Across the UAE, a burgeoning trend is transforming how residents relish takeaways, as home-based food enterprises now provide pick-up services directly from their residences. Bolstered by social media platforms like Instagram, Snapchat, and TikTok, these food ventures are rapidly gaining popularity, offering an array of options from hot chocolate and desserts to savory dishes and noodles. Homes have evolved into new restaurant pick-up points, enabling residents to savor home-cooked meals without venturing far from their neighborhoods.
In Sharjah, Rosso Sweets, a home-based bakery specializing in desserts such as date cakes, chocolate treats, and more, has been delighting customers with freshly baked goods since 2013. Hanan Abdulrahman, the proprietor and a dedicated baker, recounted how her hobby blossomed into a thriving business. 'I began by showcasing my products on Instagram; the quality and taste were widely praised. Gradually, orders increased, and the business expanded,' she shared. 'In February this year, I innovated by introducing a 'takeaway' option. I started offering date cake with our signature sauce, served with ice cream and Arabic coffee for free. I promoted it on social media, particularly on TikTok, and the video went viral.'
The success of Rosso Sweets exemplifies how home-based businesses can cater to a community's yearning for high-quality, home-cooked meals. Another instance of this rising trend is Noodles by SH, a home business in Dubai's Mirdif area that offers quick-cook noodles with distinctive blends and flavors. Launched in April 2024, the business emphasizes fresh, made-to-order noodle dishes and has garnered a loyal following through social media promotion.
'I've always enjoyed creating new noodle flavors, and when I saw the positive reactions from people, I knew I had something special,' Shamma Mohammed, the owner of Noodles by SH, told Khaleej Times. 'Now, customers can simply place an order via Instagram, and their food is ready for pickup from my home.' The owner, who manages the business single-handedly, maintains high standards of food safety and cleanliness, personally preparing each meal. 'It's a lot of work, but it's incredibly rewarding,' she added. 'I handle all aspects of the business, from meal preparation to customer communication, ensuring their satisfaction.'
The cornerstone of success for many home-based food businesses lies in leveraging social media platforms to connect directly with customers. IW Project, a home-based food service in Khorfakan, began with a simple passion for cooking, initially offering hot chocolate. Since then, Taif Khalid Alnaqbi, the owner of IW Project, has diversified the menu to include various homemade meals and treats. 'I started with hot chocolate, but as I witnessed the joy and satisfaction on people's faces, I decided to offer more foods that would make them feel at home. The feedback from friends and family, along with their support, encouraged me to turn my passion into a business,' said Alnaqbi.
To ensure a seamless experience for customers, Alnaqbi implemented a well-organized system for order pickup. 'I ensure clear communication and set specific pickup windows for each customer to avoid crowding, and prepare orders well in advance so they're ready upon arrival,' she explained. Alnaqbi also proactively addresses any concerns from neighbors about congestion or noise. 'If I receive complaints about crowding, I make sure to explain that I've organized the process to minimize any inconvenience,' she said.
Similarly, Noodles by SH offers a streamlined customer experience. The ordering process is facilitated through a link on Instagram, where customers provide details including their vehicle's plate number and any special requests. 'To avoid delays, customers are asked to place their orders at least 30 minutes before arriving to ensure everything is prepared fresh,' explained the owner of Noodles by SH. 'Fortunately, we've had no complaints from our neighbors, as we've ensured to keep things orderly and efficient.'
Home-based dining is not merely about the food but also about the personal connection with the owners. Customers are not just purchasing a meal; they are experiencing the passion and care infused into every dish. This personal touch distinguishes these businesses from larger, impersonal restaurants. As Hanan from Rosso Sweets explained, 'The food I make is more than just ingredients. It's filled with love and care, and I believe that makes a difference in how people experience it. When a customer tells me that my food added something special to their celebration, it reminds me that food is an emotional and spiritual experience.'
While these home businesses have thrived, they have also encountered challenges. For Noodles by SH, managing the operation solo and keeping up with demand were initial hurdles. 'Initially, it was overwhelming because I was doing everything myself, but over time, I found a rhythm and learned to manage the workload,' she said. The future for home-based food businesses in the UAE appears promising. As the trend continues to grow, entrepreneurs are discovering new ways to innovate and expand their services. For instance, Noodles by SH plans to collaborate with food delivery apps like Talabat to reach a broader audience and enhance accessibility.
'The plan is to get on delivery platforms soon to increase orders, and I'm also considering hiring more people to help,' said Shamma of Noodles by SH. 'Eventually, I hope to set up a dedicated space for the business at home.'
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