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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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