Dubai's food scene just got a plot twist. Chef Reif Othman, the culinary force behind REIF Japanese Kushiyaki, has officially launched his first-ever bakery concept — CRISP — at Dubai Hills Estate. It is Nordic in soul, Japanese in precision, and unlike anything Dubai's pastry scene has seen from him before.
The Bakery Nobody Saw Coming
The idea for CRISP started far from Dubai.
In 2024, Chef Reif spent five weeks running a pop-up at Tivoli Gardens in Copenhagen, one of Denmark's most iconic destinations. He immersed himself in Scandinavian bakery culture, studying the techniques, craftsmanship, and obsessive attention to detail that have made Nordic baking famous worldwide.
Instead of returning with another restaurant concept, he came back with something completely different.
> "CRISP is all about celebrating and showing respect for Nordic baking and expertly brewed coffee." — Chef Reif Othman
The result is a bakery built around Nordic traditions, woven through with the flavour-driven approach that has become synonymous with his name.
What's on the CRISP Dubai Menu?
The menu blends Nordic pastry craftsmanship with Japanese precision — a lineup already designed for Dubai's pastry-obsessed crowd.
Standout items include:
- Shio Pan — buttery Japanese salt bread, served warm - Pandan Kaya Jam Doughnut — a Southeast Asian-inspired favourite - Matcha Crème Caramel Castella — rich, smooth, and indulgent - Vanilla Brûlé Millefeuille — crisp layers with a creamy centre - Vanilla Milk Soft Serve Croissant Cone — the menu's biggest showstopper
Everything is baked fresh daily.
Another Power Move From Hotaru Holdings
CRISP joins the growing portfolio of Hotaru Holdings, the hospitality group co-founded by Chef Reif. The group already operates several well-known concepts across the UAE, including REIF Japanese Kushiyaki, TERO, Hoe Lee Kow, Kushi, KO.NA Pizza House, and SIO Ramen House.
CRISP marks the group's first dedicated bakery concept and signals a meaningful expansion beyond restaurant dining.
Where to Find CRISP in Dubai Hills
CRISP is available daily inside REIF Japanese Kushiyaki at Dubai Hills Estate.
| Service | Hours |
|---|---|
| Dine-In & Takeaway | Daily from 8:00 AM |
| Deliveroo Delivery | Daily 8:00 AM – 10:00 PM |
Why This Nordic Bakery Dubai Launch Matters
Dubai already has no shortage of bakeries, pastry shops, and specialty cafés. What makes CRISP different is that it is not a side project or a celebrity-backed brand extension — it is a chef-led concept from one of Dubai's most influential culinary names.
Chef Reif spent years building a reputation through Japanese cuisine. Launching a Nordic-inspired bakery in Dubai was not on anyone's radar, which is exactly why people are paying attention.
If REIF Japanese Kushiyaki changed how Dubai thinks about casual Japanese dining, CRISP could do the same for Nordic baking.
