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It began in Abu Dhabi in 2016. At the height of the Novel Coronavirus, it bravely positioned in Dubai to quickly sprout in Ras Al Khaimah, Fujairah, and Doha (Qatar) – indefatigably. With Philippine Ambassador to the UAE Alfonso Ferdinand Ver and Philippine Consul General in Dubai and the Northern Emirates Ambrosio Brian Enciso III as special guests, the 140-strong Off The Hook Group – simply Off The Hook way back in the UAE capital – welcomed its Tin (10th) Anniversary, in its birthplace on May 6 and 7.
And looking forward. “What began as a business venture, aimed at supporting livelihoods and building financial stability, has since grown into a brand, rooted in ambition and a deep connection to what has been our second home, the UAE,” said managing director Rolly Brucales.
Foundation, of course, is the unexpected menu that the veteran sales and marketing man from the Bicol Region in the Philippines conceptualised; with his pioneering culinary staff, among them is current kitchen head Gatsby Bandiola, 49. That “Creole-inspired” carte: base is any of the fresh slow-cooked “seafood boils” to be covered with a bed of freshly-boiled rice, topped with seafood bought each day. Fun begins when everyone agrees to start the boodle fight.
You know, eating with your hands (with gloves of course!) together with family, friends, and colleagues. Because boodle style means savouring not by one’s lonesome. Ten years and counting, Bandiola is grateful to the Almighty for, despite the hierarchy, “we are treated as family. Opportunities abound for professional development. Of course, we are periodically assessed. Workshops, trainings, teambuilding are scheduled.”
“My biggest contribution is leading the kitchen team to consistently deliver high-quality food. I am striving to do my best by innovation, mentoring my team and ensuring we exceed expectations, while maintaining our core passion and standards.”
Front-of-the-house Nica Bolito repeated Bandiola’s account of the work environment being “dynamic,” innovation-driven: “We are all encouraged to learn new skills and contribute ideas. Stress on teamwork, creativity, and meaningful work, have helped me become more responsible and disciplined.”
The 34-year-old pointed out that in her five years, the company is her university because “different types of customers” of various nationalities, have taught her the importance of “strengthened communication skills,” and how to remain attuned despite pressure, particularly during the “busy hours,” through time management.
Yes; the company surmounted its pioneering days. The impact of the current Middle East crisis is real. No one is the genie that can foretell how tomorrows unfold. Brucales, who graciously shares his acquired financial literacy with his co-workers and anyone seeking his wisdom, said that agility, pro-activeness and attention “to what is happening on the ground” actualise “stability and growth.”
“Serving our customers is a given in our industry. But, as a responsible employer, serving our own staff with the best possible workplace is among our top priorities. We are ‘10’ because of them and our guests from anywhere in the UAE and Qatar.”
“Even tourists try our restaurants,” said Brucales, adding that while it has yet to rise up from the horizon; the entire 700-million populated 10-country Southeast Asia, is the next target.
He wants the region to experience as well the UAE’s encouragement and support to entrepreneurship that propels one’s cause/s. For waiter-server Esmah Esmao: “Even we are in a crisis, we still get fair compensation and employee benefits. Thank you God for your provision through our management. We are not employees. We are family.” Incidentally, Brucales added a scholarship programme for the all the employees’ qualified children first quarter of 2026. Through the 10, the company has added to its portfolio a Japanese ramen house and a flavoured fries outlet.
