Marketing is the key element in changing people’s perceptions about what we in the Arab world can do!’ Deem states. ‘Convincing Dubai Mall was difficult. ‘We did this in two years!’ Deem Al Bassam says as she waves her arm along the length of Switch restaurant. Contact us The idea of Switch restaurant was born in 2007. : League standards deem stadiums must have a minimum capacity of 6,000 including 2,000 seats under cover. We are only controlling 5% over here; 95% is based in Saudi Arabia.’ Deem sustains strong ties to the family business and travels to Saudi Arabia regularly for family gatherings. 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The latest media Tweets from Deem Albassam (@DeemAlbassam). I am assisting them in the Dubai branch. Hailing from Saudi Arabia Deem AlBassam started her food journey in 2008 with the launch of ‘Switch’ restaurant. Interview with Deem Al Bassam, Founder of Switch Restaurant. She has an eye for recognizing gaps in the region’s restaurant scene and has mastered the implementation of the “you eat with your eyes first” adage. : This is why he can eat food that others often deem is unfit for human consumption, and still find it delicious. 178 Followers, 1,175 Following, 261 Posts - See Instagram photos and videos from Deem Albassam (@0deeem0) ‘I hope I am an inspiration for young Arabs. ‘In order to promote Arab identity, we took a marketing approach. When you walk into Switch restaurant, you momentarily forget that you are in Dubai Mall. The guests, a blend of young Arabs, Dubai tourists, and business people, are engaged in conversation over the delicious international cuisine that is served by and even more international staff. AlBassam spotted gaps in the market and took a leap following her passion, creating dishes that were both delicious and visually appealing. The project never came to pass but Deem learnt a lot from it. KSA/DUBAI And with impressive results: ‘I understand the need of surrounding myself with people who are smarter and more experienced than me. Questions about why you are seeing this? ‘I am involved with the family business in minor things. 178 Followers, 1,175 Following, 261 Posts - See Instagram photos and videos from Deem Albassam (@0deeem0) She had started her working life by getting involved in a possible franchise acquisition by another family business. Questions about why you are seeing this? When you walk into Switch restaurant, you momentarily forget that you are in Dubai Mall. Holding a degree in marketing from the American University of Dubai, AlBassam is continually reinventing happening market trends to bring forth a space brimming with passion and energy, to create an idealistic social situation for good talks and good food. Hailing from Saudi Arabia Deem AlBassam started her food journey in 2008 with the launch of ‘Switch’ restaurant. ‘Ever since I took a retailing course at University, I have a had a particular passion for that part of management, and more so for the food and beverages industry.’ Deem declares and smiles. ‘I have failed and made mistakes many times along the way.’ Deem smiles ‚What really only matters, is how quickly you get back up on your feet. Join Facebook to connect with Deema Al Bassam and others you may know. Following the success of ‘Switch’, in 2013 AlBassam joined forces with her friend Amal Al Marri to launch SALT, a pop-up dining experience that gained attention from all over the world. It is found that the i…, Genes: On the Agenda for Cutting-Edge Families, Five Critical Questions for Family Offices, How to Get Your Family Business Started on Social Media, Spire: A 21st-Century Approach to Strategy and Risk Advisory, Successful Immigrant Family Businesses – Issue 44, November 2019, Hiring, Firing and Retaining – Issue 43, August 2019, The Future of Craftsmanship – Issue 42, May 2019, Marketing and the Family Business – Issue 41, February 2019, Artificial Intelligence – Issue 40, November 2018, Three Russian Family-Run Businesses to Watch. Deem Albassam is an experienced food entrepreneur with a degree in Marketing from the American University in Dubai and a passion for culinary creations. She was determined to create a local-born Arab-centric food experience that would put the region on the world’s food map. The idea of Switch restaurant stems from a combination of Deem’s passion for the food and beverages industry, her entrepreneurial drive, and her determination to create an Arab brand. Letting his daughter take a ‘trial and error’ approach, Deem’s father watched her throughout the process of becoming a fully-fledged entrepreneur. With aspirations to open multiple restaurants, the duo are now looking forward to expand their culinary expertise already launching their new restaurant concept ‘Parkers’ in The Dubai Mall. The family business was an important ingredient in Deem’s success, and having the family‘s backing was a significant emotional and business support. ‘We could have taken 10 years instead, but we did it in one.’ Anyone who meets Deem does not need to ask why. The aim is to establish Switch as a ‘creative piazza’ where young creative talents meet and learn how to implement their dreams and ideas. 11.1k Followers, 735 Following, 308 Posts - See Instagram photos and videos from Deem AlBassam (@deemalbassam) The س- shaped walls and the Arabic design lighted with bright neon colours take you into a different world, and quite literally ‘switches’ the atmosphere. She has an eye for recognizing gaps in the region’s restaurant scene and has mastered the implementation of … Indeed, barely graduated from her marketing studies, Deem jumped into the deep end of the pool by not only starting in the family business but also launching her own venture; the recently opened Switch restaurant in Dubai Mall. In contrast, if group members think he is relatively uncreative, they may deem his ideas to be distracting and even annoying. AlBassam spotted gaps in the market and took a leap following her passion, creating dishes that were both delicious and visually appealing. ‘For the rest of my life I want to do things that are interesting and inspiring.’ says Deem and judging from her recent success, one can have little doubt that she will. While customers are clearly absorbed by the food in a first instance, you can see some of them stealing glances at the ceilings of Switch, decorated with Arabic writing and calligraphy. Keep supporting great journalism by turning off your ad blocker. ‚My father is a real entrepreneur. Saleh Mohammed Al Bassam, Deem’s father, supported his daughter from the very start and encouraged her to venture out and realise her ambitions, while keeping her talents applied to the family business at the same time. Manager of the Al Bassam Group in Dubai, involved in real estate and with small activities in other industries, Deem, 24 years old, is now the fully dedicated Director of Switch restaurant. Tharawat Magazine inspires family businesses and entrepreneurs with story-telling and best practice through every step of their journey as they start, grow, and sustain their companies.