Interview with Elza Shirokova

Only the best fit in and stay.

We are proud of our loyal team—almost everyone who started with us five years ago has grown into a managerial role. More and more often during interviews, candidates tell us that what matters most to them is the opportunity to gain invaluable experience working at Roasters.

To support this growth, we have a dedicated training department, daily workshops, and an extensive coffee academy that allows our people to keep learning and developing every day.

Have there been moments when a guest or a team member inspired new ideas?

Our greatest source of inspiration is, without question, our guests. It is important not only to listen but to truly hear. For nearly four years, I personally read and replied to every Google review. I am very grateful for the feedback, as it helps us grow and improve.

For example, many of our guests requested that we bring back the original Roasters menu at our Al Wasl Villa location. We couldn’t refuse, and in September we reintroduced the menu that everyone loved. In fact, every month we try to add new items based on guest requests and to keep surprising our community.

As for our team, we give them plenty of space for creativity and always encourage innovation, passion, and the drive for progress.

How do you find the balance between Dubai’s local tastes and global culinary trends?

The world of gastronomy is changing very quickly. In Dubai especially, we see how fast restaurants open and just as quickly close. Trends come and go, but what always remains timeless is classic flavor and uncompromising quality. We strive to maintain a balance between beloved classics and innovative new dishes.

One of our most popular items today is syrniki—  now widely known as the “Best Syrniki in Dubai.” We first introduced them to the menu four years ago, and it took more than a month to perfect the recipe. For me, it was important to create a dish that evoked childhood memories: homemade syrniki just like a grandmother’s—golden and crisp on the outside, tender and soft inside. I believe we succeeded.

This season, we are excited to surprise our guests with a selection of exclusive dishes crafted with premium ingredients, including fresh truffle and black caviar.

Do you dream of your cafes becoming a cultural symbol of the city?

I believe we are already very close to that goal. Today, Roasters has eleven locations across some of the most prestigious areas of Dubai.

Just last week, we announced one of our proudest achievements—we set a Guinness World Record for the most expensive cup of coffee in the world. This milestone will stay with us forever. It marked our presence not only in the UAE but on the global stage.

I am proud not only of the product we have created but also of the extraordinary team that made it possible.

How do you balance creativity with operational tasks?

When you genuinely love what you do, you can overcome any challenge. When we opened our first coffee shop, our team consisted of just sixteen people—plus my husband and me. From day one, the response was overwhelming: we were fully booked across three floors daily, with lines of guests waiting outside.

That moment became a turning point, and we decided to expand to the best locations across the city. This year, we expect to welcome 750,000 guests—and we will continue to grow and delight everyone who visits Roasters.

Roasters often feature VIP rooms. Are they popular with your guests?

Every day across our branches, we host a variety of events. For small groups, we offer private VIP rooms for up to twelve people, equipped with TV screens for presentations. Guests often book them for coffee  tastings with our head barista, where they can discover more about the beans, learn proper tasting techniques, and enjoy the experience to the fullest.

For larger gatherings of 20 to 100 people, we provide entire floors with exclusive service.

In recent months, DJ parties have also become especially popular, particularly on the rooftop of our Al Wasl location, where guests can watch the sunset with a view of Downtown Dubai and the Burj Khalifa. We are always happy to support and bring to life any event our guests envision.