The rise of homegrown hospitality: Rashed Al Tayer and Outset lead the movement
For Rashed, 'homegrown' isn't just a buzzword . 'An experience made by local residents, for local residents,' he explains. 'Every Outset concept is built on that ethos. From our first project, Neighbors which was all about being your friendly neighbourhood bakery, to our latest restaurant, Oppidan, which literally means a 'resident of a town', we always want to create something that belongs to the community it serves.' That ethos extends beyond the food and into every layer of the guest experience, from the local artists featured on the walls to the design studios that shape each venue's unique aesthetic.
As global imports continue to saturate the city's dining scene, Rashed sees a clear shift in appetite. 'Dubai is tired of constantly importing concepts. There's a move toward supporting ideas that are born here, by and for our own communities. It just feels more authentic,' he says. It's this sincerity found in the food, the service, and the intention that draws loyal regulars across Outset's portfolio, from the laid-back charm of Boston Lane to the nature-embraced tranquillity of Terra Eatery.
Each venue under Outset shares a common thread: premium food and drink in a casual yet beautifully considered setting. 'They're places you can come to effortlessly,' Rashed says. 'Skip the city traffic, avoid the weekend chaos, and still expect a 10/10 experience.' The result is a new archetype of hospitality less flashy, more soulful.
The group's latest opening, Oppidan, is set within a quiet villa on Al Wasl Road, and offers a fresh take on Italian home-style cooking, inspired by Rashed's own travels and favourite dishes. 'Italian food is my favourite! I always knew I wanted to open an Italian place, but I wanted it to feel approachable and real.' With a focus on quality ingredients and in-house pasta making, Oppidan delivers comfort without compromise.
Looking ahead, Outset's ambitions continue to evolve. The launch of CMPLX, a lifestyle hub in Al Quoz marks a bold next step. And with revamps underway for Boston Lane and Neighbors, as well as a new coffee roastery and wellness initiatives, Outset is building more than just restaurants it's building cultural anchors.
'I think we'll see more crossover between hospitality and other industries,' Rashed says of the future. 'The goal is always to grow in ways that feel natural to our lifestyle, in respect to the things we love.'
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