Back in 2012, when I first set foot in Dubai, I started working as a team leader in a newly opened Turkish restaurant. For two years, I was part of that bustling establishment, and I’ve been following its journey for the past 13 years, visiting it at least a couple of times each month. In this post, I want to share the insights I’ve gained from my experience there and talk about some of the mistakes I’ve seen the business make over the years.
The Golden Early Days
When we opened the restaurant in 2012, our doors would open at noon, and by 12:20, every seat in our 450-person venue would be taken. We’d be running at full capacity until 4 PM, and there’d be lines of people waiting just to get a table. The biggest draw? Everything—from the meat to the flour, from the bread to the oil—was imported from Turkey. All the chefs were Turkish, and the entire front-of-house team was Turkish as well. This authenticity really resonated with the local crowd and expats alike. It felt like a genuine piece of Turkey in the heart of Dubai.
The Slippery Slope: Changes in Staffing and Quality
However, as time went on, the restaurant made some decisions that chipped away at this magic. Instead of retaining the original Turkish staff, they began replacing departing team members with personnel from other countries who would work for lower wages. While this may have saved them a bit of money—maybe a few thousand dirhams a month—the customers noticed the difference. Over time, the atmosphere changed, the food quality shifted, and the once-authentic experience started to fade.
Pricing and the Cost of Short-Term Gains
Another turning point was the decision to hike prices significantly—about 120% within the first six months. While the management thought this would boost their profits, they overlooked the fact that customers weren’t just paying for the food—they were paying for the experience. By the time the quality started to drop and the prices went up, many loyal customers simply stopped coming. The restaurant that once saw 800 or more guests a day started having empty tables even during peak hours.
Lessons for the Long Haul
What can new restaurant owners in Dubai learn from this? First, have a long-term business plan. Think in terms of 10 or 15 years, not just a couple of years of quick profit. If you’ve built a loyal clientele based on authenticity and quality, don’t erode that trust by making short-term decisions that sacrifice the customer experience. Investing in consistency and maintaining your brand’s unique selling points is crucial. In other words, don’t just pocket the extra profit—reinvest it into your people, your ingredients, and your ambiance.
Today, 13 years later, I still visit that restaurant and see the difference. It’s a reminder that in Dubai’s competitive dining scene, success isn’t just about the opening rush. It’s about the dedication to quality and the commitment to your original vision that keeps a restaurant thriving for the long haul.