Fans of Shark Tank may recognize Kelsey Moreira from her 2019 appearance on the show to gain backing for her edible cookie dough company, Doughp. Even though she didn’t get a deal, Doughp is doing just fine without it. The brand’s direct-to-consumer (DTC) model, combined with a strong social media presence and community outreach programs, has been a hit with consumers, while the company continues to add new flavors with quirky names like the French-inspired “Holy Crepe!”, or Dutch stroopwafel-themed “Stroop to my Level”.
Moreira founded Doughp in 2017, and initially opened a kiosk on Market Street in San Francisco, later moving to a scoop shop at PIER 39 in 2018. In 2019, Doughp opened a second location inside Planet Hollywood in Las Vegas. The San Francisco store closed in 2019 due to rising business costs in the city, according to Moreira. When the pandemic brought foodservice to a halt in 2020, the Vegas location was shuttered, and Doughp pivoted to an online-only, direct-to-consumer business model. Online sales took off quickly, driven in large part by the public’s rapid acceptance of e-commerce, and high demand for comfort food.