FES Café is set to open what it describes as India’s first cookie-focused flagship café on June 10 at Delhi’s Lodhi Art District. The three-floor outlet marks a significant step in the brand’s expansion strategy as it looks to position cookies as a standalone dessert category in India’s evolving café and dessert market.
The new flagship introduces a dedicated cookie-led café format at a time when consumer preferences are shifting beyond traditional bakery purchases and coffee-centric café experiences. According to the company, cookies are increasingly emerging as an independent consumption category rather than an add-on product.
Spread across three levels, the outlet is built around the fictional character of the “Cookie Dealer” and is designed to offer a café experience centred on desserts, hospitality, and community engagement. The concept differs from conventional café formats that typically place coffee at the centre of their offerings.
The café has been designed as a social space aimed at consumers seeking longer-format dining and gathering experiences. Inspired by New York loft-style interiors, the outlet incorporates layered textures, warm lighting, curated objects, music programming, and interactive design elements.
Each floor of the flagship serves a distinct purpose.
The ground floor, known as “The Shop”, serves as the operational hub where cookies are baked and served fresh, coffees are prepared, and takeaway orders are fulfilled.
The first floor, called “The Loft”, has been created as a seating area intended for longer visits, conversations, and social interactions.
The second floor, named “The Lab”, focuses on storytelling and brand culture. It features visual installations, projections, brand references, and a dedicated music programme integrated into the overall experience.
The brand has incorporated hidden visual elements, notes, symbols, and references throughout the space to encourage repeat visits and exploration.
At the centre of the menu are FES’s signature 100-gram, freshly baked, eggless cookies inspired by New York-style cookie formats. The menu includes both permanent and rotating offerings alongside products such as Dark Chocolate Monster, Dirty Tiramisu, Banoffee Cloud, matcha-based beverages, shaken coffees, and seasonal specials.
FES also continues to build engagement through its Dessert of the Month (DOTM) initiative, which introduces limited-edition desserts and experimental flavours repeatedly.
“We’ve always believed India’s dessert culture was far bigger than the formats available to consumers. With FES, the vision was never just to sell cookies, it was to build a category-defining habit around them. The Lodhi flagship is our biggest step towards that vision”, said Vidur Mayor, Founder and CEO, FES Cafe.
“With this flagship, we wanted to build more than a café. We wanted to create a world consumers could step into repeatedly, one that feels warm, social, nostalgic, and alive. The idea is to make cookies part of culture, not just consumption,” said Rini Joshi, Chief Marketing Officer, FES Cafe.
India’s café market has traditionally been driven by coffee-led formats, with desserts typically positioned as secondary menu items. However, changing consumer preferences, growing demand for indulgent food experiences, late-night ordering trends, and increased interest in social dining spaces have contributed to the rise of dessert-focused concepts.
Within this evolving landscape, FES has focused on building a cookie-first business model. The company has gained visibility in Delhi’s dessert café segment through its New York-style cookies and community-led consumer engagement initiatives.
Dining and Cooking