The Story of Elli’s Cafe: From Vision to Transition
Elli’s Cafe opened its doors in August 2023 on Dubai’s iconic Palm Jumeirah, born out of a desire to elevate kosher cuisine and bring a fresh, healthy dining experience to the UAE. It was the latest evolution of Elli’s Kosher Kitchen, launched by Elli Kriel shortly after the end of the Covid pandemic. Designed by Brazilian architect Beatriz Vincente, the space embodied tranquility with a lush, green interior reflecting both the brand’s visual identity and its commitment to wholesome, conscious living. Elli’s ambition was to challenge the stereotype of uninspired kosher food, and with its prime location nestled between high-end hotels on West Beach and a thriving residential community, the Cafe quickly became a culinary and cultural landmark parallel to others famous destinations in Dubai.
Despite its early success and growing brand presence, Elli made the difficult decision to close and sell the Cafe in May 2024. This move followed a sharp drop in regional travel and tourism after the events of October 7th 2023, which included Emirates suspending flights to Israel—an important feeder market for kosher tourism in Dubai. While the situation has since stabilized, Elli chose to realign her focus and channel her energy into the growing B2B catering segment. With a proven reputation and loyal client base, Elli’s Kosher Kitchen now provides bespoke catering experiences for private and corporate events across the UAE.
Though the Cafe was sold with plans to relaunch under a new name and concept by October 1st, the new owners have yet to part ways with the original brand. Realizing the strength and resonance of Elli’s name, they have delayed the rebrand—resulting in a legal and emotional tug-of-war over brand identity. Meanwhile, Elli is looking ahead with renewed purpose, continuing to innovate in the kosher food space and exploring new collaborations that stay true to her mission of blending culinary excellence with cultural integrity.
Elli’s exit statement