In an exciting revelation, globally celebrated home cook and social media powerhouse Notorious Foodie, who boasts over 20 million followers across platforms, has dropped hints about launching a unique food concept in Dubai – a city he fondly calls home.
“There’s something on the cards,” he told Arabian Business during his first-ever interview. “I think I’ve always dabbled in my mind about creating an F&B concept. I don’t think I would do a restaurant per se, but maybe there’s room for a very streamlined concept with one or two well-executed menu items. Big on delivery, very efficient, and small in-person store or restaurant site.”
The culinary sensation, who grew up in the UAE but now lives in London, is known for his creative recipes, his ASMR-led videos and reviewing foods from around the world. The plan for a return to the emirate is still in the early stages of ideation, but he remains optimistic about the potential. “I’m just at the stage where I’m toying with a few ideas. I don’t have my mind set on any particular concept, but I think there is space and room in the Dubai market to create something special that is very slick. People would know it’s consistent. They’d know what they’re getting.”
For Notorious Foodie, bringing a culinary concept to the emirate would be deeply personal. Reflecting on his ties to the city, he told Arabian Business, “Dubai’s home for me at the end of the day. So to have something or a concept related to Notorious Foodie in Dubai, to put my flag down, would be incredible.”
Despite his global fame, Notorious Foodie has maintained a sense of mystery around his real name, allowing his food to take centre stage. His multicultural upbringing and extensive travels have deeply influenced his culinary style, which merges global flavours with a creative twist. As well as giving novice home cooks the opportunity to emulate his recipes. It’s these influences that could make his Dubai concept a game-changer in the region’s dynamic food scene.
“I think being in the Middle East and the UAE, it’s a very different scene,” he told Arabian Business.
“Right now, I’m viewed as just a London content creator. Being in Dubai opens up a whole new world, especially in the UAE and GCC where everything is growing so quickly, particularly the food scene. If I can position myself to be embedded with the food scene here, there’s lots of potential.”
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