By Josh Trias
‘Nang pumunta ako dito, ang mindset ko ay hindi ako magiging empleyado lang forever.’ – Rolly Brucales
DUBAI: Among top casual dining destinations in the United Arab Emirates (UAE) these days is Off The Hook Seafood Restaurant, which in recent years has expanded so fast almost to the point of becoming ubiquitous.
The restaurant, which prides itself in serving only the freshest fresh catch as the phrase “off the hook” connotes, has a very interesting story to it.
The first branch opened in May 2016 in Abu Dhabi. Today, the establishment, which has grown to become a popular dining destination not only among Filipinos, but for locals and tourists as well, has eight branches, the ninth set to open in April this year.
“When I came here, I already had this mindset that I will not be an employee forever,” said Rolly D. Brucales, managing director at Off The Hook Seafood Restaurant.
Brucales, 46, is fifth among nine children born to merchant parents who own a meat stall at Albay Public Market in the Bicol Region of the Philippines. The place is popular for the world’s most perfectly coned shaped volcano – the Mt. Mayon.
Folklore has it that natives of the region have taken off from Mt. Mayon and pride themselves for being perfectionist in their craft.
Business acumen
Brucales grew up with keen familiarity in business and developed acumen such that he was already running his tailoring shop in Abu Dhabi at 36 years of age – or nine years after he arrived in the city in 2004.
“I was raised in a public market. My parents have a stall there selling meat. It is still open today,” Brucales said.
Brucales, an accounting graduate from Divine Word College in Legazpi City in Albay, had earlier worked at a medical company also in Abu Dhabi, during which he learned the ropes of the trade and started selling medical supplies at hospitals across the city.
“I got bored staying in the office the whole day, so I tried to learn about doing sales and soon I was going out selling supplies,” Brucales said.
First branch
Brucales found a local businessman, and with help from six other OFW partners, including his wife, Angie, opened casual dining Off The Hook (OTH) Seafood Restaurant in May of 2016.
Two years later in 2018, the second OTH would open in Deira; the third and fourth would open in Al Ain and in Abu Dhabi’s “tourist club” district also in the same year – for a total of three branches in a year’s time.
The fifth OTH opened in Abu Dhabi’s Yas Mall a year later in 2019.
Despite the pandemic’s stifling impact on businesses with its quarantine measures and restrictions on movements of people last year, three OTH branches were set up in March and December, where two more opened in Abu Dhabi and one in Dubai Mall.
The ninth is set to open in south Dubai’s Ibn Battuta Mall in the first week of April, according to Brucales.
Each OTH restaurant has 11 tables. The restaurant chain employs a total of 86 employees – all OFWs.
Brucales said there were plans to open an OTH branch in the Philippines but this was sidelined by the pandemic.
International
Brucales said that up to 70% of OTH’s customers were non-Filipinos. “I was surprised. The customers were of different nationalities,” he said, also in a mix of English and the vernacular.
Notably too, is OTH’s positioning, where branches were located not only in areas frequented by Filipinos but in those visible to other market segments. “I want to compete with the international brand, not the Filipino brands,” said Brucales, father of three kids, the eldest of whom is a 22-year-old lad.
Brucales said he owes OTH’s success to its staff and on the company’s incentive plans like giving a certain percentage of the sales whenever the month’s quota was met.
Brucales said he is grateful to the UAE government for giving business-friendly opportunities to people of other nationalities.
Hiya, I am really glad I have found this information. Nowadays bloggers publish just about gossips and web and this is actually frustrating. A good blog with interesting content, this is what I need. Thanks for keeping this site, I’ll be visiting it. Do you do newsletters? Can’t find it.
My brother recommended I might like this blog. He was totally right. This post actually made my day. You can not imagine just how much time I had spent for this info! Thanks!
Enjoyed reading through this, very good stuff, appreciate it.
I’m really inspired with your writing talents and also with the format on your weblog. Is that this a paid theme or did you modify it yourself? Anyway keep up the excellent high quality writing, it’s uncommon to see a great weblog like this one today..
I love it when people come together and share opinions, great blog, keep it up.
Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care
We’re a group of volunteers and opening a new scheme in our communityYour web site provided us with valuable information to work on Youhave done an impressive job and our entire community will be grateful to you
Hi , I do believe this is an excellent blog. I stumbled upon it on Yahoo , i will come back once again. Money and freedom is the best way to change, may you be rich and help other people.
Great tremendous issues here. I am very satisfied to look your article. Thanks so much and i am looking forward to touch you. Will you kindly drop me a e-mail?
Throughout this grand pattern of things you receive an A+ with regard to effort. Exactly where you misplaced me personally ended up being in the particulars. You know, people say, the devil is in the details… And it couldn’t be more correct here. Having said that, allow me say to you what did deliver the results. Your text is really engaging and this is most likely the reason why I am taking the effort to opine. I do not make it a regular habit of doing that. Secondly, whilst I can see the leaps in reason you make, I am definitely not convinced of just how you appear to connect the ideas which help to make the conclusion. For now I will, no doubt subscribe to your point but trust in the future you actually link the facts much better.
I as well think thence, perfectly written post! .
This is a very good tips especially to those new to blogosphere, brief and accurate information… Thanks for sharing this one. A must read article.
I want to start a blog. How do I get free web site traffic?
Where can I take a creative writing class in Chicago this summer?
Some truly tremendous work on behalf of the owner of this web site, perfectly outstanding content material.
you are really a excellent webmaster. The website loading pace is incredible. It sort of feels that you’re doing any distinctive trick. Moreover, The contents are masterpiece. you’ve performed a fantastic activity on this topic!
I like looking at and I conceive this website got some really utilitarian stuff on it! .
It is best to participate in a contest for top-of-the-line blogs on the web. I’ll recommend this website!
As a Newbie, I am continuously browsing online for articles that can benefit me. Thank you
Excellent blog here! Also your website loads up very fast! What host are you using? Can I get your affiliate link to your host? I wish my site loaded up as quickly as yours lol
Keep functioning ,remarkable job!
That is very fascinating, You are a very skilled blogger. I have joined your rss feed and stay up for seeking more of your magnificent post. Also, I have shared your site in my social networks!
I have been surfing on-line more than 3 hours as of late, yet I never found any interesting article like yours. It is pretty price sufficient for me. In my opinion, if all site owners and bloggers made good content material as you did, the net shall be much more useful than ever before.
Wonderful site. Lots of useful information here. I am sending it to some pals ans additionally sharing in delicious. And obviously, thank you in your sweat!
Good write-up, I am regular visitor of one’s site, maintain up the nice operate, and It’s going to be a regular visitor for a long time.
You made some decent points there. I looked on the internet for the topic and found most persons will agree with your site.
Thank you for the good writeup. It in fact was a amusement account it. Look advanced to more added agreeable from you! However, how can we communicate?
Hello there! Do you know if they make any plugins to assist with Search Engine Optimization? I’m trying to get my blog to rank for some targeted keywords but I’m not seeing very good success. If you know of any please share. Thank you!
Thanks for the auspicious writeup. It if truth be told used to be a amusement account it. Glance complex to far delivered agreeable from you! However, how can we keep up a correspondence?
I visited a lot of website but I think this one holds something special in it in it
It’s onerous to search out educated people on this subject, however you sound like you understand what you’re speaking about! Thanks
Great blog! Do you have any helpful hints for aspiring writers? I’m hoping to start my own blog soon but I’m a little lost on everything. Would you propose starting with a free platform like WordPress or go for a paid option? There are so many choices out there that I’m completely overwhelmed .. Any ideas? Thanks!
Hello! I just wanted to ask if you ever have any problems with hackers? My last blog (wordpress) was hacked and I ended up losing months of hard work due to no backup. Do you have any methods to prevent hackers?
I’m extremely impressed along with your writing abilities and also with the structure on your weblog. Is that this a paid subject or did you modify it your self? Either way keep up the nice quality writing, it is rare to peer a great weblog like this one these days..
It’s a shame you don’t have a donate button! I’d most certainly donate to this fantastic blog! I suppose for now i’ll settle for bookmarking and adding your RSS feed to my Google account. I look forward to brand new updates and will talk about this site with my Facebook group. Talk soon!
Some genuinely nice stuff on this site, I love it.
I’m still learning from you, while I’m trying to reach my goals. I definitely love reading all that is posted on your website.Keep the stories coming. I loved it!
Enjoyed reading this, very good stuff, regards.