Youtube Exercise » English Grammar Homework

How The Dubai Chocolate Craze Won Over Trader Joe's, Costco And Crumbl

CNBC

1.6M views 1 year ago

Warm-up Questions

When you hear the word “craze,” what kind of consumer behavior do you imagine?
Why do you think a product connected to Dubai might feel more “luxury” to some customers?
Which brands in the title do you associate with trends: Trader Joe’s, Costco, or Crumbl? Why?

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How The Dubai Chocolate Craze Won Over Trader Joe's, Costco And Crumbl

What the Dubai chocolate bar is—and how it went global (00:00 – 02:39)

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1. What is the Dubai chocolate bar described as being stuffed with?

Hazelnut spread and rice cereal
A paste of pistachios, shredded filo dough (kadif), and tahini
Caramel, peanuts, and marshmallow
Cookie pieces and whipped cream

2. Why did many “dupes” and copycats appear after the original became popular?

Scarcity of the original spurred an explosion of alternatives
The original brand stopped making chocolate
The recipe was legally required to be shared
The original was easy to find everywhere

3. What happened after the December 2023 social media video about the bar?

Airports banned the product from duty-free shops
It became an international sensation and gained massive views
The company closed its online store permanently
Sales dropped because people got bored

How The Dubai Chocolate Craze Won Over Trader Joe's, Costco And Crumbl

Brands jump in: legal issues, fast product launches, and selling out (02:39 – 06:14)

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1. Why does the video say “Dubai Chocolate” can’t be trademarked easily?

Because it is a secret recipe protected by Dubai law
Because chocolate names are never trademarked anywhere
Because the UAE isn’t part of an international trademark treaty that would secure protection
Because the name belongs to a Swiss company

2. How quickly did Shake Shack bring its Dubai-chocolate-inspired milkshake to the US after testing it in the Middle East?

Four to six weeks
One year
Four to six months
Two days

3. What does the video say about Trader Joe’s version of the bar?

It is only available through eBay resellers
It is only sold in Dubai and nowhere else
It launched at the end of May and is one of the cheapest options
It costs $18 to $20 per bar

How The Dubai Chocolate Craze Won Over Trader Joe's, Costco And Crumbl

Why the trend is strong—and what might limit it (06:14 – 08:39)

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1. Which problem is mentioned as pushing chocolate prices up?

A lack of refrigeration in stores
A ban on chocolate exports
A global sugar surplus
A global cocoa shortage

2. Why is it difficult to sell Dubai-chocolate-style products widely and consistently?

Because production and sourcing require “massive heavy lifting” and the right production line
Because social media has stopped promoting food trends
Because the product can only be made in one city
Because customers refuse to buy limited editions

3. What does the video suggest is a key ingredient in a trend’s enduring success?

Constant discounts
Celebrity endorsements only
Exclusivity
Avoiding social media

How The Dubai Chocolate Craze Won Over Trader Joe's, Costco And Crumbl

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1. Which combination of factors best explains why the Dubai chocolate bar became a global craze?

Scarcity/exclusivity plus social media exposure and an unusual texture/flavor
Low price and unlimited supply
A new law requiring stores to stock it
Government advertising campaigns

2. What is one major business effect of the trend on companies that copy or adapt it?

They can ignore supply chain issues because viral products are easy to produce
They are required to sell only in Dubai
They may need rapid development timelines and increased production capacity
They must stop selling all other products

3. What is a key limitation that could slow the trend’s expansion?

Retailers refuse to sell viral items
Pistachios and cocoa are becoming cheaper every year
Handmade production is labor intensive and ingredients can be hard to source at scale
Customers dislike pistachio flavors in general

Discussion Questions

Discuss the ideas from this video

How The Dubai Chocolate Craze Won Over Trader Joe's, Costco And Crumbl

Do you think scarcity and exclusivity are ethical marketing tools? Why or why not?
When a product goes viral, what should companies prioritize first: speed, quality, or supply stability?
In your country, what recent food or product trend spread through social media? How similar was it to this case?
Should companies be allowed to copy a “trend” product if the name can’t be trademarked? Where would you draw the line?