Filipino-owned homegrown chain of seafood restaurants in the UAE further expands in the Northern Emirates

Off The Hook Seafood Restaurant will soon have 12 branches spread across the UAE

Dubai, UAE

Sallam Sallam 

What started as a small business venture in 2016 by eight Filipino friends to augment their income as expats, has now expanded to 10 branches across the UAE – with two more opening in Ras Al Khaimah and Fujairah in January and February 2022.

A contract signing was recently held in Dubai announcing the opening Off The Hook Seafood Restaurant (OTH) in Al Manar Mall, RAK by January 2022, and OTH Fujairah in February 2022.

“OTH opening two new branches in the UAE is a display of Filipino entrepreneurial spirit,” commented Rolly Brucales, managing director, Off the Hook Seafood Restaurant.

“OTH is a 100% Filipino-owned homegrown chain of seafood restaurants in the UAE,” noted Brucales, adding: “We (eight Filipino friends) started as a small business venture in 2016 to augment our income as expatriates.  After only five years, OTH now has 10 branches across the UAE, with more restaurants set to open in the Northern Emirates next month”.

Thanks to loyal customers

Alvin Aliviano, one of the partners at OTH Ras Al Khaimah, added: “It is our privilege to be a part of the growing OTH seafood restaurant chain in the UAE. We assure our loyal customers of quality food and great ambience.”

He added: “OTH is genuinely homegrown – conceptualised and developed in the UAE by Filipino expats. Personally, I was inspired by the keenness and business acumen of our leader, Mr. Rolly Brucales. I’ve read one of his published articles where he talked about sharing his business success story. That motivated me invest in OTH and also to encourage my friends to have our own branch in Ras Al Khaimah”.

“Our mission in RAK is to provide the same quality of products and good services or better yet go beyond the expectations of our customers,” Aliviano continued.

Thriving business environment

Edwin Aga, managing partner at OTH Fujairah, meanwhile, said: “Expanding in the Northern Emirates is a testament to the thriving business environment in the UAE. In particular, I think Fujairah is like a sleeping dragon and the business potential in the emirate is great.”

“We are seven partners in OTH Fujairah. Our group was formed through the initiative of Ms Annalee Agrito early this year.  She invited us to put up a franchise of OTH in Fujairah not only to do business but also to promote our philosophy of God first, next is family and health, work attitude and last is money.”

“Our of our goal is to respond to our customer satisfaction by offering them excellent quality services and comfort dining experience with quality product. And our vision is to become a leading casual dining restaurant in Fujairah, with a holistic aim for competitive business resiliency, flexibility and social responsibility,” he underlined.

First franchise

Meanwhile, the first franchise of OTH in Sharjah which opened last month has been getting positive reviews from customers of various nationalities.

Jolivette Dela Cruz, managing director of Chef Signature Restaurant, explained: “We have been getting loyal customers because we are not only showcasing Filipino hospitality, but we are also serving all nationalities with tasty and sumptuous fresh food. We maintain the same high standard of OTH that serve ‘real’ seafood, with no or minimally-processed ingredients while ensuring strong customer loyalty and culinary innovation for continued success.”

“Bringing OTH to Sharjah was a good choice. We believe in the potential of Sharjah, thanks to its big population, diverse demographics and the fact that there is a good number of people who work in other emirates that have made Sharjah their home,” she added