Dubai's Viral Chocolate: A Sweet Treat Driving Tourist Spending in UAE

(MENAFN- Edelman) • Top international Visa card spenders on FIX chocolate in Dubai were from the U.K., the U.S., Kazakhstan, Kuwait, and Saudi Arabia
• Visa cardholders from Singapore, South Korea, and Armenia, typically not big spenders on Deliveroo, significantly increased spending during app’s FIX chocolate sale window

UAE, Dubai, 27 February, 2025 –Visitors to Dubai are developing a serious sweet tooth, and VisaNet data confirms it. FIX, the viral Dubai chocolate sensation, is making waves not just on social media but also in Visa cardholder spending patterns.

In 2024, FIX became a must-try treat, with influencers sharing videos of the gooey goodness and unboxing experience that sent the demand soaring. The unique marketing and sales strategy of releasing a limited amount of chocolate exclusively on Deliveroo during specific time slots created a sense of scarcity and exclusivity, making it one of the most sought-after desserts in Dubai. Visa has analyzed the transaction activity and identified some notable trends.

VisaNet data highlights:
• Transaction Peaks: The distribution of transactions by tourist Visa cardholders on the Deliveroo app, which offers FIX chocolate, surged at 2:00 PM and 5:00 PM, showing a clear link between availability and demand.
• Average Transaction Size: The average transaction size by tourist Visa cardholders on Deliveroo doubled at 2:00 PM and was 1.6x higher at 5:00 PM, indicating that the increased spending was driven by the purchase of FIX chocolate.
• Top Spenders: The top spenders on Deliveroo at 2:00 PM and 5:00 PM were Visa cardholders from the U.K., the U.S., Kazakhstan, Kuwait, and Saudi Arabia. Additionally, Visa cardholders from Singapore, South Korea, and Armenia, who aren't usually big spenders on Deliveroo in Dubai, saw a significant increase in their spending during these times.

“Visa’s data-drive insights offer a unique view into the evolving consumer spending patterns, helping businesses and destinations like Dubai adapt to shifting traveler preferences,” said Dr. Saeeda Jaffar, SVP and Group Country Manager, GCC at Visa. “The surge in demand for FIX chocolate is a great example of how digital payments enable tourists to seamlessly participate in local trends, reinforcing Dubai’s position as a global hub for experiential travel and commerce. As a key player in digital payments, Visa shapes the travel and tourism industry by providing efficient, cross-border payment solutions and by offering actionable insights to local businesses and our tourism partners.”

“Dubai is a city that never stops dreaming, a place where ideas turn into reality and cultures come together in the most beautiful way. Travel has always inspired me, and Dubai feels like a reflection of that journey, blending flavors, stories, and traditions from around the world. At FIX, we share that same spirit, reimagining classics and creating moments that bring people together. At the heart of it all, it’s about passion, creativity, and making something truly special for others to enjoy,” said Sarah Hamouda, Founder of FIX Dessert Chocolatier.

Visa’s role in enriching the travel experience:
Dubai’s viral FIX chocolate phenomenon is a prime example of how unique local experiences can boost tourism spending. As visitors seek out must-try moments, seamless and secure digital payments play a crucial role in enabling these spontaneous purchases. This trend is not limited to one-off events; for example, Visa’s recent Travel Pulse survey found that international spending at the Formula 1 in Abu Dhabi in December 2024 increased by 34% compared to 2023. This demonstrates that experiential events are a major draw for tourism.
Visa's rich data from 4.6 billion cards globally and best-in-class analytic capabilities provide highly representative insights into consumer spend and payment behavior. By leveraging this valuable intelligence, Visa’s government, bank and merchant partners can better understand and meet the needs of their customers and tourists.

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