4-Front - Forefront Facilities Management LLC Dubai UAE


Our international team consists of the best-in-class specialists ranging from creatives, strategists, producers and managers to mad scientist mixologists, digital nerds and culinary artists. The 4-Front team continuously strive to develop and improve, ensuring continual delivery of high standards to our team and clients. The driving force behind this ideology and culture is a headstrong team of four managerial experts with a combined experience of over 100 years in the industry.

Alex Bracken

Group CEO

Conceptualised and launched in 2013, 4-Front is the brainchild of group CEO Alex Bracken. Alex’s career began in the UK where his award winning ethos and passion developed and saw the then 21 year old win an award for restaurateur of the year in 1996 in the highly affluent Cheshire. He relocated to the Middle East 15 years ago where he became an integral cog in the development of internationally recognized and award winning entertainment brands. He went on to put his creativity and expertise to countless entertainment brands and venues across the UAE before setting up 4-Front where he continues to actively engage in all elements of his award winning concepts.

Rhitu Parihar

Finance Director

Rhitu has over 15 years’ of hands on banking experience, focusing on Relationship Management for high net worth clients. She has been responsible for the team management and training of financial products which have seen her set up and manage financial policies and procedures for 4-Front and its subsequent outlets from day one. Having 7 years experience in event management and BTL Advertising, Rhitu always exceeds client’s expectations due to her methodical, clear-cut, and defined approach to projects.

Ian West

General Manager

Ian West began his career in the UK working for AB Inbev (Stella Artois, Corona, & Budweiser) as On-Trade Category Manager and Business Development Manager. He then moved to the Middle East with Heineken (Sirocco) in 2005, successfully developing the brand’s presence in the region by managing both the Heineken Brand and later the Dubai On-Trade Sales Team. Ian then moved to 4-Front as Group General Manager in January 2016 and now oversees all aspects of the multiunit F&B organization.

Maxwell Grayson

Strategic Planning & Business Development Manager

Maxwell took his first senior role as a hotel manager at the early age of 22. Since then Maxwell’s career has gone from owning a 750 capacity Nightclub and Bar Complex, which saw him host and promote some of the most prominent high profile club events in England, to becoming a Manager for a leading Blue-chip marketing company.
Thereafter, he became the Business Manager at one of the largest theatre, leisure complexes on the South Coast of England which saw him accountable for all business activity from front of house to backend operations of this multi-purpose venue which consists of 1004 capacity theatre, 1100 capacity ballroom/function room, bars, restaurant, café, Tourist Information Centre. Therefore, Maxwell has the aptitude to be able to apply and transfer many academic principles and concepts into practice. Maxwell has a proven track record in improving service provision, increasing turnover, whilst reducing capital expenditure.

James Dawkins

Operations Manager

James’ motivation to succeed in the restaurant industry spans a varied and ambitious 24 years in the industry with his single drive to constantly receive countless happy guests enjoying world class food and drink. James understands what it takes to turn a concept into a real life restaurant. Working at both ends of the spectrum for large corporate and independent family owned companies, has provided James with a wealth of experience, from project management, budgets, people management, to the day to day operations of a restaurant. James has opened over 90 new restaurants across many different concepts, operated multiple sites across Dubai and the UK, and built many successful restaurant teams. It is James’ drive and commitment that has created strong, focused teams that not only deliver amazing customer service, they drive bottom line profit and are passionate about what they do too.