Amorino explores further expansion outside Dubai
The ice-cream fast-food chain plans to open stores in Sharjah and Abu Dhabi.
Paris-based Italian gelato chain Amorino plans to continue expanding across the United Arab Emirates this year after setting up its first branch in Dubai seven months ago, according to a high-ranking official.
“Our entry into Dubai has set the foundation for future expansion across the UAE,” Dimitris Bezas, director of operations at Amorino UAE, told QSR Media Asia. “This expansion will not only enhance our market penetration but also allow us to optimise head office costs.”
The multinational chain of gelato and sorbet boutiques is stepping up innovation, technology, and market positioning to create a sustainable, scalable growth model in the quick-service restaurant space, he pointed out.
Amorino will expand into Sharjah’s Zahia City Center in April 2025, followed by an opening in Abu Dhabi in the last quarter, Bezas said in an interview. In the next phase, the company aims to expand into Ras Al Khaimah and other emirates.
Amorino has three branches in the UAE, all located in Dubai—at the Dubai Mall, City Walk, and Dubai Festival City.
Aside from its retail expansion, the ice cream company is also expanding into the catering business by offering its signature Amorino gelato cart to events and celebrations.
“This initiative will allow us to bring the Amorino experience directly to our customers, tapping into the growing demand for desserts at weddings, corporate gatherings, and private events,” Bezas said.
Amorino UAE is also setting benchmarks for operational efficiency through automation. The fast-food chain is starting a self-ordering system using a touchscreen.
“A 3D model of Amorino’s flower-shaped gelato appears on the screen, enabling customers to customise their flavours interactively,” Bezas said.
The company has held trials in other Amorino branches to test its capabilities and benefits, including better resource use.
“The system has reduced reliance on full-time cashiers, leading to an 8% decrease in labour costs,” Bezas said. “Additionally, we’ve observed a 6% increase in the average ticket size, as customers have more time to explore and select add-ons at their own pace.”
With a rapidly growing dessert market and increasing regulatory challenges, such as Dubai’s plastic ban starting this year, Amorino UAE is trying to adapt to the evolving business landscape, he pointed out.
The brand continues to innovate and offer new gelato flavours, seasonal, and limited-edition products. It also now offers eight vegan flavours, a wide range of organic products, and entirely gluten-free gelato selections.
“Additionally, gluten-free cones provide an inclusive option for health-conscious and gluten-sensitive consumers,” Bezas said.
The company likewise boosts efficiency through automation, digital orders, and better labour management. “Streamlining procurement and strengthening local supplier partnerships help reduce dependence on imports and mitigate cost fluctuations,” he added.
Additionally, Amorino UAE has aligned with EU regulations on biodegradable packaging, waste reduction, and ethical ingredient sourcing for a seamless transition to Dubai’s no-plastic policy.
“By integrating these sustainable practices, our UAE operations are well-prepared to comply with evolving environmental regulations and global sustainability trends,” Bezas said.
