A Journey from Science to the Kitchen
Ali Yazdi, an Emirati entrepreneur, began his professional journey in the field of biomedical engineering. However, his passion for food and a keen entrepreneurial spirit led him to transition into the culinary world, where he has made significant strides. Yazdi’s background in a rigorous scientific discipline has contributed to his methodical approach to business and innovation in the food industry.
Founding SLAW: A Burger Sensation
In 2021, Yazdi founded SLAW, a gourmet burger restaurant in Dubai, which quickly gained a dedicated following. By mid-2021, SLAW had sold over 200,000 burgers, a testament to its popularity. Yazdi’s commitment to quality is evident in his hands-on approach; he personally prepares secret seasoning rubs and conducts regular quality checks to ensure the highest standards are maintained.
Innovative Marketing and Global Expansion
Yazdi’s innovative marketing strategies, including limited-time menu collaborations and engaging social media campaigns, have kept SLAW relevant and appealing to a broad audience. The brand’s success has led to negotiations for franchise agreements in countries such as Qatar, Saudi Arabia, Iraq, the USA, Bahrain, and Kuwait. Plans are also underway to expand within the UAE, with ten new outlets anticipated by the end of 2022.
Daily Routine: Balancing Quality and Growth
Yazdi’s typical day reflects his dedication to excellence. He starts his mornings early with physical activity, followed by reviewing news and a consistent breakfast routine. His days involve direct engagement with suppliers to source the best local ingredients, hands-on preparation of proprietary seasonings, and active involvement in both the central kitchen and the restaurant floor. This approach ensures that he maintains a personal connection to both the product and the customer experience.
Financial Foundations and Entrepreneurial Advice
Establishing SLAW required a significant investment of approximately AED 3.6 million, which Yazdi financed through a combination of personal savings, family support, and an investor partnership. He advises aspiring entrepreneurs to “believe in what you are doing” and emphasizes that one doesn’t need to be first in the market but can strive to be the best. Yazdi encourages others to “catch your dreams, and bring them into reality,” reflecting his own journey from engineering to culinary success.
Recognition and Future Endeavors
Yazdi’s contributions to the culinary scene have been acknowledged through various accolades, including being featured in Caterer Middle East’s Power 50 list in the Chefs category. Looking ahead, he continues to explore opportunities for expansion and innovation, aiming to bring SLAW’s unique offerings to a global audience while maintaining the quality and creativity that have become the brand’s hallmark. Do follow him on Instagram.
