Introduction
When Australian chef Tom Arnel first arrived in Dubai in 2002, the city was known for its high-end restaurants, lavish buffets, and international chains but not for cozy, community-driven cafés. That was about to change.
Fueled by his passion for fresh food, great coffee, and genuine human connection, Arnel set out to build something new: a café culture rooted in community, creativity, and quality. His vision gave birth to some of Dubai’s most loved brands Tom&Serg, Common Grounds, and The Sum of Us cafés that transformed not just how Dubai eats, but how it connects.
Early Life and Culinary Journey
Born and raised in Australia, Tom Arnel grew up surrounded by a food-loving culture. From an early age, he found joy in the kitchen and decided to turn that passion into a career.
Before moving to Dubai, Arnel worked in several prestigious restaurants across Australia and Europe, where he honed his skills and developed a food philosophy centered on fresh, locally inspired cuisine and people-first dining.
When he arrived in Dubai in the early 2010s, he saw an opportunity. The city’s dining scene was dominated by glitzy restaurants but lacked the warmth and creativity of neighborhood cafés like those in Melbourne or Sydney. Arnel wanted to change that and he did.
Tom&Serg: Redefining Casual Dining
In 2013, Tom Arnel partnered with fellow Australian Sergio Lopez, a hospitality consultant, to launch Tom&Serg in Al Quoz, then an unlikely location for a café, being an industrial area far from the city’s glamour.
Their vision was simple yet bold: to create an authentic café culture in Dubai built on honest food and great coffee.
Tom&Serg’s open kitchen, industrial-chic design, and locally sourced menu quickly attracted residents, tourists, and creatives alike. It wasn’t just a café; it was a community space. Dubai had never seen anything like it and soon, everyone wanted a piece of this new vibe.
Their slogan, Honest food and great coffee, perfectly captured Arnel’s philosophy: authenticity over luxury, people over profit.
Expanding the Vision: The Sum of Us & Common Grounds
Following the success of Tom&Serg, Arnel expanded his vision through two more innovative brands The Sum of Us and Common Grounds under his hospitality group, Bull & Roo.
1. The Sum of Us (2015)
Opened in Dubai’s Trade Centre area, The Sum of Us was designed as a bakehouse, roastery, and café under one roof.
It embodied Arnel’s mission to offer not just food, but an experience where people could see, smell, and taste the craftsmanship behind every cup of coffee and loaf of bread.
With freshly roasted beans, on-site baked goods, and a healthy, globally inspired menu, it became a hub for Dubai’s creative community, a place where freelancers, entrepreneurs, and food lovers could gather, work, and connect.
2. Common Grounds
Next came Common Grounds, launched at the Mall of the Emirates. This concept aimed at a broader, more urban audience but kept Arnel’s signature focus on freshness and community.
Offering smoothie bowls, avocado toast, and cold-pressed juices long before they became mainstream in Dubai, Common Grounds set the trend for healthy, conscious dining.
The brand’s popularity led to multiple locations across the city including Dubai Hills, DIFC, and JBR establishing Arnel as one of the most influential figures in Dubai’s hospitality scene.
Business Model and Philosophy
Tom Arnel’s success lies not in traditional business expansion, but in building a culture-led brand. His approach can be summarized as:
- Community First: Each café acts as a gathering space that fosters connection.
- Authenticity Over Opulence: Focus on quality ingredients, honest menus, and human touch.
- Scalable Identity: Each brand maintains individuality while contributing to Bull & Roo’s larger ecosystem.
- Sustainable Growth: Expansion is rooted in creativity and community, not just profits.
Through this, Arnel successfully turned Dubai’s café culture from transactional dining to experiential living.
Impact on Dubai’s Culinary Scene
Before Tom Arnel, Dubai’s coffee scene was dominated by international chains. After him, a wave of independent cafés, roasteries, and local food brands emerged all inspired by his model of authenticity and community.
He paved the way for a new generation of home-grown F&B entrepreneurs who realized that Dubai didn’t just need more five-star restaurants, it needed soul.
Today, the Bull & Roo group serves thousands of customers daily and employs hundreds of people across its outlets in the UAE, contributing immensely to the growth of the region’s F&B industry.
Challenges and Evolution
Running a restaurant group in Dubai comes with its own challenges: high rents, staffing costs, and rapidly changing consumer trends.
During the COVID-19 pandemic, Arnel showcased exceptional adaptability. His team at Bull & Roo pivoted to delivery services, contactless dining, and digital engagement, maintaining customer trust and loyalty during uncertain times.
Arnel also emphasizes team culture, ensuring that every staff member feels part of the larger vision, a crucial ingredient in Bull & Roo’s sustained success.
Lessons for Entrepreneurs
Tom Arnel’s story is rich with insights for aspiring entrepreneurs, especially in the food and lifestyle sectors:
- Find the Cultural Gap: Identify what your market is missing and fill that void with authenticity.
- Build a Brand, Not Just a Business: Create emotional value through experiences and storytelling.
- Adopt a People-First Approach: Value community and team culture over pure profit.
- Stay Adaptable: Trends evolve; authenticity remains timeless.
- Design Matters: The layout, ambiance, and design shape how customers perceive your brand.
Conclusion
From one café in an industrial zone to a multi-brand hospitality group, Tom Arnel’s journey is a testament to the power of innovation, risk-taking, and community building.He didn’t just serve coffee he sparked a movement that reshaped the culinary DNA of Dubai.Through Common Grounds, The Sum of Us, and his other ventures, Arnel proved that in a city built on luxury, people still crave comfort, connection, and authenticity one cup at a time.His Instagram presence (@tomarnel) also reflects a strong personal reach, with over 25,000 followers, where he shares behind-the-scenes moments, café launches, and community events — connecting directly with Dubai’s vibrant food and lifestyle audience.
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