Dubai’s premier dessert destinations, SugarMoo prides itself on offering a distinct approach. All desserts are freshly baked daily at the SugarMoo HQ in Dubai, UAE, and swiftly delivered across Dubai in under 60 minutes.

Positioned as a pioneer in the region’s dessert scene, SugarMoo operates unique dessert labs at Nakheel Mall on the Palm and Gate District 2 in DIFC.

The need gap

SugarMoo was created because Alan and Raki noticed there were few dessert delivery options in the UAE. Initially, they considered starting a doughnut franchise but decided to create their own unique dessert business instead. They named it SugarMoo, inspired by the main ingredients in desserts: sugar and milk. Launched in November 2014, SugarMoo spent a year in research and development before starting operations. They focused on making unique dessert hybrids and selling them online. Despite opening a few physical stores called Dessert Labs, most of their sales still come from online orders.

To build their brand, SugarMoo marketed heavily online and at local events, gathering customer feedback to improve their offerings. One major challenge has been delivering delicate desserts intact, leading to investments in special packaging and delivery vehicles.

Following its success in Dubai, the company expanded to offer 90-minute delivery in Abu Dhabi and launched in Saudi Arabia and Qatar. They also broadened their product lines, introducing a breakfast lineup and a new pre-mix line called Moo-mix. Alan and Raki started SugarMoo with $1.5 million from their funds and have grown it into a profitable business. Their passion and vision continue to drive SugarMoo’s success and future growth.

Milestones & challenges

Over the past 12-24 months, SugarMoo has achieved several major business milestones. Notably, the company reached a significant milestone in 300,000 customer orders since its launch, reflecting its growing popularity and customer base.

The past 2-3 years have brought significant challenges for SugarMoo, particularly with the influx of new delivery apps and cloud kitchens. Competing in such a saturated market has required strategic adjustments and continuous innovation.

By 2025, SugarMoo aims to significantly expand its customer base and maintain high customer satisfaction. Their focus will be on broadening our reach, both geographically and through innovative product offerings.

Alan Honein the Co-founder of SugarMoo notes down his top three learnings:

Maintaining Speedy Delivery:

One of our key USPs has been our commitment to delivering within 60 minutes in Dubai. This swift service has set us apart in a competitive market and reinforced our reliability and customer satisfaction.

Continuous Innovation:

To stay ahead, we constantly innovate our menu, introducing new products and supporting seasonal trends. This approach keeps our offerings fresh and exciting, ensuring we meet and exceed customer expectations.

Enhancing User Experience:

Recognizing the importance of a seamless online ordering experience, we are working on a website refresh. This update aims to make our site more user-friendly and facilitate easier direct orders, strengthening our direct customer relationships.

Sugarmoo at a glance

Number of outlets by country:

Dubai: 4

KSA: 1

Qatar: 1

Special innovation:

SugarMoo recently launched our premix line in Dubai and will be expanding to KSA soon. This innovation aims to enhance convenience and accessibility for its customers across different markets.

Anurima Das