Head-to-Head: Aubaine

With branches in the Dubai Mall, and City Walk, Aubaine brings a fresh take on a traditional French bakery
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Restaurant manager Cecilia Sump
Restaurant manager Cecilia Sump
Head chef Michele Spadone
Head chef Michele Spadone

What makes Aubaine special in comparison to its competitors in the market?

Cecilia Sump: We appreciate uniqueness and have incorporated that in each Aubaine outlet. We implement a new interpretation of a belief rather than use a repeated formula — a belief in absolute quality, a smart location, a beautiful setting and a relaxed style. The service at Aubaine is smart casual, where we make sure to be attentive and unobtrusive. Finally, the environment is simple yet elegant, relaxed and sophisticated.

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Michele Spadone: We freshly bake all of our bread, cakes and viennoiseries on a daily basis. Our bakers and pastry chefs work around the clock to ensure when we open the doors, all our products are the freshest they can be. We want to give our guests a taste of modern France. We do not compromise on quality and we only use the best ingredients. We make the simple sophisticated and the sophisticated simple.

How do the front-of-house and back-of-house teams support each other?

Cecilia Sump: By sharing ideas, brainstorming and being passionate about what we do — this is what makes a team successful. Both the front-of-house and back-of-house work as a single team and encourage good communication.

Michele Spadone: Team work. Front-of-house and back-of-house teams have to work together all the time, from discussing the food through to the service. It's important to have different perspectives so we can find a solution as a team.

How do you ensure the outlet is busy and profitable?

Cecilia Sump: We strive to maintain the highest standards through the quality and consistency of our food, service and atmosphere. Understanding our customers’ needs is critical. We are constantly adapting the brand to respond to local requests without losing our DNA.

Michele Spadone: The key is to understand our market and our customers. We are always keeping an eye on our competitors and coming up with innovative new products to excite our customers. We also ensure that we are buying the best products at the right price at the right time.

What are the biggest business challenges you face?

Cecilia Sump: The first hurdle is facing the competition which is fierce in Dubai. New restaurants and concepts are constantly opening and we must keep up with this fast-paced market. Secondly, the ability to scout and locate prime spots for our new branches can be challenging.

Michele Spadone: The biggest challenges businesses like us in Dubai are facing is not to be innovative enough. In these markets, we must anticipate trends and be able to adapt swiftly, while staying true to the foundations of Aubaine.

What does the future hold for Aubaine in the region?

Cecilia Sump: We are constantly striving for growth and the ability to share an exceptional dining experience at Aubaine for our customers at all times.

Michele Spadone: I believe the future is very bright for Aubaine in the region. Our business is successful and we have a lot of exciting future plans. That's all I can say for now.

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