Less than a year into operations, Asia De Cuba Abu Dhabi is one part of the brand relaunch of the concept originally created by Jeffery Chodorow.
“This is a legendary brand,” said Nick Fielding, director of operations, Asia de Cuba Worldwide. “Not only has it been featured on popular sitcoms, it is an important milestone in the fusion culinary journey.”
Luis Pous, executive concept chef, Asia de Cuba has been with the brand for nearly two years. “Mixing soy sauve and black beans does not result in fusion food, you have to select the ingredients that work. And, ultimately adopt to the market you cater to,” said Pous.
Asia de Cuba first opened its doors in 1997, and operated in the USA and England. After operating for nearly 15 years the brand went through a lull period, before it opened its third outlet in Abu Dhabi.
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The old mid-town New York outlet made way for a new offering in Downtown New York. Meanwhile, the London venue retained its roots albeit receiving a heavy strip down and refurbishment. Both have recently re-started operations.
Success has been hard to gauge given the brand recently relaunched. But Fielding and Pous are satisfied in the manner Abu Dhabi residents have taken to the brand. Meanwhile, a few menu changes has left the restaurant’s faithful in London slightly displeased, but Pous believes it is nothing to be alarmed about.
“Following the changes we made to the menu, we did receive a few raised eyebrows. However, it is not something that would make them lose their faith in our restaurant,” Pous concluded.
Fielding and Pous were speaking at the Caterer Middle East Chef & Ingredients Forum 2015, which took place on October 6 2015.
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