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This partnership builds on Mastercard’s commitment to creating meaningful connections with consumers by inspiring them
Dubai is the latest addition to the Michelin Guide, which currently covers 37 destinations in North America, South America, Asia Pacific and Europe – KT file
Mastercard has announced that it has partnered with Michelin to become the official sponsor of the Michelin Guide Dubai 2022, launching its first edition in the UAE.
The announcement deepens Mastercard’s efforts to connect consumers with their passions and builds on its commitment to the UAE and its renowned culinary industry.
“In a culturally rich and diverse market where the love of food has become a lingua franca, cooking is a natural passion for Emirati consumers. Working together, we are building on our heritage of delivering one-of-a-kind culinary experiences, showcasing extraordinary culinary experiences in the UAE to the world,” said Beatrice Cornacchia, Senior Vice President, Marketing and Communications, EMEA, Mastercard.
In recent years, Mastercard has undergone a multi-sensory brand transformation as it connects people to their passions, including a focus on culinary excellence, as it offers consumers around the world hundreds of unique culinary experiences. The collaboration is a natural extension of Mastercard’s long history of meeting consumers’ culinary passions, which includes the launch of PRICELESS, the brand’s first flagship restaurant, the introduction of priceless flavours through bespoke macaron flavours, and the launch of the launch at Expo 2020 Dubai. Provide a multi-sensory culinary experience through the immersive Mastercard Cube.
Nicolas Achard, MD, Michelin Guide Asia and Middle East, said: “We are delighted to be partnering with Mastercard, whose passion for connecting people to food experiences aligns with our own. Another step in the ambition of industry leaders to join forces to deliver the best recommendations and access to the best dining experience in Dubai.”
Dubai is the latest addition to the Michelin Guide, which currently covers 37 destinations in North America, South America, Asia Pacific and Europe. Drawing on a long tradition of more than 120 years, Michelin rates restaurants based on five factors: quality of ingredients, mastery of flavour and cooking technique, chef personality reflected in the dining experience, harmony and consistency of flavours between inspector visits .
The full selection of the MICHELIN Guide Dubai 2022 is available on the MICHELIN Guide website and the MICHELIN Guide app, free on iOS and Android.
rohma@khaleejtimes.com
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