The viral Dubai chocolate sensation that has been taking social media by storm has officially made its way to American fast-casual dining. Bruxie, the beloved “culinary casual” concept known for its innovative comfort food creations, is capitalizing on one of 2024’s hottest food and beverage trends with the launch of their most indulgent artisanal shake yet: the Dubai Chocolate Shake.
This limited-time offering represents more than just another menu addition: it’s a strategic move that showcases how savvy food and beverage companies are quickly adapting to viral food trends and transforming them into signature experiences that drive customer traffic and social media buzz.
Deconstructing Bruxie’s Dubai Chocolate Shake
Bruxie’s interpretation of the Dubai chocolate phenomenon centers around their signature Wisconsin Frozen Custard as the base, elevating the shake experience with carefully curated Middle Eastern-inspired ingredients that have made Dubai chocolate a global sensation.
The shake features luxurious pistachio cream, providing that distinctive nutty sweetness that has become synonymous with the Dubai chocolate trend. The addition of crispy kataifi: those golden, thread-like pastry strands that originated in Middle Eastern cuisine: adds the crucial textural element that separates authentic Dubai chocolate interpretations from generic pistachio desserts.
Topped with fresh whipped cream, a generous drizzle of rich chocolate sauce, and finished with crushed pistachios, the Dubai Chocolate Shake delivers what Bruxie promises is “a one-of-a-kind flavor experience that’s as luxurious as it is craveable.”
For food service industry professionals, this represents a masterclass in trend adaptation: taking a viral sensation and reinterpreting it through the lens of your brand’s signature elements and operational capabilities.
The Dubai Chocolate Phenomenon Explained
To understand why Bruxie’s Dubai Chocolate Shake represents such a smart menu innovation, it’s essential to grasp the cultural and culinary phenomenon behind Dubai chocolate itself. The trend first gained global attention through its association with Dubai’s luxury dessert scene, where over-the-top indulgence meets Instagram-worthy presentation.
Dubai chocolate is characterized by its rich layers of pistachio cream, decadent chocolate drizzle, and those distinctive golden threads of kataifi pastry that create both visual appeal and textural contrast. The combination originated in Dubai’s high-end dessert establishments, where the emphasis on luxury ingredients and elaborate presentation aligned perfectly with the city’s reputation for extravagance.
What makes this trend particularly significant for the food and beverage industry is how quickly it transcended its geographic origins. Social media platforms, particularly TikTok and Instagram, amplified the visual appeal of Dubai chocolate creations, turning them into must-try experiences for food enthusiasts worldwide.
The viral nature of the trend demonstrates the power of social media in driving food and beverage trends, with countless videos showcasing the satisfying crunch of kataifi and the rich, creamy texture of pistachio-based desserts.
Bruxie’s Strategic Approach to Viral Trends
“The decadent flavors of Dubai Chocolate quickly captured our imagination, inspiring us to take the trend and make it our own,” explained Scott Grinstead, CEO of Bruxie. “The Dubai Chocolate Shake is unlike anything we’ve ever introduced – rich, playful, indulgent, and absolutely craveworthy.”
Grinstead’s comments reveal a sophisticated understanding of how successful food and beverage companies approach viral trends. Rather than simply copying what others are doing, Bruxie has taken the essence of Dubai chocolate and filtered it through their own brand identity and operational strengths.
This approach is particularly smart for several reasons. First, it leverages Bruxie’s existing expertise in frozen custard and shake preparation. Second, it creates a unique interpretation that can’t be easily replicated by competitors. Third, it maintains brand consistency while still capitalizing on trend momentum.
For hospitality industry professionals, this represents a valuable lesson in trend adaptation: successful implementation isn’t about wholesale adoption of viral foods, but rather about finding authentic ways to incorporate trending elements into your existing menu architecture and brand identity.
The Bruxie Experience: Quality-Driven Comfort Food
Since 2010, Bruxie has built its reputation by combining a friendly atmosphere with high-quality ingredients, time-intensive processes, and proprietary recipes. This foundation makes the Dubai Chocolate Shake launch particularly noteworthy: it’s not just a gimmicky addition, but an extension of the brand’s commitment to elevated comfort food.
The brand’s approach to food preparation aligns perfectly with the artisanal nature of the Dubai chocolate trend. Sauces are handmade in-house daily, produce is freshly chopped onsite, chicken is marinated for 24 hours before being fried to perfection, and their Belgian-inspired waffle batter is designed to achieve a delightfully light and airy texture with a crispy finish.
This operational excellence extends to their shake program, where real Wisconsin custard provides a premium base that elevates any flavor combination. The Dubai Chocolate Shake benefits from this foundation, ensuring that the viral trend elements are supported by genuine culinary craftsmanship.
The brand’s wide-ranging menu features hand-crafted chicken tenders, unique waffle sandwiches, and desserts alongside their famous custard shakes. This diversity allows customers to explore new options with every visit while maintaining the comfort food focus that originally built the brand’s loyal following.
Coast-to-Coast Availability
With 11 restaurant locations across California and one in Georgia, Bruxie maintains a strategic coast-to-coast footprint that positions the Dubai Chocolate Shake for maximum impact. The California locations include:
California Locations:
- Brea – Downtown at Birch Street Promenade
- Costa Mesa – The Collage at South Coast Plaza
- Davis – Davis Commons
- El Segundo – Apollo Landing
- Long Beach – Ocean Boulevard
- Los Angeles – The Shops at USC Village
- North Hollywood – NoHo Arts District
- Orange – Old Towne
- Santa Barbara – Paseo Nuevo on State Street
- Santa Monica – 3rd Street Promenade
- Westwood – UCLA Westwood Village
Georgia Location:
- Athens – University of Georgia
This geographic distribution is particularly smart for testing viral food trends. The California locations provide exposure to trend-conscious consumers who are likely to be early adopters of Dubai chocolate experiences, while the Georgia location offers insight into how the trend performs in different regional markets.
For food and beverage management professionals, Bruxie’s expansion strategy demonstrates the importance of strategic location selection when introducing trend-based menu items. University locations, shopping centers, and entertainment districts provide the ideal demographics for viral food experiences.
Industry Impact and Future Implications
The launch of Bruxie’s Dubai Chocolate Shake represents more than just one company’s menu innovation: it’s indicative of broader shifts in the food service industry’s approach to trend adoption and menu development.
The speed with which established brands are incorporating viral food trends suggests that the traditional menu development timeline is being compressed. Food and beverage companies that can quickly identify, adapt, and implement trending flavors and formats will have significant competitive advantages in driving traffic and generating social media engagement.
This trend also highlights the growing importance of Instagram and TikTok in influencing food and beverage purchasing decisions. The visual appeal of Dubai chocolate: with its distinctive golden kataifi threads and rich pistachio elements: is perfectly suited for social media sharing, creating built-in marketing value for restaurants that offer their own interpretations.
The success of Dubai chocolate adaptations across the industry, from Bruxie’s shake to similar offerings from other chains, demonstrates consumer appetite for global flavor experiences and premium ingredients, even in fast-casual formats.
The Dubai Chocolate Shake is available for a limited time at all Bruxie locations, making it essential for interested customers and industry professionals to experience this trend-driven creation while it’s available. For hospitality industry leaders looking to understand how viral food trends translate to operational success, Bruxie’s execution provides valuable insights into strategic trend adaptation.
To experience the Dubai Chocolate Shake and explore Bruxie’s full menu of innovative comfort food creations, visit Bruxie.com and follow the brand on Instagram and TikTok for the latest updates on menu innovations and limited-time offerings.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
