DUBAI // Food vans have finally hit Dubai – although they may not be as readily visible as the popular “chippers” and hot dog trailers in so many of the world’s cities.
Two food van businesses have opened this year. Recently, a gourmet burger company called Salt has whipped up enthusiasm with a clever social-media campaign.
Residents are told only days in advance where and when a Salt van would be in the city, under the Twitter hashtag #findsalt.
So far it has operated in a catch-us-if-you-can style, appearing after last-minute announcements.
Private party company Ghaf Kitchen has also launched a food truck – a lovingly restored 1962 Citroen H van.
“We basically set up the van to be a restaurant without a shop front,” said David O’Brien, the director of Ghaf Kitchen. “It’s been hugely popular and we’re in the process of converting a second van.”
Catering trailers have been slow to take off in Dubai because of licensing issues.
Despite clear demand, challenges for small start-ups are huge, said Nathen Furlong, an owner of ice-cream van company Desert Chill.
“In Dubai there are rules against serving by the side of the road,” Mr Furlong said.
“You can’t just pull up on Jumeirah Beach and start selling. It definitely is a challenge for truck food businesses and has been a challenge for us for the past six years.
“But now there’s such a demand for mobile food that many people are approaching the Government and explaining that there is no real trade licence or legislation for mobile food and vending.”
A Salt spokesman declined to say what form the business would take ahead of its expected official launch this year.
But Ghaf Kitchen is using its van only as an added attraction for its own private events and parties, and the restaurant-quality food is prepared in advance and only finished and served in the van.
Mr O’Brien said there was never any plan to use the truck to serve street food, not least because of licensing challenges in Dubai.
“The issue is around parking and serving in public spaces,” he said. “That’s under our events trade licence. We’d never go to the beach and just serve from there.”
The van, which is a collectors’ item, was found in a field in Normandy last year and has been thoroughly restored and fitted.
The work cost about six times the amount that a fitted, modern food truck would cost brand new, Mr O’Brien said, but there were few regrets.
“We wanted something that was quirky and esoteric,” he said. “We didn’t want something you could just get off the shelves. We wanted something that had real character.”
Even with the proper permission, sometimes things just go wrong. Desert Chill generated headlines last month when Emaar abruptly told owners that they could no longer operate in its gated communities, such as The Springs and The Meadows.
Mr Furlong said that despite a social-media campaign from residents, there was little chance of the service being restored in an area that generated about 10 per cent of their business.
“It’s a bit disappointing and it’s definitely a hit to the business,” he said. “But we also operate in Ajman, Al Ain and Abu Dhabi, and we’ll be able to compensate.”
Emaar did not respond to a request for comment.
Mr Furlong said that despite the challenges associated with this type of business, people were immensely receptive.
“Everyone loves it,” he said. “We have a lot of interest from the Emirati community, especially for private bookings.
“For most Europeans it’s like home from home.”
A spokesman for Dubai Municipality could not be reached.
mcroucher@thenational.ae
