Expat entrepreneur says true business success should be measured by the number of lives uplifted, especially during uncertain economic times.
Rolly Brucales believes business success should be measured not only by profit, but by the number of lives a company helps uplift.
For many overseas Filipino workers arriving in the UAE, success begins with a simple goal: securing stable work and supporting family members back home. When Rolly Brucales first arrived in the Emirates in 2004, his ambitions were no different.
At the time, he worked as an accountant and focused on building financial stability through steady employment. More than two decades later, however, Brucales has transformed that modest beginning into a growing restaurant business operating across the UAE and Qatar.
Today, as founder and managing director of Off The Hook Group, he views entrepreneurship through a much broader lens. Instead of measuring success only through revenue and expansion, he believes true business growth comes from creating opportunities for others, supporting employees during uncertain times, and helping fellow expatriates become financially secure.
“As an expat, there is also a deeper responsibility,” Brucales said. “You are not only building something for yourself. You are also thinking of the family and people who depend on you, so every decision carries weight.”
From Overseas Worker to Business Owner
Like many expatriates, Brucales arrived in the UAE carrying hopes of building a better future through hard work and discipline. He initially worked in accounting roles while learning how the country’s business environment operated.
Over time, he gained experience across different industries before eventually entering entrepreneurship alongside a group of close friends.
Together, they pooled their savings to launch a seafood restaurant concept that later evolved into Off The Hook Seafood, which now operates multiple branches in the UAE and one outlet in Qatar.
Brucales explained that the early days required patience, faith, and constant adaptation.
“I did not know exactly how far the journey would take us, but I always believed that with faith, hard work, and the right people beside you, even a small beginning can grow into something meaningful,” he shared.
Building Trust in a Competitive Market
Although the restaurant industry in the UAE offers strong opportunities, it also remains intensely competitive. Brucales admitted that earning customer trust became one of the company’s biggest early challenges.
“We were not a big company when we started,” he recalled. “We were a group of people who believed in a concept, pooled our savings, and took a risk.”
The business faced financial pressure, long working hours, and difficult operational decisions during its early stages. Instead of chasing rapid expansion, the company concentrated on consistency, customer experience, and maintaining value for money.
At the same time, Brucales emphasized the importance of staying flexible in a fast-moving market.
“We had to keep learning and adapting because the UAE market moves very fast,” he said. “Looking back, those struggles became part of our foundation. They taught us discipline, patience, and the importance of surrounding yourself with the right people.”
Expanding Carefully During Economic Uncertainty
While many businesses continue navigating global economic uncertainty, Brucales remains optimistic about opportunities in the UAE. However, he believes expansion must always remain sustainable and disciplined.
For him, growth is not simply about opening more locations.
“Business growth is not only about opening more branches,” he explained. “It is also about creating opportunities for people. Even during challenging times, we try our best to continue hiring because every job we create supports a family, not just one individual.”
That philosophy shapes how the company approaches operational decisions. Brucales stressed the importance of monitoring expenses, managing cash flow carefully, and ensuring long-term stability before pursuing aggressive expansion.
“We do not grow just for the sake of growing,” he said. “We grow when we know that the business can sustain it and that the team is ready.”
He also credited the UAE’s stable business environment and long-term economic vision for giving entrepreneurs confidence to continue investing despite global volatility.
Financial Literacy as a Personal Mission
Beyond running restaurants, Brucales has developed a strong interest in promoting financial literacy among overseas workers.
After spending years within the expatriate community, he noticed a recurring pattern. Many hardworking individuals spent decades abroad earning stable incomes, yet still struggled financially because they lacked guidance on budgeting, saving, investing, and planning for the future.
“Many are dedicated, responsible, and willing to work hard,” Brucales said. “But they were never properly guided on how to manage their income, save, invest, or plan for the future.”
That realization inspired him to share practical financial advice within his company and broader community discussions whenever possible.
For Brucales, financial education represents an equally important form of empowerment.
“Success should be shared through knowledge,” he explained. “I believe that earning money is only one part of the journey. Learning how to manage it is just as important.”
Measuring Success Beyond Income
Looking back on his journey, Brucales believes patience, discipline, and long-term thinking remain essential for expatriates trying to build stable futures abroad.
“The UAE gives many opportunities, but you have to be ready to work for them,” he said.
He encourages fellow expats to begin small, remain focused, continue improving their skills, and think carefully about financial planning rather than short-term appearances of success.
Most importantly, he believes success should be measured through impact rather than income alone.
“Do not measure success only by what you earn,” Brucales advised. “Measure it also by what you build, what you learn, and how many people you can uplift along the way.”
Source: Dubai-based Filipino entrepreneur Rolly Brucales
Supplied, Gulf News
