Tamer El Khayat and Faisal Yabroudi, co-founders of Kokoro – the UAE’s first hand roll bar – discuss the creation behind the latest outpost and how it aims to redefine the dining scene.
What do the first 30 minutes of your day look like, your morning routine?
I get my workout and training in the first part of the day, usually it’s an hour of jujitsu (new hobby) and gymming with my wife.
Dropping the kids off to school, gymming and heading to a polo field to ride. My passion is polo.
Talk us through your respective backgrounds and what first evoked your interest in the F&B space.
I have spent over 20 years in the hospitality industry, driven by a passion for doing things differently – with intention and purpose, not merely for novelty’s sake. Early in my career, I had the privilege of working with Four Seasons Hotels and Resorts, an experience that deepened my understanding of world-class service and operational excellence. This foundation inspired me to eventually start my own ventures. With our healthy pizza brand, Pinza, we set out to prove that pizza can be both ridiculously delicious and truly healthy. Meanwhile, Faisal, who had been managing his family’s real estate construction and development business, always felt a pull toward the hospitality sector. His longstanding passion led him to partner with me, and together we launched Pinza – a venture that has since blossomed into multiple successful brands.
Tamer El Khayat and Faisal Yabroudi, co-founders of Kokoro
Tell us about the concept and your vision for Kokoro. What is the process of starting a new concept and where do you begin?
At Kokoro, our vision is to transform Japanese cuisine by infusing tradition with innovative flair and a touch of playfulness. We set out to introduce a concept that not only honours the authentic techniques of Japanese culinary art but also disrupts the conventional dining experience by reimagining it for a modern audience.
The journey began when we first encountered the original Kokoro concept in Houston, where the exceptional hand rolls and creative approach immediately caught our attention. This inspired us to bring that same level of quality and innovation to Dubai. Tamer, who was born in Houston and raised in Dubai, brings a unique perspective to the project. With a deep understanding of both cultures and the local market, he knows exactly what needs to be done to ensure a successful launch in this dynamic city.
Our process starts with thorough market research, studying the success of the original concept while gauging the tastes and expectations of our new audience. In collaboration with trusted partners like Daniel and Patrick, we have re-developed the brand to retain its core identity while tailoring it to disrupt and elevate the local dining scene. In essence, Kokoro is about blending the authenticity of Japanese cuisine with a fresh, modern twist designed to captivate food enthusiasts and redefine the dining experience.
“At Kokoro, we’ve flipped that script by making the bar the most coveted seat in the house”
Can you define the inspiration behind the design and ambiance of the restaurant? What sort of dining experiences can visitors expect?
Faisal and I set out to create something entirely new for the region – an experience that challenges local dining norms and invites customers to enjoy sitting at the bar. In the Middle East, traditional dining typically involves private tables, and sharing space is not the norm. At Kokoro, we’ve flipped that script by making the bar the most coveted seat in the house.
Our vision was to craft a compact, intimate space where great food, good music, and service with smiles come together to create a memorable dining experience. Guests can expect a lively atmosphere that encourages interaction and breaks away from conventional dining, offering a fresh and dynamic way to enjoy a meal.
Diners at Kokoro take an unexpected flavour journey. How was the menu conceptualized and what are the key standout items to try at Kokoro?
At Kokoro, our culinary journey is defined by our expertly crafted handrolls. We intentionally keep our menu small to focus on quality over quantity—unlike many Japanese restaurants that overwhelm guests with too many options. This curated approach allows us to perfect each item, ensuring a consistent and memorable dining experience. One of our most exciting offerings is our once- secret menu, which has now become a favourite among regulars. Standout items include the Surf n’ Turf handroll and Spicy Akami, both of which have quickly become hits. We’ve also embraced innovative twists, such as incorporating caviar into our dishes – a move that has delighted our guests. Additionally, many diners have been introduced to the exquisite Hokkaido Uni for the first time, further highlighting our commitment to quality and innovation.
This focused, quality-driven approach is at the heart of Kokoro’s success, inviting diners on an unexpected flavour journey that continues to grow our loyal customer base.
As you both bring different sets of expertise to the table, how do you manage your roles between yourselves?
Tamer is more front facing with the business, and Faisal is the silent machine that keeps our backend operations running seamlessly and looks at all the details of the business.
How has traveling and living in a country with such different cultures influenced your philosophy of food and what food means to you?
Travelling and experiencing a multitude of cultures has profoundly shaped my philosophy of food. I enjoy exploring new restaurants to see what’s available, which not only helps me understand the global culinary landscape but also gives me insight into our competition and how we differentiate ourselves. The Dubai consumer is discerning and critical when it comes to quality and taste, and I believe that once we win over their hearts and stomachs, they become true fans.
Having been raised in Dubai, I have a deep understanding of the local market and what it takes to fill the gaps in our dining scene. This local expertise, combined with my international experiences, enables us to stay ahead of the competition – especially as new groups enter the market. Ultimately, it’s this blend of global perspective and local insight that continually shapes my approach to food and helps us create unique dining experiences that resonate with our guests.
What was the most challenging aspect of setting Kokoro up and how did you overcome this?
The most challenging aspect of setting up Kokoro was finding the right talent. With a combined experience of over 20 years in the F&B industry – 10 years in Dubai for us and more than 20 for Tamer – we’ve navigated many ups and downs. Each challenge has taught us how to refine our approach and build better concepts with every restaurant we open. We’ve learned that success is about hitting the right note and maintaining consistency. At Kokoro, we don’t hire solely based on experience; we focus on personality. This approach allows us to invest in our team, teaching and developing their skills – a process that is, without a doubt, the most rewarding part of my job.
What according to you sets the food industry in the UAE apart from the rest of the world?
Dubai’s food industry is truly unique. With more restaurants per capita than iconic cities like New York and Paris, the competition here is fierce. The city attracts international visitors who have travelled the world and hold the highest culinary expectations. This constant influx of discerning guests keeps us on our toes and drives us to continually innovate and excel, ensuring we remain ahead in this dynamic market.
“I believe in the power of innovation and taking creative risks – staying true to unique culinary visions that push boundaries and offer something genuinely new to the dining scene”
What’s something you hope to see more of in the Dubai dining scene?
Dubai has it all, but what I’d love to see more of is originality. Too often, successful concepts are simply replicated, yet copying doesn’t guarantee success. I believe in the power of innovation and taking creative risks – staying true to unique culinary visions that push boundaries and offer something genuinely new to the dining scene.
What sets Kokoro apart from the many food concepts and Japanese restaurants in Dubai?
Kokoro Hand Roll Bar is the first of its kind in Dubai and the entire region. This pioneering concept sets us apart from other food offerings and Japanese restaurants, fuelling our drive to remain innovative and constantly push the boundaries of what a hand roll bar can be.
