Alexander Orlov is leading the company’s expansion across Europe and beyond, introducing its dynamic hospitality concepts to new markets
Bulldozer Group is entering a significant phase of expansion, with a €50 million investment fuelling new projects across Europe and beyond. Having established a strong foothold in Dubai, the group is now setting its sights on key international markets, including Paris, Marbella, and London. This next chapter will see the company introduce new dining and wellness concepts shaped by its experience in fast-moving, competitive environments.
“Dubai is a highly competitive market, home to the world’s largest restaurant groups,” said Alexander Orlov, Founder & Chairman of Bulldozer Group. “Here, it is essential not only to have a strong concept but also to choose the right location. We began our expansion into the UAE in 2013, and since then, this market has become a key growth point. Thanks to our experience in Dubai, we have mastered aggressive marketing, swift decision-making, and rapid development, which helps us enter new markets worldwide.”
With a number of openings on the horizon, Bulldozer Group is moving into new territory while staying connected to its roots. Projects in France and Spain will introduce contemporary restaurant concepts, while a large-scale wellness space in the UK marks a step into a different sector. In Dubai, the upcoming launch of Sacra, a two-floor spa complex, signals a shift towards a more diversified portfolio. As Orlov leads its expansion, the company will draw on lessons learned in Dubai to navigate new markets, balancing ambition with a deep understanding of local cultures and consumer expectations.
How do you balance adapting Bulldozer Group’s concepts to different cultural markets across Europe while maintaining a consistent brand identity?
We take a thorough approach to market research, study statistics, and analyse opportunities before launching each new project. This allows us to maintain the Bulldozer Group brand while considering the gastronomic preferences of different countries. I am directly involved in all projects, which is what unites our restaurants worldwide.
How do partnerships with local suppliers, designers, and other stakeholders play a role in your expansion strategy?
I always personally taste the menu and sometimes visit suppliers to ensure that our restaurants receive the best ingredients. This is one of the key success factors – working only with the best. Designers and architects are also essential, as they help adapt the restaurant concept to the specifics of the local market. It is also necessary to study the city and choose premium locations close to tourist routes and landmarks.
How is technology being integrated into your operations, and what role do you see technology playing in shaping the future of hospitality?
We use artificial intelligence for marketing purposes, creating stylish visual solutions for restaurant decor. We are also actively working on the digitalisation of business processes – we are developing an application that will integrate a loyalty system, delivery, table reservations, and reviews. The key is to keep evolving: if you don’t change and adapt your approaches, you remain stagnant.
How do you approach designing new dining experiences like UNI, and what role do chefs play in that process?
Each new project is a combination of inspiration and market analysis. I travel a lot and bring ideas from different parts of the world. For example, Uni in Paris reflects Japanese cuisine, while Suelo embodies Spanish gastronomic culture. Chefs play a key role in the process of creating restaurants – they don’t just cook but also explore new trends, develop themselves, travel, and become part of the concept. A great chef is not just someone who cooks well, but an organiser and researcher who thinks like a business owner.
What steps is Bulldozer Group taking to ensure sustainability in sourcing and restaurant operations across your global projects? What challenges do you face in sourcing locally?
We strive to use only the best and freshest ingredients by working with local suppliers. However, the main challenge is maintaining quality consistency and product availability across different regions. For example, in some countries, certain cuisines are less popular, making their local adaptation a complex task.
What challenges and opportunities do you foresee in the luxury dining segment in the Middle East?
The restaurant business is one of the most challenging in the world because it depends on many factors: cuisine, atmosphere, design, and location. In the Middle East, the market is highly competitive, and the best locations are granted only to experts. This presents challenges but also creates opportunities for unique concepts. The key is to work with the best and offer customers an exceptional experience.
What do you think is the next big trend in luxury dining and why?
The next big trend in luxury dining is the fusion of fine dining with immersive experiences. Today, it’s no longer just about exceptional food—it’s about creating emotions, storytelling, and a multi-sensory journey. Guests expect more than a meal; they seek unique, unforgettable moments.
Quality remains key, with a strong focus on premium ingredients and impeccable service. However, digital influence is also shaping the industry. Collaborating with influencers helps expand reach and create buzz, making high-end dining more accessible and desirable.
Another major trend is the seamless combination of dining and nightlife. Restaurants are evolving into lifestyle destinations, where guests can enjoy a world-class meal and transition into a vibrant social scene. This blend of formats enhances engagement, maximising both experience and business potential.
What are the key milestones you’re focused on in the next 5 years?
My goal is the large-scale expansion of the Bulldozer Group. We are already opening restaurants in Paris, London, and other major European cities, and this is just the beginning. Additionally, we are entering a new segment—spa complexes—with projects currently underway in Dubai and London. This year, I will also launch my first hotel. I believe there are no limits—when you have energy and ambition, you can achieve the highest results.
