FLAVOURS WITHOUT BORDERS

With roots in rural Thailand and a passion for preserving culinary authenticity, Chef Saiphin Moore has grown Rosa’s Thai from a humble beginning into a beloved brand across the UK—and now, the Middle East. As Rosa’s Thai gains popularity in Dubai’s dynamic dining scene, Chef Saiphin shares her vision for expansion, her culinary philosophy, and what keeps her grounded despite the buzz around scale and competition.

What inspired you to expand Rosa’s Thai with more stores in Dubai?

Dubai still has so much potential. It’s a big, vibrant city—and more importantly, it’s a hub. People from Europe stop over here on their way to Asia, and many stay a few days. Dubai brings together people from everywhere, and that makes it a perfect location for a brand like Rosa’s Thai. Also, malls here are thriving. I recently visited our outlet in Dubai Hills Mall and saw it full—it’s the kind of energy that excites me.

Are the Dubai stores adapted in any way for the local market, or do you retain the same menu globally?

We keep the same menu across all locations. I believe in simplicity—especially when you’re running multiple sites. If every kitchen had a different menu, quality control would become a nightmare. When something is good, you don’t need to change it. At Rosa’s Thai, we’re proud of our food’s authenticity, and consistency is key.

Thai cuisine has many global champions now. What makes Rosa’s stand out?

Authenticity. Every ingredient is thoughtfully sourced. Our rice, coconut milk, curry pastes—all come directly from Thailand. I’ve worked closely with farmers and even set up a small family-run curry paste factory. Everything is fresh, and we prepare sauces in our central kitchen, so no matter where you dine—London or Dubai—the taste is the same.

Dubai’s F&B space is ultra-competitive. Does that ever worry you?

Not really. I believe in my brand and our quality. We look after our people, our customers, and our standards—from cleanliness to service. Our spaces are well-maintained, and our food is top-notch. That’s what keeps customers coming back.

With premium ingredients sourced from Thailand, do you feel pressure to price higher?

Rosa’s Thai has always been about accessibility. I want everyone—students, workers, families—to enjoy our food. I’m conscious of people’s hard-earned money. You shouldn’t leave a restaurant hungry. We focus on portion size and satisfaction, not pricing people out.

Is there a dish that holds a special place in your heart?

Pad Krapow—minced meat stir-fried with holy basil, garlic, and chili. It’s my go-to comfort food and a national favorite in Thailand. In Dubai, the quality of beef is excellent, and that makes the dish even more special here.

Has Covid changed the delivery-vs-dine-in balance for Rosa’s?

Delivery helped during Covid, but nothing replaces the dine-in experience. Seeing people enjoy their meals in a buzzing environment—that’s what a restaurant is all about. I prefer having guests in the space rather than only sending food out in boxes.

As you expand, how do you ensure quality control and team consistency?

We plan to grow steadily over the next three years. The key is a strong team and a robust setup—from sourcing to training. Everyone in the kitchen must understand Thai food deeply. That’s what makes scaling possible without compromising quality.

Any personal lessons that guide you as a leader?

People are the most important. It’s tough to find chefs who truly understand your cuisine. That’s why we nurture our teams carefully. Staffing can be difficult, so we’re very particular about training and values.

What are your plans for the remainder of the year and early 2026?

We’re opening 3–4 new sites in the UK this year. And by the end of the year, we’ll be opening in Abu Dhabi too. It’s going to be a busy time, but we’re ready for it!