Co-founders Tamer Elkhayat and Faisal Yabroudi on building scalable brands, maintaining operational discipline, and why they believe the next generation of global hospitality brands will come from the UAE
How would you describe FYTE Hospitality’s journey so far?
FYTE Hospitality was founded with a simple ambition: to build hospitality brands that shape the future of the industry. At FYTE, we believe the future of hospitality isn’t something you wait for, it’s something you build. We don’t follow trends, we create what’s next. Although FYTE was formally established in 2024, we’ve been building hospitality businesses together for over a decade. Lasting success comes from bold ideas, disciplined execution, relentless operational excellence and investing in people. We’ve launched and grown Kokoro, WINDOW and Katei, secured the GCC master franchise for Hikiniku To Come, successfully launched Bake My Day in Saudi Arabia, and celebrated the opening of Kokoro Cannes.
Kokoro will soon announce three new international cities, WINDOW will make its international debut, and Bake My Day has further international expansion in the pipeline. Across the GCC, we’re expanding Kokoro and working to grow Hikiniku To Come with the right partners who share our long-term vision.
Beyond restaurants, we’re developing our own hotel brand, which we’ll announce soon, while also working with leading hospitality groups to redefine hotel food and beverage experiences. We believe the next chapter belongs to hospitality brands built in the UAE and recognised globally.
Every new venture creates opportunities for our people to grow because restaurants don’t scale, people do. Our ambition is to build one of the world’s most respected hospitality companies through the brands we create, the people we develop and the impact we leave on the industry.
What does FYTE Hospitality look for in a concept before deciding to bring it into the region?
We don’t invest in trends; we invest in brands. We look for concepts that move the industry forward, build loyal communities, have strong operational foundations, exceptional product quality and can scale without losing their identity.
How has Dubai’s dining audience changed since you launched Kokoro?
Dubai has become one of the world’s most sophisticated dining markets. Guests expect authenticity, consistency and genuine hospitality, and they measure every new opening against the best they’ve experienced anywhere in the world. Every concept we launch must contribute something meaningful and raise the standard of the market.
What’s the biggest misconception people have about running a franchise concept versus building an original one?
Many believe franchising is easier: the concept, the brand and the playbook already exist. The reality is that protecting someone else’s legacy demands the same discipline as building your own, often with less room to improvise, since every decision is measured against a standard already set elsewhere. Whether protecting someone else’s legacy or creating your own, guests only judge the quality of the experience.
What does operational discipline look like day to day at a concept like WINDOW or Kokoro?
Operational excellence is built through thousands of small decisions every day, from every ingredient to every guest interaction. Continuous training, coaching, accountability and an uncompromising culture are essential. Menus can be copied, concepts can be copied, but culture cannot.
What keeps guests coming back to a concept long after opening night?
Great food brings guests in once. Hospitality brings them back. Consistency, emotional connection and a genuine sense of community, the feeling of being recognised and remembered, are what create long-term loyalty.
What excites you most about scaling a hospitality group in the UAE right now?
The UAE is one of the world’s most exciting hospitality markets. It’s no longer just a place that imports great concepts. It’s becoming a place that creates brands with global potential. That’s the future we want FYTE to help shape.
How do you approach timing when launching a new concept in Dubai?
There’s never a perfect time to open a restaurant. We identify what’s missing in the market and create concepts that genuinely add value. We’re not ready because construction is complete, we’re ready when our team is ready to welcome our very first guest. Live service is the best teacher, so we continuously learn and improve after opening while ensuring the first impression reflects our standards.
Where do you see Dubai’s dining scene heading over the next few years, and how does FYTE want to fit into that?
The future belongs to authentic brands with strong identities and consistent execution. We believe the next generation of globally recognised hospitality brands will come from this region, brands like Kokoro and WINDOW carrying the UAE’s name abroad instead of importing someone else’s, and we want FYTE to help lead that movement.
What does long-term success look like for FYTE Hospitality?
Long-term success is measured by the brands we build, the people we develop and the legacy we leave. We’ll continue expanding Kokoro and WINDOW internationally, grow Kokoro and Hikiniku To Come across the GCC, launch our own hotel brand and help redefine hotel food and beverage experiences. Our goal is simple: create brands that stand the test of time and prove concepts built in the UAE can compete with the very best in the world.