The concept was to create an authentic Lebanese street food QSR in Dubai, that will give customers the authentic “Beiruty snack” experience.
We brought Beirut to Dubai! Quite literally since a lot of the elements of the interior design and environmental branding were brought from Beirut: vintage Lebanese stamps, the front of a typical Beiruty taxi with the red number plate hanging on a wall next to another graffiti wall. Every element of branding was studied to reflect the culture, from logo, placemats, cups and all other customer touch points, including the user-friendly website.
As a launch activation, we sent the menu, a Lebanese passport that looks as good as authentic on the cover, to surrounding buildings in an official envelope that could have been sent from the embassy. The reaction was priceless and created a lot of buzz, ultimately translating into a high footfall in the restaurant.
The people came to check out the menus and stayed for the food! The menus practically marketed themselves with people sharing the “Lebanese passport” among each other. The concept created a lot of buzz from day one and saw an influx of Lebanese street food lovers come in for a late night shawarma or fries sandwich.