Craveworthy Brands Expands Dirty Dough Footprint with Cleveland, Mississippi Outpost

Event summary

  • Dirty Dough™ opens its 66th location in Cleveland, Mississippi on May 9, 2026.
  • Local entrepreneur Asma Medders leads the new franchise, building on community ties.
  • Grand opening features giveaways, free cookies, and live DJ performance.
  • Mother's Day promotions include limited-time cookies and 12-pack Dirty Minis.
  • Store operates with extended weekend hours, closing as late as 11:00 p.m.

The big picture

This expansion continues Craveworthy Brands' rapid rollout of Dirty Dough locations, capitalizing on the growing demand for experiential dessert concepts. The company's franchise model appears to be attracting local entrepreneurs, suggesting strong unit economics. The Cleveland opening comes as the dessert category faces increasing competition from both traditional bakeries and fast-casual chains looking to capture the indulgent treat market.

What we're watching

Expansion Pace
Whether Craveworthy Brands can maintain this rapid growth trajectory while preserving brand consistency across 65+ locations.
Local Market Penetration
How well Dirty Dough's indulgent positioning resonates in smaller markets like Cleveland, Mississippi compared to urban centers.
Franchisee Performance
The impact of local ownership models on store performance, particularly with entrepreneurs like Asma Medders who operate multiple businesses.