Culture Over Strategy: Why UAE’s Most Authentic Brands Are Scaling Beyond Borders

In the UAE’s F&B scene, expansion is on everyone’s radar. But the brands that are actually making it across borders? They’re not just following blueprints or quarterly roadmaps.

They’re leading with culture.

At the heart of this shift is a principle once echoed by Peter Drucker: “Culture eats strategy for breakfast.” And in 2025, it’s proving more true than ever.

For Georgina Woollams-Edwards , Founder of Katch International , culture-first thinking isn’t a nice-to-have, it’s the baseline. The agency has helped shape some of the region’s most exciting brand stories, and if there’s one thing they’ve seen work time and again, it’s this: authenticity and values-led partnerships are what move the needle, not strategy decks in isolation.

Why Culture > Strategy in F&B

In a region where restaurant concepts can feel like they’re popping up by the dozen, the ones that stick are the ones that feel real.

Culture is more than just team values on a wall. It’s the DNA of how a restaurant shows up in its food, its staff, its tone, its collaborations, and most importantly, how it connects emotionally with guests.

Authenticity builds emotional equity. And that’s what consumers return for.

In fact:

🔹 78% of consumers prefer to buy from brands that align with their values

🔹 59% of Gen Z and Millennials say brand authenticity outweighs advertising and even innovation

So why are some brands still prioritizing short-term growth hacks over long-term brand resonance?

When Strategy Works Because of Culture

Let’s be clear—strategy isn’t the villain. But it’s most powerful when it amplifies an already strong cultural core.

Take two Katch-led collaborations:

• The Stables x The Smash Room: A partnership nobody saw coming but it worked. It merged high-energy adrenaline with comfort food, turning a night out into an experience that mirrored both brands’ audiences: young, bold, and joyfully chaotic. The result? A cultural moment, not just a campaign.

• Kayali x Alto 54: A sensory crossover that brought luxury fragrance and nightlife into one immersive narrative. This wasn’t about co-branding. It was about shared aesthetics, values, and storytelling, executed through every detail, from scent to setting.

These weren’t gimmicks. They were values-aligned partnerships that felt organic, not opportunistic.

In a world drowning in brand noise, that stands out.

Expansion Without Dilution

The dream for many UAE-born F&B concepts is to go global. But the reality? What works in Dubai doesn’t always land in London or Riyadh unless you carry your brand’s cultural identity with you.

That means:

✔️ Scaling the essence, not just the menu

✔️ Adapting without losing what makes you memorable

✔️ Prioritizing emotional connection over mass-market fit

As Georgina Woollams, Founder and Managing Director of Katch International, puts it:

“Many brands focus too heavily on strategy and not enough on emotional equity. True brand equity is built over time through consistent cultural expression.”

In short, expanding internationally isn’t about replicating, it’s about evolving without losing your cultural heartbeat. That’s where the real brand power lies.

The Power of Brand Chemistry

More than ever, collaborations are the secret sauce to visibility and relevance. But only when they’re done right.

Forget forced partnerships or trend-jacking. The most impactful brand collabs come from shared audiences, shared values, and a clear story to tell together.

Katch’s work with Build-A-Bear x Centara Hotels is a case in point. What began as a Gen Alpha-focused idea turned into a family-wide experience, proving that when the storytelling is immersive, it doesn’t just speak—it sings.

Other global players are paying attention too. Just look at Adidas x Ravi Restaurant, a collaboration that sparked cultural pride and global media attention.

What This Means for UAE Restaurants

The UAE is a unique testbed: hyper-diverse, digitally savvy, and culturally layered. If a brand can build loyalty here, it can build it anywhere.

But only if it plays the long game.

That means investing in:

→ Brand culture that guides every decision

→ Collaborations that actually matter to your community

→ Consistent, authentic storytelling—across markets

In 2025, success isn’t just measured in covers or conversions. It’s measured in emotional equity, brand recall, and cultural relevance.

And the brands that are winning? They’re not just strategizing. They’re connecting.

For more on how Katch International is helping brands grow with meaning, not just momentum, follow Georgina Woollams and the Katch team on LinkedIn.