Pop-up Experiences at What The Food

The festival will feature a diverse range of F&B and retail pop-ups, each showcasing their cultural and culinary heritage.

EMIRATES NBD

Step into What The Food Festival and discover culinary delights, workshops and cultural activations. Be a part of this two - day experience and enjoy 15% off with your Emirates NBD card on selected food and retail venue.

Terms & Conditions Apply.

F&B POP-UPS

FLAT BURGER

MUST

MUST is a one-of-a-kind restaurant that stands out in the market for serving their signature Ghazal (Deer) Meat, setting us apart from the competition. They are passionate about delivering an exceptional experience to every customer by offering premium-quality meat and allowing them to customise their sauces to match their Taste.

Their concept revolves around Ghazal meat served in unique ways — on fries and in burgers. We also offer regular fries, delicious samosas with a variety of creative homemade sauces, as well as our signature hot cocoa , delicious matcha and refreshing mojitos. Every item on their menu is freshly prepared and served in a clean, visually appealing, and a hygienic environment.

They have proudly participated in major events across the UAE including:

• Film in the Desert

• Sikka Art & Design Platform

• Sharjah Light Festival

• Bee’ah Events

• Ferjan Dubai

• MOTB Festival, and many more.

They are proud to be supported by Mohammed Bin Rashid Establishment for SME Development, which empowers and supports innovative Emirati businesses like theirs.

Tushiz
Tushiz is where stories are baked into every delight, where comfort meets creativity, and every bite carries a spark of joy, a spark of love, and a lot of magic. What began as a cheesecake made with love in a cozy home kitchen that was never meant to become a business quickly grew into something extraordinary.

Today, Tushiz stands as a symbol of love baked into every creation, a reminder that the sweetest things in life are meant to be shared.

YAMRA

At YAMRA, they honor that legacy by harnessing woodfire to craft street food that’s as bold as it is refined. Inspired by flavours from around the world, each dish is a tribute to tradition, yet reimagined for today—elevated, flavourful, and cooked over embers that celebrate their shared roots. Yamra is where global flavours and primal cooking unite, inviting you to experience the warmth and artistry of fire, right here at What The Food by Alserkal.

HANOON

Hanoon brings the soul of Damascus to Dubai, serving Syrian comfort food made from scratch with care and craft. Inspired by the city’s neighbourhood cafés, Hanoon celebrates time-honoured recipes like falafel, shawarma, and mezze, made with long-fermented breads, farm-fresh ingredients, and deep-rooted passion for flavour and tradition.

LA MORITA

La Morita offers a modern twist on authentic Mexican cuisine. They specialize in delivering flavourful, vibrant dishes that blend traditional Mexican street food with contemporary culinary techniques.

NAMA YOSO

Founded in 2023 by four Emirati childhood friends, Nama Yoso is a homegrown Japanese restaurant in Mirdif that has redefined contemporary Japanese dining in the community.

Guided by seasonality, craft, and precision, its menu features modern creations developed with MICHELIN Guide Selected Chef Reif Othman and Executive Chef Susu Chuen. More than a restaurant, Nama Yoso is a story of friendship and passion—where tradition meets innovation in an atmosphere of warmth and understated elegance.

DASTARKHAN

A dastarkhan is a traditional round table in Kazakh culture — its circular shape symbolizing the sun, family, and unity. During the nomadic era, whoever passed your home was first fed as a gesture of hospitality and safety. Only then came questions of where they came from or where they were headed. To this day, the ritual of sharing a meal around the dastarkhan lives strong.

At Dastarkhan, they bring people together around the warmth of Central Asian cuisine. Not just eating, but sharing. Not just observing, but participating. Their supper clubs blend food, storytelling ,and cultural ritual into an unforgettable experience.

CarniStore

The ShawarMoo by CarniStore is the baddest, juiciest, meatiest, sauciest shawarma you will ever eat. Every cut of meat, a secret sauce, all the CarniStore good stuff packed into a pure indulgent beef shawarma. Available exclusively at What The Food.

piehaus

For What The Food 2025, they present you with Lena, the youngest baker at the table, to show how tradition still rises, just with a little more butter and a lot more imagination. At piehaus, they rework old school recipes into modern rituals. Same warmth, new flavour. Come taste tomorrow, today.

1004 Gourmet

Saicho is a luxurious, non-alcoholic, Single Origin Sparkling Tea. Meticulously sourced and beautifully designed to celebrate the cra and provenance of tea. Showing new audiences a way to experience an innovative way to connect and celebrate with tea.

NALA

NALA’s beloved purple beverage beverage cart will be back in front of their unit specialty beverages all day.

Lila Molino + Cafe

Fresh produce from the Farmers’ Market at Lila Molino, all-day Mexican eatery.

Crust by Lopo Pizzeria

At Crust by Lopo, the magic starts with the base. Our dough is made with organic, stone-ground flour and long-fermented for that perfect balance of flavour, texture, and lightness. Every bite feels indulgent yet easy on the stomach—pizza you can enjoy without the food coma.

The Grove

A neighborhood-spot, nestled in the heart of Hidd Al Saadiyat, Abu Dhabi, UAE. The Grove is home to Abu Dhabi's favorite sea-side sips and bites. We have proudly also catered to over 732 events, from intimate gatherings to the nation's most attended events.

The Little Fox by Rowley's

Rowley’s has been an icon since 1790, first as London’s distinguished butcher supplying Buckingham Palace, then as the legendary steak and frites restaurant of St. James’s.
They bring the same heritage, flavour, and execution that made Rowley’s a cult classic in London and DIFC, reimagined for those who want excellence on the go. Their USP is simple: no distractions, no compromises—just perfectly executed steak and frites, served the Rowley’s way. Whether it’s a quick lunch, a casual dinner, or a late-night craving, The Little Fox promises big flavor in a compact, high-energy setting.

Feka

Feka is a modern Iraqi-fusion fast casual concept born in Dubai. We combine authentic Iraqi flavors with a global twist, presented through a strong lifestyle brand identity. Feka is more than food – it’s a cultural vibe, a lifestyle, and a bold statement in the fast casual space.

RETAIL POP-UPS

New Leaf – Rooted in Soil

UAE's first vertical farm growing organic microgreens, salads, herbs, cresses, and edible flowers in real soil mixture developed over the past twenty years. Healthy superfood, packed with nutrients and vitamins. The soil makes all the difference between New Leafʼs products and those from other vertical - hydroponic farms. Using soil means there is a lot of beneficial organisms which help the plants to take up nutrients. Their super food greens contain up to 83 different nutrients. Unique process of growing the plants helps them expand their root system, thanks to which they can absorb more micro elements from the nutrient-rich soil.

WISK – Transformational Ingredients

They care deeply about where an ingredient is from – but we get most excited about the places it can take you! At WISK, they bring the distribution of fine foods to a new level. Their parent, Vestey Holdings, has always been a pioneer of new ways to source and distribute food, and WISK continues this tradition. They see themselves as the guardians of taste, working with trusted growers and dedicated producers who share our commitment to flavour and seasonality — always sourcing ingredients at their most expressive and delicious moment.

Our Dubai-based Inspiration Meat Atelier works with renowned producers around the world – from Australia and Japan to France – portioning and preparing bespoke recipes locally, from precise portion control to premium burgers and artisanal sausages. Meanwhile, their Inspiration Cheese Atelier sources cheeses from Europe’s most recognised affineurs, expertly selecting, portioning, and pairing them to create unforgettable cheese moments.

Secrets Fine Food

What is the common point between a handmade jam by Christine Ferber, a hand-churned butter from Didier Dupont, an extra virgin olive oil from Castillo de Canena or a fine-aged cheese from Herve Mons? Perfection of taste, soil, origin, rarity, and passion are the common points for those masters, they also are the main criteria of Secrets Fine Food selection.

Founded in 2013, Secrets Fine Food is your online fine food grocery delivering across the whole UAE. Next day deliveries in Dubai, three times a week in Abu Dhabi and once a week across other Emirates.

Products are sourced from the best terroirs. The origin of each item is genuine and traceable, brought to you directly from the producer.

Blending Pot

Blending Pot is a fusion of flavors, cultures, and stories in a frozen treat cup. Blending Pot isn’t another frozen dessert. It’s a blend of cultures in a cup! Inspired by the UAE, where the world comes together and magic happens, our treats mix global flavors and unexpected twists that spark conversations and remind us that food has the power to unite.

Marshmallow Spot

The Marshmallow Spot is a UAE-based artisanal confectionery brand specializing in handmade gourmet marshmallows and creative sweet experiences. Every piece is crafted with care, using premium ingredients and unique flavors that bring back the joy of childhood in a modern, elevated way.

Scoop

Founded in 2013 in Sydney, Australia, Scoop Wholefoods landed in the UAE with a mission to nourish people and protect the planet. As the GCC’s first single-use-plastic-free wholefoods retailer, Scoop offers over 800 natural products, spanning wholefoods, eco-friendly home essentials, and personal care products. With its signature “scoop-your-own” experience, Scoop empowers customers to embrace sustainable living while enjoying premium, certified-organic products. Today, Scoop Wholefoods is trusted by families, corporates, and wellness communities, and is redefining shopping by making health and sustainability accessible, engaging, and impactful.

MÓGŰ

At MÓGŰ, they go beyond the hype. No fillers. No shortcuts. Just pure, potent mushroom extracts that deliver real results.

Each extract is meticulously crafted for true bioavailability, using precise dual extractions to unlock the compounds your body can absorb. With 10:1 or higher ratios, including our 12:1 Lion’s Mane, every scoop offers exceptional purity and potency, never diluted, always effective.

MÓGŰ is functional mushroom wellness, elevated

Nablus Kanafe

Nablus Kanafeh is a home-grown UAE concept, established to share the authentic taste of one of the region’s most iconic desserts. Beginning as a humble kanafeh cart, the brand has grown into a vibrant restaurant where culinary tradition comes to life. Each kanafeh is crafted with precision and care, reflecting a deep respect for our roots and celebrating the region’s rich culinary traditions. Today, Nablus Kanafeh continues to honor its origins while offering an elevated kanafeh experience that brings people together and creates lasting memories.

Pure Harvest Farms

Pure Harvest sets a new standard in freshness. Its UAE-grown produce tastes as nature intended - pure, consistent, and packed with flavor year-round. In precisely controlled environments, crops receive ideal light, climate, and care, eliminating seasonality and elevating reliability from seed to delivery. Chefs, creators, and everyday cooks can craft with confidence knowing every tomato, berry, and leafy green arrives clean, vibrant, and perfectly ripened. This is food engineered for taste and consistency, because at Pure Harvest, true freshness isn’t left to chance; it’s designed into every harvest.”

Pistachoux

Pistachoux, by pastry chef Natasha Daoud, is a Dubai-born bakery specializing in irresistible, handcrafted cookies. Every creation is made from scratch using only real ingredients, the highest quality chocolate, hand-crafted fillings (never from a jar!), and a whole lot of love. Come visit their cookie cart at the What The Food event and taste the magic for yourself!

Booch

Booch Kombucha is a small batch, UAE-born kombucha company crafting raw, and refreshingly honest beverages for today’s mindful consumer. They believe kombucha should be bold in flavour, clean in ingredients, and approachable to everyone — not just the health crowd.
Born in Dubai. Brewed with intention.

They're proud to be a part of the UAE’s growing food and beverage innovation scene. All of their products are brewed, bottled, and packaged right here — with ingredients sourced from local suppliers where possible.

Coco Gori

Shaved coconut ice desserts.

Dastaangoi

Dastaangoi is a creative home in Islamabad where stories from the Global South come to life. Through our art residencies and gallery, they bring together artists from Pakistan, Dubai, and beyond to celebrate cultural connection. Their handcrafted candles — inspired by scents like Pomegranates of Kandahar, Monsoons of Mumbai, Wild Figs of Bursa, and many others — capture the essence of place, memory, and belonging, and through their fragrances, we share stories from across the world in every flame."

Yadawei

Yadawei ceramic studio has been established in 2015, it is the 1st pottery studio in Dubai. The studio is purpose-built for students and members exploring clay as a medium of expression and design. It hosts master potters from around the world, it is open 7 days a week.

Chill Dogs ME

They manufacture specifically crafted Ice Cream for Dogs, using the best natural ingredients, lactose free and sugar free!