Amal Al Marri co-founded pop-up food concept SALT with Deem
Al Bassam in mid-2014. Now, in mid-2016, SALT is still one of the most popular
dining destinations in the UAE, regularly visited by the royal family,
particularly Crown Prince of Dubai Sheikh Hamdan bin Mohammed Al Maktoum.
Part of its appeal has been SALT’s widespread social media
campaign, #findsalt, which sends followers clues about the pop up’s next
location only hours before its appearance. Following the campaign and
word-of-mouth, the brand’s Instagram followers topped 62,000 and SALT became
one of the most talked about concept kiosks in the country.
The pop-up serves a simple street food menu comprising of
ever-changing burgers, fries, shakes and desserts. While a growing number of
similar concepts are filling the pavements of the UAE, SALT has differentiated
itself by deliberately setting up in underserved areas, such as public beaches
and creating an atmosphere that encourages “locals to feel like tourists and
tourists to feel like locals,” Al Marri told Buro 24/7 magazine.
SALT is not Al Marri’s first business venture nor her last.
The Emirati national and her Saudi partner launched Switch restaurant in Dubai
Mall in 2009 and are currently working on their third concept. Both Al Marri
and Al Bassam have a background in art design.