Street food galore

June 7, 2024 | By Anurima Das

Michael Beverly

Spanning an expansive 3,318-square-feet, the all-in-one culinary hotspot FLAYVA redefines the food court concept and is ready to accommodate approximately 500 guests at a time, providing a spacious and vibrant setting for a rich variety of dining experiences in the heart of Deira. From Indonesian to Vietnamese, Indian to Japanese, Lebanese to Filipino, Flayva promises a melting pot of flavours for every palate.

Michael Beverly, Executive Vice President, Al Ghurair Centre shared how this new concept is changing the dynamics of food court and adding new culinary experiences to the customer’s palate.

How has the FLAYVA concept been faring since its launch?

We’re thrilled with the response that FLAYVA has garnered since its debut in March. It’s been a significant driver in increasing foot traffic at Al Ghurair Centre, with an impressive 11% uptick within the first two weeks alone. And within just six weeks, we’ve served over 70,000 customers, making it a bustling hub for socialising and dining FLAYVA has truly enriched the overall shopping experience for our mallgoers, providing a diverse range of culinary options and fostering community engagement.

What prompted the creation of FLAYVA? Was there a particular gap in the market that you sought to address?

Food halls have been gaining momentum globally, offering a vibrant social setting and a plethora of dining options under one roof. Recognising Dubai’s penchant for dining out and its status as a culinary hotspot, we saw an opportunity to introduce FLAYVA as a neighbourhood food hall, tailored to the diverse tastes of the local community. It’s part of our commitment to enhancing the overall customer experience at Al Ghurair Centre.

FLAYVA’s focus on street food is quite unique in the region. Could you elaborate on the concept and its unique selling points?

FLAYVA’s uniqueness stems from several key aspects. Firstly, it underscores our support for local entrepreneurs and celebrates Dubai’s vibrant F&B scene. We’re not just offering a dining experience; we’re nurturing culinary talent and authenticity. Moreover, FLAYVA’s family-friendly ambiance, coupled with its affordability and high-quality offerings, sets it apart as a go-to destination for all demographics. And let’s not forget its charming location in the heart of old Dubai, adding to its distinctive appeal.

What are your plans for expanding the FLAYVA concept in the future?

We’re still in the early stages of analysis, but we’re keen to build on FLAYVA’s success. Our focus will be on diversifying our tenant mix further, potentially incorporating dessert and specialised coffee options. Additionally, we’re exploring ways to enhance the overall appeal of Al Ghurair Centre, with a keen eye on entertainment and leisure offerings.

With FLAYVA’s promising start, what growth and market expectations do you have for the coming months?

We’re optimistic about FLAYVA’s trajectory, especially as food hall concepts continue to gain momentum in the region. As summer approaches, we anticipate increased demand for indoor dining, positioning FLAYVA as a premier destination for culinary experiences. Our partnership with Noon Food for delivery services further enhances accessibility, catering to a wider audience.

What marketing strategies have you employed to generate buzz for FLAYVA?

We’ve adopted a comprehensive approach, including social media promotion, public relations, influencer engagement and a mix of paid and out-of-home media. This strategy has been crucial in creating awareness and generating excitement around FLAYVA.

Considering the diverse demographic of the area, how did you approach pricing when selecting restaurants for FLAYVA?

Pricing was indeed a crucial factor in our selection process. We wanted to ensure accessibility without compromising on quality. By strategically curating a mix of vendors and fine-tuning their price positioning, we’ve managed to cater to the diverse demographics of the area while spotlighting homegrown concepts. It’s all about delivering an unparalleled culinary experience tailored to our target audience.

Lastly, could you shed some light on the curation process for FLAYVA’s restaurant lineup? What factors did you consider?

Our curation process was meticulous and thorough. We started by analysing the demographics of frequent visitors to Al Ghurair Centre and its vicinity, understanding their tastes and preferences. This informed our selection of vendors, ensuring a wide spectrum of cuisines to cater to diverse palates. Our lineup includes a variety of favourites, all carefully chosen to promote inclusivity and community engagement. For instance, we’ve seen a surge in interest, particularly for vendors including Bacolod Inasal BBQ, Salvis Junior and Spice Grill. This speaks volumes about FLAYVA’s appeal and acceptance within the community. Ultimately, FLAYVA is all about providing a rich culinary experience that brings people together.

Previous Article Next Article



Elmoataz Obada, Co-Founder, Monkey Distribution

The power of pop

From butter beer to brooms. Dobby themed coffee mugs and keychains to 

Continue Reading

May 6, 2024 | By Rupkatha B
Malina Ngai, Group Chief Executive Officer, AS Watson Group

Watsons to open 20 new stores in the GCC

In 2020, global health & beauty retailer AS Watson Group signed its 

Continue Reading

April 29, 2024 | By Rupkatha B


Spinneys has announced the launch of The Kitchen by Spinneys, its first-ever 

Continue Reading

May 20, 2024 | By RetailME Bureau

In a move set to redefine the landscape of the Fast Moving 

Continue Reading

May 16, 2024 | By RetailME Bureau
Sunil Kumar and Ali Saeed Juma Albwardy, Spinneys

One of UAE’s leading fresh food retailers, Spinneys has announced its intention 

Continue Reading

April 19, 2024 | By RetailME Bureau
Laura Manning, Managing Director & Founder, BRW Society

Launched in 2019 by Laura Manning, UAE-based homegrown brand BRW Society completes 

Continue Reading

April 5, 2024 | By Rupkatha B
Rajiv Warrier, Chief Executive Officer, Choithrams

Since the launch of its first store in the UAE five decades 

Continue Reading

March 20, 2024 | By RetailME Bureau
Dr. Dhananjay Datar Chairman & Managing Director ADIL Trading Co. LLC

Dr. Dhananjay Datar Chairman & Managing Director ADIL Trading Co. LLC holds 

Continue Reading

February 29, 2024 | By Rupkatha B
Hani Weiss, Chief Executive Officer, Majid Al Futtaim Retail

In 1995 regional retail conglomerate Majid Al Futtaim introduced Carrefour to the 

Continue Reading

February 26, 2024 | By RetailME Bureau
Prashant Parameswaran, Managing Director and Chief Executive Officer of Tata Consumer Soulfull

Tata Soulfull, a leading name in the ‘good-for-you’ snacks and breakfast cereals 

Continue Reading

February 22, 2024 | By Rupkatha B
Jean-Luc Graziato, Chief Commercial Officer of Majid Al Futtaim – Retail and Alia Al Harmoodi, Acting CEO of the Environment, Health and Safety Agency

Majid Al Futtaim – Retail, which holds the exclusive franchise to operate 

Continue Reading

February 20, 2024 | By RetailME Bureau
Krishna Dhanak, Managing Director, Alpen Capital

In an exclusive interview Krishna Dhanak, Managing Director, Alpen Capital shared insights 

Continue Reading

February 19, 2024 | By Rupkatha B
Majed M. Al-Tahan, Co-founder & Managing Director, Danube Online

As digital transformation across the retail industry continues to accelerate, the expectations 

Continue Reading

December 19, 2023 | By RetailME Bureau
Frederic Levy-Perrault, CEO, Al Raya Supermarket

Saudi Arabia-based grocery retail chain Al Raya Supermarket serves over 100,000 customers 

Continue Reading

December 15, 2023 | By RetailME Bureau

Download Images RetailME Magazine