EATX.
Long before Al Quoz became one of Dubai's most talked-about neighbourhoods, before warehouse cafés became destinations and before homegrown hospitality brands were celebrated across the city, EATX was already laying the foundations for something different. At a time when much of Dubai's dining scene was dominated by international concepts and hotel restaurants, EATX saw an opportunity to create spaces with personality, authenticity and a genuine sense of community.
What makes EATX remarkable is that it never set out to simply open restaurants. The group focused on creating places people would return to again and again. Places where morning coffee became a ritual, where business meetings turned into friendships and where neighbourhood communities formed around shared tables. Over the years, EATX has grown into one of the UAE's most influential hospitality groups, with concepts including Tom & Serg, Common Grounds, Bramble, Splendour Fields, Reform Social & Grill and The Guild helping shape the way Dubai eats, works and socialises.
At the centre of the story is Tom Arnel, an Australian chef whose journey into hospitality began far from Dubai. Before becoming one of the city's most recognised restaurateurs, Arnel spent years working his way through professional kitchens, often taking the difficult route rather than the easy one. His persistence became legendary. After repeatedly being turned away from one of Australia's leading restaurants, he continued showing up until he was finally given a chance. That determination would later become the foundation upon which EATX was built. Rather than following established formulas, Arnel believed in creating concepts that felt genuine, approachable and rooted in culture rather than trends.
The turning point came in 2013 with the launch of Tom & Serg. Located inside an industrial warehouse in Al Quoz, the concept challenged almost every assumption about hospitality in Dubai at the time. It wasn't positioned inside a luxury hotel, it wasn't located on a beach and it wasn't surrounded by high-end retail. Instead, it focused on exceptional coffee, quality food and an atmosphere inspired by Melbourne's renowned café culture. Many questioned whether people would travel to an industrial district for breakfast. The answer arrived quickly as queues began forming outside the doors.
What followed was more than the success of a single café. Tom & Serg helped change perceptions of what a restaurant could be and where it could thrive. The venue became a gathering place for entrepreneurs, creatives, founders, cyclists and professionals who were looking for something different. Long before co-working spaces became commonplace, many of Dubai's informal meetings, business ideas and collaborations were taking place over coffee at Tom & Serg. In many ways, the café became a symbol of a changing city—one increasingly drawn to authenticity, community and homegrown creativity.
Today, the influence of EATX can be seen across Dubai's hospitality landscape. The group's success proved that local concepts could compete with international names and that great dining experiences do not need a famous address to become cultural landmarks. What started as a warehouse café became a hospitality movement, helping transform not only Al Quoz but also the expectations of an entire city. As Dubai continues to evolve, EATX remains one of the clearest examples of how bold ideas, executed with conviction, can leave a lasting mark on culture.
