Dubai adaptation
However, the Dubai Ivy outlet will be making some concessions to its new Middle Eastern habitat.
“We will be adapting the menu to the local environment by about 25%, but there will still be the Ivy classics such as the Ivy Shepherd’s pie,” says Caprice Holdings chef, Tim Hughes.
“There will be some fine-tuning and some Middle Eastern dishes will be coming on the menu but it’s a very eclectic menu anyway; we have sushi and curry on the menu for example — we have a bit of everything for everyone.”
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The Ivy menu reflects what MacDonald sees as a global trend for more collaborative, fusion cuisine. “The world is definitely a smaller place; people are travelling more and becoming better educated. Whether it’s Mexican, Indian or Middle Eastern food, people are becoming more discerning and culturally aware.
As such a central hub I think that all cuisines can prosper in the Middle East.”
All together the restaurant will be able to accommodate 172 covers including up to 16 guests in the private dining room. One major difference from the London venue is the Dubai venue’s bar, which has the capacity to seat 150 people in a “loungey” style, according to Kumar.
This reflects the Dubai Ivy’s different target market: “We are aiming for the financial lunch market predominantly and then in the evening I think it will be more social,” says McDonald. “The London Ivy has very social pre-theatre menu for example, whereas I think the Dubai Ivy will be more about people having after-work drinks and dinner.”
Despite the Ivy’s glitzy reputation, it is in fact very down-to-earth and affordable, says London director, Fernando Peire, “People think of the Ivy as a celebrity haunt but we are in fact very attainable,” he says. MacDonald says that the new menu will be pitched at the mid to high end, “It’ll be about GBP45 (US$70) for a meal,” he says.
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