We recently spoke about our favourite Dubai-based food concepts & home-delivery, dessert service, Binge, topped that list. Established by the supremely talented Zainab, this newly established food brand is quickly becoming the ‘go-to’ for your favourite milk cake, ice cream or tiramisu. Intrigued by Zainab’s incredible journey, we sat down with the talented entrepreneur to discuss all things that inspire her, her journey & her insider tips for aspiring entrepreneurs.
Photo: Courtesy of Binge
The Binge Journey
Zainab: Binge was born out of my life long passion for cooking and baking. The idea came to me randomly one evening; I decided on the name and the logo and branding came naturally after that. Once I decided on the image it all came together. The journey has been so much fun so far and honestly a learning curve. I’m learning how to balance all aspects of the brand on my own.
The Many Sources of Inspiration
Zainab: I start by steering away from items that are already flooding the market. ‘The Milkcake’ wasn’t a dessert I wanted to keep on.
When coming up with a new idea for a dessert I think of classic desserts that I can twist with new flavours, but most of all I think is this dessert going to be comfort food?
Ultimately, Binge is about serving that need to indulge in comfort food.
A Usual Day in Zainab’s Life
Zainab: Replying back to emails, making sure orders are prepared, decorated and ready to be sent out and lots of research for the next steps for Binge. Photo: Courtesy of Binge
The Impact of Social Media
Zainab: Yes it (social media) has! It’s definitely a great platform for a business especially because Binge isn’t a brand I wanted to overly expose everywhere. I chose to communicate the brand through Instagram only for now and it’s been amazing to connect with so many businesses and customers through the platform.
The Future of Binge
Zainab: On a totally different path. Binge isn’t going where everyone else is.
The One Insider Tip for Aspiring Entrepreneurs
Zainab: Clear your head, don’t let too many people sit up there with you. Follow your gut, it’s rarely ever wrong. Don’t look at what everyone else is doing, create your own path.
Photo: Courtesy of Binge
Follow Binge: @binge.worthy