The UAE restaurant market is projected to grow 30% by 2018 to $780 million, dominated by American fast food brands which make up 47% of Dubai mall food offerings. As profits slow domestically, US chains plan to open 250 outlets in the Middle East over the next decade. A survey found UAE residents are willing to experiment with new cuisines and restaurants, and quality, service, and type of food are most important when choosing where to dine out.