Building Dubai's First Interactive Quiz Room: Interview with Co-Founders Mehdi Taghi & Simon Boulard
Mehdi and Simon, two dynamic entrepreneurs, embarked on an exciting venture with Quiz Room Dubai, each bringing unique experiences and insights to the table.
For Mehdi, the shift from a successful career in pharmaceuticals to entrepreneurship was driven by his love for adventure and a desire to escape routine. "I don’t like routine, and I’m a very curious person," he explains. The decision to start Quiz Room was a way to embrace a new challenge, even though the journey had been a rollercoaster, filled with both high and low moments. Despite the ups and downs, Mehdi shared that he is enjoying the thrill of creating something new.
Simon, on the other hand, comes from a deeply rooted entrepreneurial background. His family has always been involved in business, and after many different jobs, he realized that sitting behind a computer all day wasn’t his path. After establishing his own event organization company, Simon sought a new opportunity in Dubai. He discovered that Quiz Room, a European concept, had never been introduced in Asia. Through a detailed case study, Simon and Mehdi recognized the potential of bringing the franchise to the Middle East. Simon's experience in business development has proven valuable in shaping and managing this new venture, which has now set its roots in Dubai.
As for the business model, Quiz Room Dubai is an adaptation of the European franchise, with local twists. Simon explains how they created Arabic music quizzes to cater to the Middle Eastern market and continuously work on developing new games tailored to regional preferences. This innovation helps differentiate Quiz Room from other entertainment offerings in Dubai.
When discussing pricing, Mehdi emphasizes its dynamic pricing strategy, with higher rates on weekends and for smaller groups. They’ve prioritized affordability, ensuring that anyone, including children, can enjoy the quizzes. Simon adds that their main goal is to make Quiz Room accessible to everyone, from families to corporate groups, which is key to their growth strategy. Mehdi said,
We keep our pricing very affordable. For example, a kid can enjoy a one-hour quiz game for AED 100.
In terms of expectations, the team has already seen promising interest. Simon reveals that their marketing efforts started two months before the launch, and they’ve received many inquiries. They expect team-building events to be a major draw, especially with their ability to accommodate large groups. They’re hoping to welcome around 3,000 visitors per month.
As for operational logistics, Simon mentions that bookings through the website will allow them to manage staff numbers efficiently. They plan to hire around four people but are waiting for the exact opening date to finalize their hiring decisions.
Corporate functions and team-building events are anticipated to generate the most engagement in Dubai. Mehdi believes the uniqueness of Quiz Room, coupled with its strategic location in Al Quoz, will attract companies and families alike. The venue is situated in Goshi Warehouses City, which Mehdi predicts will become a popular hangout spot as the weather cools down.
Their marketing strategy has been centered around META ads, interviews, and word of mouth. Mehdi is confident that customer satisfaction will be the key to their success, encouraging repeat visits as customers try different themed quizzes, such as the music quiz.
The collaboration with Tristan, the founder of Quiz Room, was pivotal in bringing the franchise to Dubai. Simon shares that they traveled to France twice to discuss the concept and eventually decided to launch it after analyzing the market.
However, opening the franchise came with its challenges. Simon highlights three major hurdles: importing the equipment from France, finding the right location, and securing the necessary approvals for fit-outs. Despite these obstacles, the team persisted and overcame them.
When it comes to booking partners, Mehdi explains that they carefully evaluated various platforms and chose the most profitable ones. While they prefer direct bookings to avoid commission fees, they are listed on platforms like Emirates Pass and The Face Card. As long as customers are enjoying themselves at Quiz Room, Mehdi says they’re happy.
One unique aspect of Quiz Room Dubai is the introduction of music quizzes, which allow players to guess artists and song titles without the need to sing. This adds a fun twist to the quiz experience, and Mehdi points out that participants can even select music based on their preferred decades.
Looking to the future, Mehdi reveals their plans to launch a new game called "Taupe" (Mole), a popular game similar to Mafia or Werewolf, designed for friends and team-building events.
Mehdi’s academic achievements, including an Erasmus scholarship, reflect his passion for knowledge, but he believes that Quiz Room is more than just a test of intellect.
"It’s not just about knowledge; it’s about having fun with your friends,"
he says.
The founders have also formed strategic partnerships to expand their reach. Simon mentions partnerships with Quiz Biz, allowing people to earn free tickets to Quiz Room during Quiz Nights at 21 bars across Dubai, and McGettigan’s, where Quiz Room guests can enjoy discounts at any of the chain’s branches.
With plans to collaborate with universities for a dedicated quiz event in 2025, Mehdi and Simon are excited about the potential of Quiz Room Dubai and look forward to growing the brand while delivering unique and enjoyable experiences.