As uncertainty continues to weigh on the region, Piehaus is responding with a thoughtful new programme that puts accessibility, generosity and community at the heart of its offering.
At a time when many people are seeking comfort close to home and small businesses are feeling the pressure, the UAE’s homegrown dining scene is proving its importance. These neighbourhood anchors are not only gathering spaces but also quiet sources of support when communities need them most. That is exactly the spirit behind Initiative 22, the new community-focused programme from Piehaus Dubai in Alserkal Avenue.
Set within its cosy home at Warehouse 22A, Piehaus in Dubai has built a loyal following for its handcrafted pies, warm hospitality and sense of familiarity. Founded by Stasha Toncev, who is also behind the FACT award-winning 21grams, the brand has carved out a distinct place in Dubai’s independent food scene.
Created in response to the current strain facing small businesses and communities alike, Initiative 22 is designed to keep Piehaus open, accessible and connected to the people around it. Named after the venue’s address, the programme is split into two parts: Menu 22 and Canteen 22.
Menu 22 offers four Piehaus favourites for AED 22 each, giving guests the chance to enjoy comforting food and drinks at a symbolic, affordable price point. The selection includes the Harissa Potato Pie, topped with spicy pepper relish and Omani chips; the sweet and fragrant Caramel Tahina Pie; an Aerocano for coffee lovers; and a Hibiscus Berry Iced Tea for something bright and refreshing. The offer is available for dine-in during operational hours from Monday to Friday, 9am to 6pm, and Saturday to Sunday, 9am to 9pm.
Then there is Canteen 22, which feels especially timely. The concept invites staff, neighbouring businesses and fellow F&B outlets in Alserkal Avenue to gather over shared meals at Piehaus, creating a space for pause, conversation and solidarity while offering much-needed operational and financial relief to others in the area.
“Even though small businesses navigate uncertainty, we believe it’s fundamentally important to support the community that has supported us,” says Stasha Toncev, founder of Piehaus and 21grams. “Initiative 22 is our way of keeping our doors, hearts, and ovens open and accessible to everyone around us.”
The initiative also arrives as Piehaus in Dubai expands its reach beyond Alserkal Avenue, having recently launched on Deliveroo. For those choosing to stay in rather than head out, it means the brand’s signature pies and feel-good flavours can now come directly to them.
GO: Follow @piehaus.dubai on Instagram for more information.