Setting the benchmark for food catering in Dubai
Building our capabilities over three decades, we have developed our catering and hospitality division by recognising and taking advantage of key strategic opportunities, in line with Dubai’s own development.
Our initial focus was mainly on the MICE (meetings, incentives, conferences and exhibitions) sector, providing public catering for smaller-scale indoor and outdoor meetings and conferences. Over time our capacity has grown considerably, a key milestone being the construction of a purpose-built building within the Dubai World Trade Centre complex for the Annual Meetings of the International Monetary Fund (IMF) and the World Bank Group, which Dubai hosted in 2003.
The growing number of international events held in Dubai gave us the strategic opportunity to build our specialist capabilities in Emirati cuisine. First, it was an opportunity to introduce an expanding number of international visitors to local Emirati dishes. Second, in what is amongst the world’s most multicultural cities, it was an opportunity to bridge the gap between the rich diversity of nationalities and cultures within Dubai’s resident population.
“Our growth has been in tandem with Dubai’s own rise as the region’s leading events hub.”
We were able to utilise our considerable added capacity by staging large-scale corporate and private hospitality events, including weddings which have become a niche speciality within our events portfolio.
Our capabilities have continued to grow hand-in-hand with Dubai’s own considerable events calendar. Along with IMF 2003, other notable milestone events over past years for which we have supplied catering and hospitality services include Dubai Airshow in 2013, the Formula 1 Etihad Airways Abu Dhabi Grand Prix 2014, the Emirates Airline Dubai Rugby Sevens, a number of royal banquets, and high-profile corporate conferences such as IBM and NCR.