A new ‘deformalized’ dining outlet to open in Dubai

A new ‘deformalized’ dining outlet to open in Dubai


A new all-day-dining venue, ‘BEASTRO’, which is now in its final stages of development is soon to open at First Central Hotel Suites.

Wael El Behi, general manager of First Central Hotel Suites, said: “BEASTRO’s approach is to adapt the great principles of deformalized dining, being around great food, approachable and engaged service, and a fun environment and combining it with very market friendly pricing. We are very excited to have the very first BEASTRO in Dubai and are confident it will create a strong and loyal customer following.”

This outlet is expected to open in October and has been inspired by an idea from the hotel’s Executive Chef Patrick Lanteigne and developed by Rachel Thomson, F&B Concept Development & Performance Manager, The First Group.

Thomson said: “We saw a gap in the area for an innovative concept that embrace the words lively, quirky and approachable. Focusing on a comfort-food heavy menu at market disrupting prices we are confident BEASTRO will be unbeatable in terms of positioning for the offering we have.”

Lanteigne added: “BEASTRO will offer fun and familiar food that is playful and cool. We are changing the way people think about the food they love to eat. The menu has been created from the ground up to be food that everyone loves and wants to have. Something new and yet familiar. Our cuisine is North American comfort food with a focus on taking classic dishes and making them fun and exciting.”

The brand development was undertaken in-house to ensure the ethos of the concept rang true. Thomson stressed: “We sourced high-quality, eco-friendly yet cost-effective products for our packing. We are using our own-branded BEASTRO stamp to brand our packages in-house. We also print our menus in-house to allow for greater flexibility and sustainability.”

Once open, BEASTRO will primarily cater to the local Barsha Heights (TECOM) market. Chef Lanteigne said:  “We will bring it to your table or drive it to your door. It is important that every time you come to BEASTRO, you leave wanting more, and more and more.”

Chef Patrick continues, “Equally cool will be the atmosphere at the restaurant that is being decorated in a simple yet funky style adding a sense of occasion to every meal. So, whether you are dining or merely popping in for a coffee, the restaurant’s décor will instantly put you at ease. And to top it all, here the guests are not referred to as ‘Sir’ or ‘Ma’am’ but as ‘Besties’ because that’s how friendly the service is going to be.”


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