Dickey’s, the family operated Texas barbecue restaurant has undertaken its first international expansion to the United Arab Emirates.
Renowned for their slow smoked meats and home-style, wholesome Texan food, the first store is set to open in Yas Mall, Abu Dhabi in October 2018.
Identifying a gap in the UAE market, for American Barbecue, Youssef El Habbal, CEO of Serenity Hospitality said: “Our menu, based on the tried and true recipes of a 77 year old Texan heritage brand, that has nearly 600 stores across the US, has been slightly tailored for our market. We are proud to introduce slow smoked beef brisket, beef ribs, beef sausages, smoked turkey, and chicken with an extensive range of home style sides from barbecue beans and mac & cheese to creamy spinach and waffle fries. It’s all the food you want from America, but easily accessible right here at home.”
American Barbecue focuses on slow cooking meat in specially designed smokers using special hickory wood, which allows the meat to slowly tenderise and capture the delicious smoky flavour.
Roland Dickey Jr, CEO of Dickey’s Barbecue Pit, explains that the meat smoking process for the barbecue is something his family perfected decades ago, he said: “Our family still proudly continues to serve up the same quality barbecue recipes handed down for generations coupled with the same brand of southern hospitality.”
The the Yas Mall restaurant will be home to rustic interiors and country vibes. The industrial design features warm wood, leather, and gunmetal accents providing a hint of edge, alongside informative artwork.
Dickey Jr explains that the expansion into the UAE is an exciting time for the family brand: “There is such a strong synergy between the USA and UAE in terms of our love of good food, strong sense of community and appreciation of a good dining experience. The Serenity Hospitality team have ensured that the Dickey’s spirit has travelled across the ocean.”
The restaurants open kitchen provides a full view of the Pit Masters in slow-cooking action.