HELLA, the online-first burger concept spun out of RARE Brasserie & Bar, has cancelled its planned City Walk food truck activation, opting instead to operate exclusively via delivery for the week.
The truck was set to appear at City Walk as part of the brand’s selective IRL strategy, but the team has decided not to proceed, reflecting a wider recalibration across the UAE’s dining landscape. With footfall fluctuating and reservation patterns softening in parts of the city, several operators are prioritising operational flexibility over on-ground activations.
Launched earlier this year as a standalone evolution of RARE’s Gault&Millau-ranked wagyu smash burger, HELLA was built as a digital-first concept with occasional pop-ups designed to drive visibility. That structure now allows the brand to lean fully into delivery channels without disrupting trade.
The menu remains centred on its smashed wagyu burgers, fried chicken, plant-based options and indulgent shakes – positioned firmly within the premium QSR segment.
A second pop-up is currently scheduled for Kite Beach from 18 March to 5 April, with plans to proceed subject to market conditions. For now, HELLA continues to operate via Deliveroo across Dubai as brands across the city balance continuity with caution.
