The big interview: Tyrone Reid
MMI & Emirates Leisure Retail Group CEO Tyrone Reid tells Sarah Neish how technology is transforming drinks retail in the Middle East, and why this über-wealthy market isn’t a guaranteed meal ticket for brands.
LIKE ALADDIN’S genie, Tyrone Reid wields the power to grant wishes, at least when it comes to the food and drink sector in the Middle East. As group CEO of MMI and Emirates Leisure Retail Group (ELR), part of the Emirates Group, which also owns the Emirates airline, Reid oversees more than 200 restaurants, bars and cafés in the market. As a result, there aren’t many corners in which his golden lamp has not been called upon.
“We stock more than 8,000 sommelier-selected wines from more than 25 countries,” he explains. “And our luxury arm, Le Clos, curates some of the world’s finest and rarest wines, while our en primeur programme allows collectors to invest early in exceptional vintages.”
Cultural understanding
Calling the market “robust and well-regulated”, Reid stresses that the key to unlocking success in the Middle East is all about respecting and understanding diversity. If there is one thing to grasp, he declares, it is this: “Cultural understanding is critical.”
Take Dubai, for instance, which according to Reid “is home to people from more than 200 nationalities, and with that comes a wide range of tastes. Whether consumers are long-term residents or visiting for a short time, that diversity is something we’re incredibly proud to serve”.
Inevitably, each community has its own preferences. “Strong beers such as Kingfisher remain a top choice among many of our Indian and Pakistani customers, while European ex-pats often lean towards mid-premium spirits such as gin and vodka, alongside rosé wines and Champagne,” Reid notes.
However, he stresses that “the brands that thrive here are those that listen, adapt and add long-term value – not just those that sell products”. Cracking the nut, he adds, “comes from respecting local nuances, investing in compliance and building genuine partnerships”.
Bullet-fast
Drinks professionals must also be bullet-fast to respond to trends as they begin to pop like bubble tea. Reid has recently done just this with the October launch of the MMI Cheers Club App, a groundbreaking (and free) mobile platform that promises ultra-fast delivery – products are guaranteed to arrive, chilled, within a two-hour window – of “world-class wines and spirits”, including Moët & Chandon, Minuty Prestige, Gentleman Jack and Komos Tequila. An added loyalty programme sees members earn ‘corks’ rather than points, which are redeemable against future drinks purchases.
“The app was born from clear shifts in consumer behaviour,” explains Reid. “In the UAE, more than 70% of e-commerce transactions now happen via mobile apps, and people increasingly expect to manage their lives through their phones – whether it’s grocery delivery, dining reservations or, now, buying drinks.”
At the same time, the reintroduction of the 30% municipality tax from January 2025 hit the pockets of Dubai consumers, causing them to increasingly drink at home rather than go out.
“We saw a gap for a trusted, convenient and legal way for people to shop for their favourite beverages,” Reid adds. There’s that silver bullet.
While premium products are a key part of the app’s offer, there are plenty of everyday favourites too. “Whether a customer is picking up a six-pack of beer, a bestselling bottle of whisky or a fine Champagne, they’ll find it all within a few taps of the app,” says Reid.
Rather than exclusively targeting the super-wealthy, of whom there is no shortage in Dubai, MMI created the app for “anyone that values convenience and choice”, and Reid is confident that the offer speaks to the diverse communities in this complex market. “It’s genuinely a world of products for a world of people… with wines and spirits from every corner of the globe,” he says.
Cultural nuances: understanding the character of the local market is vital, Reid argues
Instant gratification
Did the rise in instant gratification play into the app’s two-hour delivery promise? “The fast delivery was about recognising that our customers expect exceptional service, and we wanted to elevate it further by ensuring all drinks arrive chilled and ready to enjoy,” he explains.
To use the app, customers must be over 21 and hold a valid alcohol licence, which Reid insists is “quick and easy to obtain through licensedxb.com”.
Even those holidaying in the region can take advantage. “Both residents and tourists can apply within minutes,” he says.
But is it making him any money? Since launching in October, Reid says he is “extremely pleased” with the results. “Within the first month, we exceeded both our download and sales targets,” he says. With the app and loyalty programme integrated across MMI’s 27 physical stores across Dubai, Reid tells db that the dual approach has already “increased our average transaction value and shopper frequency”. Thousands of ‘corks’ have been redeemed against bottles “ranging from Ballantine’s whisky to Moët & Chandon”.
Partner Content
There’s no doubt about it: technology is transforming the drinks retail landscape in the Middle East, and operators would be wise to jump on the train. As well as the app launch, Reid recently introduced “advanced heat-mapping technology” into MMI’s bricks-and-mortar stores, “which helps us understand how shoppers move through our space – the areas that attract attention and the products that spark interest”.
In terms of what Middle Eastern consumers are reaching for, Reid has noticed “a real evolution in how people across the UAE approach wine. The classics – Bordeaux and Burgundy, Tuscany and Rioja – will always have a loyal following, but there’s growing curiosity for more experimental and eco-conscious producers”.
This means, he says, more low-sugar, low-sulphur and organic wines going into baskets, as drinkers become more aware of what goes into the bottle.
Strong momentum
Beer remains one of the most popular and dynamic categories. “It spans a wide audience, from communities who prefer stronger beers to consumers who enjoy craft brews, right through to global favourites like Heineken, which continues to be one of the most recognised and loved beer brands here,” says Reid. He adds that Dubai is also seeing “strong momentum” in the alcohol-free beer category. “It’s one of the fastest-growing segments within our portfolio.”
Much is made of the enormous sums currently being poured into tourism and luxury hospitality across the UAE, but Reid cautions that brands shouldn’t be tempted to rely on this.
“Yes, the UAE’s hospitality and tourism scene is evolving at an extraordinary pace – from world-class hotels and Michelin-starred dining to new lifestyle destinations – which certainly creates opportunity, but it’s not automatic,” he says. “In a market like this, every brand has to earn its place.”
Modern life: technology is transforming drinks retail in the UAE, says Reid
He reiterates that consumers and hospitality partners have very high expectations, “and brands need to deliver genuine quality, authenticity and experiences to succeed. It’s a competitive environment, and that’s what makes it so exciting.”
Luxury retailer Le Clos, part of the MMI-ELR ecosystem, is located inside Dubai International Airport, as well as within the gated residential community Emirates Hills (named after California’s Beverly Hills). Reid explains that Le Clos offers collectors “access to an exceptional selection of fine wines and luxury spirits, many exclusive to the region”.
Collecting community
Is there, then, a growing appetite in the Middle East for building fine wine collections at home?
“Dubai has traditionally been a ‘buy and enjoy now’ market – people love to celebrate in the moment and that is still a big part of the city’s character,” Reid explains. “At the same time, we’re starting to see more interest in collecting and understanding fine wine. It’s a small but passionate community of customers who are thinking longer-term – they want to know where wines come from, how to store them properly and what makes certain vintages special.”
Given Dubai’s reputation for lavish displays of excess, one might safely assume that demand is high for large-format wines.
“We are seeing strong demand for large formats. These bottles are especially popular around festive periods, weddings and major cultural celebrations, where people want something that makes a statement,” Reid confirms. The on-trade too is crying out for them.
“Hotels, restaurants and event venues in the Middle East see magnums and Jeroboams as the perfect way to create memorable experiences for guests. Large formats not only look impressive, but they also age beautifully. As the market continues to mature, we’ll keep expanding our range to ensure that our customers have access to the best the world has to offer.”
Tyrone Reid at a glance
Tyrone Reid started his career as a commis chef at Gleneagles Hotel, before working for restaurant company Mitchells & Butlers (which owns All Bar One, Harvester and Toby Carvery) and then food travel expert SSP Group, as well as Threshers. He went on to become business manager and senior operations manager for MH Alshaya, where he launched Shake Shack in the Middle East. While serving as CEO at Alabbar Enterprises, Reid brought Time Out Market to the UAE.
An active member of the UAE Restaurants Group Board, Reid entered The Hall of Fame in 2022 for his outstanding contribution to the UAE restaurant sector.
In his current role as group CEO for MMI and Emirates Leisure Retail (ELR), he has overseen the digital transformation of the group, including the launch of MMI Home Delivery and the MMI Cheers Club loyalty app.
Related news
The Big Interview: Raquel Pérez Cuevas
