The Qatar International Food Festival (QIFF) is proving to be a launchpad for local culinary startups such as All About Doughnuts and Majboos in the Cup, offering exposure, feedback, and a taste of success in a competitive food scene.

The two online stores, among other startups participating in the 14th edition of QIFF, taking place at Hotel Park until February 22, are capitalising on the festival’s popularity to gain traction and customer response.

All About Doughnuts, a Doha-based online bakery launched in 2021, is making waves with its handcrafted treats. Founded by Filipino expatriate Michelle Alcazar and Qatari national Aisha al-Ali, the business started from humble beginnings.

“It all began with giving out doughnuts to my friends and family,” Alcazar told 'Gulf Times'. “Eventually, I started receiving orders through word of mouth”.

What sets All About Doughnuts apart, she pointed out, is its commitment to using natural ingredients without preservatives, and offering vegan options. Operating solely through Instagram, she said: “QIFF is an excellent platform to showcase and promote our products. Everyone in Qatar comes here, so it’s a great opportunity for us to listen to our clients and their feedback”.

Alcazar highlighted the diverse customer base as a major benefit, saying: “Customers come from different countries and cultures, offering a range of perspectives. Almost all the feedback has been positive, with people praising the doughnut’s soft texture, warm serving temperature, and unique, not-too-sweet fillings”.

She said the festival’s popularity, fueled by vloggers and word-of-mouth marketing, has been instrumental in All About Doughnuts’ growth. “We’re very happy because a lot of people learn about us from vloggers, and the word is spreading that our doughnuts are delicious,” Alcazar said. While they currently have no plans to open a physical store, she said they are focused on consistent quality and taste of their handmade products.

Another QIFF participant this year is Majboos in the Cup, a unique concept that infuses Qatari tradition with a modern twist. Co-owner Mohamed Bazaza said the idea began just a month prior to QIFF.

“Me and my friend Hassan Wehbi, we’re both chefs, wanted to create something for the Qataris that celebrates their culture and tradition, while adding a fusion from other cuisines,” he said.

The result, Bazaza said, was a traditional Majboos, a flavourful rice dish, in a convenient cup: “We kept the authentic rice recipe intact, and we came up with a wonderful recipe that has become a hit”.

For Majboos in the Cup, he noted that QIFF is their debut platform, stressing that: “To be here, you have to offer something good, because the festival attracts a significant crowd of hungry customers ready to spend. “If you are not good, you’re not going to sell and you can’t do anything, it’s a two-way... or else, there are more than 250 restaurants (and eateries) to choose from,” Bazaza said.

As a first time participant at QIFF, he lauded the organising of the event, which continues to draw crowds daily with an array of culinary and entertainment offerings. He said the response has been overwhelmingly positive: “Customers are amazed. We’re getting fantastic feedback. Those who order initially come back for more, thanking us for what we’re doing. Everyone likes what we’re doing”.