Akhu Manoushe Is Closing at Alserkal — But This Isn’t the End

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To understand what’s behind the decision and what comes next, we spoke to co-founder Mohamad Ali Akkaoui — and revisited the story that shaped the brand.

The roots of Akhu Manoushe go back to Abu Dhabi in 2001, when Akkaoui’s father, Ibrahim Akkaoui, opened a small neighbourhood spot called Atyab Manqousha — loosely translated as “the tastiest manoushe.” What began as a simple local favourite quickly became something people craved beyond the city.

Whenever Akkaoui travelled between Abu Dhabi and Dubai, he found himself carrying boxes of manoushe for friends. But what they were really asking for wasn’t just the food — it was the sense of familiarity and comfort that came with it.

That demand eventually sparked an idea: to bring this feeling to Dubai.

By then, Akkaoui had already built a life in the city, while his parents remained in Abu Dhabi. Launching the concept together became more than a business decision — it was also a way to reconnect and build something as a family.

From the beginning, Akhu Manoushe was never intended to be just another casual dining concept. It was envisioned as a brand driven by emotion, memory, and identity.

Even its visual language reflects that. The moustached character that defines the brand’s logo is inspired by an old passport photo of Akkaoui’s father — a deeply personal reference that evolved into a recognisable symbol.

The project also embraced movement rather than permanence. Its journey started with a pop-up at 25hours Hotel One Central before eventually landing at Alserkal Avenue.

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The Alserkal location itself became part of the experience. Designed in collaboration with Ali Cha’aban, the space blended architectural elements with the brand’s playful identity — from bold colour choices to signature details like carpets installed on the ceiling.

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So why close now?

According to Akkaoui, it comes down to timing and awareness.

For the team, this moment is about stepping back in order to move forward. Shifts in consumer behaviour, combined with insights gathered over the past few years, made it clear that it was time to rethink the format and direction of the brand.

Rather than pushing forward in the same way, they chose to pause — using this break as an opportunity to evolve.

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The next chapter is already taking shape. The team plans to focus on collaborations, experimental pop-ups, and formats that place manoushe in unexpected contexts — far beyond the traditional setting.

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At the same time, they are reconsidering what a permanent space could look like in the future — one that feels more aligned with the brand’s identity.

Reflecting on the journey, Akkaoui highlights one key lesson: people matter more than anything else.

While the industry often focuses on margins and operational efficiency, he believes the real strength of a business lies in its team. Some members have been with Akhu Manoushe since the very beginning, becoming an integral part of how the brand is experienced.

That connection is what customers feel when they walk in — not just through the food, but through the people behind it.

Over time, Akhu Manoushe became woven into everyday moments for many. For some, it was their first introduction to manoushe. For others, it became part of family routines — including children learning to make their own during workshops hosted with local creative spaces.

Events like Quoz Arts Fest and collaborations across Alserkal further shaped its identity, turning it into more than just a place to eat — but a cultural touchpoint within the community.

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The response to the announcement has only reinforced that.

Messages from customers — from parents recalling their child’s first manoushe to newcomers wondering where to find it next — confirmed that the brand had become part of people’s lives.

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So while the Alserkal chapter is coming to a close, the story itself is far from over.

Akkaoui doesn’t want to promise timelines, but if all goes as planned, the return could happen as early as next season.

For now, it’s not goodbye — just a pause before what comes next.

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