Abu Dhabi Week got a chance to sit down with Shafeena Yusuff Ali, CEO of Tablez The Food Company, to find out how she plans to revitalise the dining scene here in Abu Dhabi

Your company is relatively new, being less than two years old. What inspired you to start Tablez?

I went to London to finish my degree and when I was in Europe, I travelled around a lot. When we moved back to Abu Dhabi, I found the food scene was definitely lacking and I needed and wanted to change that. What’s keeping Abu Dhabi back from, let’s say, being the next Paris, London or New York in terms of food? We have the infrastructure, we have the international crowd, we have the expertise but we just don’t seem to be implementing it. This is what I wanted to change. I wanted to revitalise the food scene and start something I believe in. I don’t see it as a business - I see it as an extension of myself, as a passion. That’s what the company is about, an extension of my vision for the Abu Dhabi food scene.

Tell us a little bit about yourself. How did you end up in the food business?

I’ve lived in Abu Dhabi all my life. I was brought up here and my dad started his business here 35 years ago (the Emke group) so I’ve seen him bring up the retail industry in Abu Dhabi and make a huge impact. I wanted to mirror that in my small little way with the food scene here. I actually studied finance but food was my calling.

How would you describe Tablez?

The name of the company developed from the fact that I believe anything and everything happens on a table - usually over a cup of coffee or over dinner - and that’s a significant part of a person’s life. The company is an extension of me. It does what I believe it should, we create concepts that are unique, authentic, true to the food we serve, value for money and specialised to our clientele.

What was lacking in the dining experience in Abu Dhabi that you wanted to fill?

Authenticity. The issue with the UAE and the Middle East as such is that they seem to be adopting a cookie-cutter method when it comes to food. They take concepts from New York or Paris and literally cut the concept and put it here, which lacks the authenticity of that concept since you don’t understand it’s customers or understand the food. Conversely, some adopt the concept to the region so much that it no longer is the actual cuisine. I have yet to eat an authentic Spanish meal here in Abu Dhabi!

In regards to the different ventures you have, can you tell us a little bit more?

We have Bloomsbury’s which is our first cupcake shop located in Al Wahda Mall. We have Peppermill, a colonial Indian restaurant in Dubai. We have another economical Indian restaurant called Dé Thali and an economical Arabic restaurant called Tanjara which will be opened at the end of this year in Madinat Zayed. We are also planning on opening a seafood restaurant called Catch at Mushriff Mall in addition to another Bloomsbury’s branch.

What world class brands are you bringing to Abu Dhabi?

One of the main things Bloomsbury’s is very proud of is serving Square Mile Coffee. It is an artisan coffee roastery that is situated in London and hasn’t been served in any coffee shop outside of London City - let alone the UK - until now, which again shows the sort of dedication we have to the shop and restaurant. We serve those things because we want the top brands and top quality. Whatever we do, we do the best or we don’t do it.

Why is Abu Dhabi such a great location to start with, before further expansion into the GCC and subcontinent?

Abu Dhabi is a fresh and perceptive market and the people here are ready to try new things. Even though we are right next to Dubai, we have a different way of looking at things. We’re more slow-paced, more perceptive, we tend to savour the taste of things rather than rush through it. That is exactly the sort of crowd I want to serve my food to - people who want to sit down, have a good meal and appreciate it.

You’re so young and accomplished to be the CEO of such a large company. What drives you in this business?

I would say it is the love of the food. I want other people to experience, savour and linger over each meal. It’s not about how successful this business will be, how big are we going to be in the next five years. The bottom line is that people should love the food that I serve and every dish is perfect. Every time you come into the restaurant or café, the experience should be perfect – that’s what drives me.

Sawaiba Khan