If you’ve spent more than a week in Dubai, nevertheless if you work in media, you’ll undoubtedly have noticed that there is seemingly a new restaurant popping up every 2-5 minutes across this shimmering, air-conditioned metropolis. So how on earth does these places stay in business? Surely, not every single restaurant can be a success. And how is that every single restaurant somehow manages to rack up tens of thousands of Instagram followers within ten minutes of opening.
We spoke with Andrew Jobes, COO of Fundamental Hospitality, who knows a thing or two about the Dubai restaurant scene, and what it takes to sink or swim in this lucrative, yet unpredictable business. After all, the average life expectancy of a restaurant is 3.5 years, so the odds are stacked against you since day one.
There appears to be a new, luxury restaurant in Dubai every day. What is the biggest make or break factor with each restaurants? Celebrity chefs? Location? Instagrammability? Interior? The Food?
AJ: The experience for the guest has to be remarkable. The market is intense, with a lot of competition at a very high pace. Given this level of choice for guests, it must be much more than just a big name or a busy location—there has to be incredibly high-quality substance to the venue. The food and drinks, the attention to service, the care from the team, the design of the venue, and the choice of music or entertainment are all crucial. Great marketing can usually get people to try a restaurant, but the experience is what encourages them to return and become regular visitors. Being visually appealing and “Instagrammable” can be a significant asset, but that can’t be the main thing to bet on.
How imperative is Instagram marketing for restaurants in Dubai? Each new restaurant manages to accumulate 50k followers within one hour of opening – does this fabricated celebrity positively or negatively impact a restaurant?
AJ: Instagram is a powerful tool for restauranteurs to engage with guests that they could’ve only dreamt of a decade ago. But follower counts can be an overly simplistic metric, and although its good to build an engaged following online, you have to ensure that it’s authentic and genuinely engaging with guests.
How important is influencer marketing on the Dubai night life? Do establishments value journalism, influencers, food critics, or actual celebrities most when it comes to their PR?
AJ: The relationship between a person and an influencer can be deeply trusting, and their recommendations can have a powerful impact on where people choose to visit. The term ‘influencer’ is also so broad that it’s crucial to consider which types of influencers are marketing a venue. Industry experts and those with specialist or niche followings can broaden your reach to an entirely new audience. Celebrities and high-profile guests add an extra layer of allure to a venue, enhancing its appeal. Successfully engaging with all these groups can be a highly effective component of a comprehensive PR strategy.
What is the average lifespan of a brand new Dubai eatery? Which ones tend to last longer: the ultra fancy or the more accessibly priced ones?
AJ: There is no average lifespan of a restaurant out here that I know of, but it really all depends. I don’t believe that price positioning alone determines a venue’s success. Dubai’s F&B scene has evolved rapidly, now competing with cities like New York and London in both diversity and quality. While premium luxury venues often grab the spotlight, more accessibly priced establishments with strong brand identities and a clear, focused proposition have also done exceptionally well. The secret to success in this dynamic market lies in adaptability and consistency. Whether a venue is high-end or more accessible, it can attract a broad audience by offering excellent food and a rich experience.
Many restaurants in Dubai appear to be half night club, half restaurant, with booming DJs and a dimly lit interior, yet some restaurants manage this better than others. What are your thoughts on the hybrid restaurant/club model?
AJ: The key is to be clear on how the music and lighting will align with the overall experience within a venue. Restauranteurs must utilise their expertise when designing their music programming to ensure a harmonious experience for all guests. When done right, it can be amazing; when done wrong, it can undo a lot of very good done work elsewhere.
Depending on your preferred choice of cuisine, chances are that Dubai has it in spades. And if you need some help where to eat, check out Esquire’s Modern Zagat guide for the discerning gentleman (with choices in London and Paris too, because duh).
