Afghani restaurant chain has a lot more on its plate

Abdul Baki Tirmizi says the cuisine at Al Kabab Al Afghani Group of Restaurants appeals to all nationalities.

Dubai-based Al Kabab Al Afghani Group of Restaurants is set to expand its operations in the UAE and international markets, said Abdul Baki Tirmizi, managing direcor, Al Kabab Al Afghani Group of Restaurants.

The two-decade-old group - specialising in Turkish and Afghani cuisine and more - is popular among most nationalities in Dubai as residents throng the restaurant during the weekends.

"We believe that by providing a feel and ambience of extended home, our customers are encouraged to visit us regularly," said Tirmizi. The restaurant caters to all nationalities and has blended its cuisine to suit its customers' varied taste buds.

"Our cuisines appeal to most nationalities. We have Americans, Europeans, Indians, Pakistani, Filipino expats coming to our restaurant and this has made us develop recipes that appeal to all," he added.

Al Kabab Al Afghani's journey began in Sharjah in 2007 and today it boasts 10 restaurants in the UAE and Pakistan. Tirmizi - born in Afghanistan - acquired his cooking skills and business acumen from his father and grandfather and started training from the age of 15. Today, two of his sons - out of five - are studying hospitality and tourism. The legacy has been passed down through generations.

Today, the chain is making its presence felt via the Al Kabab App available in Google Play Store and Apple app store. The brand has also tapped portals like Zomato and others to target more customers.

Digital channels
"The sales escalated once we tapped digital options and we saw our deliveries moving up. The UAE is a very forward-looking nation and encourages everyone to adapt to smart solutions to make life better," he said.

Tirmizi is now planning to take the brand to other emirates in the UAE. He is also currently considering enquiries from GCC markets, Europe, Canada, China and the US.

"We are currently planning to extend the franchise of our brand only on condition that our brand image is not compromised on both the taste and hygiene levels. I have nurtured this brand like my home, never compromised on quality and hygiene and I expect the same from my franchisee. I have worked hard to bring the brand image to this level."

Tirmizi praised the UAE as an ideal nation for entrepreneurs to grow and expand their businesses. "The discipline and law in the country encourages businesses to grow in a progressive manner," Tirmizi concluded.

- sandhya@khaleejtimes.com 

Sandhya D'Mello

sandhya@khaleejtimes.com