Dubai's Silver Spoon Investments targets QSR segment

The launch of Atisuto Café in Mercato Mall is an extension of the Japanese casual dining brand Atisuto
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Atisuto Cafe at Mercato Mall
Atisuto Cafe at Mercato Mall

Silver Spoon Investments is extending its home-grown casual dining Japanese restaurant brand, Atisuto, with the launch of a new quick service restaurant model at Mercato Shopping Mall in Dubai.

Located on the first floor of Mercato, the new café concept features a condensed menu, with the option for both dine-in and takeaway.

"Menu highlights include Atisuto’s signature ramen noodles alongside sashimi, and a wide variety of sushi and maki made to order, all prepared with the Atisuto ‘tamashi’, or soul, and using only the freshest of ingredients,” said Atisuto brand chef Aijiro Shinoda, in a statement.

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"There will also be a selection of speciality bakery items, including Japanese cheese cake, melon pan and matcha cake and, with starters ranging from AED 10-15 (US$2.7-4), sushi and ramen for AED 20-35 ($5.5-9.5), and desserts and bakery items from AED 7-20 ($2-5.5), we expect it to be a popular choice for shoppers and local residents alike."

As with all its branches, Atisuto partnered with Mojo Interior Design, with touches of Japanese art and culture, including Shou sugi ban wood, which is charred with fire and finished with natural oil, used for the café counter; and Noh masks, a key feature of every Atisuto outlet, hand carved from blocks of Japanese cypress and shipped from Japan.

Founder of Silver Spoon Investments and the creator of Atisuto, Emirati businessman Salem Bin Dasmal, commented in a press statement: “A lot has changed since 2014, when we opened the doors to the first Atisuto in Galleria Mall, with a vision to combine authentic Japanese ingredients and culinary techniques with modern influences from Western kitchens.

“To now be opening our first Atisuto Café in one of Dubai’s most prestigious neighbourhoods, is another fantastic step forward for the brand, enabling us to reach a new market that is actively seeking out high quality, fresh and reasonably priced food options on the go. All going well, this could be a game changer for the brand with the potential to roll out more branded across the city in the near future,” added Bin Dasmal.

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