When a jar of tiny eggplants appeared on the stage of Shark Tank Dubai, it raised an unexpected question. How could something so small carry a 2-million-dirham valuation?
That moment arrived when Walid Singer and his wife Lama introduced their brand Men Bayti Labaytak, meaning “From My Home to Yours.” Instead of pitching a tech gadget or a digital platform, the couple brought a traditional Levantine food to the spotlight: Makdous.
Their ask was straightforward. They requested 300,000 AED for 15 percent equity, presenting a vision that blended culinary heritage with modern branding. In a market full of mass-produced food products, they believed their tiny jars of handcrafted Makdous could become a premium gourmet experience for Dubai’s diverse audience.
Shark Tank Dubai Pitch Summary
| Item | Details |
|---|---|
| Company | Men Bayti Labaytak |
| Founders | Walid Singer & Lama J Singer |
| Product | Premium miniature Makdous (stuffed baby eggplants) |
| Origin | Levantine heritage recipe |
| Ask | 300,000 AED |
| Equity Offered | 15% |
| Valuation | 2,000,000 AED |
| Key Differentiator | “Smallest Makdous in the world” concept |
| Sales Channels | Ripe Market pop-ups and online |
| Shark Outcome | No deal |
The Power of the Micro-Niche
The founders of Men Bayti Labaytak did not reinvent Makdous itself. Instead, they reinvented how it looks and how it is experienced.
Their core innovation focused on producing the smallest Makdous in the world. By shrinking the traditional stuffed eggplant into a tiny, elegant form, they transformed a rustic homemade dish into a visually striking gourmet product.
“Last year we went down to Lebanon and my in-laws gave me the smallest Makdous I have ever seen in my life. Honestly, I was shocked and so excited. When I tasted it, I couldn’t believe it.” — Lama
That moment became the seed of the business. When they shared the product with friends and market visitors, the reaction was immediate. People were fascinated by its appearance and curious about the flavor.
In Dubai’s competitive food scene, presentation matters. The tiny Makdous quickly became a social media friendly product that generated excitement without any paid advertising.
Turning a Traditional Dish Into a Luxury Experience
Makdous has long been a staple in Levantine households. It is traditionally prepared using small eggplants stuffed with walnuts, garlic, and chili, then preserved in oil.
Makdous is traditionally prepared using small eggplants stuffed with walnuts, garlic, and chili, creating a rich blend of savory flavors that has been loved across the Levant for generations.
However, in many markets the product is sold in large jars and often appears rustic or messy. Walid and Lama saw an opportunity to reposition it.
By creating perfectly small, carefully arranged Makdous, they turned the product into something closer to a gourmet appetizer or luxury mezze item.
For international consumers in Dubai, this change made the dish more approachable. Instead of appearing as a traditional preserve, it now looked like an elegant bite sized delicacy suitable for modern dining tables.
This shift shows how a small design decision can dramatically change how consumers perceive a product.
Rethinking the Supply Chain to Protect the Business
Producing the world’s smallest Makdous sounds charming, but it introduces a serious supply challenge.
Farmers typically prefer growing larger eggplants. Bigger vegetables are easier to harvest and generate more profit per crop.
Miniature eggplants require:
- More careful cultivation
- Lower yields
- Higher labor input
Walid and Lama realized they could not rely on the normal agricultural supply chain. To solve this, they made a bold decision.
Instead of simply purchasing ingredients, they invested directly in farms across Lebanon, Jordan, and the UAE. They provided financial support to farmers willing to grow the smaller varieties required for their product.
This strategy created something investors call a strategic moat.
Any competitor trying to replicate their product would immediately face the same challenge. Without access to farms producing miniature eggplants, the concept becomes extremely difficult to copy.
By investing early in agricultural partnerships, the founders built a supply chain advantage that protects the brand’s uniqueness.
The Oil Debate That Changed the Pitch
The most intense moment of the pitch happened when the Sharks examined the ingredients used in the product.
Traditional Makdous is preserved in olive oil, which many consumers associate with Mediterranean health benefits and authenticity.
However, Walid explained that the company uses vegetable oil instead.
From a technical standpoint, the decision had several advantages. Vegetable oil stays liquid when refrigerated, while olive oil solidifies. It also allows stronger flavor infusion from the walnuts and chili mixture.
But the explanation did not convince every Shark.
For some investors, the brand was positioned as a premium heritage food product, and using vegetable oil raised concerns about health perception and authenticity.
“I have a problem with the use of some types of oils in food. If the business model has no solution except using harmful oils, I face difficulty in this investment.” — Shark Yousef
This exchange revealed a common challenge for food entrepreneurs. Sometimes the balance between traditional authenticity and commercial practicality becomes the deciding factor in an investment decision.
Testing the Market Before Perfecting the Brand
Despite asking for a 2-million-dirham valuation, Walid and Lama followed a practical startup approach.
Instead of investing heavily in branding or retail infrastructure, they focused on testing the product with real customers first.
Their primary testing ground was Dubai’s popular Ripe Market, where they sold their Makdous directly to visitors.
The results were encouraging.
Around 1,000 visitors encountered the product during one weekend. The couple generated 5,000 AED in sales, attracting buyers from 30 to 40 different nationalities.
In a global city like Dubai, this diversity matters. When people from many cultures respond positively to a product, it signals broader market potential.
Online sales also showed early traction, averaging more than 1,500 AED per day.
These results proved that the concept resonated with consumers even before major investment or industrial production.
Strong Unit Economics Behind the Idea
The founders also presented clear financial numbers that supported their ambition.
Small Jar
Cost: 22 AED
Retail Price: 50 AED
Large Jar
Cost: 40 AED
Retail Price: 120 AED
These margins demonstrate a healthy profitability structure, which is critical for any food brand hoping to scale.
Strong margins allow a company to invest in marketing, logistics, and distribution while maintaining financial stability.
For Men Bayti Labaytak, the numbers suggested that even a niche product could become a sustainable premium brand.
Why the Sharks Ultimately Passed
Despite enjoying the taste and praising the founders’ passion, the Sharks decided not to invest.
Their main concern focused on scalability.
Food products that depend on agricultural supply can face difficulties when expanding to larger markets. Maintaining consistent quality while increasing production is often challenging.
Some Sharks questioned whether Men Bayti Labaytak could grow beyond a high quality artisanal business into a large global food brand.
The debate around oil usage also played a role in their decision, particularly regarding the product’s health positioning in a premium category.
The Bigger Lesson for Dubai Entrepreneurs
Even without securing an investment on Shark Tank Dubai, the Men Bayti Labaytak pitch delivered a powerful lesson.
Innovation does not always require complex technology. Sometimes it simply requires looking at a familiar product from a completely new perspective.
Walid and Lama demonstrated that:
- Heritage foods can be transformed into premium products
- Strategic supply chains can protect a unique idea
- A tiny niche can create massive curiosity
Their journey leaves entrepreneurs with an important question.
In a market that constantly balances convenience, authenticity, and health, can a traditional food brand scale without losing the ingredients that made it special?
The Sharks chose not to invest. Yet the founders proved something memorable.
Sometimes the smallest product on the stage can inspire the biggest ambition.