New Restaurants in Dubai Opens Despite Ongoing Conflicts in the Region

While much of Dubai’s food and beverage sector is slowing down, cutting costs, or postponing expansion plans, Haider Al Assam and Luma Al Assam are taking a bold approach.

The founders of the homegrown brands Good Burger and Maiz Tacos are moving forward with the launch of their first brick-and-mortar Good Burger location in Dubai’s Damac Hills, doubling down on growth despite a more uncertain market.

This expansion comes as operators across the city face softer consumer demand, reduced footfall, and tighter spending, influenced in part by ongoing regional tensions.

For many businesses, the current climate has been a reason to pause. For the Al Assam duo, it is an opportunity to push forward.

“We have always been a resilient, owner-operated business, and we are choosing to lean into that mindset now,” the founders told Arabian Business. “Periods of uncertainty are uncomfortable, but they are also when you have to stay focused and keep moving forward.”

Their approach highlights a core belief in the hospitality industry: waiting for perfect conditions is rarely a winning strategy. Instead, Haider and Luma Al Assam emphasize that maintaining momentum is crucial, especially for brands built on a strong identity and loyal customer base.

Both Good Burger and Maiz Tacos have successfully carved out a niche in Dubai’s competitive dining scene by prioritizing accessibility and community engagement.

Their restaurants are more than just places to eat—they are designed to foster familiarity, connection, and a sense of belonging for customers. This community-focused approach is becoming increasingly important in today’s uncertain market.

The Damac Hills location, they say, offers a degree of built-in resilience. Positioned within a strong residential community, it provides a consistent customer base that is less reliant on transient footfall.

That, combined with the fact the project has been in development for some time, gave the founders confidence to proceed.

“This is not a brand-new idea,” they explained. “It is something we have been building and investing in well before the current situation, “Opening now is also about activating an additional revenue stream and beginning to recover that investment.”

Balancing Risks and Rewards

The challenges are evident. The Al Assam duo acknowledge a shift in customer behavior, with diners becoming more selective and catering bookings slowing during a period that would usually be busy.

Supply chain management has also become more critical, with contingency planning now embedded in day-to-day operations.

Instead of resorting to aggressive price cuts or cost-cutting measures that could undermine their brand, the founders are taking a strategic, measured approach.

Initiatives such as value-focused lunch offerings help maintain accessibility while preserving quality—a delicate balance that many operators in Dubai’s food and beverage sector are struggling to achieve.