Since founding the company with the groundbreaking launch of Tom&Serg in 2013, Managing Director Tom Arnel and his team at Bull&Roo raised the bar and set the scene for a casual dining revolution in Dubai. Eight years on, the company will continue its mission to become leading, global restaurateurs and create concepts of the future under a new name, Eat X.

Eat X represents a mindset of infinite possibilities that will catapult the company into a new era. Armed with some of the best real estate locations Dubai has to offer, the Eat X team plans to customize brand-new home-grown dining experiences the likes of which the world has never seen before, by pushing the boundaries of contemporary dining. Tom&Serg revolutionized the industry with clear intent and focus on the specialty coffee and breakfast brunch scene, going against the grain and challenging the status quo. This ethos will be flicked into overdrive as the group plans to take on colossal new restaurant spaces.

With over eight new venues in the pipeline, launching in 2021 and 2022, the new hospitality group is driven by the same positive idiosyncrasies have that have always been part of the Bull&Roo DNA. This will continue as Eat X creates concepts of the future with climate, culture and community at its core. Launching world firsts and developing concepts that will stimulate the industry, Eat X plans to nurture young talent, challenge the way we experience food and inspire the future of culinary entrepreneurship.

“The rebrand represents our company becoming a little older and a little wiser, with a focus on problem solving to ensure the absolute best customer experience we can offer. Eat X being based in such an ambitious and inspiring city as Dubai only encourages us to dream big. The team and I have a new perspective on what is possible and are dreaming ofwhat the perfect Dubai restaurant might look like. Each restaurant we create has been designed for the daily routine of the city we live in, and as a proud UAE expat, it is an honor to be part of the movement putting the Dubai dining scene on the world stage.The Guild, launching in 2022 will be the pinnacle of Eat X’s expansion and aims to be one of the most exciting and exhilarating dining and entertainment experience Dubai has seen.” Tom Arnel, Managing Director of Eat X.

Chef, Founder and CEO of Eat X.

NEW OPENINGS:

Encounter Coffee MOE

Common Grounds 3X new locations

The Byron Bathers Club

The Park

The Guild