11th June 2024
Interview by Fatiha Al-Idrissi
With a lifelong passion for food instilled by her grandmother’s wholesome home cooking, Katarina Filipova founded Mondoux Cafes to bring fresh, minimalist cuisine to Dubai. Inspired by her travels exploring new flavors, the concept behind Mondoux ensures every dish reflects a commitment to natural, health-conscious ingredients prepared simply to highlight their pure tastes. Despite launching during the pandemic, Filipova’s resilience enabled creativity like introducing Central European delicacies rarely found in the region. Popular offerings like the “buchty” pastries prepared from scratch represent Mondoux’s brand ethos. The company also garnered acclaim for its Sweeties kids’ culinary school. As Mondoux expands from its Dubai roots to new global locations, Filipova’s vision is to provide dining experiences celebrating premium seasonal ingredients, presented with the fresh flavors and minimalist principles she witnessed in her grandmother’s kitchen.
- What’s the story behind the concept for Mondoux?
I have loved food since my childhood and have always been fascinated by the food in my
grandma’s house –this ranged from her packed shelves to the fresh ingredients and her wholesome recipes. Even when traveling our journey was focused on exploring new cuisines and places that we could bring back home.
Inspired by that ethos, our brand ensures every dish reflects our commitment to the same freshness and minimalism. This dedication has earned us a loyal customer base who return for the fresh flavors and health-conscious focus that define the Mondoux experience.
- Where does the name Mondoux come from?
It comes from the french phrase “my sweet” to represent the sweetness of savouring moments.
- From Prague to Dubai, why did you choose Dubai?
The Gulf is an emerging market with an incredibly diverse population, making it a destination we were keen to explore for Mondoux. The city of Dubai has proven to be extremely conducive when it comes to access to the market and providing smooth ways to set up businesses. We also loved the fact that we could test if Mondoux would be as successful in a different region and we are proud to say that it has.
- And what is the vision and mission that the Mondoux seeks to achieve?
Our mission is to stand out through our commitment to wholesome, flavorful cuisine. Embracing the philosophy that simplicity can be delicious, we meticulously source premium ingredients to highlight their natural flavours. We also aim to ensure that the house team across all branches is ingrained with the principle that any dish served must represent essential Mondoux values—fresh flavours, minimalism, and the health-driven focus we live and breathe.
- What has been the toughest challenge?
Launching Mondoux during the pandemic presented unforeseen challenges, yet it taught us invaluable lessons in humility and resilience. The inaugural year was a test of survival, during which we endeavoured to differentiate our brand by infusing creativity into our offerings.
For instance, we introduced Central European delicacies like ‘buchty’ prepared from scratch using real yeast, a rarity in the market. Then, we launched Sweeties, a culinary school for kids, which garnered immense popularity and media acclaim. As we expand to new locations, both in Dubai and abroad, we carry forward the resilience and adaptability learned during our journey through the pandemic.
- If you were a customer in Mondoux, what would you order from the menu?
Cappuccino, acai bowl, madame croque, homemade cheesecake and then I would finish it with another cappuccino.
- What kind of menu does Mondoux offer?
At Mondoux, we believe tasty food can be healthy if prepared with wholesome and high-quality ingredients. We are very passionate about sourcing ingredients and honouring them by making them the hero of their dish. We also invest the same love in our desserts, where we use organic chocolate to ensure that we are offering our patrons a decedent and authentic flavour that is not overly processed.
- How do you ensure maintaining the quality of fresh ingredients and authentic flavors in your dishes?
By selecting the best suppliers and centralising the production of our products, which we have done in one of our factories. The JBR plant by the sea has centralised production and a central bakery. We are also selective with the spices and marinades we use and don’t add any onion or garlic because it can overpower the freshness of the produce.
- What has been the most rewarding part of your journey so far?
Recognition from local customers in Dubai, locals, and residents who come to Mondoux every day. We even have a record ranking won by a customer who visited Mondoux 47 times in one month. At the same time, we see recognition in the number of approaches we receive from potential franchise partners in different countries, who write us emails like ‘We would love to have a Mondoux in our country’. If we can achieve this expansion, I believe that every customer from Slovakia and the Czech Republic will be proud to see Mondoux on their travels.
- How was the location and interior design of the restaurant chosen?
Locations in Dubai are the biggest mystery. It’s more or less a matter of luck since the biggest developers only sell profitable locations to the best brands, so we didn’t have a chance to establish ourselves in the beginning.
Our first location was the sandy, barren ground of Creek Harbour in 2017. We set up in a place where the building we were going to be running Mondoux in wasn’t even constructed but, we looked at the view and said ‘yes’.
Design is a hot topic with us at the moment. Our rules have been about using solid wood, warm inviting materials, and creating a dynamic café and comfortable space.
- And how important is it to provide an authentic ambiance for customers?
At Mondoux, we do not brand ourselves by having different products or high-quality food since we consider that to be the standard. Our goal is to offer customers seats where time passes differently, which is a very challenging task, whether it has to do with architecture, choosing a location, or assembling the experience of Mondoux. This is possibly the biggest challenge we have seen in Dubai.
- What are your growth plans? new branches across UAE?
Looking ahead, our focus lies on strategic expansion and enhancing our presence both locally and internationally. In the UAE, we plan to expand our Mondoux branches while also introducing Mondoux in Rome and Prague within the next two years. Additionally, we are actively seeking franchisees in Germany and Saudi Arabia, offering various models tailored to different market needs.
- Aside from running your business, what are some personal hobbies or local activities that you enjoy?
I am dedicated to my kids.
- Describe Mondoux in 3 words.
Pleasure, pleasure, pleasure
