{"id":2207,"date":"2025-08-04T12:16:13","date_gmt":"2025-08-04T12:16:13","guid":{"rendered":"https:\/\/e-startup.ae\/blogs\/?p=2207"},"modified":"2025-08-04T12:18:00","modified_gmt":"2025-08-04T12:18:00","slug":"how-tom-arnel-revolutionized-dubais-cafe-scene","status":"publish","type":"post","link":"https:\/\/e-startup.ae\/blogs\/how-tom-arnel-revolutionized-dubais-cafe-scene\/","title":{"rendered":"How Tom Arnel Revolutionized Dubai\u2019s Cafe Scene"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">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\u201390-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 <\/span><span style=\"font-weight: 400;\">business setup in Dubai<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/e-startup.ae\/blogs\/how-tom-arnel-revolutionized-dubais-cafe-scene\/#How_Tom_Arnel_Discovered_Opportunity_in_Dubai\" >How Tom Arnel Discovered Opportunity in Dubai?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/e-startup.ae\/blogs\/how-tom-arnel-revolutionized-dubais-cafe-scene\/#Tom_Serg_%E2%80%94_A_Cafe_That_Revolutionised_Dubais_Dining_Scene\" >Tom &amp; Serg \u2014 A Cafe That Revolutionised Dubai\u2019s Dining Scene<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/e-startup.ae\/blogs\/how-tom-arnel-revolutionized-dubais-cafe-scene\/#Why_Exactly_Do_We_Call_It_Dubais_Cafe_Revolution\" >Why Exactly Do We Call It Dubai&#8217;s Cafe Revolution?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/e-startup.ae\/blogs\/how-tom-arnel-revolutionized-dubais-cafe-scene\/#Purpose_Combines_Success\" >Purpose Combines Success<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/e-startup.ae\/blogs\/how-tom-arnel-revolutionized-dubais-cafe-scene\/#Why_Tom_Didnt_Just_Choose_Dubai_%E2%80%93_He_Believed_in_It\" >Why Tom Didn&#8217;t Just Choose Dubai &#8211; He Believed in It!<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/e-startup.ae\/blogs\/how-tom-arnel-revolutionized-dubais-cafe-scene\/#1_He_Had_the_Missing_Piece_of_the_Puzzle\" >1. He Had the Missing Piece of the Puzzle<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/e-startup.ae\/blogs\/how-tom-arnel-revolutionized-dubais-cafe-scene\/#2_Brought_His_Idea_to_Life\" >2. Brought His Idea to Life<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/e-startup.ae\/blogs\/how-tom-arnel-revolutionized-dubais-cafe-scene\/#3_Worked_Beyond_Limitations\" >3. Worked Beyond Limitations<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/e-startup.ae\/blogs\/how-tom-arnel-revolutionized-dubais-cafe-scene\/#Why_Dubai_Could_Be_the_Place_for_Your_Dream_To_Set_Your_Business\" >Why Dubai Could Be the Place for Your Dream To Set Your Business?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/e-startup.ae\/blogs\/how-tom-arnel-revolutionized-dubais-cafe-scene\/#So_got_a_passion_Dubai_backs_you_like_your_own_dad_would\" >So, got a passion? Dubai backs you like your own dad would.<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"How_Tom_Arnel_Discovered_Opportunity_in_Dubai\"><\/span><b>How Tom Arnel Discovered Opportunity in Dubai?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In the early 2010s, Dubai didn\u2019t 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\u2019s kitchens and cafes, he wanted to bring that same vibe and energy to Dubai. And he didn\u2019t just hold on to the idea as a \u201csomeday\u201d plan; he brought it to life.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Alongside his business partner Sergio Lopez, whom he met while working at Jones the Grocer, he co-founded Bull &amp; 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.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Tom_Serg_%E2%80%94_A_Cafe_That_Revolutionised_Dubais_Dining_Scene\"><\/span><b>Tom &amp; Serg \u2014 A Cafe That Revolutionised Dubai\u2019s Dining Scene<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">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\u2019t 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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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\u2019s F&amp;B scene.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_Exactly_Do_We_Call_It_Dubais_Cafe_Revolution\"><\/span><b>Why Exactly Do We Call It Dubai&#8217;s Cafe Revolution?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As their caf\u00e9s were already a big hit and loved by the community, Tom and Sergio took things a step further in 2015 by launching &#8220;The Sum of Us&#8221;, a grander project. It was a full-fledged coffee roastery and bakery. The name \u201cThe Sum of Us\u201d 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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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&#8217;s how they began retailing their own roasted coffee, revolutionising the cafe and bakery culture in Dubai.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Purpose_Combines_Success\"><\/span><b>Purpose Combines Success<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Tom Arnel&#8217;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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Each project comes with a purpose, and that&#8217;s what really distinguishes Tom&#8217;s work. Whether it&#8217;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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to Tom, success comes easily when a space is designed with functionality, genuine taste, and purpose.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_Tom_Didnt_Just_Choose_Dubai_%E2%80%93_He_Believed_in_It\"><\/span><b>Why Tom Didn&#8217;t Just Choose Dubai &#8211; He Believed in It!<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_He_Had_the_Missing_Piece_of_the_Puzzle\"><\/span><b>1. He Had the Missing Piece of the Puzzle<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Brought_His_Idea_to_Life\"><\/span><b>2. Brought His Idea to Life<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Worked_Beyond_Limitations\"><\/span><b>3. Worked Beyond Limitations<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">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\u2019ve ignored. They weren\u2019t just after heavy footfall; they built communities around the cafe culture.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And in return, Dubai gave them the freedom to experiment and grow.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s the real beauty of a<\/span><span style=\"font-weight: 400;\"> business setup in Dubai<\/span><span style=\"font-weight: 400;\">, it doesn\u2019t limit your dream;, it fuels them.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_Dubai_Could_Be_the_Place_for_Your_Dream_To_Set_Your_Business\"><\/span><b>Why Dubai Could Be the Place for Your Dream To Set Your Business?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If you\u2019ve come this far reading this blog, it means you\u2019ve got dreams too. Maybe even a vision just like Tom and Sergio once had. And the truth is, there\u2019s no secret formula to building a successful business. It all starts with one bold step, an unshakable belief in what you\u2019re creating, and the right support system.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether it\u2019s a cafe, a brand, or a new-age digital venture, you need the right foundation. And the good news? From choosing the right structure, <\/span><span style=\"font-weight: 400;\">business setup in Dubai<\/span><span style=\"font-weight: 400;\">, to handling paperwork, licenses, and local guidance, <\/span><span style=\"font-weight: 400;\">Estartup<\/span><span style=\"font-weight: 400;\"> backs you up at every step of your<\/span><span style=\"font-weight: 400;\"> business setup in Dubai<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"So_got_a_passion_Dubai_backs_you_like_your_own_dad_would\"><\/span><b>So, got a passion? Dubai backs you like your own dad would.<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">With solid government support, startup-friendly policies, zero income tax, and a buzzing, ever-growing market that loves fresh ideas. Dubai isn\u2019t just a city; it\u2019s a launchpad. Whether you&#8217;re building from scratch or expanding a dream, setting up your business here means you&#8217;re not doing it alone; you\u2019ve got an entire system rooting for your success.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tom Arnel is a well-known chef from Geelong, Australia. He &#8230; <\/p>\n<p class=\"read-more-container\"><a title=\"How Tom Arnel Revolutionized Dubai\u2019s Cafe Scene\" class=\"read-more button\" href=\"https:\/\/e-startup.ae\/blogs\/how-tom-arnel-revolutionized-dubais-cafe-scene\/#more-2207\" aria-label=\"Read more about How Tom Arnel Revolutionized Dubai\u2019s Cafe Scene\">Read more<\/a><\/p>\n","protected":false},"author":2,"featured_media":2210,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,27],"tags":[],"class_list":["post-2207","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-success-stories","resize-featured-image"],"_links":{"self":[{"href":"https:\/\/e-startup.ae\/blogs\/wp-json\/wp\/v2\/posts\/2207","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/e-startup.ae\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/e-startup.ae\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/e-startup.ae\/blogs\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/e-startup.ae\/blogs\/wp-json\/wp\/v2\/comments?post=2207"}],"version-history":[{"count":1,"href":"https:\/\/e-startup.ae\/blogs\/wp-json\/wp\/v2\/posts\/2207\/revisions"}],"predecessor-version":[{"id":2211,"href":"https:\/\/e-startup.ae\/blogs\/wp-json\/wp\/v2\/posts\/2207\/revisions\/2211"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/e-startup.ae\/blogs\/wp-json\/wp\/v2\/media\/2210"}],"wp:attachment":[{"href":"https:\/\/e-startup.ae\/blogs\/wp-json\/wp\/v2\/media?parent=2207"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/e-startup.ae\/blogs\/wp-json\/wp\/v2\/categories?post=2207"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/e-startup.ae\/blogs\/wp-json\/wp\/v2\/tags?post=2207"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}