Sponsored: Massimo Vidoni, founder of Italtouch, reflects on building a business from restaurant doorsteps to a regional presence, and why showing up for Dubai’s dining scene matters now more than ever
We are a Dubai company. Fifteen years ago, I was walking into restaurants like Zuma and Roberto’s with a bag of truffles, knocking on doors and hoping someone would listen. Even now, when I open a bag of fresh truffles, there is always that moment. The smell hits the air, and everything feels important. The chef smells them. The kitchen judges them. That is how Italtouch started.
One restaurant became two, then ten, then many more across the GCC. Some days were exciting, some difficult, but when a chef tastes something and smiles, that is still the best part of the job. One thing never changed: our products. Nothing we sell is mass-produced. Everything comes from small producers who do things the same way for generations. Even our vinegars from Modena come from a family business. Not a factory, but a tradition.
Over the years, Dubai became more than a place to work. It became home. During the pandemic, the UAE showed something remarkable. The vaccination rollout, the focus on people, and the ability to keep moving forward. It gave businesses like ours the confidence to keep going. Today, we face new challenges. Importing is harder, shipping costs are rising, and restaurants face quieter nights. But even with all that, I would not choose to be anywhere else.
The recent conflict has reminded us how strong this country’s leadership is, keeping everyone safe and informed. As we say in Italy, “tutto passa”, everything passes, and Dubai will bounce back even stronger. In the meantime, we are here to support our clients, old and new, in whatever way we can. Through special offers, or simply by enjoying a meal in their restaurants.
So I wanted to shout across the city. My family and I want to go out and try places. Not just for the deals, even though there are some great ones, but to really show up. To try somewhere new, or go back to places we love, to see familiar faces. We will support different restaurants, even if it is just for lunch. This city’s lifeblood is in its restaurants. The mix of culture, the people, and the food.
Our team comes from all over the world, and like many small businesses here, we continue to adapt, change, and find new ways forward. Because at the end of the day, this city deserves us all to show up for it.
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