Smart Cookie: Butter By The Dozen Founder Asma Jabri
Since starting her brand from her small kitchen at home, to now operating from a professional kitchen and launching on Deliveroo, Jabri's business has grown by 8x.
Asma Jabri remembers becoming obsessed with cookies – and chocolate chip ones at that – when she was doing her undergraduate studies in the US. “When I say obsessed, I mean, visiting cookie shops every free moment I had,” Jabri tells Inc. Arabia. “I scoped out every hidden gem and every viral cookie there was, and I took it upon myself to try and replicate my perfect version when I returned home.” Having grown up in a family of F&B entrepreneurs (and not to mention her sweet tooth), Jabri’s obsession toward crafting the perfect cookie recipe continued even after she kicked off a career at the Dubai outpost of the London-born online food delivery company, Deliveroo, in 2018.
“While it was an amazing experience, after four years, I felt like I was ready to move on,” Jabri says. “I found myself experimenting in each pocket of available time – almost like a quest to perfect my cookie recipe. It took about three years to get the recipe ‘right,’ which is something I always told myself: if you get your cookie to a point where you, as a customer, would actually buy it, then it’s time to go into business for yourself. And so, I did! I started by selling mainly to friends, family, and a small following on my personal Instagram (@butter.dxb). My brand name started as Butter, because let’s face it, the secret of our cookies indeed lies in the treatment of our butter.”
After two years of what Jabri now calls her testing phase, she went on to officially launch her artisanal cookie shop – now under the name of Butter by the Dozen – in the Dubai market. She did this as a partnership with Rowan and Ziad Kamel, the co-founders of UAE-based Rosy Hospitality, established F&B entrepreneurs who, among other things, are known for running the award-winning Couqley French brasserie in Dubai. “With their expertise, we did a full brand development exercise to find a place for the product in a very saturated and competitive market,” Jabri shares. “We trademarked our name, began operating from a kitchen that could handle my orders, and launched the brand on Deliveroo (so we could cater to more and new customers by increasing our reach), while building on branding design and strategy together. I soon learned that if I wanted to make this work, I had to scale, and so, I moved my operation from my home kitchen to a Rosy Hospitality kitchen and gave the brand the kickstart it needed.”
And what a kickstart it’s been – Jabri gleefully reveals that since starting her brand from her small kitchen at home, to now operating from a professional kitchen and launching on Deliveroo, her business has grown by 8x. “It’s been an incredible journey so far – equal parts beautiful, surprising, and completely flabbergasting,” Jabri says. “A real rollercoaster with so many ‘pinch me’ moments, and overall, we’re off to a fantastic start.” According to Jabri, this journey has had plenty of standout moments, including everything from creating new flavors and products, to winning industry awards along the way. “But the biggest highlight has no doubt been customer happiness and feedback, especially from experts in the field,” Jabri adds. “Nothing feels better than receiving the ‘OMG’ text message!”
Of course, there have been hitches and glitches too – but like a true entrepreneur, Jabri seems to have learned to take things in her stride. “Planning and preparing are essential, but no matter how much you write down, reality will look completely different on the ground,” Jabri points out. “What this means is that you have to be adaptable, but also trust that you’ll figure things out along the way.”
As for the road ahead, Jabri is clear-cut about her goals for Butter by the Dozen. “My vision is to be the best-selling cookie in Dubai – and beyond!” she declares. “The recipe and the approach I take with my cookie is different and like no other. The ingredients I use, the baking method, and the sweetness level are brand attributes that will help me achieve my vision. I’m a data-driven person, and I will continue to use data with baking to create more cookies and desserts around exciting flavors!”
Tips, tricks, and techniques from Butter by the Dozen founder Asma Jabri
1. Always put yourself in your customer’s shoes
“When making decisions, it’s easy to get caught up in what feels right or makes the most sense to you – and that’s natural, as you’re the expert, and there’s always an educational aspect when it comes to your customers. However, when you’re selling a product or service, you have to ask yourself the tough questions like, ‘Would I buy this?’ or ‘Would I pay for this service?’ If the answer is no or maybe, it’s time to rethink.”
2. Don’t be afraid to ask for help – especially from industry experts
“One of the unique and beautiful things, particularly in the UAE/MENA region, is the power of connections, and the willingness of people to help, which is crucial on your journey as a founder. Whether it’s general advice, access to resources, or even a potential partnership, if you don’t ask, you don’t get.”
3. Create an ‘opinion committee.’
“By this, I mean that while it’s tempting to ask many friends and peers for their opinions, that can sometimes backfire, especially if you’re asking the wrong people – or too many. Choose a small group of individuals from diverse backgrounds who can offer fresh perspectives, without pulling you in too many different directions."
This article first appeared in the October issue of Inc. Arabia magazine. To read the full issue online, click here.
