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ITSU Dubai Marina, the leading Japanese food restaurant based in Dubai Marina, attracted a footfall of 64,000 customers in the last twelve months of 2010. This was the result of a growing preference for Japanese cuisine among UAE consumers.
Youssef Jammal, General Manager, ITSU said: “The increasing popularity of Japanese food can be gauged by the rising footfall in ITSU, the speciality Japanese restaurant in Dubai Marina. Japanese cuisine is growing not only in restaurants but also in the form of ready-made food in supermarkets.”
“More and more people in the UAE are getting acquainted with the nuances of Japanese food. It is also gaining international fame as leading chefs worldwide discover the intricacies of its delicate preparation, presentation and delivery. Japanese comfort foods are perceived as very healthy, which is also enhancing the popularity of this cuisine in the UAE.”
ITSU serves up dishes using organic and additives-free vegetables and food ingredients. The chefs use seasonal vegetables. The restaurant’s menu includes a wide variety of items ranging from breakfast, lunch, and dinner items to cake for dessert.
Chady Moussallem, Brand Manager added: “Along with the increase in footfall in Japanese restaurants, grocery stores are seeing greater demand for convenient ready-made Japanese foods as well as ingredients for cooking at home.”
Another factor contributing to the success of Japanese foods in the UAE is the trend towards healthier eating. Demand for Japanese cuisine will continue to develop, bringing a wider range of recipes to restaurants in the UAE, Moussallem added.
Japanese food has developed over several centuries. The modern term "Japanese cuisine" means traditional-style Japanese food, similar to that existing before the end of national seclusion in 1868. In a broader sense of the word, it could also include foods whose ingredients or cooking methods were subsequently introduced from abroad, but which have been developed by Japanese who made them their own. Japanese cuisine is known for its emphasis on seasonality of food , quality of ingredients and presentation.
Youssef Jammal, Managing Director, added: “ITSU is represented in the Middle East through B6 Hospitality which is one of the fastest growing trading and hospitality companies and the sole representative of premium global brands.”
Jammal added: “Interest in Japanese food saw an increase by 30%, especially since ITSU launched an “All you can eat of Sushi & Sashimi””.
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