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.”
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.