Please describe the concept of Dusty’s?
Dusty’s is a deli by day, resto-bar by night and a whole lot more in between. It’s a homegrown concept that portrays a mixture of different traditions and cultures with the design, ambience and food. Having lived in Singapore, Dubai, India and America, I am well-acquainted with diverse cultures and traditions so the interiors, set in a wide, industrial, rustic space, have been inspired by different countries around the globe.
Tell me about the menu?
I have taken the best dishes from my travels and brought them together in our breakfast, lunch and dinner menus so that you can have all the best international dishes in one place at a reasonable price.
You’ve just launched your new airport inspired brunch. Please tell us about this?
There is a lack of themed brunches in Dubai. With Dubai bringing together such a diverse group of people, we felt the travel theme was a good fit and the airport brunch was a unique concept. The brunch includes our à la carte menu and the standard of the food isn’t compromised. The whole idea was to make it fun!
Your career has always centered on marketing. What are your secrets for driving business into Dusty’s?
Being in this industry, you have to look at long-term goals, and at keeping abreast and ahead of competition. At Dusty’s we focus on three main factors: good ambience, good food and good service. I believe that as long as we keep evolving these three aspects and adapt along with the expectations of the market, then we will certainly be on the right track.
You’ve been open a year now. How has the restaurant performed?
The business has grown tremendously, we have been able to capitalise on the natural footfall from a business building as well as make Dusty’s a destination venue for evenings and weekends
What challenges have you faced launching a homegrown concept in Dubai?
We had the opportunity to create a brand and spread the awareness of that concept, without having to live up to preconceived expectations. We create our own concepts and implement them in our style. Being a new concept, we have to win our customers and through our promotional strategy and execution we believe we have achieved this.
What are your expansion plans for Dusty’s?
We are definitely looking at opening a few more branches in and around the Emirates and eventually hitting the global markets.