You know I love telling you about the ongoings at Dohful. Like literally, whenever something even remotely exciting happens during the week, I start planning a Sunday Letter around it.
Whether it's a phone call from a regular patron or a super nice review that someone leaves us, I always want to share it with you guys.
But life's not always hunky-dory, is it? Bad stuff happens too.
You make mistakes. I mean, from sending wrong orders to missing the customized note to receiving a bad review, that all has happened too.
It's rare, but it's there.
And today I want to talk about my mistakes, rather, one specific mistake, I think my biggest till date in Dohful.
Welcome to Dohful's Sunday Letter , I'm going to tell you what happened to Strawberry & Chocolate Cookie.
The first time I tried Strawberry & Chocolate cookie in my test kitchen, both Chaman & I fell in love with it. It was chocolatey, tangy, fruity, light, and sinful at the same time.
We had never done fruit-based cookies before so we were itching to go outside of our comfort zone and launching something completely different than what we had been doing then. And this was right up our alley. So it was decided.
Strawberry & Chocolate Cookie was happening!
We found the perfect chocolate to match the strawberries, bought the best frozen strawberries we could find, perfected the recipe, and launched, all within a span of 8 days straight.
We literally tested 4 times a day and finalized everything.
We knew of course, that strawberries being the juicy fruit they are, this cookie was going to be even softer than our other cookies. But we were okay with that. A small give for such lovely velvety cookies.
Emails were sent, first dibs list was made. This cookie launch was by far the most successful cookielaunch we had in Dohful till now.
One of my friends who is also our regular customer actually told me she and her friends were pretty excited about this new flavor we were coming up with.
Come D-Day, we baked and packed and shipped all the cookies. That day we all slept with a smile on our faces. The whole team had worked very hard to make this a reality.
The next day, when our Delhi NCR orders got delivered, we received tons of amazing feedback. We were elated. Because nothing is better than good reviews!
It was short-lived.
The first call I received for cookies gone bad was from Mohali I think. The package had been in transit for 3 days and the customer received it on the 4th day. All her cookies had mold on them.
To my horror, she wasn't the only one.
The first thing I did was to stop the production and shipping of any more Strawberry & Chocolate cookies.
As a result, I still have a ton of frozen strawberries by the way, so if you have any ideas of how I can use those, hit me!
Anyway, coming back to my horror story, we had shipped more than 150 boxes of Strawberry & Chocolate Cookies the first day. And it seemed like about half of them were affected in some way or the other.
A few had molds on them, and some got completely melted on the way. A few people also told us that the cookies were great when they were delivered but developed molds shortly in a day or two.
Of what we could understand in all that panic and damage control mode was that any box of cookies that spent 3 or more days in transit was ultimately getting spoilt.
Our mistake was to underestimate the water content in the fruit and thinking that baked strawberries in the cookies would have a good shelf life. That was not the case. The moisture in the strawberries + the heat in the transit became my worst nightmare turned true.
Our second mistake was we skipped doing something that we always always do. Except for this time, I guess. We should have kept the packed cookies in our office at room temperature for 10, 20, and 30 days to actually understand if there is any textural change happening in them.
This step has been done for all of our cookies except the Strawberry & Chocolate Cookie. Had this been done, the problem would have presented itself much sooner and void of all this heartache.
The worst part was, everyone, I mean all you guys were so damn nice about it.
Both Ananya & I tracked down every single order, reached out via email, Whatsapp, Call, and explained our predicament.
It wasn't all bad. Many of you had not faced any issues with the cookies.
These were mostly the people from Delhi NCR or nearby areas where the cookies reached the next day only. In fact, a lot of people, like my friend who stays in Mumbai also received the cookies in 2 days' time so that was fine too.
But to those whose cookies indeed got spoilt, I'd like to say...I'm really sorry. And thank you for understanding our side of the story and giving us a chance to make it up to you.
We shipped fresh cookies to everyone who faced even the slightest of an issue with the Strawberry & Chocolate Cookie but we know we can never take back the disappointment of receiving a spoilt cookie.
And that is actually my worst nightmare come true. Disappointing you guys. You place so much trust in us every time you place an order and we let you down that day. I haven't quite forgiven myself for that.
I have been actually wanting to talk about this fiasco for a long time. But its difficult to come out and admit your mistakes. It's difficult to own the shit that happened.
But I'm glad I finally found the words to tell you what happened and why. Because though some people definitely came to know when they received spoilt cookies, a large number of you were still asking us months later why we discontinued the Strawberry & Chocolate Cookie.
Well, now you know why!
I really do hope though you guys have not given up on us and will continue giving us a chance to serve you.
P.P.S: Use coupon code TreatYourself to get a 15% off when you order 2 boxes of cookies or more.
7, 3rd Floor, Shahpur Jat, New Delhi India
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