How an accountant built a thriving UAE seafood empire from scratch
From accountant to restaurant entrepreneur, Jomar Brucales has built a thriving business in the UAE. His journey began with a simple idea and grew into Off The Hook Seafood, now operating multiple branches across the country. His focus remains on creating opportunities for others while keeping operations lean and efficient. Brucales first arrived in the UAE as an accountant, working in finance before taking a bold step. In 2017, he co-founded Off The Hook Seafood with a group of friends, entering a crowded food and beverage market. Gaining customer trust proved difficult at first, but persistence paid off as the brand expanded.
The company now runs several outlets in the UAE and one in Qatar. Brucales credits disciplined growth and a commitment to financial literacy for much of this success. He actively encourages overseas workers to manage their income wisely, save consistently, and plan for long-term security. Beyond profits, he measures success by the jobs created and the support given to employees. Even during tough economic periods, he prioritises efficiency and sustainable expansion. His advice to fellow expats is straightforward: stay patient, remain disciplined, and focus on building something meaningful.
Off The Hook Seafood continues to grow, reflecting Brucales’ belief in steady progress over rapid expansion. His efforts in financial education and job creation have made an impact on both his team and the wider expat community. The business now stands as a testament to careful planning and a people-first approach.
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