{"id":2611,"date":"2025-11-19T11:26:26","date_gmt":"2025-11-19T11:26:26","guid":{"rendered":"https:\/\/e-startup.ae\/blogs\/?p=2611"},"modified":"2025-11-20T11:26:36","modified_gmt":"2025-11-20T11:26:36","slug":"tom-arnel-case-study","status":"publish","type":"post","link":"https:\/\/e-startup.ae\/blogs\/tom-arnel-case-study\/","title":{"rendered":"Tom Arnel: The Chef Who Changed the Caf\u00e9 Culture of Dubai"},"content":{"rendered":"<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\/tom-arnel-case-study\/#Introduction\" >Introduction<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/e-startup.ae\/blogs\/tom-arnel-case-study\/#Early_Life_and_Culinary_Journey\" >Early Life and Culinary Journey<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/e-startup.ae\/blogs\/tom-arnel-case-study\/#Tom_Serg_Redefining_Casual_Dining\" >Tom&amp;Serg: Redefining Casual Dining<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/e-startup.ae\/blogs\/tom-arnel-case-study\/#Expanding_the_Vision_The_Sum_of_Us_Common_Grounds\" >Expanding the Vision: The Sum of Us &amp; Common Grounds<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/e-startup.ae\/blogs\/tom-arnel-case-study\/#1_The_Sum_of_Us_2015\" >1. The Sum of Us (2015)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/e-startup.ae\/blogs\/tom-arnel-case-study\/#2_Common_Grounds\" >2. Common Grounds<\/a><\/li><\/ul><\/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\/tom-arnel-case-study\/#Business_Model_and_Philosophy\" >Business Model and Philosophy<\/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\/tom-arnel-case-study\/#Impact_on_Dubais_Culinary_Scene\" >Impact on Dubai\u2019s Culinary Scene<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/e-startup.ae\/blogs\/tom-arnel-case-study\/#Challenges_and_Evolution\" >Challenges and Evolution<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/e-startup.ae\/blogs\/tom-arnel-case-study\/#Lessons_for_Entrepreneurs\" >Lessons for Entrepreneurs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/e-startup.ae\/blogs\/tom-arnel-case-study\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Introduction\"><\/span><b>Introduction<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">When Australian chef <\/span><b>Tom Arnel<\/b><span style=\"font-weight: 400;\"> first arrived in Dubai in <\/span><b>2002,<\/b><span style=\"font-weight: 400;\"> the city was known for its <\/span><b>high-end restaurants, lavish buffets, and international chains<\/b><span style=\"font-weight: 400;\"> but not for cozy, community-driven caf\u00e9s. That was about to change.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fueled by his passion for fresh food, great coffee, and genuine human connection, Arnel set out to build something new:<\/span><b> a caf\u00e9 culture rooted in community, creativity, and quality. <\/b><span style=\"font-weight: 400;\">His vision gave birth to some of Dubai\u2019s most loved brands <\/span><b>Tom&amp;Serg<\/b><span style=\"font-weight: 400;\">, <\/span><b>Common Grounds<\/b><span style=\"font-weight: 400;\">, and <\/span><b>The Sum of Us<\/b><span style=\"font-weight: 400;\"> caf\u00e9s that transformed not just how Dubai eats, but how it connects.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Early_Life_and_Culinary_Journey\"><\/span><b>Early Life and Culinary Journey<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><b>Born and raised in Australia,<\/b> <b>Tom Arnel<\/b><span style=\"font-weight: 400;\"> 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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before moving to Dubai, Arnel worked in several prestigious restaurants across <\/span><b>Australia and Europe<\/b><span style=\"font-weight: 400;\">, where he honed his skills and developed a food philosophy centered on <\/span><b>fresh, locally inspired cuisine<\/b><span style=\"font-weight: 400;\"> and <\/span><b>people-first dining<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When he arrived in Dubai in the early <\/span><b>2010s<\/b><span style=\"font-weight: 400;\">, he saw an opportunity. The city\u2019s dining scene was dominated by glitzy restaurants but lacked the warmth and creativity of neighborhood caf\u00e9s like those in Melbourne or Sydney. Arnel wanted to change that and he did.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Tom_Serg_Redefining_Casual_Dining\"><\/span><b>Tom&amp;Serg: Redefining Casual Dining<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In <\/span><b>2013<\/b><span style=\"font-weight: 400;\">, <\/span><b>Tom Arnel <\/b><span style=\"font-weight: 400;\">partnered with fellow Australian <\/span><b>Sergio Lopez<\/b><span style=\"font-weight: 400;\">, a hospitality consultant, to launch <\/span><b>Tom&amp;Serg<\/b><span style=\"font-weight: 400;\"> in Al Quoz, then an unlikely location for a caf\u00e9, being an industrial area far from the city\u2019s glamour.<\/span><\/p>\n<p><b>Their vision was simple yet bold: <\/b><span style=\"font-weight: 400;\">to create an <\/span><b>authentic caf\u00e9 culture<\/b><span style=\"font-weight: 400;\"> in Dubai built on <\/span><i><span style=\"font-weight: 400;\">honest food and great coffee<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tom&amp;Serg\u2019s <\/span><b>open kitchen<\/b><span style=\"font-weight: 400;\">, <\/span><b>industrial-chic design<\/b><span style=\"font-weight: 400;\">, and <\/span><b>locally sourced menu<\/b><span style=\"font-weight: 400;\"> quickly attracted residents, tourists, and creatives alike. It wasn\u2019t just a caf\u00e9; it was a <\/span><i><span style=\"font-weight: 400;\">community space<\/span><\/i><span style=\"font-weight: 400;\">. Dubai had never seen anything like it and soon, everyone wanted a piece of this new vibe.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Their slogan, <\/span><b>Honest food and great coffee, <\/b><span style=\"font-weight: 400;\">perfectly captured Arnel\u2019s philosophy: <\/span><b>authenticity over luxury, people over profit.<\/b><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Expanding_the_Vision_The_Sum_of_Us_Common_Grounds\"><\/span><b>Expanding the Vision: The Sum of Us &amp; Common Grounds<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Following the success of Tom&amp;Serg, Arnel expanded his vision through two more innovative brands <\/span><b>The Sum of Us<\/b><span style=\"font-weight: 400;\"> and <\/span><b>Common Grounds<\/b><span style=\"font-weight: 400;\"> under his hospitality group, <\/span><b>Bull &amp; Roo<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h4><span class=\"ez-toc-section\" id=\"1_The_Sum_of_Us_2015\"><\/span><b>1. The Sum of Us (2015)<\/b><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Opened in <\/span><b>Dubai\u2019s Trade Centre area<\/b><span style=\"font-weight: 400;\">, <\/span><i><span style=\"font-weight: 400;\">The Sum of Us<\/span><\/i><span style=\"font-weight: 400;\"> was designed as a <\/span><b>bakehouse, roastery, and caf\u00e9<\/b><span style=\"font-weight: 400;\"> under one roof.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It embodied Arnel\u2019s mission to offer not just food, but <\/span><i><span style=\"font-weight: 400;\">an experience<\/span><\/i><span style=\"font-weight: 400;\"> where people could see, smell, and taste the craftsmanship behind every cup of coffee and loaf of bread.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With <\/span><b>freshly roasted beans<\/b><span style=\"font-weight: 400;\">, <\/span><b>on-site baked goods<\/b><span style=\"font-weight: 400;\">, and a <\/span><b>healthy, globally inspired menu<\/b><span style=\"font-weight: 400;\">, it became a hub for Dubai\u2019s creative community, a place where freelancers, entrepreneurs, and food lovers could gather, work, and connect.<\/span><\/p>\n<h4><span class=\"ez-toc-section\" id=\"2_Common_Grounds\"><\/span><b>2. Common Grounds<\/b><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Next came <\/span><b>Common Grounds<\/b><span style=\"font-weight: 400;\">, launched at the <\/span><b>Mall of the Emirates<\/b><span style=\"font-weight: 400;\">. This concept aimed at a broader, more urban audience but kept Arnel\u2019s signature focus on <\/span><i><span style=\"font-weight: 400;\">freshness and community<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Offering <\/span><b>smoothie bowls, avocado toast, and cold-pressed juices<\/b><span style=\"font-weight: 400;\"> long before they became mainstream in Dubai, Common Grounds set the trend for healthy, conscious dining.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The brand\u2019s popularity led to multiple locations across the city including <\/span><b>Dubai Hills, DIFC, and JBR<\/b><span style=\"font-weight: 400;\"> establishing Arnel as one of the most influential figures in Dubai\u2019s hospitality scene.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Business_Model_and_Philosophy\"><\/span><b>Business Model and Philosophy<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Tom Arnel\u2019s success lies not in traditional business expansion, but in building a <\/span><b>culture-led brand<\/b><span style=\"font-weight: 400;\">. His approach can be summarized as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Community First:<\/b><span style=\"font-weight: 400;\"> Each caf\u00e9 acts as a gathering space that fosters connection.<\/span>&nbsp;<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Authenticity Over Opulence:<\/b><span style=\"font-weight: 400;\"> Focus on quality ingredients, honest menus, and human touch.<\/span>&nbsp;<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Scalable Identity:<\/b><span style=\"font-weight: 400;\"> Each brand maintains individuality while contributing to Bull &amp; Roo\u2019s larger ecosystem.<\/span>&nbsp;<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Sustainable Growth:<\/b><span style=\"font-weight: 400;\"> Expansion is rooted in creativity and community, not just profits.<\/span>&nbsp;<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Through this, Arnel successfully turned Dubai\u2019s caf\u00e9 culture from transactional dining to <\/span><b>experiential living<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Impact_on_Dubais_Culinary_Scene\"><\/span><b>Impact on Dubai\u2019s Culinary Scene<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Before Tom Arnel, Dubai\u2019s coffee scene was dominated by international chains. After him, a wave of <\/span><b>independent caf\u00e9s, roasteries, and local food brands<\/b><span style=\"font-weight: 400;\"> emerged all inspired by his model of authenticity and community.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He paved the way for a new generation of <\/span><b>home-grown F&amp;B entrepreneurs<\/b><span style=\"font-weight: 400;\"> who realized that Dubai didn\u2019t just need more five-star restaurants, it needed <\/span><i><span style=\"font-weight: 400;\">soul<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Today, the Bull &amp; Roo group serves <\/span><b>thousands of customers daily<\/b><span style=\"font-weight: 400;\"> and employs <\/span><b>hundreds of people<\/b><span style=\"font-weight: 400;\"> across its outlets in the UAE, contributing immensely to the growth of the region\u2019s F&amp;B industry.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Challenges_and_Evolution\"><\/span><b>Challenges and Evolution<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Running a restaurant group in Dubai comes with its own challenges: <\/span><b>high rents, staffing costs, and rapidly changing consumer trends<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">During the <\/span><b>COVID-19 pandemic<\/b><span style=\"font-weight: 400;\">, Arnel showcased exceptional adaptability. His team at Bull &amp; Roo pivoted to <\/span><b>delivery services, contactless dining, and digital engagement<\/b><span style=\"font-weight: 400;\">, maintaining customer trust and loyalty during uncertain times.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Arnel also emphasizes <\/span><b>team culture<\/b><span style=\"font-weight: 400;\">, ensuring that every staff member feels part of the larger vision, a crucial ingredient in Bull &amp; Roo\u2019s sustained success.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Lessons_for_Entrepreneurs\"><\/span><b>Lessons for Entrepreneurs<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Tom Arnel\u2019s story is rich with insights for aspiring entrepreneurs, especially in the food and lifestyle sectors:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Find the Cultural Gap:<\/b><span style=\"font-weight: 400;\"> Identify what your market is missing and fill that void with authenticity.<\/span>&nbsp;<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Build a Brand, Not Just a Business:<\/b><span style=\"font-weight: 400;\"> Create emotional value through experiences and storytelling.<\/span>&nbsp;<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Adopt a People-First Approach:<\/b><span style=\"font-weight: 400;\"> Value community and team culture over pure profit.<\/span>&nbsp;<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Stay Adaptable:<\/b><span style=\"font-weight: 400;\"> Trends evolve; authenticity remains timeless.<\/span>&nbsp;<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Design Matters:<\/b><span style=\"font-weight: 400;\"> The layout, ambiance, and design shape how customers perceive your brand.<\/span><\/li>\n<\/ol>\n<h3><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><b>Conclusion<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">From one caf\u00e9 in an industrial zone to a multi-brand hospitality group, <\/span><b>Tom Arnel\u2019s journey<\/b><span style=\"font-weight: 400;\"> is a testament to the power of innovation, risk-taking, and community building.<\/span><span style=\"font-weight: 400;\">He didn\u2019t just serve coffee he <\/span><b>sparked a movement<\/b><span style=\"font-weight: 400;\"> that reshaped the culinary DNA of Dubai.<\/span><span style=\"font-weight: 400;\">Through <\/span><b>Common Grounds<\/b><span style=\"font-weight: 400;\">, <\/span><b>The Sum of Us<\/b><span style=\"font-weight: 400;\">, and his other ventures, Arnel proved that in a city built on luxury, people still crave <\/span><b>comfort, connection, and authenticity<\/b><span style=\"font-weight: 400;\"> one cup at a time.His <strong data-start=\"324\" data-end=\"358\">Instagram presence (<a href=\"https:\/\/www.instagram.com\/tomarnel\/?hl=en\" target=\"_blank\" rel=\"noopener\">@tomarnel<\/a>)<\/strong> also reflects a strong personal reach, with <strong data-start=\"403\" data-end=\"428\">over 25,000 followers<\/strong>, where he shares behind-the-scenes moments, caf\u00e9 launches, and community events \u2014 connecting directly with Dubai\u2019s vibrant food and lifestyle audience.<\/span><\/p>\n<p>Start your own caf\u00e9 or restaurant brand in Dubai with expert business setup support from <a href=\"https:\/\/e-startup.ae\/business-setup-in-uae.php\"><strong data-start=\"89\" data-end=\"134\">e-startup.ae<\/strong><\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Introduction When Australian chef Tom Arnel first arrived in Dubai &#8230; <\/p>\n<p class=\"read-more-container\"><a title=\"Tom Arnel: The Chef Who Changed the Caf\u00e9 Culture of Dubai\" class=\"read-more button\" href=\"https:\/\/e-startup.ae\/blogs\/tom-arnel-case-study\/#more-2611\" aria-label=\"Read more about Tom Arnel: The Chef Who Changed the Caf\u00e9 Culture of Dubai\">Read more<\/a><\/p>\n","protected":false},"author":2,"featured_media":2612,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2611","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","resize-featured-image"],"_links":{"self":[{"href":"https:\/\/e-startup.ae\/blogs\/wp-json\/wp\/v2\/posts\/2611","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=2611"}],"version-history":[{"count":2,"href":"https:\/\/e-startup.ae\/blogs\/wp-json\/wp\/v2\/posts\/2611\/revisions"}],"predecessor-version":[{"id":2637,"href":"https:\/\/e-startup.ae\/blogs\/wp-json\/wp\/v2\/posts\/2611\/revisions\/2637"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/e-startup.ae\/blogs\/wp-json\/wp\/v2\/media\/2612"}],"wp:attachment":[{"href":"https:\/\/e-startup.ae\/blogs\/wp-json\/wp\/v2\/media?parent=2611"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/e-startup.ae\/blogs\/wp-json\/wp\/v2\/categories?post=2611"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/e-startup.ae\/blogs\/wp-json\/wp\/v2\/tags?post=2611"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}