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The First Group’s Collaboration with Switch Foods

Switch Foods

Explore the groundbreaking partnership between The First Group and Switch Foods, revolutionizing dining experiences with delicious and sustainable plant-based options across 35 renowned restaurants.

Innovation and sustainability are taking centre stage in the ever-evolving world of gastronomy. The First Group, renowned for its exceptional F&B brands, has embarked on an extraordinary journey by partnering with Switch Foods, a pioneering UAE-based FoodTech start-up specializing in plant-based meat alternatives. This collaboration promises to revolutionize dining experiences by offering diverse, delicious, and sustainable plant-based options across The First Group’s extensive F&B portfolio. With 35 restaurants under their belt and a commitment to culinary excellence, this partnership will change how we dine out.

The First Group’s Culinary Empire

The First Group’s Family of Restaurants has been a beacon of culinary excellence in the region. Their diverse portfolio of 35 restaurants has consistently delivered exceptional dining experiences. Let’s take a closer look at some of their iconic establishments:

Aaliya Shisha Lounge: A Taste of the Mediterranean

Aaliya Shisha Lounge, known for its Mediterranean flavours, now offers Switch Dawood Basha and Vegan Kafta Wrap, embracing the plant-based revolution without compromising taste.

Alloro Ristorante: Italian Elegance

Alloro Ristorante, an epitome of Italian elegance, is set to enhance its menu with Switch Food’s outstanding plant-based products, adding a touch of sustainability to its authentic dishes.

Beastro: A Gastronomic Adventure

Beastro, a place for gastronomic adventures, introduces the Vegan Switch Burger to cater to plant-based enthusiasts. Their menu now boasts a Vegan Switch bolognese pasta and meatball curry for a complete experience.

Brambles: Wholesome Delights

Brambles, the beloved all-day dining outlet, now highlights its Switch Vegan Burger, perfectly complementing its wholesome menu. It’s a place where flavour meets sustainability.

Ikigai Resto & Bar: Fusion of Flavors

Ikigai Resto & Bar, known for its fusion of flavours, joins the plant-based movement with Switch Food’s succulent offerings, providing a wide range of choices for diners.

Local: Global Delicacies

Local, a hub for global delicacies, embraces sustainability with Switch Food’s plant-based options, adding a new dimension to its diverse menu.

Switch Foods

MasterChef, the TV Experience: A Culinary Adventure

MasterChef, the TV Experience, is taking diners on a culinary adventure by incorporating Switch Food’s innovative products into their menus, offering an array of delectable and sustainable choices.

Risen: Dining with a View

Risen, known for its stunning views, now offers a plant-based twist to its menu with Switch Food’s remarkable plant-based kabab, kafta, soujuk, and more, enhancing the dining experience.

Soluna Beach: Coastal Delights

Soluna Beach, a haven for coastal delights, joins the sustainability movement with Switch Food’s tantalizing plant-based options, adding a touch of eco-friendliness to their offerings.

The Blacksmith Bar & Eatery: Smokehouse Flavors

The Blacksmith Bar & Eatery, famous for its grilled BBQ meats and bold smokehouse flavours, now features a Vegan Switch Burger and Vegan Switch Nachos catering to plant-based aficionados.

Village Bistro: Rustic Charm

With its rustic charm, Village Bistro introduces Switch Food’s plant-based creations to its menu, offering a delightful blend of sustainability and taste.

The First Collection at Jumeirah Village Circle: Luxury Dining

The First Collection at Jumeirah Village Circle, synonymous with luxury dining, is set to elevate its menu with Switch Food’s outstanding plant-based products, offering a sustainable gourmet experience.

Millennium Place Marina: A Taste of Elegance

Millennium Place Marina, known for its elegance, will feature Switch Food’s plant-based options on its in-room dining and hotel pool menus, providing guests with sustainable dining choices.

A Taste of Innovation: Switch Food’s Plant-Based Products

Switch Foods, the catalyst of this culinary revolution has garnered acclaim for its delectable range of plant-based meats. These products are celebrated for their remarkable taste, texture, and unwavering commitment to sustainability. Let’s delve deeper into the world of Switch Food’s plant-based innovations:

The Switch Menu: Exploring Sustainable Delights

The Switch Menu is now available across The First Group’s impressive dining outlets, offering a plethora of sustainable delights. From delectable plant-based kabab to savoury kafta and soujuk, Switch Food’s offerings cater to the region’s local taste buds and culinary habits.

Taste Meets Sustainability: A New Era of Dining

Switch Foods’ products do not compromise taste, well-being, or sustainability. These plant-based meats are 100% clean-label alternatives, free from GMO, soy, allergens, and gluten. They are also vegan and halal-certified, making them suitable for various dietary preferences and restrictions.

Empowering Healthy Lifestyles

Switch Foods aims to empower individuals and brands to embrace healthier lifestyles while savouring the authentic flavours of regional dishes. Their commitment to sustainability and well-being is evident in every product they offer.

Switch Foods

Brendan McCormack’s Enthusiasm

Brendan McCormack, the vice president of TFG Food & Beverage, expressed his enthusiasm for this groundbreaking partnership. He stated, “We are committed to making dining out an exceptional experience, and by incorporating Switch Food’s tasty, innovative products into our menus, we are furthering our dedication to providing diners with a wide array of delectable and sustainable choices that cater to everyone’s tastes and preferences.”

Edward Hamod’s Vision

Edward Hamod, CEO of Switch Foods, shares Brendan’s excitement. He added, “We are thrilled to partner with The First Group’s impressive roster of restaurants where our delectable plant-based meat products will be seamlessly integrated. This collaboration further underscores our commitment to advancing a broader movement towards sustainable and inclusive dining experiences. Having the opportunity to work with The First Group marks a crucial step in our dedication to redefining the future of sustainable food choices.”


The First Group’s partnership with Switch Foods represents a significant leap towards a sustainable and inclusive dining future. They are rewriting the culinary landscape with an array of delectable plant-based options across their 35 iconic restaurants. Switch Foods’ dedication to taste, well-being, and sustainability aligns perfectly with The First Group’s commitment to excellence. Together, they are ushering in a new era of dining that caters to everyone’s tastes and preferences while embracing a healthier, more sustainable world of gastronomy. Get ready to savour the future of sustainable dining at The First Group’s restaurants.

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