A new community-driven initiative, TreatOnUs.ae, launches in Dubai, inviting the public to directly support local restaurants by purchasing meals and drinks in advance, which are then offered by venues to guests and those in need.
Created by entrepreneur Alexander Sysoev, the platform aims to help the hospitality industry during a challenging period by turning community goodwill into immediate, tangible support for restaurants, while also enabling venues to extend gestures of care within their neighbourhoods.
TreatOnUs is designed as a simple, city-wide mechanism where anyone can contribute directly to restaurants, allowing them not only to receive financial support, but also to share these contributions with others through thoughtful gestures.
Alexander Sysoev is the founder of ByChefs, the first UAE-born restaurant ranking, which is now expanding globally while further strengthening Dubai’s position as one of the world’s leading culinary capitals.
Beyond rankings, Sysoev is deeply committed to supporting and developing the hospitality ecosystem. He has established a named scholarship at Dubai College of Tourism, helping nurture the next generation of talent, and has launched influential media and guide platforms such as GreatList, the leading restaurant guide, widely used by premium travelers visiting Dubai.
TreatOnUs is a natural extension of this work, a community-driven initiative created to support local restaurants during a challenging period and to strengthen the connection between venues and the people around them. By enabling direct contributions from the public to restaurants, the platform helps transform goodwill into immediate, tangible support for the industry.
The platform invites restaurants and cafés across Dubai to join a citywide movement built around kindness, connection, and shared emotion. Participating venues are asked to select one to three dishes or drinks, set a price for each, and provide a payment link.
Several well-known venues have already joined the initiative, including Bait Maryam, Chez Wam, and Jun’s,alongside early participants such as Paus Clubhouse, Chaikhana in Dubai Marina, and Sakhakin at J1, as well as a number of neighbourhood cafés and 25 more.
Within the first 24 hours, the platform recorded 182 purchases, highlighting strong community engagement and immediate support for participating venues.
How the Initiative Works
TreatOnUs.ae operates through a simple and transparent mechanism designed to directly support restaurants.
All payments are made directly to each venue via its own payment link, the platform does not collect or distribute funds. This ensures that every contribution goes straight to the restaurant.
Participating venues select a few items that can be purchased in advance by anyone. These are then offered as thoughtful gestures to guests, at the discretion of the venue.
TreatOnUs.ae is a non-commercial initiative. It does not charge commission, take fees, or participate in the payment flow.
Inspired by the “suspended coffee” concept, the platform creates an easy way for people to support local businesses while fostering a sense of community across the city.
At its core, TreatOnUs is designed to address a simple but often overlooked challenge: many people want to support those around them, but don’t always know how. The platform provides an easy and accessible way to turn good intentions into real gestures within a neighbourhood.
Each venue will then decide how to turn that contribution into a meaningful gesture. It may be offered to a random guest, sent to someone who especially needs support, or used in any thoughtful way the venue sees fit. The choice of what to offer and how to give it remains entirely with the restaurant or café.
The project is designed to bring together 100 – 150 venues, with a target of 200 – 300 purchased items per day, a volume that can already provide meaningful support to participating restaurants. On a monthly basis, this could translate into around 10,000 small but impactful gestures, benefiting both guests and venues while reinforcing a sense of community across the city.
Alexander Sysoev continues to work on strengthening Dubai’s international culinary image through rankings, guides, media projects, chef collaborations, and initiatives that increase visibility, resilience, and support for the restaurant industry.
“I truly believe that through gestures like these we can bring Dubai’s community even closer, create good emotions for the people of the city, and help the hospitality industry move through this period with dignity, warmth, and a stronger sense of unity,” said Alexander Sysoev, founder of TreatOnUs.ae.
