Yuriy Blotskyy, founder at OY Hospitality, is behind Dubai’s homegrown concepts Sfumato, Caro, Soirée, Mob and Soon. He explores how the city’s evolving population, neighborhoods and digital lifestyles shape restaurant menus, experiences and guest connections.
How do shifts in a city’s population and cultural mix influence the way restaurants design their menus and dining concepts?
Dubai’s evolving demographic is centered around a faster, more progressive population and with rapid growth comes a dynamic class shaping expectations. Today, guests are health-conscious, globally exposed and increasingly selective about how, where and why they choose to dine. Moreover, breakfast is back, lunches are now power-driven and dinners must deliver a complete experience, otherwise people will simply order in. For us, that means tailoring menus not only to ingredients but also to routines, timing and overall guest perception. Ultimately, finesse, sourcing transparency and storytelling have become essentials and restaurants must reflect the city’s pace through dynamic cooking, plating and serving.
In rapidly developing urban areas, how do restaurants adjust to changing neighborhood identities and consumer expectations?
Adaptation is necessary, but it must remain within the framework of a restaurant’s identity to preserve its unique character. In reality, the true strategy begins before opening, carefully choosing the right neighborhood and fully understanding its potential and dynamics. Once committed, reinvention becomes limited, because constant change or imitation gradually dilutes the restaurant’s original DNA and core philosophy. What works is ensuring that relevance is embedded deeply in your core product, reflecting customer needs and evolving market demands. For example, if a park attracts families and runners, adding approachable grab-and-go options creates value and enhances overall guest experience consistently. Meanwhile, in business hubs, fast-paced deli counters or power lunch offerings become essential, thriving through convenience, speed and precision execution every day. Finally, in Dubai, districts either mature into lifestyle destinations or fade, since commodities and longevity require a strong product and consistent relevance.
As cities evolve into lifestyle destinations, how are your restaurants redefining the balance between food, atmosphere and overall guest experience?
I don’t believe in balancing all three elements equally, instead choosing to double down on what truly defines your identity. At Sfumato, we selected food and beverage as the centerpiece because our premises could not compete on atmosphere alone effectively.
Every plate, pairing and detail is carefully designed to communicate a clear message that food always comes first for guests. However, we adapt how guests discover this philosophy through experiences aligned with lifestyle trends, including curated supper clubs and tailored power lunches. Additionally, new weekend programs and activations allow us to introduce our culinary philosophy in ways that feel consistently relevant and engaging. Ultimately, the goal remains authenticity: creating experiences that genuinely resonate with the city’s vibrant vibe, rhythm and evolving lifestyle culture.
How does the rise of digital-first lifestyles in cities impact the way restaurants connect with, serve and retain their customers?
Digital technology has been transformative for convenience, with delivery platforms, booking widgets and AI assistants making discovery and reservations far easier. These tools are important and we have fully embraced them to enhance efficiency without compromising the guest experience or service quality. However, the danger arises when over-automation removes the human factor, turning hospitality into purely transactional interactions lacking meaningful connection and warmth. Features such as QR menus or AI services may satisfy short-term trends, but they ultimately diminish authentic guest engagement and connection. For us, digital functions as a support system, not the experience itself, streamlining operations while providing guests with easier and faster access. Yet, the reasons people dine out have not changed, with foundations remaining connection, shared experiences and the ambiance of hospitality. Ultimately, responsibility lies with people, not technology, with true hospitality continuing to be human, personal and guided by genuine care.
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How the changing city dynamic influences hospitality offerings and the consumer
Yuriy Blotskyy, founder at OY Hospitality, is behind Dubai’s homegrown concepts Sfumato, Caro, Soirée, Mob and Soon. He explores how the city’s evolving population, neighborhoods and digital lifestyles shape restaurant menus, experiences and guest connections.
How do shifts in a city’s population and cultural mix influence the way restaurants design their menus and dining concepts?
Dubai’s evolving demographic is centered around a faster, more progressive population and with rapid growth comes a dynamic class shaping expectations. Today, guests are health-conscious, globally exposed and increasingly selective about how, where and why they choose to dine. Moreover, breakfast is back, lunches are now power-driven and dinners must deliver a complete experience, otherwise people will simply order in. For us, that means tailoring menus not only to ingredients but also to routines, timing and overall guest perception. Ultimately, finesse, sourcing transparency and storytelling have become essentials and restaurants must reflect the city’s pace through dynamic cooking, plating and serving.
In rapidly developing urban areas, how do restaurants adjust to changing neighborhood identities and consumer expectations?
Adaptation is necessary, but it must remain within the framework of a restaurant’s identity to preserve its unique character. In reality, the true strategy begins before opening, carefully choosing the right neighborhood and fully understanding its potential and dynamics. Once committed, reinvention becomes limited, because constant change or imitation gradually dilutes the restaurant’s original DNA and core philosophy. What works is ensuring that relevance is embedded deeply in your core product, reflecting customer needs and evolving market demands. For example, if a park attracts families and runners, adding approachable grab-and-go options creates value and enhances overall guest experience consistently. Meanwhile, in business hubs, fast-paced deli counters or power lunch offerings become essential, thriving through convenience, speed and precision execution every day. Finally, in Dubai, districts either mature into lifestyle destinations or fade, since commodities and longevity require a strong product and consistent relevance.
As cities evolve into lifestyle destinations, how are your restaurants redefining the balance between food, atmosphere and overall guest experience?
I don’t believe in balancing all three elements equally, instead choosing to double down on what truly defines your identity. At Sfumato, we selected food and beverage as the centerpiece because our premises could not compete on atmosphere alone effectively.
Every plate, pairing and detail is carefully designed to communicate a clear message that food always comes first for guests. However, we adapt how guests discover this philosophy through experiences aligned with lifestyle trends, including curated supper clubs and tailored power lunches. Additionally, new weekend programs and activations allow us to introduce our culinary philosophy in ways that feel consistently relevant and engaging. Ultimately, the goal remains authenticity: creating experiences that genuinely resonate with the city’s vibrant vibe, rhythm and evolving lifestyle culture.
How does the rise of digital-first lifestyles in cities impact the way restaurants connect with, serve and retain their customers?
Digital technology has been transformative for convenience, with delivery platforms, booking widgets and AI assistants making discovery and reservations far easier. These tools are important and we have fully embraced them to enhance efficiency without compromising the guest experience or service quality. However, the danger arises when over-automation removes the human factor, turning hospitality into purely transactional interactions lacking meaningful connection and warmth. Features such as QR menus or AI services may satisfy short-term trends, but they ultimately diminish authentic guest engagement and connection. For us, digital functions as a support system, not the experience itself, streamlining operations while providing guests with easier and faster access. Yet, the reasons people dine out have not changed, with foundations remaining connection, shared experiences and the ambiance of hospitality. Ultimately, responsibility lies with people, not technology, with true hospitality continuing to be human, personal and guided by genuine care.
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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.