Fundamental Hospitality has achieved remarkable success and expanded globally, with iconic venues like GAIA now thriving in London and Monaco, and the upcoming Shanghai ME set to debut in London. GAIA, Shanghai ME, La Maison Ani, and ALAYA, are some of the many popular restaurants under the Fundamental Hospitality group, seamlessly operated by Andrew Jobes.
Jobes is the visionary behind the rapid rise of one of the UAE’s most dynamic hospitality groups and has a crucial role in ensuring the flawless operation of all venues. As Fundamental Hospitality Group continues to expand, we talk to the power house about the methods and thought processes behind Dubai’s most refined hospitality brand.
Can you share your journey and experiences in the hospitality industry and how you came to be the COO of the Fundamental Hospitality Group?
My journey in the industry has been incredibly fulfilling. I’ve had the privilege of working alongside some fantastic people who have contributed not only to my professional growth but also to my personal development. Before joining Fundamental Hospitality, I was fortunate to be part of an outstanding team at Selfridges in the UK, the prestigious Alshaya Group in Kuwait, the internationally renowned Hakkasan, and the iconic TAO Group.
The move came about when a headhunter, who happened to be a mutual friend of both myself and Evgeny Kuzin, the Chairman of Fundamental Hospitality, approached me about the Chief Operating Officer role. I was already familiar with the brands but was particularly impressed by their bold plans for
expansion into new markets. After meeting with the owners, it was clear that this was an extraordinary opportunity I couldn’t pass up.
What has been the most challenging part of expanding the brands beyond borders? And how did you tackle those challenges?
Expanding into a new country is always challenging, as it requires protecting your brand’s core identity while deeply understanding the local market and blending the two seamlessly. Building a team that not only understands your brand and company culture but also feels empowered to challenge and adapt ideas to ensure success can be tough. We’re constantly learning from each opening, gathering feedback from our team to refine and improve as we grow. To support this, we’ve introduced more regional support teams in key markets and given individuals ownership of their areas, enhancing our ability to adapt and expand effectively.
What trends do you anticipate in the hospitality industry this year, both locally and internationally?
I expect a few key trends to continue gaining momentum in Dubai this year. Sustainability will remain a major focus for guests, with increasing demand for locally sourced ingredients and the adoption of ethical, eco-friendly practices. Rooftop dining is set to keep flourishing, thanks to Dubai’s breathtaking 360-degree skyline views. Cross-brand collaborations are also becoming a popular strategy among restaurants in the region.
From what I’ve seen at our international venues, seasonality is remaining an important factor for
diners. This goes beyond the menu and into the ingredients, allowing guests to fully immerse in
the essence of each season. Interestingly, while culinary trends lean towards adventure and
innovation, Dubai guests are particularly excited about trying new experiences. At the same
time, there’s a strong appreciation for the timeless allure of established brands, which continue
to hold significant value on the international stage.
How do you see the local hospitality market differing from the international scene?
Dubai’s F&B scene is remarkable in its pace of change and evolution. The hospitality market continues to grow, and Dubai is solidifying its position as a hub for innovative concepts that succeed internationally. A perfect example is GAIA, our homegrown Dubai brand, which has expanded to London, Monaco, Doha, and Marbella. You don’t often see the same rapid growth and innovation level in many major international markets where so many established venues already exist.
In your opinion, what are the key factors driving the global success of Fundamental Hospitality Group?
At Fundamental Hospitality, the guest experience is always our top priority. We combine excellent service, a deep understanding of our guests, and a welcoming atmosphere with high quality food, drinks, and stylish decor. This unwavering commitment to quality runs throughout the entire company, with our teams always focused on delivering exceptional experiences. Whilst other aspects of business can demand more attention as companies grow, we believe that maintaining our focus on the guest experience has been a cornerstone of our success worldwide.
Reflecting on your extensive career in hospitality, what is the most valuable lesson you’ve learned and how have you applied that to your role at Fundamental Hospitality?
There is a tremendous power to keeping things simple. As businesses grow, it’s easy to introduce new processes, change how things are done, or unintentionally add complexities that make the business less efficient. These can distract from the true priorities and complicate communication across the team. Given the speed at which we’re expanding, avoiding such pitfalls and maintaining simplicity will be crucial to our success.
Are there any more expansion plans we can expect in 2024? If so, where?
We still have plenty of exciting developments on the horizon. In Dubai, we’re thrilled to introduce a new brand in DIFC and launch an innovative African concept very soon. Later this year, Sirene by GAIA, our luxurious beach club, will debut at J1 Beach. Internationally, we’re preparing for the launches of Shanghai ME in London, GAIA in Miami, and La Maison Ani in Monaco.
