The multi-floor flagship in Delhi’s Lodhi Art District is built around cookies, community, and the world of the Cookie Dealer.
Cookies are poised to do what coffee did fifteen years ago. The category has moved from being a bakery add-on to a standalone consumption format. India is officially entering its cookie cycle. The same consumer shift that turned coffee into a ₹7,000-crore café category and frozen desserts into a billion-dollar QSR segment is now beginning to happen with cookies.
The multi-floor flagship is the home of the “Cookie Dealer” and his fictional world built around cookies as a culture, dessert hospitality, and community consumption. A departure from India’s largely coffee-first café landscape, the flagship is programmed as a modern third space for a generation increasingly seeking emotionally resonant, social, and immersive environments.
WALKING INTO THE COOKIE DEALER’S WORLD Inspired by downtown New York loft culture, the interiors combine residential warmth with immersive detailing through layered textures, warm lighting, hidden visual references, collected objects, music-led environments, and evolving corners designed to encourage repeat visits and social dining.
The flagship is laid out across three floors, each conceived as a different room inside the Cookie Dealer’s home.
The Ground Floor is THE SHOP: Cookie Dealer’s world in motion. This is where the orders fly out, cookies are warmed fresh throughout the day, coffees are poured, boxes are packed, and the rhythm of the house comes alive. Fast-moving, loud, crowded, and full of energy, the space is designed to feel immersive and alive at all times. The pace, the smell, and the personality of the brand live here.
The First Floor is THE LOFT: Cookie Dealer’s living room. Designed for long visits. The energy here is warm, social, and comfortable. A floor built for slow afternoons and conversations, the space that turns the café into a third place.
The Second Floor is THE LAB which reveals Cookie Dealer’s inner world. Culture-forward and storytelling-led, this floor carries projected moments from the Dealer and his dog’s world, hidden easter eggs, the brand’s visual references, and a music programme that runs alongside the menu.
The Cookie Dealer lives across the space through hidden references, collected objects, visual cues, and small storytelling moments tucked into corners and shelves throughout the flagship. Designed as a space of discovery, the flagship is filled with cryptic notes, recurring symbols, inside jokes, and visual callbacks that encourage consumers to keep exploring and uncover something new with every visit.
THE COOKIE The heart of the menu is the FES cookie: chunky, freshly baked, 100% eggless, 100-gram gooey cookies inspired by the New York cookie culture. The menu features a wide lineup of signature and rotating cookies alongside cult favourites like the Dark chocolate monster, Dirty Tiramisu, Banoffee Cloud, matcha-led beverages, shaken coffees, and seasonal specials. FES has also built a strong community around its monthly Dessert of the Month (DOTM) IP, a program of limited-edition dessert drops and flavour experiments.
FOUNDER’S NOTE “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”, says Vidur Mayor, Founder & 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,” says Rini Joshi, Chief Marketing Officer, FES Cafe.
India’s café industry has long been shaped by coffee-first formats with desserts largely curated as secondary menu categories, impulse additions, or traditional bakery purchases. However, over the last few years, that consumer behaviour has begun to shift rapidly and desserts are increasingly becoming standalone consumption occasions driven by indulgence, visual culture, comfort-led dining, late-night ordering habits, and the growing demand for emotionally resonant third spaces among younger consumers. Within this shift, FES has championed cookies as a standalone format, making it one of the fastest-growing indulgence categories in India. It has emerged as one of the capital’s most recognisable dessert-first café brands through its NYC-style gooey cookies, strong visual identity, and youth-led community positioning.
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