EatX Appoints Marketing and Operations Directors to
Lead Group into Its Next Chapter
Dubai, UAE – August 2025: Homegrown hospitality powerhouse Eatx, the group behind acclaimed concepts including The Guild, Common Grounds, Hawkerboi, Byron Bathers Club, and The Sum of Us, has announced two senior leadership appointments to steer its next phase of growth. Simon Ritchie joins as Marketing Director and John Rogers as Operations Director, bringing a combined three decades of expertise to elevate brand presence, operational excellence, and guest experience across the company’s entire portfolio.
With Michelin Opening of the Year The Guild the crown jewel in the EatX crown, much focus will be on ensuring the brand’s continued success, with Simon looking to bring exciting new marketing strategies to the DIFC favourite as it looks to continue its growth. Meanwhile John will oversee operations throughout the group including hugely popular healthy cafe brand Common Grounds and one of Dubai’s OG cafe spots Tom & Serg.
In his new role as Marketing Director, Simon Ritchie brings almost a decade of hospitality marketing expertise to the EatX team. Having led brand, communications, and content strategy for some of the region’s most recognisable F&B names including Pickl and BonBird during his time at Yolk Brands, Simon is known for building brand equity through culturally relevant, bold campaigns. His approach is rooted in brand storytelling, underpinned by a deep understanding of both digital platforms and customer psychology. At EatX, he will oversee the development of integrated marketing strategies, campaign execution, media and influencer relations, and the guest-facing brand experience across the group’s portfolio.
Joining him is John Rogers, who steps into the role of Operations Director with more than 20 years of international experience in culinary and hospitality management. From his early days in the UK before coming to the Middle East more than a decade ago, John brings a wealth of experience across all facets of operations. Previously the Group Head of Food for Eathos in the UAE, his culinary knowledge is second to none. Returning to EatX following a previous spell with the group, he brings a deep understanding of all of the brands and will oversee the full spectrum of operational performance across the group’s diverse portfolio, ensuring consistency, efficiency, and exceptional guest experiences.
Together, Simon and John bring a complementary skill set that blends strategic creativity with operational precision. Their appointments mark a significant milestone for EatX, underscoring the group’s continued investment in leadership talent and its ambition to shape Dubai’s hospitality future through people, product, and purpose. While their remit spans the entire EatX portfolio, flagship venues like The Guild will remain a focal point, ensuring it continues to attract a global clientele and media spotlight while reinforcing its reputation as one of the most dynamic dining destinations in the Middle East.