The Bakery Company- Dubai, UAE
Earlier this year, right before the start of the scorching Dubai summer, miraculously “The Bakery Company” appeared across the street from my apartment complex in Dubai Marina. Torn between being delighted to have a specialty store at my doorstep and taunted by the fact that I now had very easy access to sugar & carbs, I naturally decided to investigate.
So I timidly entered the realm of “Elias”, Jordanian Founder and Owner of “The Bakery Company.” Who eager to have a curious customer in tow rolled out the red carpet and provided me with an improvisational tasting of all his favorite concoctions including his most prized strawberry cheesecake. The experience culminated with Elias divulging the secret ingredient to his oh so delightful cheesecake. What a sucker I thought…or is he?! Like Elias, the place has a cozy disorderly appeal to it, which actually is just a front. Underneath the seemingly disorderly shop is a very meticulously premeditated branding formula and vision. Starting with the clever customized employee uniforms embroidered with the statement “I Speak English, Arabic, etc…).”
I speak French, English & Urdu
Why had no one else thought of that I wondered? Genius really! In a transient city of multi-cultures and languages off course its only natural for the customer attendant to allow his client to speak to him in more than one language. I think Elias is more brilliant than he leads on to believe. After his secret ingredient confession, I have been a loyal customer ever since 
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