Once a symbol of exclusivity and fine dining, caviar is now appearing in the most unexpected places – topping everything from chicken nuggets to iced desserts.
On National Caviar Day on July 18, now marked around the world, we take a look at whether the popularity of caviar is undergoing a fundamental shift or if it's just a fleeting moment of viral indulgence.
Luxury meets fast food
The democratisation of luxury food is not a new phenomenon. Truffle fries, foie gras burgers and gold-dusted coffees and desserts have been appearing on casual dining menus for some time.
Social media has driven this shift, turning once-exclusive ingredients into status symbols for a new generation. However, the recent surge of caviar – the processed, salted roe of the sturgeon fish – in mainstream food culture feels different. Unlike other luxury additions, it is no longer just a garnish; it is being used boldly, perhaps even ironically, layered on to fast food.
Beau Cafe in Dubai went viral after introducing crispy chicken nuggets paired with 30g of Maison Kaviari caviar, served with creme fraiche and chives. The dish quickly gained traction on social media, with thousands of likes, comments and shares on Instagram, including by former Real Madrid football player Sergio Carrallo.
Courtney Brandt, senior marketing manager at Tresind Studio and a hospitality expert, welcomes the trend. “I don't think we need to look at luxury ingredients as something only a certain part of the population gets to have. Playing with them, integrating them into different dishes, is part of how food culture evolves.”
Another example is ice cream with caviar at Kaspia Dubai. Combining vanilla ice cream with a spoonful of high-quality caviar, it offers a surprising balance of sweet, salty and buttery.
Elsewhere, restaurants are incorporating caviar into and on to dishes that would not traditionally use the exotic ingredient as a garnish, from the caviar bun with a sour cream base of smetana at Orfali Bros, to crab and caviar pani puri at Bar du Port.
Culinary revolution or marketing ploy?
As the trend continues generating buzz, Brandt attributes the luxury snack's momentum to pop culture, noting: “I think the actual trend came from Rihanna.”
In a playful Instagram video posted in December, the music superstar and Fenty Beauty mogul showcased her pairing of caviar and chicken nuggets. Fenty Beauty's marketing and public relations team in the Middle East then chose to partner with Beau Cafe in February to launch a limited-edition spicy chicken nuggets box that also showcased the brand's lip glosses.
Brandt views restaurants experimenting with luxury foods in unconventional ways as part of the social-media-driven dining landscape. “For those who choose to respond to TikTok trends or things that are grabbing attention, that's fine. It's a marketing technique at the end of the day,” she says.
Ultimately, she doesn't expect it to redefine fine dining. “I don't think it's a long-term trend. I think that, again, chef-led kitchens will always reflect the talent and kind of passion that goes on inside that one kitchen.”
Dubai's role as a global trendsetter
While fine dining may not be drastically changing, culinary innovation continues to thrive, particularly in places such as Dubai.
A prime example is Fix Chocolate's kunafa-filled chocolate bar, a locally inspired treat that quickly gained global attention. However, “Dubai chocolate” isn't just a fleeting trend – it has sparked an entire wave of creative interpretations, appearing in everything from milkshakes and speciality coffees to artisanal ice creams.
“If Dubai is known for its trends, it's not only thanks to creative chefs and restaurant operators, but also to enthusiasts and curious guests with a good culinary culture,” says Vincent Le Moal, chef-partner at Beau Cafe.
With Michelin-starred restaurants and the World's 50 Best recognising the region's culinary talent, Dubai is solidifying itself as a global food trendsetter. Brandt says that anything with “Dubai” in front of it will get extra attention, which could be a good or bad thing.
More importantly, though, she highlights how the emirate has excelled at blending cultures through food. That is perhaps what makes it such a great place to experiment.
“We're trendsetters here. I'm not afraid to say it, but I think what we're doing better than anyone else is third-culture food. That is, chefs who are perhaps from one country, who have spent a lot of time in another country or even grown up in another country. I think the third culture that you see here is truly unique.”
A version of this story was first published on March 29, 2025
Company Fact Box
Company name/date started: Abwaab Technologies / September 2019
Founders: Hamdi Tabbaa, co-founder and CEO. Hussein Alsarabi, co-founder and CTO
Based: Amman, Jordan
Sector: Education Technology
Size (employees/revenue): Total team size: 65. Full-time employees: 25. Revenue undisclosed
Stage: early-stage startup
Investors: Adam Tech Ventures, Endure Capital, Equitrust, the World Bank-backed Innovative Startups SMEs Fund, a London investment fund, a number of former and current executives from Uber and Netflix, among others.
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In addition to the Emirates and Etihad programmes, there is the Air Miles Middle East card, which offers members the ability to choose any airline, has no black-out dates and no restrictions on seat availability. Air Miles is linked up to HSBC credit cards and can also be earned through retail partners such as Spinneys, Sharaf DG and The Toy Store.
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More than 2.2 million Indian tourists arrived in UAE in 2023
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Company name: Play:Date
Launched: March 2017 on UAE Mother’s Day
Founder: Shamim Kassibawi
Based: Dubai with operations in the UAE and US
Sector: Tech
Size: 20 employees
Stage of funding: Seed
Investors: Three founders (two silent co-founders) and one venture capital fund
Company profile
Date started: 2015
Founder: John Tsioris and Ioanna Angelidaki
Based: Dubai
Sector: Online grocery delivery
Staff: 200
Funding: Undisclosed, but investors include the Jabbar Internet Group and Venture Friends
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