Author · Founder
Zohaib Asghar
Founder & Managing Director, Digital DirAction
Zohaib runs Digital DirAction, a specialist F&B marketing agency in Dubai working with restaurants, cafes, cloud kitchens, and hospitality operators across the UAE and the wider GCC. His writing on this site is grounded in direct engagements with over 50 F&B operators.
What Zohaib writes about
The specialisms behind the published work
F&B marketing in the GCC
Restaurants, cafes, cloud kitchens, hotel F&B outlets. Economics, operations, and the specific marketing rhythms that work in Dubai and the wider UAE.
Delivery platform mechanics
Talabat, Deliveroo, Noon Food, Careem. Hero image conversion, bundle architecture, badge strategy, sponsored placement bidding.
Content-led brand building
In-house food photography, short-form video for Instagram and TikTok, Arabic content as a first-class channel, review flywheels.
Performance marketing
Meta, TikTok, Snap, Google Ads campaigns tied to measurable business outcomes (covers, delivery orders, cost per acquisition).
Local SEO and GBP
Google Business Profile optimisation, review velocity, local pack ranking for restaurants and clinics in Dubai.
Agency operations
How to run and scale a specialist agency, how to pick an agency as an operator, what honest pricing looks like.
Published writing
Recent articles by Zohaib
Based in
Business Bay, Dubai, UAE
Office 505, Single Business Tower, Business Bay. Reachable via LinkedIn or through the agency.
Languages & reach
- Working languagesEnglish, Urdu, Arabic
- Primary marketUAE
- Also servesGCC (KSA, Qatar, Kuwait, Bahrain, Oman)
- Agency founded2023, Dubai
- SpecialismF&B marketing