Have you seen the video of the viral chicken sandwich on social media? If you haven’t seen it then you must have heard about it, so we decided to interview the man behind the video – Rafeez Ahmed aka @tableforone.
Rafez Ahmed is the content creator and influencer behind the popular Instagram social media page Table For One which is all about food, travel, and lifestyle. Whether it’s a well-known spot or a hidden gem, Rafez knows about it and has probably documented it for everyone else to take note and save the video or post on their phones.
With 121K followers on IG and 35K on TikTok, Rafeez continues to surprise everyone with his UAE discoveries. In this interview, we find out where his favourite place is to go in the UAE, and how he maintains an authentic voice even with brand collaborations and partnerships.
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How did you first get into the world of food?
It all started a couple of years ago when I first discovered Zomato. As a foodie, I regularly write detailed reviews on Zomato for any restaurants that I visit and as soon as TikTok Zoomed up the charts on user numbers and interaction all over the middle east, I posted my first-ever video, which went viral with 2 million views and my account blew up overnight. That’s when I knew that this is the path I wanted to take.
As a Dubai-based influencer, what unique aspects of the city’s food, lifestyle, and travel scene do you enjoy showcasing to your followers?
Being a Dubai resident and GCC grown-up alongside multi-cultured people, I enjoy showcasing the multicultural side to the audience so every nationality is able to relate to my content.
Dubai is always happening and is a hub of hidden gems. There is something to explore every day and there are still plenty of places and areas in UAE which hasn’t been explored by people yet. So, that’s something I really enjoy covering on my page very often.
One of my most popular videos is actually a 1-meter-long shawarma video. The restaurant I featured had existed for years, but when my video went viral it eventually helped the small business boom their sales and had all eyes and multiple media attention.
How do you choose which restaurants, hotels, and attractions to feature on your platforms, and what criteria do you consider when selecting partnerships or collaborations?
After reaching a certain point with my page, I realized how carefully my audiences were watching and trusting my content. So, I always think from the audience’s perspective before I take up any collaborations or partnerships.
I believe in creating content that is relatable and attainable by the audience. One of my most defining factors is the price point. I make sure that the videos I post are for viewers and that the budget is reasonable. I then look into other aspects, like the aesthetics, since people care a lot about that as well now, and lastly, but most importantly, the quality of food. If I visit a restaurant which I’m not happy with, I simply don’t promote it on my page.
Dubai is known for its diverse culinary scene. Could you share some of your favourite hidden gems or must-try dishes that you’ve discovered during your food adventures?
One of my favourite dishes is shawarma, and there’s a restaurant called Falafel AL Mizra, which serves the best Box Shawarma for just Dhs10. There is also a restaurant located in Ras Al Khaimah which is called “RAK Traditional Cafe”, which serves the best traditional UAE luqaimat & harees I have ever had. Apart from that, I love Italian cuisine, and one of my favourite Italian restaurants is Melenzane, located in Dubai’s City Walk.
How do you balance maintaining an authentic voice while also satisfying the expectations of your followers and brand partners in the highly competitive influencer industry?
There is a fine line between how authentic you can be and how commercialised you can get if a brand partner is involved. I try to be as true and natural as possible to my audience because I understand the responsibility I have towards my audience. I try my level best to satisfy everyone and also stay genuine in my content. I do not promote and reject any overly high-priced restaurants often because I’m aware that’s not the type of content my audience expect from me.
What role do you believe food, lifestyle, and travel influencers play in shaping people’s perceptions and experiences of different cultures, especially when it comes to promoting Dubai as a destination?
Nowadays, influencers have a much more authentic and organic reach than advertisements, billboards or paid social media ads have. This is because we put a lot of thought into the content that we create. With advancements in the back end of social media, we can now track clicks, shares and affiliate links.
Dubai as a tourist destination has a lot to offer every day, and with access to these trackable links, we have seen our amazing audience use our code and plan out their budgets, holidays, and itinerary by watching the content we promote. We improve their perceptions and give them more things to experience that they couldn’t have done themselves.
How do you stay up-to-date with the latest trends and developments in the food, lifestyle, and travel industries, and how do you incorporate them into your content to keep it fresh and engaging?
The best way for me to stay updated is to keep up with all my fellow creators and creators across the world and learn from each other. It’s also important to be active on various social media platforms exploring as well rather than using it just to post your content. In order to create content, you need to consume content just as much. What most creators, including myself, do is bring our unique twist into a relevant trend. This way, I’m up to date, whilst being authentic.
In your opinion, what makes Dubai a desirable destination for food, lifestyle, and travel enthusiasts? Are there any specific experiences or attractions that you would highly recommend?
I’ve been living and growing up in the Middle East all my life. I’ve lived in UAE for 18 years and KSA for 6 years, and I can confidently say that no place is more desirable than Dubai. There is something new in Dubai every day. Whether it’s food, lifestyle, or travel. The city is constantly evolving, changing, adapting to new trends, and launching new restaurants. Menus, tourist attractions.
That is what keeps people like us running to showcase something new every day to the audience. To experience the true culture of Dubai, I recommend visiting places like Al Fahidi, Seef & other parts of Old. For newer attractions and hotspots, some of my recommendations are AYA Universe, Museum of the Future, Address Sky High Observatory, Dubai Mall’s New China Town, Neon Clear Kayak & etc.
With the rise of social media, the influencer industry has become competitive. How do you differentiate yourself from other influencers in your niche, and what strategies do you employ to grow your audience and engagement?
The best way for me to differentiate myself in my niche and stand out from others is simply by being myself. I always remember my roots and try to see everything from an audience perspective. I am my own critic and I believe I am how I am on the Internet and as well as personal life. So, I tend to build a personal connection with the audience in that case I am remembered more often despite many other influencers coming out every day.
Can you share a memorable or transformative experience from your journey as a local community in Dubai?
The most memorable experience for me has to be when I randomly got a call from a restaurant owner. I had visited this place all by myself without being invited and posted a review which got millions of views within a few days. The owner had called to tell me that he was in the process of shutting down his business until my video popped up and it helped massively with their business. That was the moment I realized how much of an impact it can create for someone just because of a single video I posted.
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