A Mumbai-based casual dining chain entered the Dubai F&B market targeting Indian expatriates, but the strategy underperformed, with sales missing forecasts by 40% and low repeat visits.
Consumer research revealed that Emirati families were the higher-value segment due to stronger spending power and preference for family dining experiences.
The brand repositioned its menu, pricing, locations, and dining experience to align with Emirati consumers, leading to revenue recovery and significantly improved repeat visits in the Dubai market.
A Mumbai-based casual dining chain entered the Dubai F&B market with a strategy built around Indian expatriates as the primary target audience. The brand replicated its India operating model, including Indian-centric menu offerings, mid-range pricing, and outlet locations positioned in expat-heavy areas.
Despite entering a high-potential market, the performance did not meet expectations. Sales missed forecasts by 40%, and the brand struggled with low repeat customer engagement. The core issue was not demand, but a misalignment between assumed customer segments and actual high-value consumer behavior in Dubai.
Studio Forge helps brands decode real market behavior before scaling in new regions. Through structured consumer segmentation, ethnographic research, and market intelligence, Studio Forge identifies who the actual high-value customers are, rather than relying on demographic assumptions.
In markets like the UAE, this approach helps businesses uncover cultural and behavioral drivers that influence dining choices, spending patterns, and repeat visits. Studio Forge then translates these insights into actionable decisions across positioning, pricing, menu design, and location strategy, ensuring stronger market alignment and reduced entry risk.
Research revealed that Emirati families were the most valuable customer segment, driven by higher purchasing power, preference for family-oriented dining, and stronger loyalty when the experience matched cultural expectations.
Based on this insight, the brand repositioned its Dubai strategy by refining its menu, shifting to experience-led pricing, and optimizing locations toward areas with higher Emirati footfall. The dining experience was also enhanced to better suit family dining behavior.
This strategic shift led to revenue recovery from the initial 40% shortfall, improved repeat visit rates among Emirati families, and stronger overall performance in Dubai’s competitive F&B market.Let’s get connected to optimize your growth and expansion. Contact Studio Forge
A Mumbai-based casual dining chain in Dubai underperformed by 40% after targeting Indian expatriates as its core audience. Research identified Emirati families as the key high-value segment, leading to a strategic shift that recovered revenue and improved performance.
