Flexi Kitchen, a virtual restaurant concept based on the Flexitarian Diet has launched in the UAE. Jordana Restaurant Group has introduced the delivery-only experience that will appeal to people on healthy diets like the flexitarians and those who want to reduce their meat consumption to save and protect the environment.
The Flexitarian Diet, a combination of the words flexible and vegetarian, is a healthy approach to eating, which encourages consumption of mainly plant-based food but not cutting out on meat and other animal products altogether. This lifestyle is increasing in popularity across the globe including the UAE, especially for people who do not want to commit to a full vegetarian or vegan lifestyle since it allows them a flexibility that they can adapt to their lifestyle, social life and health conditions.
In this context, Mayane Sarwat, marketing and brand manager of Jordana Restaurant Group, says, “We are proud to introduce Flexi Kitchen to the increasing number of flexitarians in the UAE. Plant-forward foods are certainly trending and we have seen several restaurants in the UAE adding vegetarian or vegan dishes to their menu. With Flexi Kitchen, consumers can order their meals and have it delivered directly to their home or place of work. We have curated a menu of healthy and nutritious dishes including breakfast, salads and mains that people on a Flexitarian Diet can select from to fill their daily calorie requirements.”
The popularity of the Flexitarian Diet is a result of people taking a healthy approach to what they eat. The trendy diet promotes easy, healthy and good eating habits. Flexitarians can choose to go meat-free two to three times a week, eat more greens and add more options to their menu. Research has shown that practicing a Flexitarian Diet in conjunction with physical activity can promote a lifestyle consistent with recommendations for reducing risks of breast and prostate cancer.
The meals offered by Flexi Kitchen are cooked using freshly sourced ingredients. The menu includes breakfast, salads and mains including a Beyond Meat burger, the world’s first plant-based burger that looks, cooks and satisfies like beef without GMOs, soy or gluten. Flexi Kitchen is one of the few dining outlets in Dubai that currently offer Beyond Meat burger.
Jordana Restaurant Group will use the third-party service Deliveroo to deliver the meals to customers. During the initial launch, deliveries will cover surrounding areas within Business Bay, Bay Square, Downtown Dubai, Dubai Design District, Burj Khalifa, The Dubai Mall and nearby places including Jumeirah Village Circle (JVC), Motor City and Sports City through Deliveroo Editions, Hessa Street. Deliveries will soon be available in the Dubai Marina and Jumeirah Lakes Towers areas from the beginning of August.
Words by Katie Streten Experiential Strategy Director, VMLY&R COMMERCE Throughout the last year,June 13, 2021 | By Shruthi Nair
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