Filipinos and other nationalities are more and more patronizing Filipino food, more than doubling the number of restaurants catering to Pinoys across the UAE. Find out why.
DUBAI: Ten years ago, there were a mere handful of restaurants catering to Pinoy expatriates across Dubai and Abu Dhabi. Old timers said Filipinos living in the neighboring Northern Emirates – Fujairah, Ras Al Khaimah, Umm Al Quwain, Ajman and even nearby Sharjah – had to travel to Dubai back then to indulge in their favorite home dishes during weekends. Now, restaurants catering to Filipinos have mushroomed all around the UAE at a remarkable rate.
This, said Houssam Abdul Malak, sole owner of Fiesta Pinoy, one of the pioneering Pinoy eateries in the UAE, speaks a lot about how promising a business venture Filipino restaurants is.
Pag dating sa pagkain, hindi dapat masakripisyo ang quality ng food para maging mura
In addition to Filipino restaurants offering a la carte dining and buffets, eateries selling steamed rice and viands usually for takeaway – and popularly known back home as turo-turo or karinderia – have been really visible in areas with huge concentrations of Filipinos like Deira, Karama and Satwa in Dubai. Not surprising at all, with Filipinos comprising the third largest population in the UAE at approximately one million. Huge market Deen Sadiq, group director of LMZ Cuisines, which operates Tapa King and Barrio Fiesta told The Filipino Times (TFT) the number “shows a huge market potential.”
This, particularly noting that Filipinos “spend a substantial amount of their income on food and entertainment.” “Therefore,” Sadiq said, “LMZ Cuisines ventured into the Filipino restaurant business to make the community feel at home and enjoy their staple food.”
Parvez Naqvi, International Business Development head of Al Ahli Holding Group, creator of the popular Little Manila Restaurant concept in Muraqqabat, said that with the increasing number of Filipinos in the UAE, industry experts have come to realize their potentials in terms of contributions to growth.
These contributions, he said, comes with a corresponding reward in terms of monetary gains, which then translates to increased purchasing power, a big percentage of which is spent on food. With all this in equation, restaurant experts said it doesn’t take much rocket science to note that Filipinos comprise a promising viable market. Al Ahli Holding Group recently did a research which validated this.
The company’s survey about food habits of overseas Filipino workers (OFWs) found that 84 percent of the respondents were frequent diners, dining out at an average of four times a week. Five percent dine out twice a month while 11 percent dine out once a month. Competition vs quality Malak has lamented that several restaurant owners, in an apparent bid to get a portion of the market, have been bringing down prices to unimaginable levels which, he cautioned, could compromise quality.
His remarks made at a panel discussion during the recent Philippine Property and Investment Exhibition (PPIE) drew varying reactions with a number of those on the panel maintaining that Filipinos wouldn’t mind spending so long as they get premium quality.
In a separate interview, Hisham Al Gurg, CEO of Seed Group, the company behind Jollibee’s entry into the UAE, said the quality of food at the fastfood chain is not affected. “We retain the same Jollibee quality standards we have been known for. We do our best to constantly improve our raw material sourcing to achieve cost efficiency without compromising quality,” Al Gurg said.
Adlene Uy-Panis, owner of Ihawan, one of the several restaurants that have opened in just the past year, said the low price of food doesn’t necessarily mean it is less savory or healthy. “Pag dating sa pagkain, hindi dapat masakripisyo ang quality ng food para maging mura,” she said.
“Maraming pwedeng tipirin sa restaurant business. But not the taste and quality of the food. If it’s a budget meal, isang pwedeng gawin is magbigay ng konting portion. But ang taste at quality di dapat mag-suffer,” she said. Ronald D’Souza, LMZ Cuisines general manager, could not agree more. “Our group has an efficient purchase division which has been procuring best quality products at reasonable price.
This enables us to serve budget meals without affecting quality,” he said. Heidi Pimentel Aquino, owner of Kusina ni Nanay, which is also among recently opened restaurants, said she picks the freshest and best quality ingredients from the market herself. The restaurant offers a Dh12- combo meal. “I make sure we serve good portions, quality taste and affordable price. We have a minimal profit here but it is okay,” said Aquino.
Ian Jasper Roxas, operations manager of 365 Restaurant said low cost doesn’t make for low quality. “We are wise when it comes to choosing our suppliers. We make sure we have the best ingredients at an affordable rate,” said Roxas 365 Restaurants are popular for their Dh28 eat-all-you-can spread with unlimited drinks. Jumping in Meanwhile, apparently meant to capture a share of the Filipino food and beverage market, several restaurants that have traditionally been serving international cuisines have started rolling out Filipino cuisines on their menus, among then a popular trendy restaurant in Bur Juman Mall. Other Arabic restaurants have likewise followed suit.
Just recently, an American fast food giant launched a “Kabayan meal” which comes with two pieces of chicken, and white rice. Asiana Hotel’s restaurants also have a customized menu for Filipinos. Its Japanese restaurant, Hanabi, has a “Kabayan set menu” exclusively for Filipinos. The Korean restaurant, Sonamu, also has a “Kabayan set menu” where for just Dh59, diners get to enjoy a full course meal. Jonathan Valencia, F&B marketing manager at Asiana Hotel, said the establishment has created customized offerings for Filipinos because they make up a huge market share of their sales.
Expansion plans Little Manila is opening their next branch in Abu Dhabi in the first quarter of 2017 and more branches will follow in the other emirates. Two more Tapa King outlets are set to open in Dubai and Abu Dhabi either by yearend or in the first quarter of 2017; some 20 more Tapa Kings will be opened in GCC by the end of 2020.
Al Gurg said Jollibee “will continue to expand,” explaining that “we believe we have a distinct market segment.” Carinderia ni Tandang Sora is looking to open branches in Al Rigga, Satwa and Karama. Kusina ni Nanay has three branches in Dubai and one in Sharjah so far. “My aim is to open at least one branch per year. I believe in my mission and that’s what keeps the business strong,” said Aquino. 365 Restaurant has branches in Satwa, Karama, Rashidiya in Dubai and in Sharjah.
Roxas said the company plans to open a central kitchen next year
