Abu DHABI: The waft of newly baked bread and freshly ground coffee at Crustique Café in the capital perfectly complements the serene atmosphere and light colour palette of its décor. The café is the brainchild of resident Hala Zainal, who left her corporate job in architecture to come up with a homegrown brand with a difference.
Launched last November at the Ministry of Energy Building on Al Falah Street, Crustique has fast earned the reputation of being a quaint place to hang out for fresh food and friendly service.
Café calling
Hala, who is of mixed Iraqi and New Zealander origin and was born and brought up in the UAE, says, “As long as I remember, my favourite pastime was discovering hole-in-the-wall local coffee shops with good coffee, pastry and hearty meals. I felt that the concept of a local café brand was rare in Abu Dhabi. I began to put my findings on paper and envisioned a local brand where freshly baked goods and strong coffee would always be served.”
Unique formula
Two years of research later, Crustique was born. The cafe offers a unique dough formula which is the basis of its bread line. Its gluten-free, dairy free and health food options, all baked fresh on site, are a big draw.
“We’re so obsessed with franchising and following renowned brands. Eventually, we are missing out on food made with passion, which I believe is very difficult to find within large set-ups,” says Hala.
“At Crustique, the team is small, all my employees multi-task and I myself deliver goods to customers to create a connection with them,” she adds.
Hala said she is now working with her team on a two-year expansion plan to turn Crustique into a global brand emerging from the UAE.
