Emirati co-founders of Mamafri, Saif Al Romaithi and Rashed Belhoul, looks to the east to bring a cosy dose of this homegrown dining concept that seamlessly merge hospitality and aesthetics.
What do the first 30 minutes of your day look like, your morning routine?
Saif Al Romaithi (SAR): In the first 30 minutes of my day, I enjoy Arabic coffee with a few dates and spend some time catching up on WhatsApp messages and reading the news to ease into the morning.
Talk us through your background and what first evoked your interest in the f&b space.
SAR: My foodie interests led me into the food and beverage industry during my study years in New York. Inspired by my dad, who owned a restaurant in his younger years, I immersed myself in the city’s vibrant hospitality scene, shaping my journey.
The interiors evoke nostalgia. Can you define the inspiration behind the design of the restaurant?
Rashed Belhoul (RB): The interiors evoke nostalgia, drawing inspiration from design legends of the 70s and the vibrant aesthetics of the 80s. This blend creates a warm and inviting atmosphere, incorporating wood and earthy tones that enhance the overall design.
Tell us more about the ambiance of the restaurant. What sort of dining experiences can visitors expect?
RB: The ambiance of the restaurant is warm and inviting, with a nostalgic design inspired by 70s and the 80s. Customers can expect a unique dining experience featuring a cozy main area that gives a private dining feel. The private space offers a tailored atmosphere complemented by smooth house music, making it perfect for special occasions or gatherings. Overall, it’s a place where great food and an inviting atmosphere come together to create lasting memories. The menu transports guests to East and Southeast Asia.
What are the key standout dishes to try at Mamafri?
SAR: Mamafri, our Southeast Asian menu showcases a vibrant array of flavors and dishes that celebrate the region’s culinary diversity. Guests can indulge in authentic favorites, from curries, rice dishes to fresh noodles and salads. Each dish is crafted with care, using modern recipes and fresh ingredients, offering a true taste of Southeast Asia that delights the senses and invites exploration. Here are some of our best selling items: Crispy Beef, Tom Yum Fried Rice, Crab Salad, Wagyu Sando, Malaysian Curry, Mie Goreng, and Dragon Roll.
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As you both bring different sets of expertise to the table, how do you manage your roles between yourselves?
SAR: In our partnership, we divide our roles based on our strengths. I focus on managing finances and enhancing the overall front-of-house experience, ensuring that operations run smoothly and efficiently. Rashed, on the other hand, excels in the design aspects of our branches, carefully curating the ambiance with thoughtful choices in decor and music. While we each have our primary responsibilities, we collaborate closely on food research and development. We regularly hold tasting sessions together to decide on new menu items and conduct quality checks on our current offerings, ensuring that our food consistently meets our high standards. This collaborative approach allows us to combine our expertise and create a well-rounded dining experience for our guests.
Rashed Belhoul and Saif Al Romaithi, Co-founders of Mamafri
What have been the key milestones during your journey?
SAR: Key milestones in our journey include opening our branch in Abu Dhabi, which expanded our reach, and winning dining awards consecutively every year, reinforcing our reputation for quality and excellence. We successfully expanded our menu to include sushi and robata dishes, enhancing our culinary diversity, and we also marked a significant step in our growth with the reopening of our DIFC branch. These achievements highlight our commitment to continuous improvement and providing an exceptional dining experience.
What is the greatest risk you’ve faced in growing your business?
SAR: The biggest risk for a growing restaurant is keeping things consistent as it expands. When opening new spots, it can be tough to make sure the food and service are always on point, which is key to keeping customers happy and the brand strong. Plus, managing supply chains and staffing can get complicated as you scale up, so planning ahead is crucial to avoid any hiccups. There’s also the risk of delays in projects due to finding materials and logistics challenges, which can push back openings and increase costs. Financially, it’s important to keep cash flow in check because expenses can rise quickly.
What is most important to you when building a new restaurant?
SAR: When opening a new restaurant, prioritise location for visibility and accessibility, recruit and train a skilled staff to enhance service, and design an inviting space that aligns with your brand while optimizing workflow for a seamless dining experience.
What’s next for Mamafri?
RB: Next for Mamafri is an exciting new beach location called Beach Balcony by Mamafri, situated in Abu Dhabi’s Saadiyat Island. This restaurant will serve our classic dishes alongside a diverse selection of mouthwatering Asian seafood recipes, each thoughtfully crafted with Asian sauces. It’s a fantastic opportunity to blend our signature flavors with a refreshing beachfront atmosphere, offering guests a unique dining experience by the sea. We’re also working on sister Asian concepts that are in the plan for the next year.
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