Dubai stands out as one of the premier culinary destinations globally, offering a vast array of international cuisines that reflect its rich identity and cultural diversity, thanks to over 200 nationalities residing there. In 2024, the city issued 1,200 new licenses for restaurants, establishing them as platforms for their distinctive food and beverage brands. Initiatives like Dubai Summer Surprises also support local talent in the food and beverage sector, allowing independent businesses to expand in a competitive environment while contributing to the economic growth of this unique industry in the city.
The Dubai Festivals and Retail Establishment, the organizer of Dubai Summer Surprises, is actively promoting local food and beverage brands this summer by offering a variety of valuable deals, exclusive campaigns, and community experiences throughout the city. These efforts include the recently concluded Restaurant Summer Week, the inaugural Coffee Beats event, and the first edition of the “Dish for 10 Dirhams” initiative, all part of Dubai Summer Surprises aimed at catering to diverse tastes, preferences, and budgets.
Souheil Ghobash, Deputy Vice President of Festival Planning and Operations at the Dubai Festivals and Retail Establishment, stated, “Our vision for Dubai Summer Surprises is centered around showcasing all the fundamental pillars of Dubai’s tourism ecosystem, including local brands founded on passion, innovation, and pride in our rich culture. As we continue to deliver the most varied and valuable Summer Surprises program to date, we strategically focus on effectively supporting and promoting local food and beverage projects, helping these businesses achieve success, growth, and excellence during one of the busiest retail seasons in the city, thus enhancing the role of small and medium enterprises in shaping the future of the local economy.”
Restaurant Summer Week
The popular Restaurant Summer Week as part of Dubai Summer Surprises recently concluded its 2025 season, providing Dubai residents and visitors with the opportunity to discover new restaurants and innovative menus at exceptional prices. Local eateries joined prestigious global dining venues to showcase the diversity of Dubai’s food and beverage sector.
The campaign’s focus on local brands, such as the popular Asian 5 restaurant, created significant opportunities for growth and visibility, reaching new audiences. Akhilesh Bahl, a manager at Asian 5, remarked, “Dubai Summer Surprises is a critical event in the emirate’s calendar, supporting not only local talent but also empowering new ideas and entrepreneurship. Every company selected and promoted within the framework of Dubai Summer Surprises enjoys exceptional visibility, significant customer engagement, and a solid reputation.” Shweta Dev, from Asian 5, added, “We’ve seen an increase in consumer awareness and interaction, and our team recognizes the importance of engaging in such exceptional campaigns. In fact, we’ve noticed a rise in inquiries and visits from families and residents from new areas eager to enjoy our delicious food and outstanding hospitality.”
Dish for 10 Dirhams
The inaugural “Dish for 10 Dirhams” initiative is part of Dubai Summer Surprises and will run until August 31, inviting food lovers to savor carefully selected dishes for just 10 Dirhams at more than 190 exceptional restaurants and 700 participating outlets. This includes over 100 small and emerging brands in the food and beverage sector, granting them valuable opportunities to enhance their visibility and reach new audiences. House of Pops and Burger Society are among the brands benefiting from this initiative to boost their visibility, connect with new customer segments, and solidify their positioning in Dubai’s rapidly growing restaurant industry.
Marcela Sancho, co-founder and CEO of House of Pops, expressed, “Dubai Summer Surprises is a fantastic opportunity for local brands, allowing us to meet new people and enhance our brand awareness while spreading our message of delivering healthy food that brings joy to a larger audience.” Eden Pinto, owner of Burger Society, noted, “Citywide events like Dubai Summer Surprises are crucial for local brands like Burger Society to connect with a broader audience. The event has helped us stand out in a competitive market and build a robust brand presence, as it creates immense momentum among the city’s residents and visitors while celebrating local innovations.”
Coffee Beats
The first edition of the Coffee Beats event highlights the thriving coffee culture in the city with exclusive outlets in unique locations. This event takes place on Saturdays throughout August on the 16th and 23rd, blending diverse coffee options, music, and surprises across Dubai.
The UAE-based coffee brand DRVN Coffee operates these vibrant pop-up stalls as the official coffee provider for the event. Ahmad Ma’arouf, PR manager at DRVN Coffee, stated, “Dubai Summer Surprises has helped us attract new audiences who are experiencing our distinctive beverages for the first time. Coffee Beats is not just a campaign; it’s a unique event celebrating community, culture, and local brands, and we are proud to be part of it.”
Building Brand Value
Dubai Summer Surprises reinforces the emirate’s commitment to fostering a resilient, diverse, and innovation-driven economy by offering a powerful platform for small and emerging businesses, enabling them to grow, connect, and compete. The event continues to evolve, enhancing its role as a catalyst for entrepreneurship growth in Dubai.
Dubai Summer Surprises 2025 is supported by major sponsors including Commercial Bank of Dubai, Al-Futtaim Malls (Dubai Festival City Mall, Dubai Festival Plaza), Al-Zarouni Group (Mercato), Abdul Wahid Al Rostamani Group, Dubai Holding Asset Management (Souk Al Bahar, Bluewaters, Ibn Battuta Mall, Nakheel Mall, and The Outlet Village), Emirates Airlines, ENOC, &e, Majid Al Futtaim (Mall of the Emirates, City Centre Mirdif, City Centre Deira), Mirakl Investments (City Walk, and The Beach opposite Jumeirah Beach Residence), and Talabat.