Dubai, UAE, 30 March 2021 – While many restaurants in Lebanon have shut their doors due to the country’s economic and political instability, the pandemic has made it quite difficult for people to roam around town to visit some of their remaining favorite spots or savor their favorite meals: Home is no longer what it used to be. All of these factors have also made traveling back home quite challenging for the Lebanese that are living abroad.
A group of Lebanese entrepreneurs have decided to take action by launching “Home in a Bite”, an initiative that supports restaurants in Lebanon which are facing difficulties, by bringing their famous delicious dishes and products to Dubai, delivered at the doorstep of all those who are homesick for a little taste of home.
Launched on March 30, Home in a Bite will introduce 15 Lebanese restaurants, delivering all across Dubai through www.homeinabite.com or Deliveroo.
Home in a Bite’s brand identity and creative assets were developed by TBWA\RAAD.
Christine Assouad, Founder and CEO of The Catalyst of Growth, said: “We are very excited to launch Home in Bite in Dubai. Many great UAE companies, such as TBWA, joined forces to make this dream happen. Lebanese living abroad are known for their attachment to their hometown, and for continuously craving their favorite dishes and local brands. In light of the economic crisis that has left Lebanese restaurants in a rough situation, we have decided to bring some of our favorite restaurants to the UAE and provide consumers in the UAE with a true taste of Lebanon, delivered at their doorstep.”
Reda Raad, Group CEO at TBWA\RAAD said: “We are proud to take part in such a great initiative. Life’s recent hardships and circumstances are increasingly proving the need for brands to contribute to societal good. As a Lebanese myself, I am looking forward to supporting local businesses and brands from my hometown and enjoying their delicious cuisine and I invite everyone in Dubai to do so.”
TBWA\RAAD was established in the United Arab Emirates in 2000 to develop and expand TBWA Worldwide’s presence across the Middle East and Africa. The network operates with a team of more than 1,000 people across four main divisions – advertising, digital, shopper marketing and public relations. TBWA\RAAD has been the most awarded agency in the region in 2018 and was ranked 16th most awarded creative agency in the world by The Big Won Report, and 8th bravest agency on the planet by Contagious Pioneers and Regional Agency of the Year at the New York Festivals in 2019. Clients include: Abu Dhabi Investment Office, Apple, AWR Rostomani Arabian Automobiles, Careem, CNN, du, Essence, Facebook, Gatorade, Henkel, Hilton, Infiniti, KFC, Louvre Abu Dhabi, Mai Dubai, Nissan, Pepsico, Pfizer, Singapore Airlines, Standard Chartered, Under Armour. Follow us on Instagram and Twitter and like us on Facebook.
About The Catalyst of Growth:
The Catalyst of Growth, founded by Christine Assouad, a seasoned entrepreneur with multiple projects and awards, aims at supporting Entrepreneurs scale their businesses and achieve their dreams!
Some of the projects of TCOG include: The Crisis Pivot Program; an online program for female leaders to pivot and grow their businesses in spite of a crisis.
Home in a Bite; an initiative aiming at scaling Lebanese Restaurant Brands to Dubai and the Gulf.
The same teams runs Dunkin Donuts in Lebanon and created Semsom, Green Falafel and more.