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With hit outlets operating in Amman, Beirut and Dubai, Sugar Daddy's Bakery is a true home-grown success story. Brand founder Fadi Jaber talks cupcakes with Caterer Middle East.

What motivated you to launch the Sugar Daddy's Bakery concept?

My motivation was being introduced to the ‘scratch' bakery concept - the famous cupcake shops in New York City where everything is homemade versus mass-produced.

I knew nothing of this sort had even set foot in the Middle East; having lived in the region for most of my life, I always felt we were limited in terms of cakes rather than spoilt for choice. So I thought I'd change the dynamics a little, by bringing a slice of New York to the Middle East.

How's business at the moment?

Business has been excellent, but I think that's on account of the fact that irrespective of the economic climate, people still have birthdays to celebrate, parties to throw, social functions to attend and a sweet tooth to satisfy!

It's true we are a high-end bakery, but customers are always happy to splurge a little on a superior product made with the finest ingredients.

Who makes up your clientele?

At the moment it's strictly consumer retail. We are looking at expanding to supply restaurants, hotels and other such huge accounts, but first we must secure our position.

There has been growing consumer demand for healthy food in this region over the past few years; how do your products fit in with this craze?

Currently we're not catering to the health food segment at all - our products are totally sinful and that's how we'd like to keep it. Our aim is to please those who splurge on desserts every now and then, for whatever reason. I firmly believe that substituting certain ingredients with more health-conscious alternatives compromises on taste - and to us at Sugar Daddy's, taste is everything.

Do you have any further expansion plans in place for the region?

Definitely; with shops already open in Amman, Beirut and Dubai, we have created a great reputation and a buzz around our brand. We hope to open shops in Abu Dhabi, Muscat, Bahrain, Qatar, Kuwait, Saudi Arabia, Syria and Egypt in the near future.

What is your favorite cupcake flavour and why?

I love the Fake Blonde (vanilla on vanilla), because biting into it reminds me of my youth and it is the classic cupcake which helped create the cupcake craze around the world in general.

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