Created by the forward-thinking and multi-award winning Chef Izu, YSeventy7 is a creative consulting and management agency, specialising in the food and beverage industry. Highly regarded as a leader in the culinary world from Europe to the Middle East, Chef Izu and his team create new concepts using their expertise, creativity, curiosity and passion.

The YSeventy7 team create and manage every detail when it comes to concept creation; from hitting the drawing room to establish a concept, creating the vision for the brand, ensuring the business is operating profitably all the way through to creating the brand identity and marketing strategy.

Hit The
Drawing Room
—

Getting everyone together, we use creative exercises to establish the vision for your brand.

Research & More Research
—

To build the foundation for a successful concept, you must know its roots in order to know which direction to take, therefore we immerse ourselves deep into the culture.

Concept
Brief
—

Identify and define the concept from the design elements, the menu, ingredients and differentiation in the marketplace.

Procurement
Stage
—

From sourcing superior quality ingredients and unusual requests through to negotiating contracts with suppliers.

Marketing &
PR Strategy
—

We determine who you are, what you’re about and why you do what you do to make you stand out from the rest!

Brand
Management
—

The best brands are always breathing, living and constantly innovating.

Our Projects

Chef Izu

Highly regarded in the industry and credited for bringing a new style and type of cuisine to the UAE through award-winning restaurants, La Petite Maison and La Serre.

Izu lives by the ethos that life is not about ownership, everything is learned and borrowed and when you learn that nothing belongs to us, you can consider that you have learned only a small proportion of what there is to learn in life.

izu@yseventy7.com

Sara Larabi

The Swiss army knife of YSeventy7, Sara left France after her studies, setting her sights on Dubai to fulfill her dream of becoming an ‘urban food planner’. Sara graduated from Aix en Provence with a BA (Hons) in Geography and a Master’s in Globalization and Development.

Sara uses her intellectual background and instinctive nature to provide a balance to all decision-making processes and concepts.

sara@yseventy7.com

Waddah Bou Saad

Though his parents desired him to become an engineer, the only engineering on Waddah’s mind involved spectacular, artistic éclairs.

With a Bachelor of Science in Electrical Engineering, and a devout passion and talent for French baking, Waddah brings an unparalleled mastery in traditional French baking. He bakes every pastry with unique flair adding his own creative twist that makes each

waddah@yseventy7.com

Farrah Gray

Farrah studied Marketing, Advertising & PR to then go on and work with some of the most high profile PR agencies in London.

After accidentally falling into the world of lifestyle dining in Dubai, she hasn’t looked back and is known for, in her own words “not taking a cookie cutter approach to PR and Marketing”, assessing the requirements of a brand, concept and partner on a one-to-one basis.

farrah@yseventy7.com

Carine Ani

Carine comes from a small seaside resort in France called Deauville, often referred to as the Parisian Riviera and also home to Coco Chanel’s first fashion boutique.

A lover of cheese and bread, Carine grew up on local specialties produced in the region, from Pont L’Evêque cheese to Canard a la Rouennaise which gave her a deep appreciation of food and the importance of knowing the source of where food comes from. You’ll find Carine’s nose in a book in between managing HR at YSeventy7 HQ.

carine@yseventy7.com

Orestis Kotefas

Orestis was born and raised in Amaliada, a small town in Greece with not a restaurant in sight, only traditional tavernas and farmers trading their produce.

With both parents in the culinary arts and always cooking at home with his chef mother, Orestis’s love for cooking started at a young age. Preferring kitchen utensils over power tools, he abandoned his studies to become an electrician to train at Chef D’oeuvre.

Moggie Teh

Operations Director, Moggie was Formerly Head of Department for Foreign Investment of Exhibitions in Malaysia before moving to London over 20 years ago to pursue her passion in hospitality, and has remained in the F&B industry ever since.

Moggie was instrumental in the debut launch of ZUMA in London where her exceptional organizational skills and admirable leadership qualities, especially in operations were recognized, resulting in a move to La Petite Maison in London followed by the launch of La Petite Maison Dubai, working side by side with Chef Izu.

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