The underpinnings of Dubai success that many brands miss
This piece was originally shared on LinkedIn in response to recurring conversations with founders and leadership teams around this topic.
I’m publishing it here as part of an ongoing body of thinking around restaurant strategy, market entry, and operational decision-making.
International names still carry weight, but success here comes down to understanding how this market works.
The geography matters more than you think. Dubai is zoned in a way that's different from New York or London. You can't just pick a site that looks good on paper. I've seen amazing restaurants fail because they didn't understand how people move around this city.
The positioning myth Too many brands arrive thinking they'll capture the ultra-wealthy international set. The reality is that there aren't actually that many of them, and they're already well catered for. Meanwhile, there's a huge opportunity in the everyday wealthy, aspirational diners, and treat occasions. But many brands price themselves out of that market because they're chasing the wrong guest.
Traffic patterns change everything Unlike the UK and US, you're not hopping from bar to restaurant to club. People stay put. That's why hotels and areas like DIFC work so well for F&B here - you can create the full evening experience in one spot.
Lasting success in Dubai comes down to knowing your guest, understanding the geography, and being clear about your positioning.
Get these principles right, and there's nowhere more rewarding
Since first sharing this, I’ve seen the same issue surface repeatedly — particularly with businesses entering new markets or scaling too quickly. The underlying challenge is rarely strategy itself, but how early decisions constrain execution later.