New 'viral' dessert bar opening today in Stoke-on-Trent
A new 'viral' dessert shop with 'a sense of theatre' is opening in Stoke-on-Trent today.
Cheat Daze is opening its eighth branch on Queen Street in Burslem today at 5pm (20 June) and the team are expecting queues out of the door for the opening.
There will be a range of popular treats including waffle balls with sauces of choice, brownies, milkshakes, matcha drinks, mocktails and products with pistachio kunafa.
The store has been taken on by franchisee Atta Ahmed and will be open 5pm-2am Friday-Saturday and 5pm-1am Monday-Thursday.
Paul Tough of Cheat Daze told Stoke Nub News: "The local communities have responded very well to us.
"All of our food is fresh and not frozen and you'll actually see a sense of theatre in the stores as when someone orders, they can see them being made, cooked and doused in the sauces of their choice.
"I like to think of our stores as the jewel in the community. We are quite a youthful brand but the menu is what differentiates us as we have for example waffle balls of a high quality and brownie bites finished with all the sauces.
"It really is that viral sensation that has captured the marketplace.
"We've been progressing this site for quite some time and the store looks fantastic.
"Since COVID when there was an enormous rise in takeaways and online shopping the high street has never fully recovered from that but around 50-60 per cent of our business is in delivery so positioning ourselves in the heart of the community, whether it be sponsoring local football teams and more is all part of what we do.
"So we tend not to trade on the major high streets."
The popular business was first started by entrepreneur Muhammad Abdullah, 26, who was running social media businesses at the time and spotted the Cheat Daze brand above a shop in Burnage.
He loved the name so much that he went in and later bought the shop. Now the brand has franchises in Bramhall, Salford, Bradford, Blackburn, Liverpool, Oldham and now Burslem.
Paul added: "We control the quality of the product so some of our key products like the San Sebastián cheesecake, we actually make ourselves and have our own distribution.
"Twelve months ago we didn't have a single franchisee - so we've grown quite quickly - and we think we are going to have 20 franchise agreements signed by the end of the year."
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