Tom Arnel is a well-known chef from Geelong, Australia. He began his journey as a kitchen hand in his early teenage years. It all started with a hustle: sweeping floors, peeling potatoes, and waiting tables. But even then, he had unshakeable confidence in his culinary path. He kept showing up at one of the best kitchens, Vue de Monde in Melbourne, day after day until they finally gave him a chance to work with them. Later, he travelled and apprenticed in kitchens across Spain and Australia, working 80–90-hour weeks. But his learning went beyond just cooking. He built a mindset of endurance, resilience, and entrepreneurship. These qualities would later shape his successful business setup in Dubai.

How Tom Arnel Discovered Opportunity in Dubai?

In the early 2010s, Dubai didn’t really have a cafe culture. There was neither fine dining nor quick service. But Tom saw the gap. Everything he had experienced and learned in Melbourne’s kitchens and cafes, he wanted to bring that same vibe and energy to Dubai. And he didn’t just hold on to the idea as a “someday” plan; he brought it to life.

Alongside his business partner Sergio Lopez, whom he met while working at Jones the Grocer, he co-founded Bull & Roo. Their partnership worked beautifully. Tom brought the creative culinary vision, and Sergio handled operations and finance. Their complementary skills made the perfect foundation for something big.

 

Tom & Serg — A Cafe That Revolutionised Dubai’s Dining Scene

In 2014, Tom and his co-founder Serg opened their cafe in Al Quoz Industrial. Everyone was sceptical. People questioned the location and thought it wouldn’t work. But they had purposely chosen that very spot. They knew exactly what they were doing. They saw that the area was filled with residents and offices.

Despite all the doubts around them, they gave it their all. And it worked. The cafe quickly became a sensation. With a carefully curated menu, the best coffees, a vibrant community vibe, and a modern industrial feel, it truly sets a new standard in Dubai’s F&B scene.

 

Why Exactly Do We Call It Dubai’s Cafe Revolution?

As their cafés were already a big hit and loved by the community, Tom and Sergio took things a step further in 2015 by launching “The Sum of Us”, a grander project. It was a full-fledged coffee roastery and bakery. The name “The Sum of Us” reflected the collective effort of the entire team that ran the place. And their teamwork truly paid off as they won Casual Dining Team of the Year at the 2016 Caterer Awards.

Then, in 2017, the idea of Encounter Coffee emerged, allowing customers to experience the entire process from brewing to holding their coffee cups in their hands. By guiding customers through the coffee-making process, baristas would impart knowledge and foster genuine relationships. Eventually, that’s how they began retailing their own roasted coffee, revolutionising the cafe and bakery culture in Dubai.

 

Purpose Combines Success

Tom Arnel’s hospitality group, Bull and Roo, now known as EATX, operates a number of cafes and restaurants throughout Dubai. They founded several other companies after the success of Common Grounds, including Hawkerboi, Splendour Fields, and Brunswick Sports Club.

Each project comes with a purpose, and that’s what really distinguishes Tom’s work. Whether it’s a delivery-focused cafe, a beach club for families, or a place that specialises in coffee and freshly baked goods, every location is carefully planned to satisfy actual needs.

According to Tom, success comes easily when a space is designed with functionality, genuine taste, and purpose.

 

Why Tom Didn’t Just Choose Dubai – He Believed in It!

 

1. He Had the Missing Piece of the Puzzle

Tom believed in the city and its hidden potential. Back in 2010, Dubai was mostly known for either fast food or high-end luxury dining. But Tom saw the gap in between, something more casual, welcoming, and versatile for all kinds of people.

 

2. Brought His Idea to Life

Having experienced the unique vibe of Melbourne cafes, Tom knew exactly what he wanted to create in Dubai. A space where people could talk, work, laugh, connect, and simply feel at ease. He created a trend not just in cafes.

 

3. Worked Beyond Limitations

From the quiet streets of Al Quoz to the buzzing shopping hubs like Mall of the Emirates, Tom and his partner Sergio chose locations that most would’ve ignored. They weren’t just after heavy footfall; they built communities around the cafe culture.

And in return, Dubai gave them the freedom to experiment and grow.

That’s the real beauty of a business setup in Dubai, it doesn’t limit your dream;, it fuels them.

 

Why Dubai Could Be the Place for Your Dream To Set Your Business?

If you’ve come this far reading this blog, it means you’ve got dreams too. Maybe even a vision just like Tom and Sergio once had. And the truth is, there’s no secret formula to building a successful business. It all starts with one bold step, an unshakable belief in what you’re creating, and the right support system.

Whether it’s a cafe, a brand, or a new-age digital venture, you need the right foundation. And the good news? From choosing the right structure, business setup in Dubai, to handling paperwork, licenses, and local guidance, Estartup backs you up at every step of your business setup in Dubai.

 

So, got a passion? Dubai backs you like your own dad would.

With solid government support, startup-friendly policies, zero income tax, and a buzzing, ever-growing market that loves fresh ideas. Dubai isn’t just a city; it’s a launchpad. Whether you’re building from scratch or expanding a dream, setting up your business here means you’re not doing it alone; you’ve got an entire system rooting for your success.