Off The Hook Group is setting its sights beyond the UAE as its ramen brand continues to gain ground in the Emirates — most recently with a new outlet at BurJuman Mall in Bur Dubai.
The opening adds to Zutto Suki Ramen’s existing footprint at Deira and Flayva inside Al Ghurair Mall, bringing the brand’s Dubai tally to three locations. For the group’s Managing Director, the milestone is less about the number and more about the direction it signals.
“We are considering expansion opportunities outside the UAE. With the strong reputation we are building through Off The Hook Group, it makes sense to explore new markets where the brand concept can resonate,” said Rolly Brucales. “This will be done strategically, ensuring we maintain our quality, consistency and brand standards as we grow internationally.”
Any move into foreign markets, he noted, would be carefully targeted — focusing on destinations with dynamic dining cultures and an appetite for international flavors.
The ambition comes at a time when ramen’s commercial appeal has never been stronger. The global ramen noodles market was valued at more than $68 billion in 2025 and is projected to approach $113 billion by 2034, according to research firm Market Intelo. A 2025 study by analysts at Teikoku Databank found that ramen has overtaken sushi as the preferred food among tourists visiting Japan — a shift that has helped fuel the dish’s rise across international markets.
Brucales believes the UAE, with its dense mix of nationalities and demand for authentic cuisines, is well-suited for the concept Zutto Suki Ramen offers.
“Zutto Suki Ramen stands out by offering a strong combination of affordability, quality and variety, allowing customers to enjoy different choices at accessible price points,” he said. “This value-driven approach, paired with consistent quality and generous portions, makes us appealing to a broad market and encourages repeat visits in a competitive food and beverage market.”
The menu spans ramen in multiple varieties alongside sushi and Japanese side dishes — a lineup designed to attract both regulars and first-timers without pushing price points out of reach.
Operating in the UAE’s food and beverage sector carries its own pressures. Brucales acknowledged that rising costs, stiff competition, and the unpredictability of the current geopolitical climate have all added strain across the industry. The group’s response, he said, has been structural rather than reactive.
“We are addressing these by focusing on efficient operations and cost control without compromising quality, continuously improving our menu engineering to balance value and profitability, and staying competitive through strong branding, promotions and customer engagement,” he said.
Internally, Off The Hook Group has also invested in staff welfare programs, including an education support scheme that provides financial assistance for the Philippine-based dependents of eligible employees.
“We have incentive schemes and recognition programs that reward strong service and consistency. In addition, we support staff well-being through structured schedules, staff meals and a positive working environment that promotes teamwork and retention,” Brucales said. “Overall, our goal is to build a motivated, skilled, and loyal team that grows with the brand.”
