When Yasmeen Jisri returned from England, she didn’t expect a simple craving to become a business opportunity. She searched for the same rich, satisfying cookies she enjoyed daily abroad. But in Dubai, she found nothing that matched that experience.
That gap became the starting point of Bake My Day. What began as a personal frustration inside a home kitchen soon turned into one of the most talked-about food startups on Shark Tank Dubai. Today, the brand stands as a powerful example of how local demand, when paired with smart strategy, can scale fast.
The Personal Problem That Sparked a High-Growth Brand
The story begins with a simple habit. During university in England, Yasmeen ate cookies every day. That routine shaped her expectations around taste, texture, and quality.
When she returned to Dubai, the absence of similar products stood out immediately. Instead of settling, she decided to recreate the experience herself. With no formal training, she turned to YouTube tutorials and began experimenting after work.
This phase became her real training ground. Over time, she developed a menu that customers now recognize instantly, including Kinder-stuffed cookies, brownies, and cakes. What started as trial and error quickly evolved into a refined product line that customers trusted.
Building Trust First: How Social Media Created Demand
Bake My Day did not start with investors or large funding. It started with consistency and customer feedback. The brand grew entirely through organic social media traction.
Customers didn’t just buy once. They came back. That repeat behavior helped the brand build credibility in a highly competitive food delivery market.
By the time Yasmeen Jisri and Karim Lutfi entered Shark Tank Dubai, they already had strong proof of demand. Their ratings consistently stayed between 4.8 and 4.9 out of 5. In a delivery-driven market where bad reviews can destroy brands overnight, this level of satisfaction stood out.
This wasn’t just a bakery anymore. It was a trusted brand.
The Strategic Pivot That Changed Everything
The biggest turning point came in 2021. Instead of building everything from scratch, the founders made a bold move. They partnered with Pinza.
This decision required sacrifice. They gave up 40% of their company. But in return, they unlocked scale almost instantly.
This partnership provided access to a central kitchen and multiple branch kitchens. It also solved logistics, allowing a small team to deliver across a wide area efficiently. Instead of struggling with operations, they focused on growth.
For many founders, giving up that much equity early feels risky. But for Bake My Day, it became the foundation for rapid expansion.
Strong Numbers in a Tough Industry
Food delivery is known for thin margins. Platforms often take up to 30% per order. Despite this, Bake My Day managed to achieve strong financial performance.
In 2022, the company generated 1.8 million AED in revenue. Out of that, 450,000 AED was profit. That means a 25% EBITDA margin, which is far above industry norms.
Most bakery businesses operate at 10 to 15% margins. Bake My Day is already outperforming that range. The founders also revealed their goal to reach 30%, placing them among the most efficient bakery businesses globally.
These numbers caught the Sharks’ attention immediately. The product may be indulgent, but the business model is disciplined.
Shark Tank Dubai Pitch Breakdown and Final Deal
At this stage, the founders stepped into Shark Tank Dubai with confidence. They were not just selling cookies. They were presenting a scalable system.
Here is a clear breakdown of their pitch and deal:
| Category | Details |
|---|---|
| Founders | Yasmeen Jisri & Karim Lutfi |
| Business | Bake My Day |
| Ask | 1.5 million AED for 15% equity |
| Initial Offer | 1.5 million AED for 28% + 500K AED marketing |
| Final Deal | 1.5 million AED for 22% + 250K AED marketing |
| Existing Equity Given | 40% (to infrastructure partner) |
| Key Concern | Shift from delivery to physical retail |
| Investment Goal | Expand into malls, kiosks, and cafes |
The negotiation became intense quickly. Several Sharks dropped out due to concerns about retail expansion. But investors Elie Khouri and Nour Sweid saw the opportunity.
The founders showed strong discipline. They had already given up a large stake earlier. This time, they protected their remaining equity carefully. The final deal reflected a balance between growth capital and ownership control.
Solving the Omnichannel Challenge in Dubai
The next phase of Bake My Day is clear. They want to move beyond delivery and enter physical retail spaces. This includes malls, kiosks, and cafes across Dubai.
This strategy addresses a key challenge in modern F&B businesses. Delivery builds volume, but physical stores build brand visibility and higher margins.
In Dubai, this matters even more. Customers often search for “Where to buy in UAE” or “Available in Dubai malls.” Physical presence directly answers those search behaviors.
The 1.5 million AED investment will fund this transition. It is not just about growth. It is about positioning the brand in high-traffic, high-visibility locations.
What Founders and Investors Can Learn From This Journey
Bake My Day is more than a dessert brand. It is a case study in smart scaling. The founders identified a real gap, validated demand, and made bold strategic decisions.
They didn’t try to do everything alone. Instead, partnerships helped accelerate growth. A strong focus on numbers, not just branding, guided their decisions. When it mattered most, they negotiated carefully to protect their ownership.
Their roadmap now targets 10 million AED in revenue by 2026. That goal is ambitious, but based on their trajectory, it feels achievable.
For Dubai’s entrepreneurial ecosystem, this story highlights something important. Success is not just about having a great product. It is about making the right decisions at the right time.
And sometimes, it all starts with a simple craving.