Silly Goose opens its team dinners to the public with a new Dubai supper club
A cookie brand's accidental Instagram post turned into an idea for a supper club built on the belief that the best marketing is people talking.
Silly Goose, a home-grown cookie business in Dubai, is gearing up to launch a Supper Club. The idea to create the dining experience was one of happenstance after an accidental Instagram post sparked demand to be part of it.
The Silly Goose team holds meetings they term ‘Staff Meals,’ where the team meets to brainstorm new cookie flavors over a home-cooked meal. During one, Co-founder Sidharth Jayakrishnan posted a photo of the meeting onto the business Instagram instead of his personal page.
To his surprise, people expressed genuine interest in joining the meetings. “Some even joked that we should hire them for a day just so they could be part of the staff meal,” Jayakrishnan shared.
Now people are being invited to join the team for a meal that ends with the weekend cookie drop—giving those dining with them the chance to try their limited-edition flavor before it launches on the website.
The pre-launch dinner was split into two sharing style courses prepared by the Silly Goose team.
The first phase included whipped honey butter, brown butter with fresh sourdough. Then a melon and whipped ricotta salad topped with mint, chili oil and potato crisp for crunch. The star of the show was the shrimp cooked in green chili, parsley, garlic and lemon butter.
The second phase was a seated course where the entire party was invited to gather around the dining table to enjoy the roasted corn-fed chicken Caesar salad and Pasta Al Pomodoro.
The entire meal built to a two-part dessert. Small bowls of strawberries and cream were served to cleanse the palate, before a tray of the weekend edition Maple Coconut with English Toffee cookies was placed on the table.
Special flavors are only sold in limited quantities over the weekend. The brand’s standard menu is simple, made up of two cookie flavors that pair nicely with their signature Vanilla Milk.
"For us, it's less about marketing and more about building a genuine community around good food."
—Sidharth Jayakrishnan, Co-founder of Silly Goose
The decision to run with the concept was informed by a greater mission. The team hoped it would help spread the real story behind the brand.
“We hope they leave feeling like they’re part of the journey, and if they enjoy it, help spread the word organically,” Jayakrishnan said. “For us, it’s less about marketing and more about building a genuine community around good food.”
That aim is both achievable and likely in a food-centric city in Dubai. Jayakrishnan reflected that “Dubai is an amazing place to build a food business because people here genuinely love trying new concepts. The customer base is incredibly diverse, expectations are high, and if you get things right, word travels fast.”
As a small business, he pointed out that with a minimal marketing budget, recommendations “from people who genuinely enjoy what you do can make a huge difference.”
Those interested in signing up for the Supper Club can message the official Silly Goose Instagram account to reserve a spot.
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