Celebrity chef, author and TV host Deema Hajjawi reveals how inspiration, authenticity and audience connection fuel every innovative product launched with purpose.
What drives you to keep launching new products?
I’m constantly inspired by the evolving tastes, preferences and lifestyles of the people I cook for every single day. Moreover, as a chef, my passion revolves around creating experiences that deliver joy, flavor, comfort and lasting memorable moments. Consequently, launching new products becomes a natural extension of that passion, allowing me to innovate while delighting every discerning guest. It is always about keeping flavors fresh, exciting, relevant and connected to the expectations of modern culinary experiences. Furthermore, I embrace the challenge of transforming traditional tastes into something new while honoring and respecting my deep culinary roots.
In your journey as a chef, what do you consider the key factors to your success?
I believe authenticity, consistency and connection have always been the essential pillars that have contributed significantly to my ongoing success. Furthermore, I have always stayed true to who I am, honoring the flavors, traditions and memories that shaped me deeply. So, whether I am developing a spice blend or preparing a ready-to-cook meal, I consistently draw from real experiences. Moreover, my kitchen, family, travels and the people I meet constantly inspire me and influence my creative decisions. It’s that personal touch makes a meaningful difference and guides every single choice I make throughout the product development process.
When you create a new product, how do you ensure it resonates with your audience?
It all begins with careful listening, as I pay close attention to what my community desires, craves and needs daily. Then, I test rigorously, refine thoughtfully, and test again consistently until the product truly feels like something I would proudly serve. I involve my audience throughout the journey as much as possible, sharing behind-the-scenes moments and welcoming their valuable input. Consequently, that transparency naturally builds trust, which ultimately becomes the essential foundation upon which long-term loyalty and meaningful connections are established.
What’s your approach to consumer feedback?
Feedback is a gift. Whether it’s praise or constructive criticism, I see it as a roadmap to improvement. Moreover, I read every message, every comment and look for patterns in what people love or want more of.
