Saffah and Naila Hassam never imagined that their childhood love for baking would one day grow into a thriving business. What started as simple charity bake sales soon transformed into Butter Brûlée Ltd—a gourmet cookie café in the heart of Leicester, known for its rich, decadent flavours and award-winning La Original Cookie.
However, by early 2024, the sisters faced challenges that threatened to slow their momentum. Their passion for baking was undeniable, but they needed structured business planning, better financial management, and an effective growth strategy to take Butter Brûlée to the next level. That’s when NBV Enterprise Solutions stepped in.
NBV’s Business Adviser, Rana Sultan, first assessed Butter Brûlée’s operations, they identified key areas needing improvement. The café lacked a comprehensive business plan, their marketing approach was inconsistent, and staffing shortages were making daily operations difficult. Additionally, the sisters had ambitious dreams of expanding into London and even as far as Qatar, but without a clear strategy, these aspirations remained out of reach.
Through a series of strategic interventions, the advisory support helped Butter Brûlée implement a structured approach to business management. Regular management meetings were introduced to ensure accountability, and a business model canvas was developed to clarify goals and target the right customers—busy office workers, school-goers, and weekend café lovers.
Marketing was another area that required immediate attention. Although Butter Brûlée had a social media presence, it lacked a cohesive strategy. With guidance, the sisters enhanced their Instagram and TikTok engagement, scheduled live sessions to connect with customers, and even invested in professional photoshoots to elevate their brand. The introduction of a forward feature calendar helped them plan promotions in advance, such as a special Valentine’s Day campaign celebrating diverse relationships.
Their Business Adviser also encouraged product innovation. By tapping into emerging trends, Butter Brûlée developed new offerings, including protein-packed cookies with a subscription model, seasonal-themed treats, and even luxurious gold-sprinkled cookies. A potential collaboration with a Michelin-starred chef further positioned them as a premium dessert brand.
Expansion strategies were also put into motion. Butter Brûlée began targeting independent coffee shops, explored partnerships with airlines like British Airways, and planned to introduce a mobile sales van for greater reach. Meanwhile, operational improvements—including digital tools for better stock management, enhanced packaging for longer shelf life, and the creation of a customer database—laid the groundwork for future franchising opportunities.
Within months, Butter Brûlée saw remarkable growth. Their team expanded from two employees to six, allowing for smoother operations. Participation in food festivals led to sold-out products and increased brand awareness. The café successfully relocated to a prime location at Lee’s Circle in Leicester, further cementing its status as a go-to destination for gourmet cookies.
With high-profile endorsements and glowing customer feedback, Butter Brûlée was no longer just a local café—it was on its way to becoming a household name.
The Future is Sweet
Armed with a clear roadmap, Saffah and Naila are now focused on executing their next steps: launching the protein cookie subscription service, finalising partnerships with airlines and coffee shops, and fully digitising their operations. The dream of franchising is no longer just an idea—it’s a real possibility.
From a small kitchen to the bustling streets of Leicester and beyond, Butter Brûlée’s journey is proof that with the right support, determination, and a sprinkle of strategy, even the sweetest dreams can become reality.
Business support was provided by NBV Enterprise Solutions, funded by Leicester City Council’s UK Shared Prosperity Fund.
Client Name: Saffah and Naila Hassam
Business Name: Butter Brulee Ltd
Website: https://butterbrulee.co.uk/