F&B brands looking for a much-needed spark at DFF 2021

By Ashika Rajan, Trainee Reporter
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Dubai’s F&B businesses from fine dining to those serving up takeaway meals will have the opportunity to put their best foot forward as the two-and-a-half-week-long Dubai Food Festival (DFF) opens its gates for visitors in a couple of day’s time. 

Ms. Seher Farooq, Marketing Manager at Bella Restaurant and Lounge remarked that these businesses have been battling the COVID-19 effect for the past 12 months, so events like DFF remain crucial for success and survival.

“It’s all about exposure. Government-led festivals get the brand under the spotlight and allow people the chance to visit. Additionally, having Government backing on events gives guests an added vote of confidence in these unusual times,” the marketing manager opined.

The DFF will take place until the 17th of April. The Dubai Restaurant Week has been extended to 17 days this year to add even more value. Foodies may take advantage of up to half-price offers or enjoy more optimally priced set meals at top restaurants during the DFF sub-event.

More than a taster

DFF highlights the city’s food as well as the strength of its F&B players. Chefs, restaurant brands, street food, and homegrown eateries inspired by Dubai’s over 200 nationalities will be gathered at the event. This year, the city will roll out several special events, such as masterclasses, chef’s tables, and bespoke dining experiences in collaboration with restaurants. There will also be celebrity chef visits, cooking competitions, and one-time-only promotions in malls.

Dropping the flagship

The Beach Canteen, one of the main attractions, has been postponed until the end of 2021. This time around, DFF is more spread and less location-based. The dining specials, masterclasses, and chef tables take place through restaurants rather than at a single event spot.

Beach Canteen
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This ensures that all activations conform to existing safety protocols and recommendations for social distancing. Foodcation, a culinary-themed staycation provided by over 15 hotels, is another socially isolated experience to enjoy during DFF.

All about leveraging the event

Even restaurants that aren’t formally participating in the Festival are leveraging the celebrations. Ms. Monica Metzger, Food and Beverage Manager at Nakheel Mall pointed out that “It encourages residents from across the UAE to try out new culinary experiences. We will be offering special packages to customers from March 25 to April 10 at The Pointe, Club Vista Mare, and Palm West Beach.”

Breakfast, lunch, and dinner are available at this new food market, along with drinks from the following specialty vendors, each with its booth.

Related: CBUAE predicts UAE economy to fully recover by 2022