Member News

Matthew Firth, the co-founder of HERE-O, spoke to Caterer Middle East about how he made the best out of a bad situation and launched a popular and instagrammable dessert brand that is growing by the day.

Firth said: “The pandemic brought about several life-altering changes concerning job stability and I had to do what it takes to ensure my financial responsibilities are taken care of. My dad was a very successful businessman in his heyday and so I guess I have always had entrepreneurship in my blood, it felt right to launch my own brand. I must admit, HERE-O has been the most fantastic adventure so far and by far the most interesting concept I have ever been involved in.”

Having previously worked in F&B as a restaurant general manager, Firth faced some challenges during the pandemic. He said: “During my search for consultancy projects, I came across a really interesting project, which involved setting up a cafe in Bourdeaux with a terrific gentleman who is now my equally terrific business partner. The project was cancelled for several issues, so we met up for lunch, discussed his coffee business and he asked me what my plans were. Making plans in the F&B industry was a touch challenging during the peak of Covid-19. But, we discussed cafes, coffee, and how there was a gap in the market for handmade high-quality doughnuts.”

Firth noticed that all brands in the market were selling mass-produced doughnuts filled with additives, preservatives, and colouring. He said: “The UAE market appreciates quality and there are many examples in F&B here of concepts that have a high-quality price at a higher-than-average market price that has been very successful. I don’t believe that doughnuts should be any different.”

The more Firth and his partner discussed doughnuts the more they liked the idea and with the help of their UK agency the HERE-O brand was born. He added: “A year of development, planning, and organisation allowed us to open our bakery in Al Quoz around four months ago.”

Handmade every night so they are fresh every, HERE-O has a shelf life of one day. “That’s because, we use no additives, colouring, or preservatives,” Firth added. “Our dough is a sourdough brioche unlike anything else on the market and we use only the finest ingredients. The experience of our bakery team is really what sets us apart, they have the talent and knowledge that has created what we believe to be a very unique product.”

Choosing the UAE to launch his Here-O
“I genuinely feel that working in the UAE creates opportunities that I would never have at home in the UK,” Firth said. “It’s a brilliant fast-moving, multicultural environment that is unique. We are lucky to be running our business here.” Before his time in the UAE, Firth admits his F&B was a bit of a rollercoaster.

He first got into F&B at the age of 13. Firth said: “I started as a really bad waiter at the age of 13. I once dropped a lot of sauce into someone’s hair once at a wedding. But, I never really looked back.

“I have then worked in San Diego at the baseball stadium, all over the UK for a variety of brands, and then ran my own company in Leeds for 13 years that had cafes, bars, and event spaces. This didn’t end particularly well, but I then got the opportunity to be GM of Asha’s Indian Franchise across the GCC and UK. This was the most incredible experience that taught me so much about the region, brand, training, and concept design.”

All the experience that he amassed over the years has been invaluable in helping him to understand the industry and make better decisions. When coupled with the insights of his partner, Firth tells Caterer he has high hopes that HERE-O can be a big success.

“We started out going multiple events with our pink food trucks and when people see the colour, brand, and product we make great sales. Expo has been brilliant for us despite only being there for a month.

“So, it’s logical to look for high-traffic locations where people fancy a quick doughnut and a coffee. The Middle East is very unique globally in that the malls continue to grow from strength to strength and so these seem the logical locations to look.

“I’ve enjoyed setting up all the delivery, vans, and pop-ups. But, physical spaces are my real passion, particularly cafes, so I’m excited to open our first locations. Nothing is more satisfying as an operator than actually speaking to your customers.”

Plant-based clearly isn’t just a trend but something that is only slated for growth and then some more. Firth said: “Our plant-based doughnuts only currently make up around 20 percent of our sales but we know this will grow and we are particularly proud of the dough that we have created. It’s not been easy and has taken a lot of work.

I think the best accolade is that there is no difference in taste. People have no idea they are plant-based while eating them.”

As for what customers enjoy ordering the most, Firth said, they love the classics. “Chocolate, vanilla, and cinnamon are our best sellers.

Looking Ahead
Firth has big plans. “Potentially four locations, several beautiful TukTuks in some interesting areas, and continued effort into our limited editions that we launch each month. We really want to work on collaborations and ideas that capture people’s imaginations. Milk cake doughnuts, art collaborations with artists like Myneandyours, and seasonal celebrations are just the start. We plan to get better and better in all that we do.”