The Founders — Husband & Wife, Faizan & Irma
Smack Dessert didn’t start as a storefront. Honestly, it almost didn’t even start at all.
Years ago, as a young married couple trying to build something on the side, we thought a dessert cart would be “easy.” Our first idea was mini pancakes, and we went all in with our last $3,500. We ordered a custom cart from LA, got it shipped to Chicago, bought equipment, opened an LLC, and convinced ourselves this was the beginning of something special.
Life had its own plans.
The cart from LA came broken. Our savings were gone and the business failed before it even started.
For almost two years, the equipment sat collecting dust until one day we decided to give it one more shot but this time, we wanted to do something different.
After nonstop brainstorming, one idea randomly clicked: Donuts and ice cream.
The more we researched, the more we realized nobody around us, and honestly nobody in America, was doing donut ice cream sandwiches as a sole catering-only dessert cart business.
The next morning I told Irma, “That’s it. We’re calling it Smack Donuts" and the rest is history.
What started as a tiny dessert cart quickly turned into something way bigger than we ever imagined. We spent weekends at weddings, birthdays, festivals, and late nights selling Donut Bombs straight out of our apartment. Our first summer, we were running 15 events every weekend, just the two of us.
We sacrificed vacations, family parties, our entire summers, and even time with each other just to do as many events as we physically could. It was not easy. There were long stressful nights, broken equipment minutes before setup, car accidents on the way to events, and moments where we questioned it all, but no matter what, we kept showing up.
Somewhere between the tiring weekends and sold out events, Smack stopped feeling like just a side hustle and became something much bigger. We realized that the biggest thing we built was never just the dessert, it was the community around it.
Opening a storefront was honestly never the plan, however, our community thought otherwise and truly pushed us to take the risk and chase a dream we didn’t even know existed.
Smack was built by all of you reading this; the people who have supported us from day one. This next chapter is for you.
What would’ve happened if our cart from LA never came broken?
I guess we’ll never know.
— Faizan & Irma
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