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It’s not every day someone leaves a career at Google and Twitter to follow their passion for chocolate. But that’s exactly what Parul did when she joined Dandelion Chocolate, a San Francisco-based bean-to-bar chocolate maker with a refreshingly different approach to growth.
In this episode, we explored Dandelion’s journey, from their pandemic pivot to their standout branding and lean, mission-driven team culture.
From Tech to Chocolate
Parul now leads the online business at Dandelion Chocolate. Her path into the company came after years in the corporate tech world, where she led product teams at some of the biggest names in Silicon Valley. Looking for something more hands-on and meaningful, she immersed herself in the world of craft chocolate. She started with research and tasting, exploring the parallels with third wave coffee.
What began as a short-term project turned into a full-time commitment. Today, she’s helping drive Dandelion’s online growth while staying true to its core values.
Understanding Bean-to-Bar
Dandelion doesn’t just make chocolate. They craft it, starting from the bean. The company works directly with farmers around the world to source high-quality cacao, then handles the entire production process in-house at their San Francisco factory.
This approach sets them apart from industrial chocolate brands, which often prioritise consistency over flavour. Many of those products contain minimal cocoa. Dandelion, in contrast, focuses on purity and taste. Many of their bars are made with just two ingredients: cocoa beans and sugar.
It's chocolate that reflects its origin, where factors like terroir and roasting technique shape the final flavour.
Turning Education Into Marketing
Instead of relying heavily on paid media, Dandelion has built much of its marketing around education. Their email newsletters are long, detailed and deeply engaging. Some stretch to five or six pages, and yet they consistently deliver strong results.
Subscribers don’t just skim. They read, learn and connect with the brand’s values. This strategy has helped build trust and loyalty, especially in a niche category like craft chocolate.
Reinventing Retail, Online
Before the pandemic, Dandelion was very much an in-person brand. Their stores offered immersive experiences, allowing visitors to see cocoa beans roasted and chocolate crafted on-site.
When lockdowns hit, everything changed. With physical locations closed, the team pivoted fast. They built a new eCommerce site with the help of a lean, all-hands team. Even their HR department got involved in coding.
By the end of the year, their entire product range had sold out online. What began as a response to a crisis has since become a scalable and sustainable growth channel.
Guest Care, Not Customer Service
Dandelion doesn’t call it customer service. They call it Guest Care.
This subtle change helps reshape how people feel when they interact with the brand. Guests aren’t just buyers. They’re treated as part of the experience. This philosophy has led to strong customer relationships and some of the business’s most impactful ideas, including the launch of their corporate gifting programme.
Growth Through Corporate Gifting
Corporate gifting has become a major part of Dandelion’s revenue. It began with individual customers asking how they could share the chocolate with their teams or clients. The team responded by building a multi-gift ordering platform, making it easy to send bulk orders.
In just one quarter, this platform contributed around 5% of total online revenue. It’s now a major area of focus as the business continues to grow.
Smarter Segmentation and Better Data
As online demand has increased, the team has focused on building stronger data foundations. Smarter segmentation has allowed for more targeted messaging and better customer experiences.
This personalisation is especially important for new audiences who may not have experienced the physical stores. It helps maintain the brand’s human connection across digital channels.
A Lean Team With a Big Culture
Dandelion runs on a small, motivated team. Everyone is encouraged to bring ideas to the table, whether they work in fulfilment or chocolate production. The company holds internal pitch sessions where anyone can present a new concept.
This collaborative spirit keeps the brand fresh and connected to its purpose. Many new hires have come directly from the customer community, drawn in by the company’s authenticity and mission.
Collaborations and Creative Partnerships
Partnerships are another growing part of the business. Some focus on working with other chocolatiers, such as their annual Advent Calendar featuring chocolates from across North America. Others involve brands that share a commitment to craft and quality.
They've teamed up with coffee and tea brands, and even created a limited edition with a premium strawberry grower to deliver a truly elevated chocolate-covered strawberry experience.
These partnerships introduce the brand to new audiences and allow for rich storytelling and cross-promotion.
Check out the full podcast here.
This episode was brought to you by Nick Trueman, Director of PPC & SEO Agency, Spec Digital