Unique new food outlet launches in the UAE to serve traditional Arabian cuisine with a modern twist
Dubai, UAE, 27 February 2014 – Fern W Fekhar, a new contemporary neighborhood kitchen, that serves heartwarming traditional Arabian dishes with a modern twist, has launched in the UAE. The concept of Fern W Fekhar relishes in the taste and goodness of nostalgic home cooked meals that are freshly prepared in a traditional oven and served in a claypot.
Fern W Fekhar (‘Oven' & ‘Claypot') opened its first branch in Mirdif Uptown Mall on November 27 2013 and is already being recognized for its signature flatbreads and claypot dishes that are made with locally sourced ingredients and premium quality meats from New Zealand and Australia.
Commenting on the launch of Fern W Fekhar, Ralph Omar, Senior Consultant, Restaurant Secrets Inc, the Consultants behind the concept and turn-key execution of Fern W Fekhar, said: “We are very excited to bring such an authentic concept to Dubai as customers will resonate with the pure traditional flavors, executed with modern German technology that ensures consistency and timely preparation of each signature dish. Everybody enjoys food that takes them back home to their mom or grandmother's kitchens and with Fern W Fekhar, customers will enjoy taking a trip down memory lane with every bite of freshly prepared food.”
Not only does Fern W Fekhar prepare all dishes from authentic recipes, home-made sauces and signature spice mixes, all dishes are served in handmade claypots which customers can take home. “While creating Fern W Fekhar for our client Mr. Khalid Hussein, CEO of Coastal Group, we were inspired by his vision to share the unique element of the claypot as it adds to the authenticity and warmth of the Arabian culture of lovingly preparing and serving food in a rustic manner. Our task was to create a concept that thrives on traditional taste but delivers to the urban expectation of ‘healthy yet fast', ‘memorably delicious' and ‘value for money'. With Fern W Fekhar, we hope to add to the vibrant food scene, a viable brand that delivers all the above, consistently,” added Ralph.
The handmade claypots used by Fern W Fekhar also carry a heartwarming story as they are imported from India, from the Crescent Educational Society (CRESDO), a secular, non-governmental organization established towards meeting the educational development of children from vulnerable families and socio-economic development of women from rural communities. CRESDO has been involved in developing young girls' education in Andhra Pradesh while providing skill development training and supporting livelihoods of women (www.credso.org).
CREDSO ensures these special claypots are glazed with the utmost care and precautions for food safety. The process of glazing the pots is quality controlled and measured with precision by CREDSO as they ensure the pots don't release any toxic materials and that they are 100% lead free.
Umm-Ali, Manakish, Machboos, Fateh Dejaaj and Kofta Rice are some of the most popular dishes on the menu along with its famous Karak Chai which is the perfect accompaniment to every meal. A meal for two varies between AED 50 – AED 99 and is available daily from 10am – 12am.
“We look forward to sharing an authentic dining experience with those who seek honest rustic home-made meals. Fern W Fekhar is an experience of how food should be. Our menu is created to bring back nostalgic memories when food was simple and actually delicious. We welcome everybody to visit Fern W Fekhar or order from our free delivery service in Mirdif, Rashidiya & Muhaisnah. We are set to launch the next branch of Fern W Fekhar in October 2014 on the busy bustling new ‘Foodies Street', Jumeirah Beach Road, where residents of Jumeirah, Sheikh Zayed Road and Marina can enjoy the same delicious flavors,” concluded Ralph.
For more information about Fern W Fekhar and to review the menu, visit Shop No FC2 Mirdif Uptown Mall or www.facebook.com/FernWFekharUAE
About Fern W Fekar:
Fern W Fekhar (‘Oven' ‘Claypot') is a contemporary neighborhood kitchen that serves heartwarming Arabian dishes, baked in a traditional oven and served in old fashioned claypots that can be taken home. The menu is inspired by the taste and goodness of home cooked meals as authentic recipes, home-made sauces and signature spice mixes are used to fuse ingredients together that many recognize from the nostalgic kitchens they were raised in.
The first branch opened on 27 November 2013 at Mirdif Uptown Mall and is already recognized for its signature Flatbreads and Sandwiches made with locally sourced ingredients and premium quality meats from New Zealand and Australia. Umm-Ali, Manakish Machboos, Fateh Dejaaj and Kofta Rice are some of the most popular dishes on the menu which is available from 10am to 12am daily.
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