3Fils, an award-winning contemporary Asian restaurant

3Fils, an award-winning contemporary Asian restaurant

3Fils, a harbor-side community-style restaurant serving premium Asian dishes with a Japanese twist, has been piling up awards for quite some time, topping the list at the inaugural MENA’s 50 Best Restaurants Awards (2022), Forbes Top 10 Coolest Places To Eat (2019) and TimeOut Dubai’s Best Asian Restaurant for three consecutive years (2018-2020). Ahmed Saleh, CEO of The Lab Holding, which operates 3Fils, explains how this homegrown concept has been able to go head-to-head with multinational restaurants. 

What can you tell us about The Lab Holding?
The Lab Holding is a start-up studio based in Dubai. Other than 3Fils, we also operate BRIX, a homegrown dessert bar that creates innovative and premium quality desserts through a storytelling-driven experience called the BRIXjourney. We also operate Meelz, a chef-powered marketplace, Lmmaa (event planning) and Resto Guru, a restaurant customer management system. 

Who are the people behind 3Fils?
3Fils is made up of team with a rich and diverse background that’s too long to enumerate. As highlights, to name a few, our Japanese executive chef, Shun Shiroma, hails from the first Michelin-star ramen restaurant in the world and our sous chef, Freddy Mutombo Kazadi, previously worked at Nobu. 

In your opinion, what gives 3Fils and your team the winning edge?
We are people-centric; we place huge importance on our casual yet warm, friendly customer service and our high-quality ingredients sourced from countries such as Japan, Australia and Norway.

Do you have any expansion or franchising plans for 3Fils?
We are looking at expanding the 3Fils. However, it is essential to offer the same guest experience and high-quality food wherever we take the brand.

What inspired you to launch a concept like 3Fils?
I am passionate about food and beverage. As an entrepreneur, we decided to open our first restaurant business, 3Fils Restaurant, in 2013. We traveled to over 50 countries and visited hundreds of restaurants to sample countless dishes. I wanted to bring a different concept to the UAE, focusing on quality and fusion. So, we gathered the best ingredients and the best chefs we could find, and 3Fils was born.

What is your motto?
Our slogan is “Making Complex Simple.” The effort and processes behind 3Fils are multilayered, from the food in our kitchen to the marketing and customer service. The complexity behind each department is made simple for our guests.


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About author

Rita Ghantous

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.

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