Hospitality
CRAFTING THE PERFECT BOWL
An exclusive interview with Chef Atsushi Yamamoto, Konjiki Hototogisu
Take us back to 2006, what was it like running your cozy little ramen spot in Shibuya during those first few years?
I started with a small shop of just 23 square meters and only 8 seats. It was located in a narrow alley where only about 30 locals passed by each day, and no cars could enter. During the first year, I had only about five customers on most days, and even on good days, it was less than 20. Since I was married, it was especially tough to make a living. I couldn’t afford to waste ingredients, so I would take home any leftover ingredients, which allowed me to get by each day. In Japan, ramen shops typically only serve ramen, and it was common for a customer to eat just one bowl and leave. A bowl of ramen was priced at about half of what it is today, so we had no room to buy ingredients for ourselves. Since there were many times when there were no customers in the shop, I used that time, as well as after closing, to constantly study ingredients and cooking techniques. I always thought about what kind of ramen would be appreciated by customers and made an effort to learn and improve.
What first drew you into the kitchen? Was it passion, curiosity, or pure hunger to create something your own?
When I was 24 years old, I witnessed a chef at a restaurant I visited for the first time receiving thanks from a regular customer who said, “Thank you for always serving delicious food. It was very tasty today as well.” Seeing that made me want to pursue a job where I could inspire and be appreciated by others, just like that chef. I still remember that moment vividly.
From Tokyo to Dubai, how did adapting to the UAE dining scene challenge or change your cooking mindset?
I am constantly thinking about how to create ramen that utilises local ingredients and how to make it unique to me. Additionally, I have always considered what is necessary for the local residents to appreciate my ramen. My philosophy is to continue improving the flavour until it receives positive feedback. If there has been a change within me, it is my perspective on the taste preferences of the people in Dubai. I have reaffirmed that people’s tastes differ significantly from country to country.
If every bowl tells a story, what do you hope the final spoonful leaves your guest thinking?
I hope that customers understand that the flavour of the ramen they enjoy is the result of many years of development. I strive to create flavours that allow them to experience the story of the maker when they eat it.
What’s the one lesson you learnt by sleeping in your shop and tweaking recipes until midnight, what would you tell your younger self?
The year I opened my shop in 2006 was a time when many well-regarded restaurants were opening. My shop received no customers at all, while many others that opened the same year quickly had long lines. I felt incredibly frustrated. However, I believed that if I worked hard, I could surely become the best. As a result of taking the time to improve my ramen, I am where I am today. I believe that hard work never betrays you.
Finally, what I would like to tell my younger self is, “Thank you for always believing in yourself and continuing to work hard.” I am simply filled with gratitude. Moving forward, I will do my utmost to put smiles on my customers’ faces.
Hospitality
CELEBRATE EID AL ADHA WITH A SPECIAL BUFFET AT PURANI DILLI

Celebrate the spirit of Eid with a specially curated dinner buffet at Purani Dilli, Bur Dubai, offering guests a festive dining experience inspired by rich Indian flavours and traditional favourites. Perfect for family gatherings and festive get-togethers, the Eid Al Adha Special Buffet promises a warm ambience, indulgent dishes, and a memorable celebration during the Eid holidays.
Available for three nights only from 27th May to 29th May, the dinner buffet is priced at AED 95 per guest, making it an ideal choice for both residents and visitors looking to enjoy an authentic Eid feast in the heart of Bur Dubai.
Hospitality
CELEBRATE EID AL ADHA WITH MEDITERRANEAN DINING AT ERGON AGORA
You do not have to travel to Greece this Eid Al Adha to enjoy Mediterranean flavours and long lunch or dinner gatherings. Located in Downtown Dubai, ERGON Agora brings together a warm Greek dining experience with dishes designed for sharing, making it an ideal spot to celebrate the long weekend with family and friends.
Perfect for both lunch and dinner, the menu features a rich mix of traditional Greek favourites and comforting dishes, from the Shrimp Saganaki with tomato sauce and Feta cheese, to the Grilled Octopus with fava dip and the Slow Cooked Beef Cheeks served with sautéed trahana and goat cheese. Guests can also enjoy freshly made Peinirli, seafood orzo, grilled seabass, and a selection of homemade spreads served with sourdough flatbread.


With its warm atmosphere and Mediterranean inspired setting, ERGON Agora is a great option for a lavish Eid lunch or dinner in Downtown Dubai.
Hospitality
HIDDEN CHAMPIONS: SMALL KITCHENS, LOYAL TABLES
Attributed by Lucas Xie, General Manager of Keeta UAE.
18,000+ repeat orders from a single Dubai outlet on Keeta. That kind of number reflects the power of consistency, customer trust, and loyalty earned quietly over time.
The UAE’s food scene is vast, diverse, and always moving. But beneath the buzz, some of its most devoted customer relationships are being built in the quietest corners, small, independent restaurants that have spent years perfecting a handful of dishes for a following that simply never leaves.

These are not always the restaurants at the center of the loudest conversations, but they are often the ones quietly building the strongest customer loyalty. They are the rice kitchen in a residential neighbourhood whose customers return for the same dish week after week. The family-run restaurant with regulars who have been showing up for years. The cafeteria that has become a familiar gathering place for a close-knit community far from home. Across these businesses, repeat order rates can reach as high as 95% for everyday favourites like coffee, reflecting a level of familiarity, consistency, and trust that keeps customers coming back.
Food as Familiarity
What unites these restaurants is not a category or a cuisine, it is an understanding of their customer. Where larger concepts must be designed for breadth, these restaurants have been built for depth. Their menus are often short, their recipes rarely change, and that consistency is precisely the point. For their customers, ordering is less a decision than a ritual.
In some cases, the ritual becomes almost absolute; some dishes even show a 100% success rate, where every customer who ordered once came back again. It is this kind of behavioural loyalty that defines these smaller kitchens far more than scale ever could.
This dynamic carries particular weight in the UAE, where food is one of the most powerful threads of identity, memory, and belonging in a country of hundreds of nationalities. For many residents, whether long-settled expatriates or newer arrivals, the discovery of a restaurant that tastes like home is not a small thing. It is a point of anchor in a transient city. And once found, it is rarely let go.
Take Bannu Gul Beef Pulao in Dubai, where a single dish has built thousands of loyal repeats from one outlet. Or Nahdi Mandi Restaurant, a small Saudi kitchen in the same city, where a charcoal-grilled Al Faham Mandi keeps drawing the same customers back. And Ummi Sharifa in Ras Al Khaimah, an Emirati home cooking spot whose regulars return with a quiet, unmistakable consistency.
Small Scale, Lasting Impact
The story of these restaurants is also a story of resilience. Independent restaurants have historically relied on word of mouth, a slower, harder road to discovery, but one that tends to produce a particularly committed audience.
When that word-of-mouth customer becomes a delivery customer, something interesting happens. The ritual moves into the home. The frequency can increase. In some cases, this shift is reflected in exceptional repeat behaviour, such as Matcha Strawberry reaching a 93% repeat order rate. And the relationship between restaurant and regular deepens, even without a physical encounter.
What the UAE’s most loyal independent restaurant customers suggest is that there is an appetite, perhaps a growing one, for food with a story behind it. For restaurants where the owner’s family recipe is the entire menu. For dishes that exist nowhere else, because they were never designed to scale.
Platforms as Connectors
This is where platforms like Keeta play a meaningful role. By extending the reach of independent restaurants beyond their immediate neighbourhoods, Keeta gives restaurants like Bannu Gul, Nahdi Mandi, and Ummi Sharifa access to an audience that would otherwise never find them. For the kitchen that has been quietly perfecting its dishes for a decade, digital delivery has become a genuine growth lever, not simply a convenience layer.
As the UAE’s food delivery ecosystem matures, the opportunity for independent restaurants continues to expand. Platforms that surface smaller operators give customers a more complete picture of what the country actually eats, and allow loyalty, to be the currency of discovery. For the restaurants building that loyalty one reorder at a time, that visibility changes everything.
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