• This rendering shows what the new La Serre locations will look like inside. All photos: La Serre
    This rendering shows what the new La Serre locations will look like inside. All photos: La Serre
  • The new restaurants will have blond parquet floors, burgundy velvet upholstery and cream leather chairs.
    The new restaurants will have blond parquet floors, burgundy velvet upholstery and cream leather chairs.
  • In cool shades of cream and marble, the new La Serre will be calm and sophisticated inside.
    In cool shades of cream and marble, the new La Serre will be calm and sophisticated inside.
  • Even the bathrooms will receive an upgrade.
    Even the bathrooms will receive an upgrade.
  • The new La Serre restaurants will be filled with lush plants and cool tones.
    The new La Serre restaurants will be filled with lush plants and cool tones.
  • With verdant greens and deep red, the new La Serre will feel very Parisian.
    With verdant greens and deep red, the new La Serre will feel very Parisian.
  • The new La Serre restaurants will have a water feature in one of the dining areas.
    The new La Serre restaurants will have a water feature in one of the dining areas.

Lifestyle

Food

La Serre closes doors in Downtown Dubai after a decade, as it eyes global expansion

New venues will open across the Gulf, Asia and even Europe

Sarah Maisey

April 10, 2022

  • English
  • Arabic

La Serre Bistro & Boulangerie, the Parisian-style restaurant in Downtown Dubai, has closed its doors as it prepares to open four new locations across the UAE.

After almost a decade as one of Downtown Dubai’s most recognisable restaurants, with its distinctive glass-fronted venue on the corner of Sheikh Mohammed Bin Rashid Boulevard, owner Lincoln Holding is rolling out an ambitious new growth plan for the brand in 2022.

This includes the opening of new venues in Dubai at Jumeirah, Dubai Design District and Mall of the Emirates. It will also be making its first entry into the capital, at Abu Dhabi's Yas Mall.

There are also plans to expand globally.

“New times require new revolutionary ideas and vision," said Ralph Homer, chief executive and founder of Lincoln Holding. "While La Serre has been and will remain an iconic brand with its famous boulangerie and bistro offerings, it is important to embrace market-driven needs.

"Prime locations with sustainable offerings that can be franchised and operated within our brand guidelines are what the future dictates for us.”

The new La Serre restaurants will be filled with lush plants and cool tones. Photo: La Serre
The new La Serre restaurants will be filled with lush plants and cool tones. Photo: La Serre

In addition to the four UAE branches, Homer said they plan to open several La Serre restaurants around the world.

“We are excited to grow our portfolio in this direction, with 30 new La Serre branches across the GCC, Asia and Europe.

"Our design and service philosophy and superior produce-driven menus will be also unwrapped in more prestigious and luxury settings soon in Mount Street and Knightsbridge London, King Abdullah Financial District in Riyadh and in three Hilton hotels in Qatar.”

First opened in 2013, La Serre was hailed as Dubai's first "slow food" restaurant, and had chef Izu Ani bring his skills to the kitchen.

“Slow food is something that is relatively new to Dubai but has existed for a long time in Europe, having started in Italy," said Ani, at the time of opening. "It’s in recognition of how you respect and understand the processes that go into making food.“

His commitment to this ethos led to him being awarded the region's first Snail Of Approval by Slow Food, the worldwide organisation set up to honour this art of cooking as a counterpoint to fast food.

La Serre has since become famous as a breakfast spot, but also a popular bistro, boulangerie and fine dining establishment.

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Tax authority targets shisha levy evasion

The Federal Tax Authority will track shisha imports with electronic markers to protect customers and ensure levies have been paid.

Khalid Ali Al Bustani, director of the tax authority, on Sunday said the move is to "prevent tax evasion and support the authority’s tax collection efforts".

The scheme’s first phase, which came into effect on 1st January, 2019, covers all types of imported and domestically produced and distributed cigarettes. As of May 1, importing any type of cigarettes without the digital marks will be prohibited.

He said the latest phase will see imported and locally produced shisha tobacco tracked by the final quarter of this year.

"The FTA also maintains ongoing communication with concerned companies, to help them adapt their systems to meet our requirements and coordinate between all parties involved," he said.

As with cigarettes, shisha was hit with a 100 per cent tax in October 2017, though manufacturers and cafes absorbed some of the costs to prevent prices doubling.

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Updated: April 10, 2022, 10:02 AM
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