How Gelatissimo transformed a global dessert trend into an award-winning innovation, record-breaking sales and a product customers still want.
What happens when a global food trend meets a brand that knows how to think differently?
For Gelatissimo, it resulted in one of its most successful product launches ever, and now, the winner of the 2026 QSR Award for Best Menu Innovation – Limited Time Offer.
The award recognises Gelatissimo’s Dubai Chocolate Slice, an indulgent, handcrafted dessert that transformed a viral social media trend into a standout product with measurable commercial results. It also demonstrates how Gelatissimo combines creativity, product development and strategic marketing to create opportunities for its franchise network.
More than a trend. A completely new dessert experience.
When Dubai Chocolate took social media by storm, Gelatissimo saw an opportunity to do more than follow the trend. The brand set out to create something customers couldn’t find anywhere else.
Instead of simply introducing another gelato flavour, Gelatissimo reimagined the viral sensation as a premium, handcrafted gelato slice.
Developed by the brand’s Product Development team, the Dubai Chocolate Slice featured a custom-designed 3D-moulded chocolate shell, layered with rich chocolate gelato and decadent pistachio kataifi filling. Finished with a pistachio drizzle and crushed pistachios, the result was a visually striking dessert that brought a globally trending flavour to life in an entirely new format.
It was an Australian-first approach that combined indulgence, originality and the kind of visual appeal that customers wanted to share.
Turning innovation into commercial results
Creating an exciting product is one thing. Turning it into a commercially successful offer across a national franchise network is another.
Gelatissimo developed, tested and prepared the Dubai Chocolate Slice for rollout with franchisees involved throughout the process. Product trials, a successful pilot during Vivid and tastings at the National Conference helped build confidence in the product and ensure operational readiness ahead of launch.
The brand also took a deliberate approach to pricing and positioning.
Rather than treating the slice as a traditional gelato purchase, Gelatissimo introduced it as a premium $12.50 dessert, creating a more indulgent occasion and encouraging customers to trade up.
The strategy delivered tangible results, contributing to a 4.8% increase in average transaction value.
And Gelatissimo launched the product during winter, traditionally a quieter period for frozen desserts, demonstrating how compelling innovation can create demand beyond the usual seasonal patterns.
Record-breaking results that speak for themselves
The response exceeded expectations.
In its first month, the Dubai Chocolate Slice delivered:
- 18,600+ slices sold, generating sales.
- 7,000+ slices sold in the first week, making it Gelatissimo’s most successful first week ever for a dessert offer.
- 4.8% higher average transaction value, supported by the premium dessert strategy.
- 8.5% comparable sales growth in July, as the launch helped drive momentum across the network.
- 3.15 million+ influencer reach, amplifying awareness and generating widespread social media conversation.
Demand was so strong that many stores sold out before the promotion concluded.
These results demonstrated the potential of a well-executed limited-time offer to do more than attract attention. It can encourage customers to visit, inspire them to spend more and create meaningful sales opportunities for franchisees.
Built for customers. Designed for franchise success.
Behind the excitement was a coordinated strategy that connected product development, franchisee engagement, pricing and marketing.
Influencer partnerships helped turn the Dubai Chocolate Slice into a social-first campaign, while an exclusive introductory offer for Club Gelato members encouraged early trial and accelerated launch momentum.
Just as importantly, franchisees were involved before launch, helping ensure the product was ready to be delivered consistently across the network.
This is an important part of Gelatissimo’s approach to innovation: creating products that excite customers while considering the practical requirements of operating a successful gelato business.
For prospective franchisees, it offers a glimpse into how the brand works to create differentiation in a competitive dessert market, bringing together product innovation, national marketing support and a network-wide approach to new product launches.
When a limited-time offer leaves a lasting impression
Perhaps the clearest indication of the Dubai Chocolate Slice’s success came after the promotion ended.
Nearly a year later, franchisees were still reporting customers asking when the slice would return.
For a limited-time offer, that enduring demand is significant. It suggests the product did more than capture a passing trend: it created a memorable customer experience that people continued to seek out.
The 2026 QSR Award recognises the innovation behind that achievement, from the original product concept through to its execution and commercial performance.
A flavour of what’s possible with Gelatissimo
The Dubai Chocolate Slice is an example of what can happen when a brand combines a strong product idea with disciplined execution and a clear understanding of its customers.
For Gelatissimo, innovation is about more than creating the next exciting flavour. It is about finding new ways to engage customers, build brand relevance and create commercial opportunities for the franchise network.
As Gelatissimo continues to develop new products and experiences, the Dubai Chocolate Slice stands as a reminder that the right idea — delivered the right way — can make a measurable difference.
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