Henk Bruggeman

Food, Beverage and Restaurants

Dubai, UAE

Henk Bruggeman is the entrepreneurial force behind HJA Hospitality and key liaison between Brand owners, Operators, Developers, Franchise operations and Investors, working directly with key stakeholders to align strategy programs and is familiar with business environments in Europe, Russia, Africa, China and the Middle East region.

He designs and implements profitable F&B operations, working closely with Morgensheer Hospitality Consortium’s clients, understanding their vision, short and long-term objectives and investment strategies.  Henk provides the following services:


  • F&B master planning for hotels and mixed use developments
  • Brand representation/Concept development
  • Pre-opening and operational project management
  • Management contracts
  • Franchise consultancy

Henk works with third party operators, and celebrity chefs, developing new F&B concepts and partners with visionaries who see more than just a restaurant.  Additionally, he provides advisory services to the Consortium’s clients on suitable concepts, develop, operate and manage stand-alone restaurants, manage restaurants on behalf of third parties and create suitable concepts for possible joint ventures or franchises. 

Throughout his 30 year career, Henk has developed a keen strategic vision, has executed multiple openings of restaurants and launched award-winning restaurants during his tenure at the Jumeirah Restaurant Group, Hakkasan, Foodmark, The Dubai Creek Golf and Yacht Club, Kempinski Hotels and Intercontinental Hotels.

Henk’s focus is to create value through profitable F&B operations.  His motto is that every restaurant experience has to be a new guest adventure, creating places that patrons want to go to, not through.

With a penchant for facts and figures and a focus on profitable F&B operations, HJA Hospitality takes its responsibility serious and brings solutions, ideas and ROI to the table.  The changing market conditions in the hospitality industry require a different and more focused approach in Food & Beverage and restaurant operations. From Concept Development to Operational Management, Brand Management, Franchise models and Project Delivery, the aim is to support Morgensheer Hospitality Inc.’s clients.