The app set to change the way people talk about food and the woman behind it

Farah Jumaily, founder of Dorey, at Culture Deli, Dubai.

Farah Jumaily didn't set out to build a food app, she set out to solve a problem everyone in Dubai has experienced, and Dorey is the answer.

Dubai’s food scene ranges from eclectic coffee shops to Michelin-starred restaurants. The only thing missing is a reliable platform to give these recommendations a home.

That’s the gap Farah Jumaily, founder of Dorey, aims to fill. The app lets users see where their friends are eating in real time. Users can review their friends’ list of visited places, preview favorite dishes and read reviews—all in one place.

The fundamental difference between Dorey and traditional review platforms is trust. Jumaily outlines how “when you read a blog or follow a food influencer, you don’t actually know that person. Their recommendation could be sponsored.”

"When you read a blog or follow a food influencer, you don't actually know that person. Their recommendation could be sponsored."

—Farah Jumaily, founder of Dorey

On the other hand, Dorey is powered by dependable recommendations, sourced from people in your circle, ensuring that recommendations given are backed by true experiences. Jumaily stresses that’s “something no algorithm or influencer can ever replicate, as word of mouth has always been the most powerful form of marketing.”

Data supports her conviction. According to Nielsen’s 2021 Trust in Advertising Study, “88% of global respondents trust recommendations from people they know more than any other channel.”

The app also strengthens the bond between community and food. Jumaily notes how “food has always been social. It’s social connection.” Dorey taps into the social side of dining in Dubai by bringing people together.

Through the app users can bond over a shared favorite spot or dish, find hidden gems or hear about new openings and stay in the loop on everything happening in the city’s food scene.

Community was a key driver behind Dorey’s creation. “I want our community to know that their pain points were also ours, and if dining out and sharing wasn’t so important to people in Dubai, the concept may not have come to me.” She adds.

It was around June last year when the idea for Dorey took root. It was nurtured by her experience navigating the food scene as a newcomer to Dubai, having moved to the city only a few years prior.

She quickly learned that the best places she tried were recommended to her by friends. This culminated in the realization that quality food came from quality recommendations.  It also shed light on the wider cultural fascination with food in Dubai.

“I’ve never seen a place where food spots are so deeply respected and they’re clearly very important to the community and the region.” This is apparent, considering members of the royal family have frequently visited local establishments. As a result, those businesses have remained at the forefront of people’s interest. There is an overarching appreciation for food and coffee culture in this city, positioning Dorey’s objective to streamline the search for places to go as a need.    

"I've never seen a place where food spots are so deeply respected."

—Farah Jumaily, founder of Dorey

The app’s overall mission is reflected in its name, derived from the Arabic word ‘dawri,’ meaning ‘to search.’

Offering users an efficient platform that makes that search easy has been central to the app’s development. Jumaily holds the belief that “user experience is probably the most important part when you’re building an app.” She is adamant in creating a “trusted platform” that users are happy to keep coming back to for years to come.  

Just as the city’s restaurant and coffee scene develops and grows, the founder expects Dorey to change following its September release. Her experience building the app has taught her that it’s important to “get the app to market as soon as you can, get feedback and finesse from there,” she says, adding that “your users are your number one feedback loop. The app will continue to change as the journey goes on.”

Jumaily began working on Dorey independently for several months before bringing aboard sister duo Fay Charchafchi and Shams El-Mutwalli as COO and CMO respectively—ultimately transforming Dorey into a women-led initiative.