A cake affair with Nicole Mrad, founder of CupNcakes Dubai LLC and Cuisine With Nicole

A cake affair with Nicole Mrad, founder of CupNcakes Dubai LLC and Cuisine With Nicole

With passion and creativity at the heart of everything she does, Nicole Mrad, founder of CupNcakes Dubai LLC and Cuisine With Nicole, tells us how she transformed her homegrown business in Dubai to one of the most sought-after pastry shops in the city.

How did your career begin?
It all started in my kitchen: a small space filled with a big passion for food. I always wanted to do something creative. Baking combined both my love of art and enthusiasm for food.
Having graduated with a degree in hospitality management, I always wanted to have my own business. At the time, Dubai’s food scene lacked a rich pastry offering, which is why I decided to enhance my F&B knowledge with training in baking cakes and started creating tasty things for family and friends. The orders were mainly for well-designed birthday cakes and fine catering. Within a few months, the orders grew, so I opted for an industrial kitchen. Today, I deliver across the UAE

What feedback have you received from clients?
With friends being my initial client base, orders used to happen naturally, helping me adopt a detail-oriented approach inspired by my clients’ requests. The cakes ended up being filled with stories and emotions. That’s what generated positive word of mouth, which is the best business promotion one can ask for.

Do you cater to businesses, such as hotels?

Yes, we do. As the retail side of the business was going well and growing fast, we acquired a larger production space and took on more staff. Our name has become more recognized in terms of excellence in delivery, quality and creativity.

Do you have any plans to franchise?
Franchising is always a good step forward, provided that we find the right people who share the same values and goals, and who can maintain our brand at the high level it is now. Once this happens, we will be looking at neighboring Gulf countries, as well as Europe.

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About author

Rita Ghantous

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.

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