99 Sushi Bar & Restaurant prepares to open in Dubai's Address Downtown
The Japanese fine-dining concept will open its door on September 1
Having been preceded by the UAE’s first location at Abu Dhabi’s The Galleria Al Maryah Island in 2017, 99 Sushi Bar & Restaurant has established a strong local fan base ahead of the opening its first Dubai location on September 1.
Quoting American professor Brene Brown, GM and company director Jaime Castaneda said: “You can choose courage or you can choose comfort, but you cannot choose both.
“We were due to have the grand opening for 99 Sushi Bar, Dubai in March. However, due to Covid-19 we have kept postponing the opening until the local authorities grant to re-open venues for good.
“Although this is assuming that nothing will ever be as before, and with a chance of a second wave to now also think about, our former comforts might not come back again. So it is time to be brave, it is time to invest in people, and time to give new opportunities to rebuild the hospitality sector once again.”
The new outlet is located in the prestigious Address Downtown and seats up to 99 guests both indoors and on its terrace, which boasts panoramic views of Burj Khalifa.
“The opportunity to open the next 99 Sushi Bar in front of the most iconic building in the world was not something we could let escape,” said Castaneda to Caterer Middle East. “On top of that the previous venue was also a Japanese restaurant, therefore, the investment was the most cost-efficient amongst other options.”
The Spaniard is confident that 99 Sushi will stand out from the crowd of Japanese restaurants in Dubai thanks to its focus on excellent service.
“This is in contrast to Japan and most of the Japanese venues of Dubai where you often eat at Izakayas — informal bars that serve drinks and snacks. They’re very casual so the food is the main focus and service is mostly forgotten. 99 Sushi Bar offers something completely different.”