As Dubai continues to evolve as a culinary hotspot, the bakery known as bkry is riding the wave of overwhelming demand, prompting ambitious plans for expansion. Situated in the trendy Alserkal Avenue, bkry has quickly transformed from a fledgling establishment into a sought-after destination for baked goods and specialty coffee. Co-founder and head pastry chef Kameel Rasyid remains committed to exceptional quality and creativity, actively planning to expand the brand in response to the surging interest from both locals and tourists alike.
Step into bkry at Dubai’s Alserkal Avenue, and you will find more than fresh croissants and specialty coffee.
The venue, which opened in June 2024, has consistently drawn long queues and captured high-profile attention, including a visit from Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Ruler of Dubai.
“It was an incredible honor to welcome Sheikh Mohammed to bkry. His continuous support for local businesses and brands in the UAE is truly inspiring, and having him visit was a moment of pride for our entire team. It reaffirmed our commitment to delivering quality and pushing boundaries in the baking industry,” Rasyid recalled.
Moreover, bkry’s overwhelming demand is prompting Rasyid to consider expanding to multiple locations across the Emirates.
“In just a short span of time, bkry has grown from being a new name in Dubai’s culinary scene to becoming a recognized and celebrated destination for baked goods. The demand has been overwhelming, with long queues being a daily norm,” he explained, revealing that expansion is “definitely on the horizon.”
However, in the meantime, the brand is focused on “perfecting the current operation” and aims to continue evolving with new menu options and more.
Yet, it is this very “high demand” that poses a challenge to bkry’s operations.
“One of the biggest challenges is meeting the high demand while maintaining the level of quality we are known for. Another challenge is constantly innovating and staying ahead in a competitive market, which requires a lot of research and creativity. We stay updated with industry trends by attending international food expos, networking with other chefs and suppliers, and closely monitoring customer preferences. Dubai’s food scene is dynamic, and being adaptable is key,” Rasyid revealed.
What does a typical day at bkry look like?
Each morning before sunrise, bkry’s team starts production, Rasyid revealed, adding that front-of-house staff prepare for customers who arrive seeking coffee from sister brand Archers, alongside bkry’s pastries and seasonal menu items.
The customer base spans food enthusiasts, families, professionals, and tourists. “Many of them appreciate the artistry behind what we do and our commitment to quality. To cater to their preferences, we keep our offerings dynamic and seasonal, ensuring there is always something new to look forward to. We also focus on educating our customers about the ingredients and processes behind our products, which builds a deeper connection between them and our brand,” Rasyid said.
Rasyid further explained that technology drives efficiency at bkry. A QR code system enables table payments without staff assistance. The WhatsApp-based waiting list communicates queue times to customers, sending notifications when tables are nearing availability, he said, adding that bkry’s ethics extend through operations, from careful ingredient sourcing to waste reduction.
“We have been very particular when it comes to our ingredients. We work with several suppliers who are ethical in their farming methods; they support their local communities and pay their farmers sustainable wages. Our vanilla is sourced from Indonesia through Adore Vanilla, our cacao beans come from Kokoa Kamili in Tanzania, and our flour is from Wildfarmed in the UK. We look far and wide for the best quality ingredients that align with our brand ethos,” he said, adding that these are the very ingredients used to make bkry’s signature dishes, such as the pecan salted caramel croissant and cinnamon roll.
What makes bkry stand out in Dubai’s competitive food scene?
“The foundation of bkry lies in my personal journey—baking with my mother in Indonesia and dreaming of one day creating something special. That dream has now turned into a reality where we can combine premium ingredients with innovation and sustainability,” he said, emphasizing that sustainability plays a key role in contributing to the success of bkry.
According to Rasyid, Dubai’s baking sector is evolving toward greater diversity and sophistication, especially as artisanal baking experiences increased demand.
Consumers are gravitating towards freshly made, premium products crafted from scratch, he noted, adding that sustainability is becoming increasingly significant.
“We take pride in creating baked goods that are not just delicious but also responsibly made. Sustainability is at the heart of what we do, and we work with ethical suppliers locally and internationally to ensure our products have a positive impact,” he concluded.