Dessert Trends: The Rise of Dessert-Only Outlets

Dessert’s New Role as the Main Event

Traditionally, desserts were perceived as an afterthought, something to be enjoyed at the end of a meal. Now consumers are looking for a sweet treat at any time of day, and the industry is responding to that demand by opening an increasing number of dessert-only outlets.

The Rise of the Dessert Café

Following this trend closely is Lucia Larragoiti, who owns La Maritxu with her husband, Ignacio, and serves only authentic Basque cheesecake. She says “People want to treat themselves on their own terms, at any time of day. A mid-morning slice of cheesecake with a coffee, or an afternoon pick-me-up – why not? There’s also something social about it. People want a reason to meet somewhere that feels a bit special, a bit indulgent, without committing to a full restaurant experience. A dessert café gives you that moment of joy without the formal setting.”

Lucia decided to focus on Basque cheesecake at La Maritxu outlets as she is from the Basque Country in Spain and saw how popular the dessert was there. “My advice to anyone entering the dessert business is don’t try to sell too many products. Make a few items and make them really good. That’s exactly what we’ve created. When people hear La Maritxu, they know exactly what they’re getting.”

Francisco Oliveira runs a collection of six Santa Nata café-bakeries, and like La Maritxu, has opted to focus his offering, serving only pastel de nata, the traditional Portuguese egg custard tart. “Dessert culture has grown significantly over the last few years. For me, focusing on one product allows us to obsess over every detail and try to make it the best possible version,” he says. “When I first moved to the UK, I’d never seen so many sweet concepts in one city!”

The Power of a Focused Dessert Offering

For restaurants wanting to boost their dessert offering, Lucia suggests giving desserts the same attention as savoury courses. “Too often dessert is a couple of generic options that haven’t changed in years. You would be surprised, but customers notice. Find one or two genuinely exceptional desserts and make them signature items people talk about. Presentation matters enormously too. A dessert that looks beautiful on the plate and photographs well will sell itself. And don’t underestimate the upsell – a well-trained front-of-house team that talks about desserts with genuine enthusiasm can transform your dessert revenue.”

The Little Dessert Shop does just that, gaining a reputation for highly photogenic creations and building a strong following on social media as a result. Its “viral” desserts include Golden Lotus Bananza French Toast, Custard Crumble Pots and Kunafa Cookie Dough.

Expanding Beyond Traditional Dessert Menus

While chains such as Heavenly Desserts, Creams Café and Kaspa’s Desserts are expanding, new operators are emerging in various categories. Cakes & Bakes has recently opened its 24th site, serving egg-free delights such as Ferrero Rocher Cake and Rosy Swirl Fantasy Cake, as well as vegan cupcakes with a range of toppings. Honeymoon Desserts, a dessert brand from Hong Kong, has opened its first Chinese dessert bar, offering dishes such as mango pomelo and sago sweet soup.

As dessert culture continues to develop, we are sure to see more experimentation, creativity and excitement within this category. No longer is dessert simply the end of a good meal; it is now enjoying its time in the spotlight as the main event.