WHY SOME THINGS SHOULD BE LEFT AS A SECRET
In a time where everyone’s looking for the quickest shortcut to success, originality seems to be losing its shine. Copy, paste, repeat. You see it in every industry, and hospitality is no different. The moment something gains traction, someone else is trying to replicate it right down to the same fonts, colours, and even the way it’s plated and served.
There’s more to a brand than just the logo.
But Drizzl’d has never been about shortcuts. Personally, I’m a “chess not checkers" type of person. From the very beginning, we made a decision that separates us from every other dessert store and every other franchise model trying to flood the market. We locked in our core product with something untouchable: a secret recipe.
It’s the foundation of our brand, our story, and our success.
Think of KFC. You can buy a dozen different fried chickens at the supermarket or your local takeaway shop, but none of them taste like KFC. Why? Because their original recipe with those 11 herbs and spices remains a secret. It's legendary. And more importantly, it’s untouchable.
Drizzl’d has that too.
Our dough recipe is completely unique. It took nearly a year during COVID-19 of trial, error, and obsessive refinement. Everything was scrutinized, tested and made over a dozen times. Over and over again. The ratios, ingredients, and process are tailored precisely to what we know our customers love. And here’s the kicker, only one person has the complete recipe. Me. It’s not stored at the store. It’s not printed and laminated in some binder. It’s tucked away in a safe, in a completely different location.
Call it over the top. We call it smart business.
This decision wasn’t just about protecting flavour. It was about protecting the future. We’ve seen it happen countless of times; someone likes your product, copies the surface-level details, and thinks they’ve got a winning concept. But without the core? It doesn’t work. That’s what makes Drizzl’d hard to replicate. We haven’t just built a brand. We’ve protected its foundation.
For franchisees, this matters. You’re not buying into a business anyone can copy. You’re investing in something with substance. With a real point of difference. You’re serving a product that can’t just be Googled or guessed. Our dough isn’t off-the-shelf, and it’s not something a competitor can reverse-engineer. It’s been built, tested, and refined for the exact product our customers come back for day after day.
And even if someone tries to mimic the flavour, they won’t be able to replicate the experience. Because Drizzl’d isn’t just about the dough. It’s about the systems, the energy, the service, and the vibe that make people say, “This place just hits different.”
So if you’re considering a franchise, ask yourself: are you buying a logo, or are you buying something that can stand the test of time?
At Drizzl’d, we’ve chosen to make our product hard to duplicate and even harder to forget. That’s not a coincidence. It’s strategy. Because we believe the best businesses aren’t the ones that follow the crowd. They’re the ones that make sure no one else can catch up.
You ready? Click here to find out more.