"The food and beverage industry continues to prove that viral social media trends can transform into legitimate revenue drivers when executed with culinary expertise and strategic timing. Ghirardelli Chocolate Company's nationwide launch of their Dubai Style Chocolate Sundae represents a masterclass in how established brands can capitalize on emerging dessert trends while maintaining their premium positioning and artisanal standards. The Dubai chocolate phenomenon swept across social platforms in 2024, creating a global obsession with the distinctive combination of pistachio, kataifi (shredded phyllo dough),"
"Ghirardelli's approach differed significantly from typical trend-chasing strategies. Rather than rushing to market, the San Francisco-based chocolate company conducted exclusive one-day events in their home city and New York City earlier this year. These strategic soft launches generated substantial buzz: both locations sold out within hours and drew lines of eager customers, providing invaluable market validation data. "At Ghirardelli, we're always looking for ways to create memorable, one-of-a-kind experiences for our guests," said Lacey Zane, Vice President of Restaurant & Retail at Ghirardelli Chocolate Company."
The Dubai chocolate phenomenon combined pistachio, kataifi (shredded phyllo dough), and premium chocolate to become a global dessert obsession in 2024. Ghirardelli Chocolate Company developed a Dubai Style Chocolate Sundae and tested demand with exclusive one-day events in San Francisco and New York City that sold out within hours. Those soft launches generated buzz and provided market validation. The company translated the trend into a nationwide launch while emphasizing premium ingredients, careful construction, and artisanal standards to protect brand positioning. The strategy prioritized culinary expertise and strategic timing to turn a social-media trend into a sustainable revenue-driving menu item.
Read at Food & Beverage Magazine
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