Recent regional security concerns have forced some businesses across Dubai’s food and beverage sector to rethink, restructure or retreat, however, a popular haunt in the emirate has done none of the three.
bkry, which opened in June 2024, has watched demand stay steady with its expansion plans accelerating, co-founder and head pastry chef Kameel Rasyid told Lana in an exclusive interview.
“If anything, it reinforces the idea that people still look for spaces that feel grounding and familiar, especially during uncertain times. Our approach hasn’t been to change direction, but to become more focused and disciplined in how we operate. Business continuity, for us, comes down to preparation, adaptability, and people. We’ve strengthened our internal processes, stayed close to our supply chain, and made sure the team is aligned and supported so we can respond quickly when needed,” Rasyid said.
“At the same time, we’re mindful of the role we play in people’s daily routines. Maintaining consistency in quality, service, and experience becomes even more important because that sense of reliability is what customers come back for. We don’t overreact, but we stay aware, responsive, and committed to doing things properly every day,” he added.
bkry was born out of curiosity, not a business plan
bkry did not start with a business plan, Rasyid explained, adding that he grew up around baking, studied pastry and spent years working in kitchens where discipline, repetition and detail defined the culture.
“[bkry came] with the idea of building something slower, more thoughtful, and ingredient driven, something that values process as much as outcome,” he said, adding that the moment he knew bkry had become more than just another opening in Dubai’s crowded food scene was when the questions changed.
“When people stopped asking ‘what do you sell?’ and started asking ‘why do you do it this way?’ That shift from product to purpose was the moment I knew bkry had become something more than a new opening,” he said.
However, with its high demand and popularity, Rasyid said it’s not just about what they serve alone, but also with training the team at the Alserkal Avenue bakery.
“Quality doesn’t come from recipes alone; it comes from people understanding the process, the intention, and the standard behind every bake. That means constant checking, coaching, and repetition, even when things are busy. Scaling is really about growing people at the same pace as the business,” he said, adding that “clear SOPs, disciplined mise en place, temperature control, and constant tasting,” ensure consistency in their business.
bkry is designed for ‘fresh’, ‘real time’ experiences, not via delivery apps
Despite heavy demand for its products, bkry is still not yet on a delivery app.
Dubai’s food scene has seen homegrown brands ride waves of viral attention – the Dubai chocolate phenomenon being one. However, Rasyid said bkry does not operate that way.
“We don’t chase trends. We focus on depth – ingredients, sourcing, technique, and storytelling. When you’re clear on who you are, you don’t need to compete loudly. We simply keep doing the work, guided by our own curiosity and a desire to keep learning and improving,” he said.
And that same thinking applies to delivery. Despite the dominance of platforms such as talabat, Careem, Keeta, Noon and Deliveroo in the UAE market, bkry has not joined any of them.
“bkry is designed to be experienced fresh, in store, in real time. If we do delivery, it will be very selective and only for products that truly travel well,” Rasyid said, adding that a product must “make sense” beyond taste.
“If it doesn’t align with our ingredients, our process, or our values even if it’s delicious it doesn’t make it onto the menu. We take our time with development, refining ideas carefully and only launching what truly represents bkry.”
Core items, he said, stay on because they represent the brand. Seasonal items rotate because creativity keeps the team sharp. “The balance is respecting both loyalty and curiosity,” he said.
Yet, for those queuing outside bkry, the experience looks seamless. Behind the scenes, Rasyid said the biggest challenge is ingredient consistency.
“Working with real farmers and real seasons means supply isn’t always predictable – but that’s a challenge we choose to accept,” he said.
Dubai’s bkry to expand to Sharjah, Abu Dhabi, reveals Rasyid
As for expansion plans, Rasyid revealed that bkry is eyeing Sharjah and Abu Dhabi – but stressed that any growth will be done “with intention.”
“For us, expansion isn’t about footprints, it’s about building the right foundations so we can be closer to our customers and serve them better, without compromising what bkry stands for,” he said.
Recently, bkry expanded to Cairo due to its “depth,” “history,” and “strong bread culture.” While it may seem a little unconventional, for Rasyid, it made sense “creatively, and not just commercially.”
As for tuning it to suit the Egyptian palate, Rasyid explained bkry would continue to “adapt formats and flavours but not our standards, sourcing philosophy, or process.”
What’s next for bkry? A dash of teamwork, a dollop of curiosity
When asked about the future of bkry and lessons that have come with running it since its launch, Rasyid said teamwork is key.
“The best results come when everyone feels responsible for the outcome. The quality, consistency, and growth of bkry are built on teamwork. When people support each other and move with the same intention, everything becomes stronger,” he said, and expressed gratitude towards bkry’s customers.
“I’d like to thank our customers for their trust, patience, and support. They’re a big part of why bkry exists. We’ll continue to stay curious about what’s next, while holding on to the spirit of constant betterment, both as individuals and as a team. That mindset is what keeps us moving forward,” Rasyid added.
