As demand grows for self-contained, easily navigable urban areas where people can live, work, shop and socialise within a short walking distance, clustered F&B emerges as the lifeblood of new communities—fostering social connections, cultural exchange and workspace relief. 

Brunch City, one of TGP International’s most successful activation campaigns, has been a great example of the power of strategic F&B combined with a strong marketing strategy in delivering immense value to flourishing communities. Welcome to Brunch City! 

THE CONCEPT 

After detailed discussions with our partners, including Alkebulan, Gup & Shup, Philly Jawn by Ghost burger, and The Daily at Rove Hotel, we set out to unite Expo City Dubai's F&B venues into a major weekend event, blending a diverse array of food offerings with dynamic entertainment. 

Our vision was to transform the site’s dining offerings into an immersive experience for guests, showcasing the best of Dubai's F&B scene while achieving broader objectives for the city: 

Increase exposure for Expo City Dubai's restaurants and F&B brands, enhancing the city's overall value. 

Provide the local community with a walkable and engaging weekend event that appeals to the area's diverse mix of residents and visitors. 

Highlight the power of collaborative activation campaigns, where individual venues join forces to create highly engaging experiences for the community. 

Expanding on Dubai’s popular brunch model, Brunch City would deliver an all-inclusive, high-energy dining experience with a strong social element—becoming a true weekend highlight that people would travel to attend. 

CURATING THE EXPERIENCE  

Having designed and curated many of Expo City Dubai’s restaurants and F&B outlets, we had a deep understanding of the diverse range of styles and offerings available. We also knew the city’s layout and configuration intimately. 

With this knowledge, the design, layout, and overall experience curation of Brunch City were carefully crafted to encourage exploration, allowing diners to move effortlessly from one venue to another, discovering new flavours and atmospheres at every stop.  

From the vibrant beats and cultural richness of Alkebulan, the world’s first African dining hall, to the urban vibes and enticing aromas at Gup & Shup, we curated an exciting and diverse mix of offerings. 

With a single pass, guests were able to spend the weekend indulging in great food and live music, enjoying an immersive, multi-sensory experience. 

Together, these venues created a one-of-a-kind event that seamlessly blended food, culture, and community.  

As one guest put it, "I've been every week so far. Such a cool concept, keep going!" By integrating food, music, and culture, we believe Brunch City set a new standard for community-driven culinary events in Dubai. 

IMPACT

A true destination for food enthusiasts, groups of friends and families, Brunch City delivered outstanding results, with five of the seven Saturdays selling out and over 2,975 covers served. It attracted a wide audience eager to experience the unique offerings and city’s vibrant atmosphere. 

Brunch City ran for seven consecutive Saturdays from 27th April to 1st June 2024, offering customers unlimited food and drink from 13:00 to 16:00, with the option to explore multiple participating venues, each offering its own distinct food and entertainment experience.  

This project reaffirmed TGP’s commitment to blending local and global influences, uniting diverse audiences. The overwhelmingly positive reception underscored the demand for dynamic, inclusive events that celebrate both cuisine and culture. - James Eaton, Marketing Manager (ECD) & Brunch City Project Lead 

Through partnerships with The Entertainer, Let’s DXB, and Eat App, and targeted promotions across META, TikTok, and radio channels, Brunch City quickly became a must-visit weekend experience. These collaborations ensured seamless bookings, exclusive deals, and broad visibility, creating a dynamic blend of dining, discovery, and entertainment. 

Importantly, Brunch City not only promoted the city’s individual F&B brands but also elevated Expo City Dubai as a premier weekend dining destination and vibrant hub for residents and businesses.  

TEAM RECOGNITION 

While Brunch City was a collective achievement across TGP’s advisory, marketing and operations teams, a special thanks goes to James Eaton, Alex Simmons and Cheryl Sheppard for bringing this incredible concept to life.