Abu Dhabi: Head down to Yas Mall, and chances are you will find queues of diners in front of Rogo’s Restaurant, the UAE’s first rollercoaster restaurant. What most people don’t know, however, is that the restaurant is the brainchild of Dubai-resident, Jessica Al Absi, whose goal was to develop a world-class brand in the capital.
Al Absi is the chairman and chief executive officer of Group JWA, which is the parent company behind Rogo’s.
In an interview with Gulf News via email, the Small and Medium Enterprise (SME) owner said the idea behind Rogo’s came from a meeting with a German company where the owner mentioned dining at a rollercoaster-themed restaurant in Germany.
“This led to a meeting in Germany with the owner of the rollercoaster technology, and from there, I worked on developing the brand identity before eventually concluding a deal to launch in 17 countries with the goal of turning it into an international franchise,” Al Absi said.
The process of launching Rogo’s took 13 months, which included planning, production, pre-assembly, and installation. The restaurant opened in November 2014.
“We have developed a one-of-a-kind dining concept with unique visual appeal both on and off the plate. The focal point of the 14,000-square foot restaurant is the network of 30 individual roller coaster tracks that loop, spiral, and spin in and around diners to deliver an exciting menu of international comfort food directly to each table,” Al Absi said as she described the restaurant.
With Rogo’s seeing high levels of demand from customers, the Lebanese entrepreneur said it was important to identify goals, create a plan, and have a clear vision.
“In order to make something work you have to have passion and be passionate about the service or product you are providing. It also has to be profitable.
Comfort zone
With a project of this size and the technicalities involved, it was important to recognise the constraints and to not rush the process,” she said.
Al Absi added that it was also important for entrepreneurs to move out of their comfort zones, and to move forward despite challenges.
But even after launching Rogo’s, Al Absi said challenges often come up.
“Now that the restaurant has launched, it’s all about continuous action by learning, trying new things, and persisting with new ideas and creativity,” she said.
Rogo’s was privately and personally funded, according to Al Absi, who said that access to funds was one of the main challenges facing the SME sector in the UAE.
“A major stumbling block for businesses, either start-ups or those with growth aspirations, is gaining access to credit, as banks generally reject between 50-70 per cent of SME loan applications. With SMEs representing 90 per cent of total businesses in the UAE, they account for just four per cent of bank loans,” she said.
An SME law was passed last year, however, with various benefits to support entrepreneurs — a move in the right direction, according to Al Absi. The law grants SMEs 10 per cent of the government’s procurement contracts, and customs exemptions, among other incentives.
