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.
Known for redefining Japanese dining in the UAE, Chef Reif is now stepping into the world of Nordic baking, bringing Copenhagen-inspired pastries, artisan breads, and specialty coffee to one of Dubai’s busiest foodie hotspots.
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. During that time, he immersed himself in Scandinavian bakery culture, studying the techniques, craftsmanship, and attention to detail that have made Nordic baking famous worldwide.
Instead of bringing back another restaurant concept, he returned with something completely different.
The result is CRISP, a bakery built around Nordic traditions while incorporating the flavour-driven approach that has become synonymous with Chef Reif’s name.
“CRISP is all about celebrating and showing respect for Nordic baking and expertly brewed coffee.”
— Chef Reif Othman
What’s Everyone Ordering?
The menu blends Nordic pastry craftsmanship with Japanese precision, creating a lineup that already feels 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 — arguably 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 is already behind several well-known concepts across the region, including:
- REIF Japanese Kushiyaki
- TERO
- Hoe Lee Kow
- Kushi
- KO.NA Pizza House
- SIO Ramen House
CRISP marks the group’s first dedicated bakery concept and signals a major expansion beyond restaurants.
Where To Find CRISP
CRISP is available daily inside REIF Japanese Kushiyaki at Dubai Hills Estate.
| Service | Availability |
|---|---|
| Dine-In & Takeaway | Daily from 8:00 AM |
| Deliveroo Delivery | Daily from 8:00 AM to 10:00 PM |
| Location | Dubai Hills Estate |
Why This Launch Matters
Dubai already has no shortage of bakeries, pastry shops, and specialty cafés. What makes CRISP different is that it’s not a side project or celebrity-backed brand extension.
This 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 wasn’t 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.
Cover Image: @reifo.kee/Instagram
