Between October 6th and 8th, GRIF returned to the city where it all started, inviting industry tastemakers to tuck into a series of exclusive roundtables, insightful workshops, and study tours exploring the most innovative dining destinations
They say home is where the heart is, and this couldn’t be truer for GRIF (The Global Restaurant Investment Forum). Since the industry gathering began over a decade ago in Dubai, it has taken the city’s spirit of ambition and innovation to every corner of the globe, uniting industry professionals and carving out the next chapter of F&B. Celebrating a full circle moment for GRIF, the recent homecoming highlighted just how far both the forum and city have come, as they continue to serve as launchpads for the global restaurant community’s most creative minds.
While there was certainly a sentimental element to GRIF’s Dubai return, the 2025 edition also comes at a key moment, as the UAE is witnessing immense growth, with its foodservice sector projected to reach $52.76 billion by 2030. The three-day event sought to spotlight all the key trends driving this momentum, as well as the challenges of crafting and sustaining successful concepts in a highly competitive market.
Having worked alongside GRIF for the last few years as its official PR partner, Katch got a front row seat to this year’s event. Our Founder and Managing Director, Georgie Woollams, even joined an expert panel discussion, sharing the importance of building real connections with consumers.
If you couldn’t secure your spot at the table, we’ve got you covered. In today’s blog, we’re sharing all the juicy details.
Day 1 – Setting the Scene at Dubai’s Top Restaurants
Following a private tour of 25hours Hotel Dubai One Central, the official hotel partner, GRIF 2025 kicked off on a flavourful note with an exclusive opening lunch at Girl & the Goose, Anantara Business Bay.After mingling with fellow industry professionals, Day 1 continued with a series of study tours offering a behind-the-scenes look at some of the concepts shaping Dubai’s dining landscape.
The first stop on the tour was Marsa Al Arab, where Spencer Ayers, Senior Vice President of F&B Strategy at Dubai Holding Hospitality, showcased the landmark development and shared how data helped shape the right blend of outlets and tenants. Next up, attendees headed to Marriott Resort Palm Jumeirah to learn the dynamics behind assembling a diverse, high-performing dining portfolio.
Meanwhile, across the city at Dubai’s cultural and creative hub, Alserkal Avenue, Tashas Group Training Academy gave guests a sneak peek into how one of the city’s most successful groups nurtures talent. The tour of the artsy neighbourhood also included a stop off at Growhouse, an innovative urban farming and wellness hub specialising in greenhouses, hydroponic systems, and indoor vertical farms.
Later, the study tours took participants to the trendy J1 Beach, where Fundamental Hospitality and other operators demonstrated the art of balancing daytime relaxation with high-energy nightlife to amplify commercial potential in one of Dubai’s most sought-after lifestyle destinations. During the afternoon, participants checked out some of the most beloved local venues, including INA, an open-fire cooking concept helmed by Chef Glen Ballis. Demonstrating how restaurateurs can make the most of their space, INA boasts a fully climate-controlled, open-air dining experience with a retractable roof design that allows guests to enjoy al fresco dining all year round.
Day 2 – A Focus on Founders & Global Expansion
The second day of the industry gathering started bright and early with a Coffee & Chat for a healthy dose of caffeine and networking to get the ball rolling, before GRIF’s Founder Jennifer Pettinger-Haines shared some welcome remarks to set the tone for the day ahead. Day 2 shed a spotlight on the creative masterminds and business-savvy founders driving the future of the industry as they shared their successes, challenges, and advice for making a concept stick.
Highlighting how restaurants can be a force for good, global changemaker Asma Khan, Founder of Darjeeling Express, caught up with James Hacon, Managing Partner at Think Hospitality, to discuss the community initiatives that leave a lasting impact beyond the plate. Empowering the next generation of tastemakers, Kevin Boubil, CEO & Co-Founder of Mezza, then talked the audience through how his venture is rethinking financing restaurants by offering funding without debt or equity. Later, Emma Banks, Vice President of F&B Brands and Operations for Hilton EMEA, was in the hot seat to talk about the legacy hotel brands that are reinventing themselves to stay relevant to modern foodies.
Other key discussions included ‘How to Land Hotel Partnerships and Make it Work’ with Laura De Vega, Vice President of F&B at Meliá Hotels International, Max Grenard, Corporate F&B Director of WASL Hospitality & Leisure, and Heleri Rande, Partner of Think Hospitality. Together, they explored what makes a concept stand out in today’s market and the importance of choosing the right collaborators. Finally, at the Think Tank Session, participants had the chance to share their two cents, debate, and define the strategies shaping the future of dining.
Day 3 – Food for the Future
The third and final day of GRIF firmly focused on what’s next for the F&B industry. Among some of the hottest topics of the day, André Gerschel, Section Chief of Abu Dhabi Culinary Investment Fund, and fellow leaders explained the immense potential of creating community-led concepts in the UAE, while European Sales & Marketing Director of Akkomarka, Seray Karaca, showcased the work of ULSA Academy and the importance of investing in people.
Other future-focused discussions included ‘Profit with Purpose: Building a Circular Future in Hospitality’, which featured insights from Niels Peter Pretzmann, Investor & Architect of Circular Food Ecosystem, and Laura Vana, Chief of Staff at Think Hospitality, on balancing profitability and sustainability. Harnessing the power of AI was also a main point of conversation, with an industry leader panel discussing its capabilities to streamline tasks, enhance customer experiences, and make data-driven decisions. Firmly establishing the role of tech in the future of F&B, Reif Othman, Chef & Owner at Hotaru Holdings LLC, and Ahmet Oytun Cakir, Owner & Managing Partner of Gastronaut Hospitality, showcased the role of the world’s first AI Chef.
Of course, for us, the event highlight was when our Founder & Managing Director, Georgie Woollams, joined Henry Coutinho-Mason, Founder & Author of The Future Normal, Nicolas Budzynski, CEO of La Petite Maison, Charlie Gilkes, Co-Founder of Inception Group, and Lauren Scott-Harris, Founder & CEO of EARNT, to tackle the topic of creating lasting brand equity. The session explored how hospitality brands can build deeper connections with guests, maintain relevance, and strengthen trust.
During the discussion, Georgie highlighted the fact that building a strong brand begins with the workplace. “Hospitality has always been people-first, but we need to ensure that applies behind the scenes too. Supporting teams through life stages isn’t a nice-to-have - it’s critical to building sustainable businesses.” She reflected on the increased focus on work-life balance and how brands must adapt to changing expectations to maintain talent. “One extra day of working from home makes a difference. It’s about trust and flexibility,” she explained, before emphasising the importance of maternity and paternity policies that reflect the realities of modern life.
Overall, GRIF’s 2025 Dubai return was one of its most insightful yet. Since starting over a decade ago, the city and forum have grown and evolved immensely, but the one thing that never changes is GRIF’s impact. Through expert-led panels, study tours, and even impromptu chats in the hallway, the industry gathering continues to fuel conversations, spark ideas, and inspire the next generation of F&B.
For more related updates and to Katch us covering similar topics, watch this space!
Katch our game-changing PR and Communications, Social Media, Branding and Design, Brand Consultancy, Digital Marketing, and Global Communications services to help your brand make noise. Get in touch with our 360-Marketing agency in Dubai, Qatar, Saudi Arabia, and London, and let’s get the conversation started!