In Dubai’s food scene, everyone’s chasing the same thing, “attention”. And for a while, the 3-second rule was the golden formula. Hook fast, drop the money shot, throw in a trending sound, and boom —> views.

Everyone’s doing that now. And most Reels still don’t convert because the problem isn’t just attention. It’s connection.

You’re not just selling food. You’re selling a moment. A vibe. A reason to get off the couch, make a booking, and show up. And that takes more than a cheese pull.

Here’s what restaurants in Dubai should do:

1.Make it a POV, not just a post

Don’t just show a pretty plate. Show me why this place matters. Maybe it’s where you take your friends after a night at JBR. Maybe it’s your go-to for family birthdays. Maybe it’s a hidden joint in Deira you gatekeep on purpose.

“This is where I take friends who fly in for 24 hours.”

“This is what a real date night at an Indian restaurant looks like.”

Put it in a moment. Give it context.

2. Stop polishing everything

The content that connects the most? Often, it’s the stuff that isn’t perfect.

Someone laughing in the background. A server photobombing the shot. A sauce pour that goes a little wrong. People don’t want ads, they want real.

Let it feel like they were right there with you.

3. Narrate like a person, not a promo

Skip the robotic voiceovers and the auto-captions that sound like a brochure. Talk to people.

Say things like:

“I didn’t expect to love this place”

“This felt like home, but better plated”

“The vibes? Like old-school Beirut with a Dubai twist”

That’s the kind of voice that sticks to your brand. 

4. Use trends with your twist

Sure, trends work. But the ones that perform best are the ones that feel like you.

If there’s a “What I ordered vs what I got” trend, flip it:

What I thought I ordered vs what the chef surprised me with

What my date ordered (and I ended up eating)

Make it fun, but make it yours.

5. Think moments, not menus

People in Dubai don’t just eat out for the food. They eat out for the vibe, the story, the celebration.

So start talking about:

“Where to go after your first salary”
“Where to cry in peace with really good tiramisu”
“Places that won’t disappoint your in-laws.”
“What to order after a breakup.”
“Where to eat when you close a deal.”

Because people don’t just pick restaurants. They pick experiences.

The 3-second rule isn’t wrong. It’s just not enough anymore. If you’ve already got the hook, the audio, the edits, it’s time to go deeper. Say something real. Show something honest. Create content that feels like it’s meant for one person, not the whole world because that’s the content people share. And book and remember.

Need help making that kind of reel?

kimberly@social-savoir.com
+971 52 994 0577
IG: @socialsavoir_fnb