Urban Fraîche did not open in Phoenix to simply serve dinner. One year after bringing its farm-to-table Mediterranean restaurant to 111 E. Camelback Road, Urban Fraîche has become one of Uptown Phoenix’s most distinctive dining experiences, blending organic ingredients, Egyptian influence, daily-changing menus, celebratory hospitality, and a deeper philosophy around living better, naturally.
Led by owner and executive chef Dean Waziry, Urban Fraîche was built on the idea that food can be indulgent, refined, and joyful without relying on processed sugars, seed oils, or harsh ingredients. The menu changes daily based on the freshest available ingredients, with a focus on wild-caught seafood, natural meats raised without antibiotics, organic produce when available, and dishes prepared without seed oils or processed sugars.
“I’m proud of the food, of course, but I’m even more proud of the people,” says Waziry. “We’ve built a team that feels like family, and we’ve met guests who have become part of that family, too. When people trust us with their birthdays, anniversaries, and special nights, that means everything.”
Born in Cairo, Egypt, and shaped by training in celebrated two- and three-Michelin-starred kitchens, Waziry brings a personal point of view to Urban Fraîche. His cooking draws from Mediterranean tradition, Egyptian hospitality, clean ingredients, and the belief that dining should nourish more than appetite.
Over the past year, guests have come for braised curry goat, lamb shoulder, beef Wellington, lobster ravioli, foie gras, rice pudding, baklava, and the kind of tableside moments that turn dinner into a memory. Birthday celebrations often center around Urban Fraîche’s replica of King Tut’s throne, complete with jewelry, complimentary birthday bubbles and, depending on the day and time, belly dancers who join the celebration.
“Phoenix diners want more than a good meal,” Waziry explains. “They want flavor, culture, warmth, and something they can remember. They want to feel like they have stepped into another world for a little while, without leaving the city.”
That feeling has become the heartbeat of Urban Fraîche. The restaurant is also an extension of Waziry’s broader Urban Fraîche lifestyle concept, which includes the nearby Urban Fraîche Lifestyle Center at 1016 E. Camelback Road. Together, they create a world around intentional living, wellness, design, natural goods, hospitality, and human connection.
“We started with clean food and better ingredients, but the vision has grown,” Waziry says. “Urban Fraîche is about how people eat, gather, celebrate, and care for themselves. I want guests to leave inspired, not just full.”
Urban Fraîche’s first-year highlights include:
- Daily-Changing Menus: The menu is created around the best available ingredients each day, giving guests a fresh experience with each visit.
- Clean Mediterranean Dining: Urban Fraîche focuses on organic and local ingredients whenever available, wild-caught seafood, natural meats raised without antibiotics, and dishes prepared without seed oils or processed sugars.
- Guest-Favorite Dishes: Standouts include braised curry goat, lamb shoulder, beef Wellington, lobster ravioli, foie gras, rice pudding, and baklava.
- Cultural Celebration: Egyptian influence, hospitality, music, belly dancing, and birthday celebrations around a replica of King Tut’s throne create an experience rooted in memory, movement, and joy.
- Lifestyle Expansion: What began as a restaurant focused on ingredients has grown into a broader philosophy connected to Urban Fraîche’s lifestyle center, natural living, design, wellness, and hospitality.
For Waziry, the clearest measure of Urban Fraîche’s first year has been the way guests have connected with the restaurant beyond the plate. One recent moment captured that impact. On a busy Saturday night, he met a guest who had flown in from San Francisco for her birthday for one reason: to eat at Urban Fraîche. Her husband had asked where she would go if she could dine anywhere in the world. She chose Phoenix.
“That stayed with me,” Waziry said. “When someone gets on a plane to experience your food, your space, and your team, it means they felt something real. It reminds me that this is not just about a reservation. It is about passion, care, and the memories people take with them.”
As Urban Fraîche enters its second year, Waziry is focused on growing the team, expanding the brand’s reach, and helping guests rethink what healthy dining can feel like.
“We want to keep creating memories, but we also want to keep inspiring change,” he says. “If we can help people move away from harmful ingredients and still give them beautiful food, celebration, and joy, then we are doing something meaningful. Urban Fraîche is about showing people that a better life can begin with one beautiful meal.”
Urban Fraîche Restaurant is located at 111 E. Camelback Road, Phoenix, AZ 85012. Urban Fraîche Lifestyle Center is located at 1016 E. Camelback Road, Phoenix, AZ 85014. For more information, visit urbanfraiche.com.
