The FOUNDERS

MATTHEW FI RT H & SHAHRAM MASSOUMI

Founded in March 2021 and barely 2 years old, Dubai-based HERE-O DONUTS is on a mission to “DELIVER ICONIC DONUT PERFECTION” fresh and handmade from scratch every day. We asked the founding partners to share their experiences and perspective on the journey so far.

What inspired you to launch your startup? Why the donuts business? Was that a long-held idea, ambition?

We were inspired to launch the business because there was a gap in the market for handmade fresh donuts in the UAE. It was also really important for us also to launch a brand that focused on fun! People had a tough time during the pandemic and we know that there is nothing like sharing some donuts with friends to bring a touch of joy to the day!

Why Dubai? How did you go about creating a business plan and finding the resources to get started?

We both live and work in Dubai and feel lucky to be here, particularly with all the opportunities that exist for expats in this wonderful country. So, it was a natural choice to start the business here. The plan was written together, based around deliveries and the opportunity that presented. We have subsequently realised that it’s a great market for our stores, events and food trucks too!

What challenges have you faced while building your business and how did you overcome them?

Business presents challenges everyday and there are always solutions.

We have had our Instagram hacked and worked hard with Meta to get it back. We’ve had challenges securing the right locations, but we kept focused and got the places we wanted the brand to be. Daily challenges with deliveries, the weather, machinery, and sometimes people are all part of doing business. Packaging has also been a nightmare-but we have now found a brilliant supplier!

If you don’t want challenges don’t start a new business!

What lessons have you learned as a result of launching your business? Would you do anything differently a second time around?

We’ve learnt a huge amount in terms of how people buy, when and how people want donuts, our key event locations and customers, price points, the power of social media, the impact of our billboards, the challenges of baking in the Dubai heat and a whole lot more.

Of course, hindsight is a wonderful thing. But, you have to keep going, make mistakes, adapt and move quickly.

How has customer feedback helped shape the direction of your business?

It’s crucial. We check reviews daily, call our delivery clients, get feedback in store, and have made changes based on this. We reduced our initial pricing due to feedback. If you don’t listen to your customers you won’t have a business for long.

Successes and achievements so far?

Opening our branch in Nakheel Mall and City Centre Mirdif, What’s On Dubai Award: Highly Commended - Favorite Delivery Service, BBC Good Food: Best Baked Goods and Pastry in the UAE, but most importantly being lucky enough to grow and work with the most amazing team of committed and brilliant people!

What ambitions you have for the company in the coming years.

To keep getting better every day……..