MICHAEL ELLIS, GLOBAL BRAND AMBASSADOR

EX-GUIDE MICHELIN EXECUTIVE ON THE DINING SCENE IN DUBAI POST-PANDEMIC.

We are in the process of launching Maîtres in several new markets. No one knows our industry better than our Global Brand Ambassador and former Guide Michelin executive, Michael Ellis. We took the opportunity to get his thoughts on the gastronomic world in Dubai at the moment, and what to keep our eyes on in the coming future.

Photo: David Thunander

Hi Michael Ellis! How is the gastronomical scene doing in Dubai at the moment?

“I am happy to report that the dining scene in Dubai has never been more vibrant. We were fortunate enough that Dubai remained open to visitors for most of the last two years, unlike many other destinations, and the restaurants here are thriving. Many new establishments have opened around the city, both in hotels and independently operated, and it is often hard to get a reservation at the most popular ones.

In the very beginning of the pandemic, it was of course hard on everyone, with restaurants closing and shifting to delivery or take out models, but now the situation in Dubai is back to normal and I would even say stronger than ever.”

What Food & Beverage related trends can you see in Dubai at the moment?

“There is definitely a move towards restaurants that offer entertainment of some sort, whether it’s music, dance shows, karaoke singing, etc. Also, restaurants with spectacular views of the Dubai skyline are very popular.

A close look at the restaurant scene shows that guests are looking for more of a “fun” dining experience as opposed to a “fine” dining one; this means that while diners are expecting high-quality food, this is not the first or even second selection criteria for deciding where to dine. To be successful in Dubai you need to have a beautiful dining room, great music, professional service, excellent lighting, a good line of sight to see and be seen, comfortable chairs, and of course good food. But if one or more of the above is missing, no matter how good the food is, the restaurant may struggle to succeed.”

What will make Maîtres successful in Dubai? Do you think Maîtres can change the current restaurant industry there?

“Maîtres offers the amazing ability to combine state-of-the-art CRM with unique digital payment features that allow restaurants to grow their average spend and accelerate table turnover. This will be a huge asset for restaurants in Dubai.“

Is there a big dining trend among the locals? Or are tourists, ex-pats, and business travelers the more frequent restaurant visitors?

“The Emirati community is definitely a major contributor to local dining establishments, and one can find Emirati patrons in most restaurants along with the ex-pats and tourists.”

A lot of Swedes travel to Dubai, would you like to share your best do’s and don’ts with them?

“I would say try and plan your trip as best as possible in advance. There is so much to see and do here that you can quickly run out of time and have to go back home without seeing everything desired.

Definitely don’t come without doing some homework on where you want to stay and what you want to see and do. Dubai offers a huge number of locales for accommodations, including beachfront, city, and desert resorts, as well as smaller and less expensive urban hotels and guest houses in the older neighborhoods. The same can be said for the thousands of restaurants and tourist attractions such as waterparks, shopping malls, desert excursions, souks, etc.”

What time of year is the best to visit Dubai, according to you?

“Dubai has great weather all year round; it is of course cooler during the December to March winter period, meaning around 22 to 25 degrees in the daytime and 18 to 20 degrees in the evening (which I personally find perfect). People looking for hotter temperatures should come in the September to November, or April to June periods. For those who enjoy really hot weather, July and August offer temperatures approaching 50 degrees!”

Lastly, tell us about your favorite restaurants in Dubai!

“My favorite restaurants in Dubai are those that serve excellent food that is not too complicated in a beautiful environment with a fun but not too loud or boisterous atmosphere. I have a preference for restaurants in the DIFC (Dubai International Financial Center), or Jumeriah hotels on the beach, but a trip to Deira for Afghan kabobs or Pakistani cuisine is always a treat!”

Maîtres is soon launching in Dubai with several available restaurants. Keep your eyes posted in the app for the release!