How Joey Ghazal Built The MAINE Into An Iconic Worldwide Institution

Forbes

2 days ago

Since opening the first The MAINE restaurant in 2014 in Dubai, Joey Ghazal has thoughtfully expanded ... More the brand.
When Joey Ghazal first started developing the concept for The MAINE, there was nothing quite like it in Dubai. The restaurant's first location was in Dubai in JBR. It was gritty, had character, a change from what was typical for Dubai's restaurant scene at the time (read: large, oversized, glamorous restaurants). Of course, as people started discovering the haven, The MAINE quickly became a hotspot. From there, Ghazal continued to expand the brand and it's now become an internationally renowned restaurant that is frequented by celebrities and tastemakers alike.
Born in Montreal, Ghazal spent a large part of his childhood in Vermont and Maine, which had a lasting impact on his love for food and hospitality. 'My earliest foodie memories are of trying my first oyster,' says Ghazal. 'While other kids were eating French fries and chicken nuggets, I was trying to figure out what made the perfect Lobster Roll.'
Over the last decade, The MAINE has evolved from an oyster bar in a parking garage in Dubai to a 12,000 square foot, three-floor location in Mayfair and seasonal pop-ups in summer destinations around the world. "My thing always was to find these off-the-beat locations and turn them into destinations," he says. 'Each MAINE is tailored to resemble the neighborhood it's in, giving each location a sense of belonging. I am very much against the copycat approach adopted by so many international brands these days. I strongly believe that creating an institution is about maintaining a sense of authenticity and timelessness, while consistently delivering on service, food and ambiance that our guests have come to expect.'
Joey Ghazal created the internationally renowned restaurant The MAINE.
'The challenge is to maintain the DNA of the brand but let it evolve'
Stepping into The MAINE, diners are transported back to the 1920s, immersing themselves into raucous fun that's only read about in the books of F. Scott Fitzgerald. Burlesque performances take center stage, dishes on the menu are simple, crowd-pleasing. It's a place that's easy to lose yourself in, relax in the ambiance and unwind from a busy day. These are the reasons why the brand has become a household name.
'The thing that I am most proud of is that there are so many memorable dishes on our menu, dishes that have become synonymous with our brand, dishes that people keep coming back for,' says Ghazal. 'The simplest dishes are always the trickiest - like our crispy fish tacos, charred brussel sprouts, Roman artichokes and truffled chicken. I have no patience for restaurants that overcomplicate things and dishes that have too many ingredients to mention."
You won't find dishes on the menu at The MAINE that need explanation, but rather comforting ... More favorites.
You won't find dishes on the menu that need explanation, but rather comforting favorites. Dishes that are crafted with well-sourced ingredients, that aren't strange or unfamiliar. Favorites that you'll find yourself craving over and over again. A warm, freshly baked skillet chocolate chip cookie, a perfectly cooked steak, fish tacos, sticky toffee pudding, you get the gist.
'I love the idea of transporting people into another zone. There is a lot of hustle these days. I can see people relax when they enter.'
Since opening the first The MAINE restaurant in 2014 in Dubai, the brand has thoughtfully expanded. Now, there are seven locations, spread across three continents, including pop-ups in summer hotspots like Bodrum and Ibiza. However, the brand is continuing to expand.
This year will be a transformational year for The MAINE brand
This year will be a transformational year for The MAINE brand. At the end of the year, The MAINE will open a new beachfront location on The Palm Jumeirah. It's the first new opening in Dubai since The MAINE Land Brasserie was opened in Business Bay in 2020. It will be coupled with another concept created by Ghazal, Canary Club, in an adjoining beach club venue. The space will have four different dining spaces built into it, including multiple bars, a terrace, beachside dining and more.
'My goal is that everyone feels like a celebrity when they come to The MAINE, famous or not,' says Ghazal. And this certainly holds true. The second you enter any The MAINE restaurant, you'll instantly feel comfortable, knowing you'll receive consistent service, delicious dishes and an incredible experience.