Prax's was conceptualized to fill a gap in the market for quality Asian cuisine, offered at a great value in convenient locations and attractive easy to use packaging.

At Prax’s, the flavors are big and bold. Built around the concept of customization, the menu allows customers to put together the ingredients and flavors that appeal to them the most and create their own unique combinations. No-fuss, fresh ingredients are tossed up in a wok, and bound together with a range of delicious sauces and condiments, all served fast, and tasty!

Ribbon spearheaded the Prax’s concept from inception. Following a detailed business plan and feasibility study, Ribbon led the execution of all aspects of bringing the brand to life commencing with Branding, Menu Development and Supply Chain setup. Two branches were successfully opened within a 12-month period, and a third outlet was launched in May 2018, led by Ribbon’s Project Management team. Ribbon also provided complete General Management services including daily operational troubleshooting, supply chain and vendor management, menu development and engineering, human resource management, finance and accounting services, and on-going marketing for the brand.




  • Jumeira Beach Road, Opposite Mercato Mall, Dubai, UAE
  • I-rise Tower, Tecom, Dubai, UAE
  • Al Abraj Tower, Al Mamzar, Dubai, UAE


  • Business Planning and Feasibility Studies
  • Concept Development
  • Menu Development
  • Supply Chain Management
  • Real Estate Selection and Analysis
  • Project Management and Execution
  • On-going Operational Management
  • Business Development and Expansion Management
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