DESTINATION UAE WITH ROUBA KHALIL

A qualified systems engineer, chef Rouba Khalil, founder of Rouba Khalil Kitchen, is accustomed to tackling challenges head on. Here, she gives us the lowdown on her projects in the UAE and adapting to new markets.

What can you tell us about your recent ventures into the UAE market?

I divide my time between Beirut and Dubai, where I want to build my business.

What are the major differences between the markets in the UAE and Lebanon?

When it comes to food, I believe that the UAE market is far more diverse, with so many cultures. Furthermore, you can find a more eclectic offering in the UAE.

Although Lebanese people love to eat good food, they are reluctant to try exotic dishes at home and in restaurants.

How do you cater to a growing consumer need for high-quality ingredients and experiences?

Since our inception, our offering has been centered on quality ingredients and using the best available products. However, the meaning of the term "top quality" differs between the UAE and Lebanon.

When catering to the UAE market, I will simply need to find the best of what’s available locally and balance it with the best of what the world has to offer.

What are the greatest challenges in conceptualizing a menu?

Conceptualizing a menu in Dubai is far more challenging than in Beirut. It's fun but challenging, because I like to keep my menus simple and focused mainly on Mediterranean ingredients with a hint of some exotic flavors.

In Beirut, when I am short on ideas, I just visit the farmers' market and get inspired by what’s local and in season.