Off The Hook celebrates its 10th anniversary in the UAE.

Homegrown brand Off The Hook Seafood Restaurant is marking its 10th anniversary in the UAE this year, with plans to expand its footprint while maintaining a strong focus on employee welfare. The company, which started in 2016, has grown into a network of 10 branches across Abu Dhabi, Dubai, Al Ain, Ras Al Khaimah and Fujairah, along with its first international franchise in Qatar. New outlets are set to open soon at Al Ghurair Centre and Dalma Mall. According to owner Rolly Brucales, the company is adapting its strategy amid ongoing global challenges. “We are adapting to the current situation by staying agile, proactive, and focused on what matters most, our people and our guests,” he said. “At the same time, we are closely monitoring market conditions and adjusting our strategies accordingly.” He added that the company remains committed to maintaining operations and supporting employees. “Despite the challenges, we remain committed to keeping our stores running, supporting our teams, and delivering a reliable dining experience. Most importantly, we prioritize open communication with our employees and ensure they feel supported during uncertain times,” he said. Off The Hook operates alongside brands such as Zutto Suki Ramen and Potato Corner, and continues to pursue expansion through a disciplined, market-driven approach. The company is also exploring opportunities in Southeast Asia, with the Philippines identified as a potential next market. “More importantly, we’re focused on entering markets with the right partners to ensure long-term, sustainable growth, not just rapid expansion,” Brucales said. Employees highlighted the company’s workplace culture as a key strength. “My biggest contribution is leading the kitchen team to consistently deliver high-quality food,” said Gatsby Bandiola, who has been with the company since it began in 2016. “I’m striving to do my best by innovating, mentoring my team and ensuring we exceed expectations.” Front-of-house staff member Nica Bolito said her experience has helped her develop professionally and personally. “My experience has strengthened my communication skills… I’ve learned how to work under pressure and manage my time during busy hours,” she said. Employee Esah Esmao highlighted the company’s benefits programme and support system. “Off The Hook’s uniqueness dwells on how they take good care of their employees. Despite our current situation, we still get fair compensation and employee benefits,” she said. Earlier this year, the company introduced an employee scholarship programme as part of its corporate social responsibility initiatives, further supporting staff development. As it enters its second decade, Off The Hook said it will continue prioritising sustainable expansion, workforce support, and consistent customer experience across its operations. CAM/Expat Media
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