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Do restaurants focus on marketing an experience over food?

Campaign Middle East speaks to industry experts at restaurants in the UAE to understand what powers the marketing of their culture.

One of the restaurants featured: Punjab Grill, Dubai

The UAE is home to tens of thousands of restaurants that serve cuisine from every corner of the world. Some tend to be more eclectic than others, with a keen focus on the experience of dining rather than the food itself.

In Ajman, restaurant goers can choose to dine like a viking, at Viking Ajman. The restaurant’s Instagram page promises a journey into the 9th century almost as often as it promises good food.

Themed dining experiences have been on the rise in the region, but does this concept extend to traditional grub hubs too? If so, how do these restaurants pick


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Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.