How has the American Culture influenced the Restaurant Business in the United Arab Emirates?

People from all over the world want that taste of America whether it is in food or culture and The Cheesecake Factory opened its first international location in Dubai Mall, which is the largest and one of the most luxurious malls in the world. The addition of a chain restaurant like the Cheesecake Factory may seem to be just another gimmick to insert a business that already has a very profitable business model into a scene that encapsulates wealth; however, this chain stuck in the UAE becoming one of the most popular restaurants amongst teens and families alike. Some may say that the appeal to American restaurants, like The Cheesecake Factory, in the United Arab Emirates is just centered around the western culture; however, The Cheesecake Factory’s business model of having a plethora of menu options while still appealing to the middle class has allowed the restaurant to stick in one the fasted growing countries in the world.

The UAE is filled with ex-pats who have influenced the culture of the United Arab Emirates to be shaped more toward the western world. The family-style portions of the Cheesecake Factory fit right into the already family and friend culture of the Arab world. Arab people love the company of others and are more than willing to enjoy a meal with anyone that they meet. That being said, teens and families alike want to be as close to an American as they can be, and having American restaurants be easily accessible to them allowed for this to take place. Other restaurants, like Texas Roadhouse, saw success in the United Arab Emirates as well as seeing the highest volume of any of their other locations globally. “The franchised store in the Dubai Mall opened at the end of August last year, and it became Texas Roadhouse’s highest volume store, with sales well above the company’s average of $4 million in annual sales per restaurant.” (Robinson, Business first) The appeal to be American draws in people from all over and opening the first international Cheesecake Factory is one of the fastest-growing countries was not a mistake as it has left a lasting impact on the kids and teens growing up in the country.

What is actually making The Cheesecake Factory stick in the United Arab Emirates? Well to start off the President of The Cheesecake Factory, David Gordon, “The portions are large because we want people to share,” explained. “We want people to have experiential dining.” (Lane, Mashed) In the sense of building a family atmosphere along the lines of traditional Arab habits allowed The Cheesecake Factory to gain attraction after its opening in 2012. Furthermore, these types of foods are trendy, found on various social media sites, and believed to be healthier for us, which all contribute to their expanding popularity with the middle class. Therefore, The Cheesecake Factory has adopted these trendy items in hopes of attracting the clientele that influence the American diet. (Holt, DAF) The size of the menu and the price point appeal to the middle class; furthermore, having a restaurant that is not as luxurious as many are in the United Arab Emirates allows for the success amongst families that are just looking for a quality meal while beating the intense heat of UAE. David Gordon spoke upon their decision for opening their first international location saying, ‘you see how beautiful the malls are. And almost all life revolves around malls. It’s too hot, so people spend a lot of time in malls … They’re there until 11 at night. It’s almost all their social life. We thought that was great.” (Schultz, Fast Company) The United Arab Emirates is seen as a luxurious city where everything is golden and expensive, yet having a restaurant, that is a chain, becomes so successful shows that The Cheesecake Factory has been doing something right.

Has Emirati culture been shadowed by this appeal to become more westernized? With the total population of nationals in the Emirates becoming a smaller percentage each year; furthermore, with heavier influence from the west the question is asked, is the UAE still the same UAE from 20 years ago? Dubai the most famous city in the UAE is what started to draw attention to the country and as it grew in popularity people from around the globe moved there to have access to limitless business opportunities. With that, the ex-pat population began to increase as well bringing in many different people from many different strokes of life. These people also brought with them their cultures and norms; however, one culture stayed prevalent throughout these times and that was the Emirati culture. The people of the UAE are some of the most nationalistic groups in the world, almost as nationalistic as Americans, and have not lost their sense of pride throughout the insertion of values outside their own. But this does not mean that they can not appreciate other cultures. The Cheesecake Factory is a good example of an adaptation of a place that’s norms fit in well with that of the people of the UAE. It allows for the nationals and the ex-pats alike to have that test of westernization while still maintaining many core values that are appreciated in the middle east.

The core values of The Cheesecake Factory that made it so popular within the United States allowed for it to gain attraction in the United Arab Emirates as well. The size and variety of its menu allowing for the sharing of items and options for everyone in a party appealed very well to the already set norms of the Arab people. Furthermore, the aspect of the westernized food options let the Americans in the country get the taste of home but also allowed for the people of other countries to get that taste of America. The Cheesecake Factory is not just some chain in the UAE but is a place that my friends and I personally ate at many times, whether it be for a birthday party or just a night in the Mall of the Emirates. This does not just stand true in the UAE but when someone who was born there and moved to the United States asks for his birthday to go to a Cheesecake Factory attests to the impact that this restaurant has had on the country and the people living there.