While giants like Creams Cafe and Kaspa's dominate the conversation, a lesser-known dessert chain is steadily carving out a significant slice of the UK's sugary high street scene. Little Dessert Shop, founded in 2015, is on an ambitious growth trajectory that could soon make it a household name.
A Recipe for Rapid Growth
Little Dessert Shop has opened more than 50 franchise-operated stores across the UK in its first decade. Remarkably, 20 of these launched during the pandemic, capitalising on a surge in demand for treat deliveries via apps like JustEat and Deliveroo. Even amidst a challenging retail climate that saw over 13,000 high street stores close permanently in 2024, the chain managed to open seven new shops last year.
The expansion is far from over. The business recently launched a dedicated 'dark kitchen' site for takeaways and delivery, with plans for four more similar sites alongside additional physical stores in 2026. The ultimate goal, according to CEO Zaeem Chohan, is to double its store count by the end of 2027, reaching a total of 100 outlets nationwide—a target he describes as "very realistic."
The Secret Sauce: Central Control and Viral Trends
Co-founders Zaeem Chohan and Maz Ali attribute part of their success to a unique operational model. They claim to be the only UK dessert brand that supplies all its own products from a central bakery. This, they say, ensures consistency, protects their recipes, and allows them to offer products at lower costs to both franchise partners and customers.
Their menu strategy is equally calculated. With a whopping 150 items, it is heavily influenced by social media trends. The team actively looks for viral desserts—like the multi-layer Brucey Cake or aesthetic Custard Crumble Pots—and then works to make them accessible nationwide. "We take inspiration from social media... and then offer those products nationwide," Zaeem explains. Their aim is to democratise trends often confined to London, offering them at a more accessible price point.
This focus on the online world has garnered them a substantial Gen Z following, with 235,000 Instagram followers and over 186,000 on TikTok. A recent visual rebrand of shops and social media has further cemented this appeal, making the stores as aesthetically pleasing as their products.
Mixed Reviews But Clear Ambition
Online reception is not uniformly sweet. Trustpilot reviews are mixed, with some customers praising items as "heavenly," while others criticise them as "sub-standard." The chain holds a middling 3.3-star rating on the platform. Despite this, their growth continues, driven by a clear understanding of their market.
Retail expert Ariana Sverdlik from SumUp notes that such businesses thrive by tapping into a generation that sees desserts as "photogenic canvas for their social media storytelling." Little Dessert Shop's late opening hours—often until 11pm or later—also fill a social niche, particularly within communities that don't frequent pubs. All their food is halal, making it inclusive, a point Zaeem stresses is core to their ethos: "We want everyone to be included."
The founders' ambitions extend beyond desserts. They have also launched Betsy's Burgers, a fast-food chain with two standalone locations and several 'X' stores that combine both brands under one roof. They plan significant expansion on all three fronts: Little Dessert Shop, Betsy's, and the hybrid 'X' model.
For Zaeem Chohan, however, the core mission remains simple: "We just want to make people happy." As this quiet contender continues its plotted course across the UK map, the high street dessert wars are set to get even more interesting.
