Dubai Summer Surprises (DSS) 2025 isn’t just about shopping deals and mall madness. This year, it’s putting a proper spotlight on the city’s homegrown food and drink scene. From budget-friendly bites to coffee pop-ups and dining campaigns, DSS is giving small F&B businesses serious support.
Local Restaurants Take Centre Stage
DSS has turned the city into a playground for food lovers. And it’s the small, local brands stealing the show.
- Summer Restaurant Week gave homegrown spots a platform alongside big names
- Set menus made gourmet dining accessible
- Local chains like Asian5 saw a boost in visibility and footfall
Summer Restaurant Week wasn’t just another promo. It pushed affordable dining without sidelining quality. Local joints, such as Asian5, saw direct benefits: more new faces, increased engagement, and valuable lessons for their teams on why joining citywide events matters.
10 Dirham Dish: Small Price, Big Win
Who says AED 10 can’t get you anything? Over 190 restaurants across Dubai participated, including more than 100 local brands.
- AED 10 dishes across over 700 outlets
- Big exposure for smaller names like House of Pops and Burger Society
- Extended until 31 August
It’s not just a gimmick. House of Pops used it to push their healthy treats to a wider crowd. Burger Society saw it as a real brand-building moment. For both, it was about more than sales – it was about being seen.
Gahwa Beats: Coffee Meets Culture
DSS isn’t just feeding stomachs – it’s fuelling culture. Gahwa Beats is mixing caffeine with community.
- Coffee pop-ups on 16 and 23 August
- Local roaster DRVN Coffee is front and centre
- A new DSS ritual for Saturdays
These aren’t just casual pop-ups. They’re a reason for people to explore new venues and brands. DRVN Coffee, born and brewed in the UAE, is gaining new fans thanks to the DSS buzz.
More Than Just a Summer Campaign
Behind the giveaways and good vibes, DSS 2025 is building something deeper: long-term value for local SMEs.
- Stronger brand recognition
- Community engagement
- Real economic contribution from the F&B sector
This isn’t fluff. With over 1,200 restaurant licences issued last year, supporting local is smart business. DSS is making sure these businesses don’t just survive summer – they grow from it.
