As Dubai’s hospitality sector navigates shifting consumer habits, Tyrone Reid, Group CEO of MMI & Emirates Leisure Retail, shares why collaboration between suppliers and operators is becoming increasingly important for driving footfall and supporting long-term growth.
He also discusses Cheers United, MMI’s initiative bringing together more than 75 bars, restaurants and beach clubs across Dubai, giving diners access to exclusive offers through the MMI Cheers Club app while helping venues welcome more guests through their doors.
What gap in the market was Cheers United created to address, from a supplier’s point of view?
MMI introduced the Cheers United initiative in response to the profound impact the recent conflict had on the hospitality industry and the people behind it. Having witnessed first-hand how rapidly changing market conditions affected venues, teams, and consumer confidence, we recognised the need to come together as an industry and support one another through a challenging period.
Created as a collaborative response to this shifting landscape, Cheers United brought together more than 75 bars, restaurants, and beach clubs with a shared goal: to reignite the city’s social scene by giving residents and visitors compelling reasons to go out again.
Through a carefully curated programme of commercially relevant and exclusive offers and experiences, the initiative was designed not only to deliver value, choice, and accessibility for consumers, but also to help hospitality operators drive footfall, maintain momentum, and build resilience during a difficult time for the sector.
Now that the programme has been live, what early signals are you seeing in terms of engagement from venues and customers?
In under two months, we’ve seen an incredibly positive response from our valued partners across the hospitality industry, which has been especially meaningful during a period of changing market dynamics. One of the most rewarding aspects of Cheers United has been the strength of collaboration and the shared commitment from venues to create memorable experiences for customers.
Our partners have truly embraced the initiative – not only through their enthusiasm and support, but by continually introducing compelling offers, fresh concepts, and innovative experiences that encourage people to reconnect with Dubai’s vibrant dining and social scene. Building long-term, meaningful relationships with our partners has always been central to MMI’s approach, and Cheers United has reinforced the importance of working together to support the wider industry.
Following the successful launch of Cheers Club last year, it’s clear that consumer preferences continue to evolve in a dynamic market like Dubai, with mobile-led convenience and experience-driven engagement becoming increasingly important. Recent shifts in the market landscape have only accelerated this behaviour.
At MMI, our goal has always been to ensure customers have access to the drinks they love. With Cheers United, we’ve expanded that mission beyond the home by connecting customers with some of Dubai’s most loved bars, restaurants, and beach clubs — creating opportunities to enjoy not just great products, but exceptional social and dining experiences as well.
How are initiatives like this changing the way suppliers work with the hospitality sector beyond traditional distribution models?
Initiatives like Cheers United reflect a shift in how suppliers are engaging with the hospitality sector—moving past traditional distribution to becoming more strategic, value-add partners. We get to play a more active role in shaping the end-consumer experience, rather than simply fulfilling orders.
In line with our goal for the initiative, Cheers United also helps to foster a stronger sense of community within the industry, encouraging more knowledge-sharing and long-term partnerships that drive mutual growth.
Ultimately, it’s helping to redefine the supplier-operator relationship – evolving from a transactional to a more collaborative relationship, with both parties aligned in offering differentiated experiences in an increasingly competitive market.
From your perspective, what is currently driving footfall in Dubai’s dining and nightlife scene, and how are venues adapting?
Footfall to Dubai’s dining and nightlife hotspots has been driven by an uptick in experience-led dining and community-first behaviour.
Home-grown dining and chefs have been resonating with UAE consumers for years now; however, they have really been having a moment due to recent cultural, economic, and consumer shifts.
While tourism continues to play an important role in how well Dubai’s venues perform, we’re witnessing more visitation and engagement from residents who are increasingly seeking venues and concepts that align with their lifestyle and preferences – whether that is authentic casual concepts, elevated social dining, or immersive nightlife experiences.
As a result, operators are adapting by focusing less on traditional dining formats and more on curated, audience-first experiences, with greater agility in menu creation, storytelling, partnerships, and creating distinct experiences that keep people coming back.
This is why community initiatives like Cheers United are more important than ever. By bringing local venues together and creating meaningful incentives for consumers under one accessible platform, we hope to boost footfall, strengthen community spirit, and help the industry navigate this period with confidence.
How important is collaboration between suppliers and operators when it comes to building long-term stability in the F&B sector, and do you see that relationship becoming more strategic over time?
Collaboration between suppliers and operators has always been fundamental to building long-term growth and stability in the F&B sector. The stronger the relationship, the more resilient the value chain – whether that’s through more efficient supply planning, shared market insights, or the ability to adapt quickly to shifting consumer demand. It also creates opportunities for joint innovation, from exclusive product offerings to curated experiences that drive differentiation at the venue level.
Ultimately, a collaborative approach moves the relationship from transactional to strategic, ensuring both suppliers and operators benefit and are better positioned to navigate changing market conditions and deliver sustained growth.