How to run a successful dessert restaurant

Franchised dessert bars are flourishing in major high streets, offering entrepreneurs a profitable venture backed by a continuously growing trend

Traditional cakes, puddings and sweet snacks are embedded in British culinary history, but we’re far from unique in having a sweet tooth. From baklava to deep-fried donuts, gelato to coconut rice, iconic sugary dishes are a universal delight across cultures, central to local celebrations and festivals and transcending cultural boundaries.

In Britain, we embrace new exotic flavours as warmly as we do traditional sticky toffee pudding and custard – it seems it’s the more the merrier when it comes to dessert options!

In recent times, the UK has witnessed an upsurge in interest in desserts, partly inspired by the Great British Bake Off, first aired on the BBC in 2010. The subsequent explosion in home baking, dubbed by some as ‘the Bake-Off effect’ sparked a 9.2% rise in sales of sweet goods, but our appetite for retro puddings and extravagant bakes has endured far beyond the departure of Mary Berry and the show’s dramatic move to Channel 4.

More than a decade on and sales of cakes and desserts are still soaring, accelerated in part by the Covid lockdowns. In 2020, Just Eat reported a 36 per cent increase in dessert orders, and in the same year, Mintel valued UK sales of desserts at £1.59 billion.

Once seen as disrupters, brands like Creams, Kaspa’s and Heavenly Desserts are now household names. Although they have clear differentiations, they’re united by lively social media engagement and fun, creative menus, designed to attract families and an altogether younger, multicultural crowd who are less interested in socialising around alcohol.

Creams Café dominates towns and cities in southern England, but with 100 stores (and more in the pipeline) the brand is on a mission to bring its American-style milkshakes, waffles, crepes, sundaes and gelatos to all corners of the UK.

In 2020, Creams had a significant surge, serving five million customers, dishing out over 50 million scoops of gelato and pouring 8.6 million milkshakes, all while navigating two national lockdowns – a true signal of good times to come.

With over 90 locations across the UK, Kaspa’s is in hot pursuit of the market share. It styles itself as “a chain of exciting new dessert houses that offer the world’s favourite hot and cold desserts under one roof” and with its vintage-American styling and punchy brand identity, Kaspa’s is firmly focused on providing an amazing dining environment for its customers.

“Dessert-only restaurants are on the rise as they offer a level of escapism and whimsy that’s been missing from many people’s lives during the past few years,” says Everett Fieldgate, CEO of Creams Café.

“With younger people seeking to reduce their alcohol consumption, dessert-only restaurants are a great late-night option for them to enjoy. More welcoming and accessible than coffee shops, these sweet spaces are the perfect place to spend time with kids, family and friends, from midday to midnight.”

Today, there’s a franchised dessert bar or restaurant on almost every major high street and the trend shows no sign of waning as consumers look for different ways to indulge and socialise. New restaurants and kiosks dedicated entirely to luxurious, unusual and tantalising desserts continue to pop up in towns and shopping centres across Britain, and it’s not too late for prospective franchisees to get in on the act.

But strong brand identity aside, what makes dessert restaurant franchises such a marketable phenomenon? And how has this foodie trend transcended the novelty factor to become an enduring and scalable business opportunity? We delve into why dessert restaurant franchises are getting the cream of profits and the secret recipe behind their enduring success.

1. Experience and interaction

Beyond just serving delicious sweets, dessert restaurant franchises often emphasise the experiential aspect of dining.

These establishments design their spaces to create a visually appealing and immersive atmosphere that enhances the overall customer experience.

Next-level customer service is the objective for Heavenly Desserts, which operates across nearly 50 locations in the UK and has invested in an infrastructure with a capability to build a 200-outlet franchise system. Its mission is clear: to deliver memorable dessert experiences that “spark joy for every guest,” and the focus is on creating cafes which are unique in their interior design, décor and identity, often influenced by local culture and with an emphasis on luxury.

Decorative themes, unique interior designs, and interactive elements such as dessert customisation or live demonstrations allow consumers to engage fully in this brave new world of dessert-only dining, where the focus is on entertainment and engagement.

“At Creams, our creative and innovative desserts lie at the heart of our unique venues, exceptional vibes and experiences that customers enjoy, says Everett. “With every new product launch, we aim to excite our audience via the product itself and through our photography and marketing campaigns. We want to constantly push the boundaries of what is expected of desserts and adapt these in line with changing consumer habits – for instance, integrating more drinks into the menu and customisation.”

Participating in the creation of their sweet indulgences undoubtedly adds an element of entertainment and engagement to customers’ dining experiences and transforms a simple dessert into a memorable and enjoyable event, which keeps them coming back for second helpings.

“Our innovative campaigns, interior design, and unique products continue to drive new feet through the door and keep our loyal customers excited,” adds Everett. “We have a cult following of loyal customers who return time and time again.”

2. Variety and innovation

“Up until about 10 years ago, dessert shops were not present on the high street, says Saniya Rauf, strategist at Birmingham-based Dolce Desserts, which has expanded into Worcester, London and looking for new partners to take the brand nationwide.

“As the concept of eating desserts at any time of the day has continued to develop, we’ve seen the dessert business boom. Dolce saw a gap in the market for flamboyant desserts back in 2013, after recognising that restaurants were neglecting dessert menus. “We introduced extravagant waffles, crepes and ice cream sundaes with trendy twists to our local customers,” she adds.

Unlike many traditional restaurants, dessert-focused establishments are able to really experiment and push the boundaries of creativity in their sweet menus, one reason for their rapid growth. From classics with a modern twist to avant-garde creations that defy expectations, dessert franchises continually introduce new flavours, textures, and combinations to their receptive audience. This focus on variety
and innovation allows consumers to indulge their sweet tooth while enjoying a unique dining experience.

“Partly what makes Creams Cafe so successful is that we are always launching new, innovative desserts,” agrees Everett. “A few years back we introduced the very first Dessert Poke Bowl to our menu for a limited time which was hugely popular. We also had a Mince Pie Waffle for Christmas, and just last month we launched our new retro-inspired Summer Menu with a strong, positive response from customers.

Our signature and classic range of desserts, including crepes, gelatos and waffles, are always popular. However, we often see our specials becoming best sellers. This crown is currently held by the Unicone – a vanilla soft serve sitting in an encrusted rainbow-hued 100s & 1000s waffle cone topped with a red glacé cherry, ideal for eating on the go!”

Keeping an eye on emerging trends is vital when it comes to selling desserts, and franchisors are always one step ahead of the public’s whims, enabling franchisees to profit from menu creations that tap into the zeitgeist.

“We tend to analyse existing market trends (on a national and international basis), along with upcoming trends,” explains Saniya. “Using this information, we evaluate the product based on our demographics and store capacity.

Once this research is completed, we issue our special in-house recipe and train our team to ensure delivery and presentation is excellent.”

3. Social and visual appeal

In this age of social media, the visual appeal of food plays a pivotal role in its popularity.

Elaborate milkshakes adorned with mountains of whipped cream, colourful macarons and towering ice cream sundaes garnished with unusual toppings have come to dominate social media feeds, and dessert restaurant franchises have successfully tapped into this phenomenon with aesthetically pleasing creations which rapidly become Instagram and TikTok sensations.

Consumers are eager to capture and share their experiences, effectively driving brand awareness and fuelling the dessert franchise trend.

“Creams is a social experience, thanks to how visually exciting our desserts are for social media – they demand to be noticed and are perfect for sharing,” explains Everett.

We appeal to a diverse audience, but our menus are particularly attractive to Gen Z and Millennials, as well as families with young children looking to go somewhere for a treat.

4. Nostalgia and comfort

Desserts possess a unique ability to evoke a soothing emotional reaction in consumers.

Many dessert restaurant franchises have capitalised on this by crafting menus that pay homage to childhood favourites and timeless classics. Whether it’s a warm slice of apple pie, a rich and creamy cheesecake, or a perfectly gooey chocolate brownie, these beloved recipes transport customers back to simpler times, offering a sense of familiarity and joy.

By combining nostalgia with culinary expertise, dessert franchises create an irresistible allure that keeps consumers coming back for more.

“Much like our summer menu, retro or nostalgia inspired desserts and flavours are also proving popular, with lots of people showcasing old classic desserts in new and exciting ways to give people a reminder of the good ol’ days and share these sweet treats with new audiences,” Everett adds.

5. Special occasions and celebrations

Dessert restaurants have become go-to destinations for birthdays, anniversaries and special occasions. These franchises provide everything needed for a happy celebration – inviting atmospheres, personalised dishes, festive decorations, and attentive service.

For Creams, the formula for success is simple: “Every customer is unique and very special, and we always ensure every customer experience is memorable. Whether it’s adding additional treats as a way of
saying thank you, or helping customers to celebrate their special occasions, we’ve managed to build a very loyal customer base which has helped us to grow significantly over the past few years.”

By catering to the desire for unique experiences and elevating ordinary moments, dessert restaurant franchises have become synonymous with joy and affordable indulgence, and as they continue to evolve and push the boundaries of culinary creativity will remain a sweet business opportunity for entrepreneurs for many years to come.

Still interested in opening your own restaurant? You can find more food franchise opportunities in the What Franchise directory.