At a time when Dubai’s food scene continues to evolve with new concepts and experiences, Vidhi Patel Raniwala is proving that innovation can come from something as familiar as a waffle. As the co-founder of Crrrunch, a homegrown food and beverage brand, her journey reflects the importance of perseverance, collaboration, and trusting your instincts.
Founded alongside her husband Varun and sister Diya, Crrrunch was born from a shared ambition to introduce something different to Dubai’s competitive F&B industry.
“We’ve always wanted to enter the Dubai F&B market with a unique concept,” Vidhi shares. “That’s when we stumbled upon the idea of bringing a revolution to the waffle industry by introducing Crrrunch.”
From left to right: Varun Raniwala, Diya Patel, and Vidhi Patel Raniwala, the family behind Crrrunch, whose shared vision and determination brought their unique waffle concept to life.
However, turning an idea into reality was far from straightforward. Like many businesses, the early stages involved plenty of trial and error before the team found the formula that worked.
One of their biggest challenges was perfecting a recipe that would stay crispy long after it left the kitchen.
“Our aim was to not serve soggy waffles upon delivery,” she explains. “Recipe testing and getting the crunch to last for more than an hour was our biggest challenge.”
Crrrunch’s signature waffles are the result of extensive recipe testing, ensuring they remain crisp and enjoyable even after delivery.
While customers experience the finished product, they often don’t see everything that happens behind the scenes. Building a successful business extends far beyond creating a great product.
“People don’t see the financial drain, the constant disagreements, or the pressure of staying relevant in today’s day and age,” Vidhi says.
Despite these challenges, the journey has taught her lessons that go beyond business itself. Rather than focusing solely on technical skills, she believes leadership begins with the way you treat the people around you.
“You can always be authoritative yet kind to get your way,” she says. “Never treat people as though they are beneath you. You can never stop learning from your surroundings.”
These experiences have also shaped the advice she now shares with students who may be uncertain about their own futures. Instead of feeling pressured to have everything figured out, she encourages them to trust the process and remain open to learning.
“Take your time and listen to your gut,” she advises. “You might have to go through jobs and people you’re not fond of to figure out what you truly want. Hang in there, and always do what you feel is right.”
The Crrrunch brand reflects the founders’ vision of creating a memorable and innovative dessert experience in Dubai.
Her story is a reminder that every career looks different. Sometimes, the right opportunity comes from taking risks, learning through challenges, and staying committed to an idea you truly believe in.
Students interested in learning more about Crrrunch or exploring collaboration opportunities can connect with the team through their social media channels. Instagram: @crrrunch.ae
Location: Al Quoz, Dubai, UAE.
Instagram: crrrunch.ae
This article was written by Rifa Anwar, Class of 2026, as part of an initiative that showcases inspiring local businesses and the people behind them. We sincerely thank the Crrrunch team for sharing their experiences and valuable insights with our student community.
