BTN Interviews: Jasim Mohammed Abdellatif Ahmed Alyassi, Pounders
Jasim Mohammed Abdellatif Ahmed Alyassi, Pounders In an insightful conversation with Breaking Travel News, Pounders founder Jasim Mohammed Abdellatif Ahmed Alyassi highlights how his homegrown Emirati brand is blending comfort food with purposeful community impact. Rooted in the UAE’s values of generosity, unity and hospitality, Pounders is using its platform to give back—most notably through the “Taste of Giving 2025” campaign with Dubai Cares, where 100% of proceeds from its signature Pounder Burger support global education initiatives. Alyassi explains how the concept champions sustainability through local sourcing, eco-friendly operations and ethical practices, while fostering deeper cultural connections through food. With strong guest engagement, expanding social-impact initiatives and ambitions for international growth, Pounders is positioning itself as a leading force in Dubai’s purpose-driven dining movement—showing how small actions, shared meals and local entrepreneurship can create meaningful change.
BTN - What inspired you personally to launch Pounders, and how does its mission reflect Emirati values and community spirit?
My inspiration for launching “Pounders” came from my love for the UAE and the vibrant community spirit that defines us. Growing up here, I saw how strong our connections are; how we come together to support one another and celebrate our culture.
Pounders aims to enhance travel by fostering meaningful connections between people and communities. Our mission reflects Emirati values like hospitality, generosity, and unity. We believe that travel should be more than just sightseeing; it should be an opportunity to engage with local traditions and learn from one another.
At Pounders, we strive to create experiences that allow travellers to genuinely connect with the places they visit while leaving a positive impact on those communities. We want everyone to feel welcomed and enriched by their journeys in the UAE and beyond.
Eventually, Pounders is about celebrating our identity and reinforcing the bonds that unite us. We are a bridge that connects cultures, inviting everyone to discover the beauty of community.
BTN - The Taste of Giving 2025 campaign is a powerful initiative. How did the collaboration with Dubai Cares come about?
“The Taste of Giving 2025” campaign is a meaningful initiative that grew from a shared vision between us and Dubai Cares. We both believe in the power of community and want to make a positive impact, especially in areas like education.
Our collaboration came about naturally as we recognized that food can unite people while also serving a greater purpose. Dubai Cares has a fantastic reputation for its work in improving access to education, which aligns perfectly with our goals. By partnering, we can leverage their expertise in community outreach alongside our commitment to creating enjoyable culinary experiences.
The campaign invites our customers to participate in something bigger than just a meal. A portion of the proceeds from select events will go to support educational programs for underprivileged communities. This not only enhances our dining experiences but also raises awareness about the importance of education.
At its core, the “Taste of Giving 2025” campaign embodies the belief that food connects us; not only through shared flavours but also in our efforts to create positive change. We are excited to engage our community in this initiative, encouraging everyone to enjoy delicious food while helping those in need. Together with Dubai Cares, we hope to make a lasting difference and inspire others to give back as well.
BTN - Why did you choose to donate 100% of proceeds from the Pounder Burger, rather than a percentage, and what impact do you hope to achieve?
We chose to donate 100% of the proceeds from the Pounder Burger to make a bigger impact right away. By committing all earnings from this item, we wanted to demonstrate that something as simple as enjoying a meal can contribute significantly to a worthy cause.
This approach not only amplifies our message of giving but also encourages more people to get involved. It turns a dining experience into an opportunity to support education for underprivileged communities. Our aim is to raise substantial funds that can directly benefit educational programs, helping children access essential resources for their learning and development.
By fully dedicating the earnings, we hope to inspire our customers to feel personally connected to this initiative. We want them to see that every burger they enjoy can help change lives. Finally, we hope to foster a culture of giving and raise awareness about the importance of education, transforming enjoyable moments into opportunities for positive change.
In essence, this isn’t just a campaign; it’s about building a community that believes in supporting the next generation. We envision a future where education is accessible to all, and we are excited to take this journey together with our customers.
BTN - How important is it for homegrown brands in Dubai to lead the way in social impact and charitable partnerships?
Homegrown brands in Dubai have a critical role in driving social impact and developing charitable partnerships. Being rooted in the local community, these brands understand the specific needs and challenges people face. By engaging in social initiatives, they not only contribute to the community but also set a powerful example for other businesses.
Social responsibility is becoming increasingly important for consumers. Brands that actively support social causes resonate more with customers who value authenticity and community connection. This engagement can boost brand loyalty and attract new customers who prefer to support socially responsible companies.
Additionally, homegrown brands have the ability to mobilize resources and create partnerships that enhance their impact in areas like education, health, and environmental sustainability. Their influence can inspire other businesses to follow suit, creating a ripple effect in promoting corporate responsibility across the region.
In a diverse and rapidly changing market like Dubai, having a strong commitment to social impact can differentiate a brand and strengthen its reputation. By prioritizing charitable partnerships and social initiatives, homegrown brands not only help address pressing societal issues but also contribute to a more sustainable and reasonable future for everyone. This alignment with social causes is not just good for business; it’s essential for building a thriving community.
BTN - What does “comfort food with purpose” mean to you and your team at Pounders?
“Comfort food with purpose” at Pounders means creating delicious meals that not only satisfy cravings but also make a positive impact on our community and the environment. For us, comfort food is all about nurturing and bringing people together, and we strive to do that in a meaningful way.
We focus on using high quality, wholesome ingredients that evoke warmth and nostalgia while supporting local farmers and producers. Our dishes are designed to create shared experiences among friends and family, whether it’s enjoying a meal together or participating in community events.
Also, we believe that great comfort food should come with a sense of responsibility. We aim to minimize our waste and source ethically, ensuring that our practices are sustainable. This extends to our commitment to give back; whether it’s through donating a portion of our profits to local charities or engaging in community outreach initiatives.
At Pounders, “comfort food with purpose” summarizes our mission to nourish not just the body but also the community. Every dish we serve is crafted with care, intentionally designed to provide joy and warmth while contributing to the greater good. It’s about making our diners feel good inside and out, knowing that their meal supports a meaningful cause and strengthens our community ties.
BTN - How have your guests responded since the initiative launched? Have you seen a noticeable uplift in engagement or awareness around the cause?
Since launching our “comfort food with purpose” initiative, the response from our guests has been incredibly positive. Many diners have expressed their appreciation for not just the delicious meals, but also for the meaningful impact their choices make. We have noticed a significant increase in engagement, with customers sharing their experiences on social media and actively participating in community events that highlight our mission.
Awareness around our cause has definitely grown. Guests often seek us out specifically for our commitment to local sourcing and sustainability. They appreciate knowing that by enjoying our dishes, they’re supporting local farmers and contributing to charitable efforts.
Our events, such as farm to table dinners and charity fundraisers, have further strengthened connections within the community. These gatherings allow guests to engage directly with our mission, reinforcing the idea that comfort food can have a greater purpose.
Overall, the feedback has shown us that diners crave comfort food but also want to feel good about their choices. Knowing they are part of something impactful has created a loyal customer base. They appreciate the chance to enjoy great food while supporting a cause, and that combination has made our initiative truly resonate.
BTN - Dubai is becoming a global hub for purpose-driven dining. How do you see Pounders contributing to this evolving landscape?
Pounders is excited to contribute to Dubai’s growing scene of purpose driven dining by focusing on sustainability, local sourcing, and community engagement. As diners increasingly seek experiences that resonate with their values, we are committed to leading the way with socially responsible practices.
Our menu features locally sourced ingredients, which not only supports regional farmers but also helps reduce our carbon footprint. By celebrating Dubai’s rich culinary heritage, we create meaningful connections between our guests and the local community.
In Addition, we believe in giving back through partnerships with local charities and organizations. Our events, such as farm-to-table dinners and community fundraisers, allow our diners to enjoy delicious food while making a positive impact. This sense of purpose transforms each meal into an opportunity for connection and contribution.
As Dubai evolves as a global hub for purpose driven dining, Pounders aims to inspire both our guests and other restaurants to think beyond just satisfying hunger. We believe dining should be an experience that fosters community and aligns with sustainable practices. By blending great food with a mission, we hope to play a pivotal role in shaping a better future for our city and beyond.
BTN - Are there plans to extend or repeat the Taste of Giving initiative beyond this campaign period?
We definitely plan to continue the Taste of Giving initiative beyond this campaign period. The positive feedback and community support we have received have inspired us to make it a regular event. We recognize the importance of staying connected with our community and supporting local causes, so we want to offer more opportunities for our diners to give back.
Moving forward, we aim to host these events periodically and collaborate with various local organizations to raise awareness about important issues. We believe that by working together, we can make a meaningful difference.
We’ll keep our customers updated on future events and encourage everyone to participate in upcoming initiatives. Thank you for your interest in Taste of Giving; we are excited about what’s to come.
BTN - Beyond philanthropy, how is Pounders integrating sustainability into its sourcing, packaging, or operations?
Pounders is deeply committed to sustainability in several key areas. We prioritize sourcing our ingredients from local farmers and producers who use sustainable practices. This not only supports our local economy but also helps reduce our carbon footprint by minimizing transportation emissions.
When it comes to packaging, we focus on using eco-friendly materials that are recyclable. helping to cut down on waste.
Our operational practices also reflect our commitment to sustainability. We have invested in energy efficient appliances and lighting across our facilities, and we continually assess our practices to find ways to reduce energy consumption.
We believe in the power of education. We engage our team and customers in discussions about sustainability, promoting awareness and encouraging responsible practices.
Through these initiatives, Pounders aims not just to provide great food, but also to make a positive impact on the environment and our community.
BTN - You’ve built Pounders into a distinctive Emirati concept. What are your future ambitions for the brand in terms of expansion or new concepts?
At Pounders, we are proud of the unique Emirati concept we’ve created, and our future ambitions are exciting. We plan to expand beyond the UAE into key international markets that appreciate our culture and cuisine, bringing authentic Emirati flavours to more people.
We are also exploring new concepts that focus on sustainability and local sourcing. We envision collaborating with local farmers and artisans to create seasonal menus that highlight the best of our region’s produce. This not only enhances our offerings but also supports our community.
Additionally, we aim to launch community focused initiatives like cooking classes and sustainability workshops that will help our customers connect more deeply with Emirati traditions.
Finally, we want Pounders to be a leading ambassador of Emirati cuisine worldwide while staying true to our values of quality, sustainability, and community engagement. We are excited about the journey ahead and look forward to sharing more of our heritage with the world.
BTN - On a personal note,what does it mean to you as an Emirati entrepreneur to be part of the UAE’s growing movement toward socially responsible business?
As an Emirati entrepreneur, being part of the UAE’s movement toward socially responsible business is incredibly rewarding. It means aligning my work with values that resonate deeply with our culture; values of community, sustainability, and giving back.
This movement is not just about doing business but about making a meaningful impact. It encourages us to innovate in ways that benefit both our society and our environment. For me, it’s about creating businesses that reflect our heritage while addressing modern challenges, from sustainability to social equity.
I find inspiration in collaborating with other like-minded entrepreneurs who share a commitment to responsible practices. Together, we can amplify our efforts, build better solutions, and foster a sense of unity within the community.
Ultimately, being a socially responsible entrepreneur goes beyond profit; it’s about leaving a positive legacy. It motivates me to ensure that my business contributes to the well-being of our society and the environment. I believe we have a unique opportunity to create a prosperous future that honours our traditions while embracing innovation.
Being part of this movement reinforces my commitment to responsible entrepreneurship, allowing me to do my part in building a better, more sustainable UAE for future generations.
BTN - Finally, what message would you like to share with your customers and the wider community about how small actions can make a big difference?
I would like to remind everyone that small actions can create a big impact. Each choice we make; whether it is opting for eco-friendly products, supporting local businesses, or simply being mindful of waste; adds up to something significant.
As customers, your power to influence change is immense. When you choose to make responsible decisions, you inspire businesses and others around you to do the same. It is not just about what we do individually; it’s about how these actions, combined, can transform our community.
Simple steps like recycling, conserving energy, or volunteering can lead to a healthier environment and a stronger, more connected community.
Let’s uplift one another and create a culture where each effort, no matter how small, is valued.
Together, we can build a brighter future. Our collective actions can lead to meaningful change, leaving a legacy we can all be proud of. Remember, every little bit counts, so let’s keep inspiring one another to make those small yet powerful choices.