UAE based F&B market leader 54 East introduces ROUNDUP, the first food trucks industry in Middle East, with an expected fleet of 100 in 2016, all in which are Individually owned.

54⁰ East was founded in 2009 in UAE under the umbrella of Al Mulla Group, by CEO and Founder Ms. Rafia Al Mulla. The company has grown into a progressive force in the F&B landscape of UAE and the Middle East, bringing unique restaurants to urban and metropolitan settings. Its portfolio includes brands like Brooklyn Bros, Atomic Ice cream, Ginza bakery, Bio Bean, Soho square, Chicken Inasal, Calle Taco, YesBar & Buttermilk. The company, synonymous with the cityscape of Dubai, plans to expand its presence in Europe and Middle East, through its focus on cosmopolitan restaurants that serve a modern cuisine.


54⁰ East, a global food and beverage enterprise, brings out ROUNDUP, its Food Trucks services business. Food Trucks are restaurants on wheels, serving quick, fresh and quality food. It has evolved into an established service concept, particularly in the USA. The US food trucks business is projected to grow up to 2.7 Bn USD by 2017 at a brisk rate of 12.4%.

Roundup answers any questions potential Food Truckers may have and offer guidance and expertise in this booming industry. It informs and educates about what it takes to start and run a Food Truck, what regulations typically exist, and how to position one’s self for success once the business is up and running.


54⁰ East has now 13 ROUNDUP Food Truck members since August 2015 and will expand its fleet to around 100 by end of 2016. Each Truck has the capacity to cater to more than 2,000 people. 54⁰ East eventually plans to expand business across Middle East with a goal of 1500 trucks. The ROUNDUP food trucks will comprise of an eclectic food brands like MOB, MastihaShop, Fit Truck, Calle Tacos, Bio Bean, Shawarma Station, Brisket Truck, Toasted Grilled Cheese, GObai, Chicken Inasal, Kono Pizza, Shawermaty, Hot Boxx, Wizz Truck and Zzaroob. 54⁰ East envisions ROUNDUP to develop into a cost effective platform for businesses to reach customers.


In its tryst to provide quality service experience for its customers, 54⁰ East ROUNDUP Division has collaborated with established factories from the US and UAE. The company is going all out to back the concept, Along with the launch of its members Food Trucks, the company plans to provide a mobile app on all platforms, serving as a one stop vendor & customer application for managing bookings, GPS enabled location updates, profiles, menus etc. The Food Trucks are available at public locations like beaches, exhibitions and events, food festivals, markets and at the same time, can be booked for private catering. 54⁰ East, ROUNDUP Division also assists in obtaining all the necessary government permissions.


54⁰ East, aptly named after the longitude of its headquarters in Dubai, views this as a pioneering opportunity in the wake of burgeoning population, tourism & demand in the Middle East. The company is no stranger to the F&B market with market leadership in food & catering services across UAE. Founder and CEO of 54⁰ East Ms. Rafia Al Mulla opines “The Food Truck business has a relatively low barrier to entry and more flexibility, as compared to starting a brick & mortar restaurant. Combined with advantages of free marketing means and rapid proto typing, Food Trucks will become wildly popular and an important part of the hospitality industry.’ Mr. Kris Haggie , Director of ROUNDUP with 54⁰ East, adds that the Food Truck is a good way to support SME’s and startups in the food and beverage industry.


ROUNDUP has received full support from the Entrepreneurship initiative of Dubai Chamber of Commerce and Industry (DCII). The launch event for ROUNDUP was hosted on the grounds at Dubai Chamber of Commerce and was attended by many government officials from Dubai Chamber Of Commerce and Industry, prominent among whom were H.E. Majid Saif Al Ghurair, Chairman, H.E. Hamad Buamim, President and CEO, and Essa Al Zaabi, Senior Vice-President. Three ROUNDUP Trucks that were present were Bio Bean coffee, Toasted Grilled cheese and the Juice truck were stationed at the launch event.


The ROUNDUP Food Trucks services is open for all food service businesses – newly formed or established ones, to partner in food services for their specific customer groups. Interested businesses and individuals can visit our website or submit proposals of their respective business concepts at or call us at 04-514-9488 for more information.


For now, all eyes are set on the delicious food offered, at the ROUNDUP Trucks.

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