The Brutal Truth About Running a Kitchen in the Middle East
Last October, I sat in a half-finished dining room in Riyadh, watching the dust settle on a stack of imported Italian floor tiles. The owner was stressed because the kitchen equipment was stuck at the border, and his head chef just quit to start a bakery in London. It was a mess. But that’s the reality of opening a spot in the Gulf right now; it’s never as shiny as the Instagram renders make it look. Building a brand that actually lasts Most people think opening a restaurant is about a cool logo and a signature dish. It isn’t. I’ve seen million-dollar projects fail in six months because they focused on the "vibe" but forgot about how the food actually gets to the table. When we talk about restaurant brand development , we’re really talking about identity. If your brand doesn't have a soul, people in Dubai will figure it out fast. They’ve seen it all before. Working with a restaurant development agency helps, but you have to be careful. Some agencies just give you a PDF...