After gaining experience with her family business, Deem launched ‘Switch’ in 2008, a concept that branched out of her passion for food and determination for an Arab concept.
After gaining experience with her family business, Deem launched ‘Switch’ in 2008, a concept that branched out of her passion for food and determination for an Arab concept. In 2013, Amal joined Deem to begin their F&B partnership with the launch of ‘Salt’ – simple, quality food served from the UAE’s first food truck, which popped up in various locations throughout the United Arab Emirates. A successful #findsalt campaign helped the truck transform into one of the region’s top dining destinations with three permanent locations in Dubai, Abu Dhabi and Ajman. Indpt has since grown to include Parker’s, Bakery Joint, and an R&D kitchen in which new recipes are regularly tested and introduced to the menus. The restaurants have gained recognition for their innovative take on cuisine, celebrating the open spaces of the UAE and adding life to places which are underserved through enriching dining experiences.
