When you walk into John Dory, Dubai’s new seafood market-restaurant hybrid, the first thing that strikes you is the sense of airiness. The space is more than a place to eat; it feels like a living organism: bright, bustling and full of character. Guests move between a raw bar, retail counters and street food-style bites, while chefs and fishmongers cut, age and prepare fish right in front of you. It’s both theatre and tradition, presented in a way Dubai hasn’t quite seen before.
Behind the concept are two men who, at just 34, carry a lifetime of lessons in seafood, friendship and business partnership: Arseni Tsiutsiunnik and Eugene Halavach, co-founders of John Dory. Their story isn’t one of overnight success or deep-pocketed investors. It’s a tale of persistence, long roads traveled and a shared belief that fish, when handled with care, has the power to connect cultures.
From Minsk to Dubai
The journey began in Belarus during their university years.
“To begin with, we should clarify that our experience spans 15 years in the industry. After all, we’re only 34 years old each. We met during our university years, and that’s where our professional journey together truly began. Without this background, we would have never dared to embark on a project in one of the most advanced and competitive markets in the world,”
they reflect.
From humble beginnings, they evolved into architects of a vertically integrated empire, handling everything from sourcing to serving fresh and prepared seafood directly to customers.
"Over these 15 years, we’ve grown from making our first small deliveries from the Netherlands in a 1.5-ton van to building a vertically integrated seafood company that manages the entire process, from sourcing to selling a wide range of seafood products, both fresh and fully prepared, directly to the end customer."
This foundation, forged in Minsk's markets and a beloved restaurant there, instilled the confidence to leap into Dubai's demanding arena.
A Partnership Forged in Business Fires
The partnership between Arseni and Eugene is a rarity, a bond that has endured the pressures of entrepreneurship for over 15 years. Unlike many business partnerships that stem from pre-existing friendships, theirs was born in the crucible of commerce.
“Our friendship was born out of business, not the other way around,”
they explain.
“And we believe that’s the right sequence of things. Business reveals a great deal about a person: how much you can trust them, how they behave in critical situations.”
This philosophy has been the bedrock of their success, allowing them to navigate conflicts and high-stakes moments with resilience. The duo’s ability to face challenges head-on, from tightening belts during lean times to working side by side daily, has solidified their trust in each other.
“It’s those trials that show you whether a person is truly yours or just a passerby in your life,”
they add, underscoring the depth of their connection.
Their approach to conflict is pragmatic yet profound: they embrace compromise without fear. By viewing business as a lens that reveals character under pressure, they’ve cultivated a partnership that thrives on mutual respect and shared goals. This dynamic has been crucial as they’ve taken on the daunting task of launching John Dory in Dubai, a market known for its high expectations and fierce competition.
Navigating the Dubai Dream
The road to opening John Dory in Dubai was no small feat. It took two years of meticulous planning and adaptation, a process fraught with challenges for two entrepreneurs without the backing of institutional investors or a global team.
“We started in a garage in Belarus, selling our products ourselves, delivering them, knocking on doors to reach our first clients,”
Arseni and Eugene recall. This hands-on experience shaped their approach to the Dubai venture, where they faced everything from conceptual pivots to forging new supplier relationships. One of the biggest roadblocks was redefining their concept mid-process.
“We ended up shifting 180 degrees even after the design project was fully completed,”
they said, highlighting the flexibility required to crack Dubai’s demanding market.
Their persistence paid off in the creation of what they call an “airy” Seafood Market, a concept designed to surprise and delight. The decision to prioritize uniqueness in a city that’s hard to impress has already begun to bear fruit. By focusing on a format that blends tradition with innovation, John Dory stands out in a crowded culinary landscape, offering an experience that feels both timeless and fresh.
Building a Culture of Loyalty
At the heart of John Dory’s ethos is a commitment to loyalty, not just with customers but within their team. They liken a company to a living organism, one that thrives only in fertile soil.
“The people who stand beside you are perhaps the most crucial factor in achieving your goals,”
they say, drawing a parallel to a football team where every player’s contribution matters. To foster this environment, John Dory rests on three pillars: a transcendent goal, honesty and opportunities for self-expression.
“People want to work for companies that strive for more than just making money,”
they emphasize.
“They need a sense of purpose.”
This philosophy extends to their operations in Dubai, where transparency and integrity are non-negotiable. By creating a workplace where employees can express creativity and feel heard, John Dory cultivates motivation that drives the business forward. This focus on people has helped them retain talent in a fast-moving market, ensuring that their team is as invested in the vision as the founders themselves.
A Trifecta of Tastes
John Dory’s business model is ambitious, encompassing three revenue streams: dine-in, retail and street food. As a newcomer to Dubai, the company is still fine-tuning these segments.
“We’re already seeing the results from the first few days: we can identify which dishes are resonating more with customers and which ones need adjustments,”
they share. While it’s too early to draw definitive conclusions, the team is actively tweaking operations based on early feedback. Plans are in place to integrate retail products with an FMCG online retailer and connect the street food menu to delivery aggregators, with lunch and breakfast offerings to follow.
This multi-pronged approach allows John Dory to cater to diverse preferences, from fine dining enthusiasts to casual street food lovers. By carefully assessing performance and adapting to customer demand, the company is laying the groundwork for sustainable growth in a dynamic market.
Weathering the Storms of Supply
In a business reliant on the ocean’s bounty, supply disruptions and price volatility are ever-present risks. Dubai’s robust supplier network offers some buffer, but John Dory’s strategy goes further.
“We have thoroughly worked out the basic scenarios to ensure consistent product availability,”
they explain. Their network of local suppliers complements their direct imports, providing a safety net against unforeseen challenges. When it comes to pricing, the focus remains on quality above all else.
“Our first and foremost principle is uncompromising quality,”
they assert. To mitigate the impact of fluctuating costs, they smooth out price changes through their margins, ensuring stability for customers while maintaining their high standards.
This commitment to quality is evident in their sourcing practices. Attending global events like Seafood Expo Global, they’ve built relationships with suppliers who deliver consistency week after week.
“It’s not enough to deliver a phenomenal product once or twice a year: it must happen 52 weeks a year, like clockwork,”
they say, highlighting the rigor behind their supplier selection.
From Ocean to Plate: A Sustainable Approach
Sustainability is more than a buzzword for John Dory; it’s a core principle woven into their operations. Working exclusively with certified suppliers who adhere to Marine Stewardship Council (MSC) standards, they prioritize aquaculture and wild-catch practices that protect marine ecosystems. Inside their restaurants, the “nose-to-tail” philosophy minimizes waste.
“We place great importance on the concept of using fish from nose to tail,”
Arseni and Eugene explain. A single yellowfin tuna from the Seychelles, for example, yields fillets for ceviche, bone-in cuts for dry-aged steaks and even mince for lasagna, ensuring every part is utilized.
This meticulous approach extends to their menu, which celebrates the seasonality of seafood. Take Skrei cod, a seasonal delicacy that peaks from January to April.
“It is at this exact moment that it is caught, bringing the famous Skrei cod to market,”
Eugene notes, capturing the magic of timing in their offerings. By balancing tradition with innovation, John Dory creates dishes that honor the ocean’s rhythms while delighting customers.
Listening and Learning in Real Time
In a new market, customer feedback is gold, and John Dory is all ears.
“We engage with every guest,”
Arseni says, emphasizing the importance of understanding expectations in Dubai. Early feedback has already prompted small but meaningful changes, like adding rice to the menu after noticing high demand.
“The rice we use is outstanding — a Japanese variety also used by Nobu in Dubai,”
they add, underscoring their attention to detail. This responsiveness ensures that John Dory remains agile without losing sight of its core identity.
Rather than relying on A/B testing or surveys, the team trusts the self-sufficiency of their concept.
“We tend to defend our iconic model rather than constantly reinvent it,”
they explain. This balance of tradition and adaptability allows them to refine their offerings while staying true to their vision of showcasing the ocean’s finest.
A Warm Welcome in a Bustling City
John Dory’s mission extends beyond food; it’s about creating an experience that feels warm and sincere.
“One of the key goals we’ve set for our project is to convey a sense of warmth and sincerity to our guests,”
they said. In a city as cosmopolitan as Dubai, this focus on genuine hospitality sets them apart. Their passion for seafood, paired with a commitment to accessibility, invites customers to explore the world’s best catches in an atmosphere that feels like home.
Looking ahead, John Dory is eager to weave itself into Dubai’s vibrant community. Early connections, like meeting a founder of The Karak movement, have sparked ideas for collaborations that celebrate local culture. A potential partnership with Dibba Bay Farm, a Fujairah-based oyster producer, promises to highlight the UAE’s culinary achievements.
For Arseni and Eugene, success is measured in smiles.
“If a guest leaves with a smile and comes back, that’s already a small success,”
they say. In the endless process of building a business, these small victories are the currents that carry John Dory forward.
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