A great brand name will get you attention in Dubai. It won't keep you open

I've watched strong international restaurants fail here because they didn't understand how this city actually works. Restaurant business setup in Dubai requires thinking differently about three things most operators take for granted.

Geography. Dubai is zoned in a way that's nothing like New York or London. You cannot just pick a site that looks good on paper. How people move around this city determines whether your location works or doesn't. Get this wrong and no amount of marketing will save you.

Positioning. Too many brands arrive chasing the ultra-wealthy international set. The reality is that audience is smaller than you think, and already well catered for. The bigger opportunity sits with aspirational diners, everyday affluent guests and treat occasions. But brands price themselves out of that market because they're targeting the wrong guest.

Traffic patterns. Unlike the UK, people here tend to stay put for the evening. They're not hopping from bar to restaurant to club. That's why hotels and areas like DIFC work so well for F&B, you can create the full experience in one spot.

As a restaurant consultant in Dubai, the advice I give most often is simple: know your guest before you design your concept.