Bull & Roo Hospitality has rebranded as Eat X with ambitious expansion plans

Bull & Roo Hospitality are launching eight new venues in the pipeline, launching in 2021 and 2022 under its new rebrand, Eat X. According to a statement from the team, Eat X represents a mindset of infinite possibilities that will catapult the company into a new era as it creates concepts of the future with climate, culture and community.

Since founding the company with the launch of Tom & Serg in 2013, Managing Director, Tom Arnel, and his team have raised the bar and set the scene for a casual dining revolution in Dubai.

The new hospitality group is driven by the same positive idiosyncrasies have that have always been part of the Bull & Roo DNA. Launching world firsts and developing concepts that will stimulate the industry, Eat X plans to nurture young talent, challenge the way food is experienced and inspire the future of culinary entrepreneurship.

According to Arnel, “The rebrand represents our company becoming a little older and a little wiser, with a focus on problem solving to ensure the absolute best customer experience we can offer. Eat X being based in such an ambitious and inspiring city as Dubai only encourages us to dream big. The team and I have a new perspective on what is possible and are dreaming of what the perfect Dubai restaurant might look like.

He added that each new restaurant has been designed for the daily routine of this city, and “as a proud UAE expat, it is an honour to be part of the movement putting the Dubai dining scene on the world stage.”

Leveraging some of the best real estate locations in Dubai, the Eat X team plans to customize new home-grown dining experiences by pushing the boundaries of contemporary dining. One of these, The Guild, launching in 2022, “will be the pinnacle of Eat X’s expansion and aims to be one of the most exciting and exhilarating dining and entertainment experience Dubai has seen,” promised Arnel.