As someone who loves trying new dessert spots in Karachi, I was genuinely curious when I saw social media buzzing about a new place called ‘Fix Pakistan’ opening in DHA. The branding looked polished, the menu looked indulgent, and the vibe? Very high-end.
But little did I know that’s not where the story ends.
The Post That Sparked the Buzz
The first conversation began when food blogger Tanzeela Areeb posted in the popular Facebook groups The SWOT’s Guide to Karachi & All Sindh Eateries, and Dine And Share- Reviews And Ratings about some noticeable similarities between Fix Pakistan and Dubai’s renowned FIX Dessert Chocolatier.
Curious about whether there was an official collaboration or franchise, Tanzeela reached out directly to the official FIX Dessert Chocolatier Instagram account to inquire if they had expanded to Pakistan. Their response clarified that they currently operate only in Dubai and Abu Dhabi, with no other outlets or affiliations elsewhere.
For many in Karachi’s dessert-loving community, this raised questions: was Fix Pakistan simply inspired by an international trend, or was it a case of copying an existing brand too closely?
A Launch That Caught Attention
Fix Pakistan proceeded with its grand launch a high-profile event at DHA’s Creek Walk that attracted celebrities, influencers, and plenty of buzz. Among the attendees was popular actress Ayesha Omar, whose presence at the event generated additional attention on social media.
Inspiration or Imitation?
If this feels like deja vu, that’s because it is. Just weeks ago, Karachi’s F&B community was rocked by the MONDO Coffee scandal another case of copy-pasting an international brand without permission. And now here we are again, asking the same question: Are we really out of fresh ideas? It’s not uncommon for F&B brands to draw inspiration from global trends especially in a market as dynamic as Karachi. But in this case, the similarities in logo design, menu style, and even dessert names were significant enough to spark debate.
Does this cross the line from inspiration into imitation? Opinions are divided.
Why This Conversation Matters?
This isn’t the first time Karachi’s F&B community has had this conversation. The recent MONDO Coffee controversy involved similar questions about originality and brand identity.
At the heart of it, these discussions highlight some bigger themes:
- Where is the line between drawing inspiration and copying?
- How can entrepreneurs ensure they build something unique?
- What responsibilities do businesses have when referencing global trends?
Fostering a Culture of Originality
For Pakistan’s F&B industry to thrive, these are healthy conversations to have. It’s a chance to encourage:
- More transparency about brand inspirations.
- Thoughtful adaptation of global ideas, not replication.
- Stronger appreciation for original concepts.
Food for Thought
Is Fix Pakistan a case of inspiration gone too far, or a genuine coincidence? The jury’s still out. What’s clear, though, is that the conversation around originality and brand ethics in Pakistan’s F&B scene is more relevant than ever. As food lovers and entrepreneurs, we should continue to champion creativity because in the end, there’s nothing sweeter than an idea that’s truly your own.
Time to fix this. For real.
