Duff’s CakeMix, a do-it-yourself cake decorating studio founded by Food Network star Duff Goldman, has signed its first franchisees, Dr. Aliya Sheriff and Shairoz Hooda, who will develop at least three Duff’s CakeMix units in the Dallas-Fort Worth area of Texas.

“We are in the experiential retail business and when we saw this opportunity come up – it was a no brainer,” says Sheriff. “There is nothing else like this concept, it was shocking to see how easy it is to operate. We couldn’t be more excited to be the first group to bring this concept to Texas.”

The brand’s goal is to open 50 new franchise location in the next two years. Duff’s CakeMix has partnered with Fransmart for franchise development, with expansion from the original California market currently happening in Texas.

“We are very excited to welcome Dr. Aliya Sheriff and Shairoz Hooda to the Duff’s CakeMix family,” says Pamela Fazio, chief executive officer of Duff’s CakeMix. “Texas is a dynamic fit for our brand and with our new successful franchise partners we know Dallas will be an amazing market for Duff’s CakeMix.”

Goldman founded Duff’s CakeMix in Los Angeles, and it now has multiple locations in southern California.

At Duff’s Cakemix, customers pick a pre-baked cupcake or cake, icing (buttercream or fondant), and toppings. Tools such as molds and piping bags can be used to create works of cake art. When the cake is decorated, customers can take it home or eat it in the store.

The streamlined brand systems at Duff’s Cakemix don’t require franchisees to have a restaurant background. Franchisees are expected to have a passion for delivering a unique, creative, interactive experience to their community.