The evolution

How we’ve started our small firm ?

has been established in DUBAI, UAE in 2006 with its purpose of developing and operating multi-branded food service programs. We are aiming to be one of the fastest growing operators of QSRS and casual dining restaurants in the middle east.


The company changes its focus to differentiate itself from the industry and improve the business by filling the real need with consistent quality for excellence in all aspects. At the height of new restaurants entering the dining market worldwide, we are striving hard to continually rise above with our winning recipe for success the best quality products, excellent service and great locations.


NFS Was created with the objective of, within the restaurant business, adapt traditional products to the new trends and more specifically, to the new consumer. A new consumer with new habits, a new generation demanding fresh concepts adapted to their new way of life.

Knowing that the market has high regards to convenience, we at NOTRA Food Services LLC are doing our best to be accessible and whilst finding the most exceptional way to reach our target market. In 2008, the company launched “ASSIA in Wok” having its location right at the heart of the most prestigious centerpiece on the planet, The Burj Khalifa The company considers the Perfect timing, at par location for an extraordinary concept, conforming to suit the international taste and palate of the market in Dubai. The Burj Khalifa Residence will be one the residential area of Downtown Dubai containing nine luxury freehold apartment towers with open water, calming greenery, and state-of-the-art facilities.


ASSIA in wok is also located in The Dubai Mall, indisputably, the most dramatic retail real-estate development. Not just in the Gulf’s history. But in the world as the biggest mall there is. We have associated ourselves with projects that will revolutionize the shopping and dining experience of our customers. The Dubai Marina Mall is promising to be a total shopping and lifestyle destination. Dubai Marina Mall, is located along the waterfront, and was open first quarter of 2009. Assia in wok brand has a total of four in a span of one year of operation on the ground.


be an efficient provider

Our core mission is to be an efficient provider of high quality products and excellent services to our customers – their satisfaction is our satisfaction.


Our primary objective is to exceed the expectation of our customers, suppliers and business partners. We will continually evolve and constantly strive to improve what we have already achieved, thus our past, present, and future long-term commitment is strengthened through our collective experience and our belief in the importance of providing only the best of everything.

NFS Profile


An OBJECTIVE – Covering and satisfying each and every consume trend and quicly responding to those new that will arrive

An STRATEGY – Position a brand in each of those market niches







. Pointing out unevolved market niches

. Designing trendy concepts

. Focus on highly demanded products

. Gastronomies based on high margin ‘raw materials’

. Preparation methods subject to standarization




. Modernizing traditional sectors

. Anticipating market trends

. Quickness in the launching and positioning of brands

. Leading the generational change

. Permanent search of new market niches

. Optimizing the investment

. Profitability

. Less equipment, reducing kitchen and storage space

. Simplification. “No chef required”




. Attractive concepts for the final consumer

. Attractive concepts for the commercial areas

. Maximum simplicity in management

. Creating special atmospheres (“Value added concepts”)