A gentle rethink on F&B hype culture. 

Let’s start with this, we love restaurants. We love the effort that goes into building an F&B concept, the storytelling, the sourcing, the plating, the service, the grind behind the scenes. And as people who genuinely want to see restaurants grow and thrive, we also believe it’s okay, even necessary, to talk about the other side of the coin. Because sometimes, the hype doesn’t quite match the experience.

When Pretense Overshadows Purpose

Let’s talk about some of the spots that scream “exclusive.” You know the ones with velvet ropes, dramatic lighting, plated art, and a clientele that looks straight out of a fashion campaign. A visit there sometimes costs more than just money, it costs us the ability to be honest.

Because when a certain crowd frequents a place, the high-flyers, the who’s-who, or the “soft launch” invitees, the rest of us tend to follow, assuming it must be good. But is it?

We rarely hear someone say, “It was just okay,” especially when they’ve dropped AED 2,000 on dinner. But when you strip it all down and just focus on the food, drinks and the experience, is it really worth it?

Not always. Instead, we overcompensate by saying it was “vibey,” “luxurious,” or “a whole experience.” And that’s where the disconnect starts. When we can’t speak honestly about our experience, whether it’s out of politeness, peer pressure, or because we don’t want to admit we overspent, we stop helping each other and the F&B industry grow.

A Note to the Blogger Community (With Love)

There’s also this unspoken rule in the content world: you don’t criticize a place that invited you. But why not?

Being honest doesn’t mean being rude. You can give feedback. You can share your experience. And you can do it respectfully.

We get it. Content creation is a job. And there’s always a bit of pressure when you’re invited somewhere or when you’re working with a brand. But the most valuable thing an influencer can offer is trust. And trust comes from transparency.

Giving balanced feedback isn’t negative. It’s thoughtful. It’s fair. And it’s what followers actually want.

Because when everything is “amazing,” how do people make informed decisions? How does a restaurant know what to improve? And how do we push the industry forward?

Old Is Gold, But Is It Still Good?

Legacy restaurants deserve all the respect for standing the test of time. But staying relevant takes more than just history. It takes consistency, reinvention, and listening to what people are looking for today.

Nostalgia is powerful, but it’s also a lens. Sometimes we go back to a place because of what it meant to us then, not what it’s offering now. That doesn’t mean we stop going. It just means we ask, is this place still giving people the value, taste, and experience they deserve?

It All Comes Back to People

Ultimately, restaurants grow because people love them. People return, recommend, and rave, not because a space is trendy, but because it makes them feel something. Satisfied, seen, welcomed.

And as customers, creators, and food lovers, we owe it to the industry to speak truthfully. Not harshly. Not arrogantly. But with care and with the belief that good food deserves honest feedback, and honest feedback helps good brands become great ones.

Finally,

This isn’t about tearing places down. It’s about lifting the whole scene up through honest dialogue, thoughtful opinions, and respect for both the creators and the audience.

Because Dubai has the talent. The ambition. The vision.

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