When it comes to global food and beverage brands making their mark in the UAE, the difference between fading fast and flourishing long-term often comes down to one thing: execution.
Mohamed Hareb Al Otaiba Investments (MHAOI) has quietly become one of the sector’s most trusted operators in this industry.
Best known today for bringing Gelateria La Romana to life across the UAE, MHAOI has built a reputation for scaling premium international brands while balancing authenticity with the nuances of the local market.
From one store in 2022 to seven in 2025, La Romana’s growth has been rapid but never rushed. Each new outlet has upheld the same standards of quality and consistency that define the brand, showing that true expansion is as much about maintaining trust as it is about adding locations.
For MHAOI, expansion was never about chasing numbers. It was about building the systems to make quality and culture scalable.
That meant:
The result is that customers experience La Romana’s heritage in every scoop, no matter which branch they walk into.
While strategy and systems are critical, Younis Bishari, who leads MHAOI, is clear about what drives true success: people.
“I truly believe F&B brands succeed when the focus is on the people who work on the ground. Customers may come for the product, but it’s the way they’re treated and the experience they’re given that makes them return. At MHAOI, our team is the real heartbeat of everything we do. My role is simply to set the direction; they are the ones who make the vision a reality every single day.”
From operations and logistics to marketing and frontline service, La Romana’s UAE growth story is a collective achievement powered by teamwork.
The UAE’s food and beverage scene is diverse, fast-moving, and demanding. What works in Rome doesn’t always resonate in Dubai. MHAOI has mastered the balance of staying true to La Romana’s Italian roots while adapting to local expectations.
This balance reflects the wider MHAO Group legacy, pairing global heritage with regional expertise to elevate the UAE’s premium F&B landscape.
La Romana is just one piece of MHAOI’s broader portfolio, which also includes Trucillo Coffee, VBM espresso machines, and Giffard syrups. Together, these brands are shaping a new standard for premium food and beverage experiences in the UAE.
If La Romana’s trajectory is any indication, the future of international concepts under MHAOI is set to be just as impactful.
For operators across the region, MHAOI’s journey offers three lessons worth noting:
✔️ Growth is sustainable only when backed by systems
✔️ Authenticity cannot be compromised, even when scaling fast
✔️ Teams not just strategies build brand equity
As La Romana expands across the UAE, it is proof that with the right balance of authenticity, systems, and people-first leadership, global brands can find a true home in the Emirates.
