The brunch club: Dubai's most competitive extreme sport

Let me start by saying that brunch in Dubai isn’t just a meal.

It’s not a lazy Sunday affair where we roll out of bed, with panda eyes from the night before and sip a latte, maybe flirt with a stack of pancakes. No, brunch in Dubai is an institution that exists at the intersection of indulgence, social aspiration, and spectacle. It’s a reflection of the city itself: ambitious, luxurious, and unapologetically over-the-top.

To understand how brunch in Dubai transformed from a mid-morning meal into a weekly lifestyle checkpoint, we must take a brief detour into history. Brunch was born in 19th-century England, an elegant solution for the hungover aristocracy (the original "hair of the dog"). It made its way to the U.S. by the 1930s, where it was promptly claimed by the urban elite. Fast-forward to the early 2000s, and Dubai, ever the cultural sponge, adopted the concept. Only, Dubai doesn’t just adopt things; it reinvents them. Bigger. Glitzier. With a resident DJ.

"It likely gained popularity as wealthy expats began flocking to the UAE. These expats, along with Dubai’s hospitality industry, embraced an idea of creating elaborate, all-encompassing experiences, and brunch quickly became a cornerstone of weekend culture, said Laura Lai Coughlin, a food writer and content creator, who moved to Dubai in 2011.

She calls its brunch culture "unparalleled and iconic - a quintessential experience and a rite of passage for UAE residents."

Dubai’s brunch culture thrives because it offers a unique blend of escapism and exclusivity. Shutterstock

What started as a leisurely weekend meal quickly evolved into a high-stakes, all-inclusive event. Today, brunch here is not just about food; it’s about status, aesthetics, and the promise of an experience.

Rasha, a regional HR Manager at a global healthcare company, has lived in Dubai for a decade and been to her fair share of brunches.

“Around 2015 is when I noticed it becoming a go-to event for all kinds of celebrations. Not to mention, it’s like an indoor activity which is important, given how hot it is most of the year. What it does is give people an excuse to dress up, enjoy good food and drinks on a weekly basis.”

Think of it like social currency

My first Dubai brunch was, in a word, disorienting. Naive as I was, I walked in expecting avocado toast, lattes and maybe some poached eggs in a serene corner with a view. What I got instead was a high-octane carnival of pulsating music, and outfits that looked straight out of a Vogue editorial. Food? That was merely the supporting act.

Dubai’s brunch culture thrives because it offers a unique blend of escapism and exclusivity.

Think of it as the velvet rope of socializing experiences. You’re not just paying for the artisanal breadbasket or the sushi boat; you’re paying to be in that room, with those people, sipping this neon cocktail. It’s where the CEOs, influencers, and everyone in between rub elbows (or clink glasses) over a shared plate of truffle fries. It’s networking disguised as indulgence and indulgence disguised as networking.

Brunch is like an unofficial club. You’re not just paying for the food; you’re paying for access. To the scene, the vibe, the people you want to mingle with, says Sara Malik, a long-time expat and self-proclaimed brunch aficionado.

Social media has only amplified this culture. The carefully curated grammable plates and panoramic rooftop shots serve as proof of participation in this gilded ritual. Did you even brunch if you didn't document it?

The anatomy and evolution of a Dubai brunch

Step into any of the city's renowned brunch venues — think Nobu at Atlantis, Clap in DIFC, or any of the high-rise hotel rooftops along Marina or JBR — and you’ll see a common pattern. The food platters come to your table and don't stop. Then there are the bottomless drinks, from fine wines to cocktails served in elaborately garnished glasses. And finally, the DJ — because what is brunch without a soundtrack of deep house or 90s pop remixes?

“It’s a production, really. Every detail is designed to make you feel like you’re part of something exclusive."

It’s not just about feeding people, it’s about entertaining them. And entertain they do. Many brunches include live performances, from acrobats to saxophonists who weave through the tables. There’s often a theme — Great Gatsby, tropical paradise, masquerade — because why not throw a costume party at noon on a Saturday?

Redditors make a good point:

It truly is like being immersed in a multi-sensory experience. The venues themselves are often the epitome of opulence: think grand chandeliers, infinity pools, and enough floral arrangements to outshine a royal wedding.

"I’ve seen some wild brunches in Dubai in my time," recalls Laura.

"Saffron once had a painting station for adults – fun but risky. At Barasti, I found myself in a Crystal Maze dome trying to catch flying drinks vouchers. I also remember guests having to compete in a MasterChef-style contest at Hell’s Kitchen’s brunch. And I think I literally sang for my supper at The Act’s brunch in Shangri-La Hotel Dubai. As for extravagance, all the big hotel brands are still operating opulent brunches, but the legendary cheese room at Park Hyatt’s Traiteur brunch remains unforgettable – a dream for any cheese lover."

“Before, brunches were usually at larger and more established hotel chains and on Saturdays only. Now, most restaurants have a brunch option over the weekends, some on Saturdays and some on Sundays. The price points have also increased. Five years ago, a good place would range from AED 250-400. Now, the same place starts at 350 minimum and go up to 700 AED and more," added Rasha.

While Dubai brunches offer a tantalizing glimpse into a world of excess and privilege, they also serve as a reminder of the city’s deeper cultural contradictions. At the heart of this culture is an unspoken critique of a society that’s built on appearances, and the endless pursuit of status.

In a place where everything is bigger, brighter, and more extravagant, brunch becomes yet another way to measure success. It’s not just about being seen — it’s about being seen in the right places, with the right people, doing the right thing. In the process, it raises questions about authenticity, consumerism, and the price of belonging in a city that is often as alienating as it is dazzling.

While labyrinthine buffet brunches still exist, Dubai’s palates have matured, and people now expect high-quality food to match the occasion. There’s also been a shift towards more sustainable practices – thankfully, people are much more conscious about food waste now. The big-and-excessive stereotype of brunch hasn’t completely disappeared, but it’s less dominant, shares Laura

Still, it's a great way to try new restaurants in a place like Dubai (which has more eateries per capita than New York just by the way) without breaking the bank. Pro tip: business lunches and brunches are THE best way to eat your way through this city.

If you can't beat 'em, join 'em

If you’re curious where to start, here are my top four brunch picks:

1. Bar Du Port – Stunning waterfront location, a chic crowd, and a playlist that keeps the energy high without being overwhelming.
2. Nammos – A Mediterranean-inspired party with top-tier food and vibes that scream Mykonos.
3. Clap, DIFC – Perfect for when you want downtown views, fusion food, and a more sophisticated but still buzzing atmosphere.
4. Iris - You can't go wrong with this one if you're looking to celebrate. Trust me.

When I asked Laura which ones she'd recommend, she points out it's not so simple.

"I'd need help from the person who's looking for recommendations to narrow it down. What’s their vibe? Are they looking for something family-friendly or adults-only? Is their priority good food, great value, or a full-blown party? Do they want the classic Dubai-style brunch in a hotel with massive buffets, or a more refined sit-down table-service experience? Are they into loud, rowdy fun, or something quieter where they can actually hear themselves think? Only then can I really give a good answer..."

And oh, if you’re still confused, Dubai also does something called “blunch.” But that’s a deep dive for another day.

Go prepared. By prepared, I mean hydrated, well-dressed, and ready to act like brunch at 1 PM is the most normal thing in the world. Because in Dubai, it kind of is.