Caterer Middle East - April 2010

Serving the region’s catering professionals April 2010 • Vol 06 • Issue 04

An ITP Business Publication | Licensed by Dubai Media City

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gary rhodes and other high-profile chefs explain why educating consumers is a recipe for F&B industry success

chefs explain why gary rhodes and other high-profile F&B industry successeducating consumers is a recipe for F

AN EATING EDUCATION

Time to train

Outer limits

Why staff instruction is a key component of F&B business

Driving revenue and avoiding pitfalls of al fresco operations

ReviewsCrockery

Caterer Middle East March 2009 www.hosteliermiddleeast.com1

05 NewsThe health food enters the Middle East market; outlets choose their pricing paths; high F&B prices may be set for a fall12 Mystery shopperEthos Consultancy reveals the true stan-dard of customer service at UAE outlets and offers advice on how to better your business16 Expert insightDesert Palm’s Lionel Boyce gives a candid assessment of recruitment challenges18 Teaching tasteWhy high-profile chefs around the world are on a mission to educate the public24 RoundtableF&B industry experts meet up in Abu Dhabi to discuss staff training

30 Take it outsideWhy outlets must make the most of the re-gion’s main attraction: the great outdoors34 Outlet showcaseThe strategy behind Sofitel DubaiJumeirah Beach’s Italian eatery36 Baking hotWill increasing demand for baked goods persuade more chefs to buy in part-prepared products?42 Throw it on the barbieMake sure your summer sizzles with some of the top barbeque props43 Product showcaseThe best and brightest new F&B wares56 Last biteChef Sam Leong talks Asian cuisine

18

ContentsApril 2010

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34

Cover story

36

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For the latest news and stories go to www.hoteliermiddleeast.com/f&b

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Web contentswww.hoteliermiddleeast.com/f&b

Caterer Middle East April 2010 www.hoteliermiddleeast.com/f&b02

Online

For the latest news and stories go to www.hoteliermiddleeast.com/f&b

Tasty turnout for food festival

In pictures

This year’s Taste of Dubai food fair attract-ed more visitors than ever before. Crowds flocked to enjoy taster dishes from a range of the emirate’s top restaurants, as well as celebrity chef demonstrations and tasting sessions at the MMI Beverage Theatre.

Rhodes Mezzanine rocks Time Out Restaurant AwardsThe cream of Dubai’s culinary scene was out in force last month for the Time Out Restaurant Awards. In a glittering ceremony held at The Address Dubai Marina, Rhodes Mezzanine fromGrosvenor House Dubai took home the coveted Restaurant of the Year title. The outlet, GaryRhodes’ first in the UAE, also won the award for Best Contemporary European Restaurant.

A drop of dramaHow a little entertainment can spice things up for an outlet and its customers

Editor’s pick

Most popularHalal industry needs to progress

Beirut nightclub to open in Dubai hotel

Video exclusive: Rhodes on plans for new Dubai outlet

1.2.3.

Features

Balancing act The bigger pictureMiddle East chefs pay top dollar for imported goods — but at what eco-cost?

Carved chocolate creations at Salon Culinaire

Video: Cove Rotana reveals secret to F&B success

4.5.

The online home of

Chefs reveal all in a candid discussion on the challenges of menu development

www.hoteliermiddleeast.com/f&b

News April 2010

April 2010 Caterer Middle East 05

So what steps are the region’s F&B outlets taking to accommodate — or even encourage — the move-ment towards a healthier lifestyle?

Melhem said the increased demand had led to healthier menu options, but admitted it had been a challenge for chefs to devise lighter dishes that also tasted good and weren’t too expensive.

Similarly, Renaissance properties worldwide have implemented an ‘Eat, Drink, Balance’ programme in all its menus — but Kurfürst noted that “as sales go, these are not yet top sellers in this region”.

Meanwhile Rosewood’s Green explained: “In Saudi Arabia, the taste matters more to our guests than the degree of ‘healthiness’ or number of calories in a dish.”

This is what it comes down to, notes The Address’ Viard: “Listening to your guests and following the latest trends is vital in today’s competitive market.

“If we see a tendency for healthier food options then we will definitely make sure that we cater for this on our menus,” he said.

By the same token, if demand is slow, healthy menus will most probably fade away as well.

But if the region’s chefs and suppliers can con-tinue to innovate with new products and menus, attracting the consumer with healthier options, the wellbeing trend could take off in the Middle East as it has done in other parts of the world.

Healthy trend on the rise?F&B suppliers are flagging up a growing trend for health foods, but has the focus on wellbeing struck a chord with the region’s consumers yet?

F&B suppliers may be flagging up the wellbeing trend with reports of increasing demand for healthy products from consumers and chefs — indeed it was the talk of Gulfood; but it seems this trend is taking its time revolutionising Middle East diets.

According to Rosewood Corniche executive chef Richard Green, the idea of healthy eating and diet-ing that has taken off in other parts of the globe has “not reached Saudi Arabia yet”.

“Consumers here have a sweet tooth and are the world’s biggest fans of chocolate, ice-cream and sweets,” he asserted.

Renaissance Dubai Hotel director of F&B Andreas Kurfürst added that although requests for healthier options were picking up in the UAE, healthy diets had been slow to get off the ground.

“I worked as a pastry chef for 12 years in Dubai, and only had one request for a sugar-free cake,” he revealed. “Traditionally, where money has been readily available, people seemed to feel they could eat what they wanted then just pay a doctor to fix the health problems later.

“But recently, although people still eat a lot of sweets and desserts, they are substituting regular items, such as dairy products and soft drinks, with low-fat or low-sugar options,” he explained.

At The Address Dubai Marina, executive assis-tant manager — F&B Stefan Viard agreed consum-ers were becoming more concerned with their diet.

“They are more aware of the need for a balanced meal now,” he asserted.

“When placing an order, guests today increas-ingly want to know where the product originates and whether it is organic or not.”

Burgeoning consumer knowledge about food is driving this change, according to general manager of Al Diar Siji Hotel and Siji Hotel Apartments, Fujairah, Fouad Melhem. “People are becoming food and health savvy; we have noticed that guests are requesting more vegetarian meals and low-fat, low-calorie options,” he explained.

P6 Pick a sideSlower consumer spending is forcing outlets to choose a side in the pricing war

P6 A costly mistake?Chefs assess whether the region’s F&B is too costly and what the ramifi cations are for tourism

P6 Online opinionsCollecting industry views on the biggest ever Gulfood

P7 Supplier awards Caterer opens nominations for its Chefs’ Choice Awards

P7 The alcohol enigmaWhat was going on with Dubai’s reported ban of alcohol as an ingredient?

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Rosewood Corniche’s Richard Green.

Story of the month

NewsApril 2010


Posh or popular: outlets choose strategyDiner decrease and reduced consumer spending mean outlets must choose a definitive pricing path

Reduced consumer spending on dining out is forcing outlets to make tough choices about the direction of their brand, top regional chefs have claimed.

Antonio Dominicis, chef de cuisine at Radisson Blu Hotel Dubai Deira Creek’s Italian restaurant La Moda, noted: “Before the downturn all outlets were busy, all of them were making money. But there just isn’t the same number of people eating out now, and certainly not the same spend.

“Covers have decreased plus there are some meal deals at extremely affordable rates, so there’s big competition nowadays.”

Al Badia Golf Club’s Terra Firma head chef Eicke Christian added that operators had to be “very careful about how they de-cide to make their outlets more accessible”.

“If you have an expensive high-end

Are high F&B prices set for a fall?Prices may soon be reduced at F&B outlets across the Middle East, in response to growing demand for afford-able options for tourists.

According to Frederic Bardin, senior vice president of Arabian Adventures and Congress Solutions Interna-tional, F&B costs have long been a sticking point among tour operators.

“Traditionally, it has been almost impossible to eat for a moderate price if you stay in a nice four- or five-star hotel,” he observed.

“My impression is that some hotels, if not the ma-jority, have taken advantage of the in-house clients.

“But now, they have

started changing that,” he continued, citing the launch of numerous F&B promo-tions this year. “I just hope we see continued improve-ment in 2010.”

Coral International Hotel Al Khobar executive chef Mohammed Al Shawwa agreed the situation needed to change. “I think the increases in F&B prices

have been a major factor in discouraging tourists to visit the region,” he asserted.

“I expect that prices will become cheaper in future due to the many new hotels opening, which will see increased competition.”

However Mövenpick Hotel Kuwait executive sous chef Salah Sabra did not believe F&B prices put visitors off.

“On vacation you spend much more on food than you would back home, because you often buy the first thing you see and don’t have time to search and evaluate,” he pointed out.

“Because it’s a necessity tourists will eat, no matter how cheap or expensive it is.”

Terra Firma’s Eicke Christian.

Bigger and better than ever, full of opportunities; a great success!

Not as many visitors as hoped, but those we saw were quality.

Not great; it was really too big to be manageable.

We’re waiting to see what business comes from the event.

10%

20%

50%

20%

What was your view of this year’s Gulfood?

fit with the regular clientele. It’s a difficult decision,” he noted. “You have to choose which path to take.

“Perhaps you go for the cheaper, more popular option, or you decide to keep the higher prices and accept that you will have a smaller clientele, but that your loyal guests will be happy.”

But Al Bustan Rotana executive chef Christophe Prud’homme pointed out that ulitmately it came back to profit. “If you’re operating at a loss, or even breaking even, that’s not sustainable,” he commented.

Thomas Gagliardi, executive chef at Bon-nington Jumeirah Lakes Towers, added: “It’s basically about the investors; we might like to be artists, but the bottom line is that we want to take home our pay cheque, so we have to fill up the restaurant.”

Coral’s Mohammed Al Shawwa.

offering and reduce the price, the former customers might still go there — but the change may also attract people who do not

News

With the New CF2 Cascadee

Tel: +44 (0)1923 234040 [email protected]

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Doouubbble thhee flaavour!! !act!pampe imthele toublDo he chocolate!ble thDouDD

Supplier awards nominations openNominations have opened for Caterer Middle East’s Chefs’ Choice Awards, recognising the efforts of outstanding F&B sup-pliers across the region.

The Chefs’ Choice class of the Caterer Middle East Awards 2010 comprises three titles: Food Supplier of the Year, Bev-erage Supplier of the Year and Best Client Support of the Year.

Caterer editor Lucy Taylor emphasised that the nomination process had changed from 2009.

“The Chefs’ Choice Awards aim to recognise suppliers that have impressed the region’s industry professionals,” she said. “As such, this year’s winners will be chosen by Middle East F&B professionals themselves, through an online vote.”

Voters will choose their favou-rites from a shortlist in each cat-egory, to go live online in May — when nominations will also open for the F&B categories.

To be in the running, suppli-ers must submit a nomination form online before the deadline of 6pm on April 29th.

For more information, please visit: www.hoteliermiddleeast.com/catererawards

In brief

However Khalid Mohammed Sharif al Awadhi, director of the Municipality’s food control department, later told UAE newspaper The National that chefs had misinterpreted the circular and that no ban on food containing alcohol was in place.

He went on to explain that alcohol could still be served in dishes, providing it was segregated from other food and clearly labelled.

Khalid Mohammed Sharif al Awadhi.

Confusion over Dubai alcohol banChefs were resigning themselves to a major menu change last month, after suggestions that Dubai Municipality had banned the use of alcohol in cooking.

A circular issued by the Mu-nicipality said the use of alcohol in the preparation and cooking of food was “strictly prohibited”.

Restaurants in Dubai were told they had one month to stop using alcohol in food prepara-tion or face stiff fines.

Ahmed Abdul Rahman Al Ali, head of food inspection at the Municipality’s Food Control De-partment, confirmed there was a total ban on the use of alcohol in food, citing instances of Muslims complaining that they had not realised a dish contained alcohol.

News analysisApril 2010


The Middle East is often hailed as a hot-bed of innovation — a breeding ground for unique buildings, hotels and restaurants.

So why is it that so many outlet operators in the region have chosen to import existing western F&B concepts, rather than develop their own; and what effect has this had on the local chain outlet market?

Thomas Klein International managing partner Daniel During said there were mul-tiple reasons for choosing to import brands.

“The Middle East doesn’t have a culinary tradition such as Italy or France, or an im-migrant population as in Australia or the Americas, which might see people promot-ing their own national cuisine by investing in their own businesses,” he noted.

“What we do have in the area are investors with little or no culinary background, who have to purchase the know-how to set up an F&B business — and the best way to buy know-how is through franchises.”

For an operator, purchasing an exist-ing franchise is an attractive option: they are buying into a ready-made, proven and therefore comparitively safe brand; plus there is no lengthy or costly development process, so it can open quickly.

“As local landlords are unwilling to take risks with new, unproven concepts, a fran-chise makes it easier to obtain prime locations in malls and other areas,” added During.

“Add to that customer brand recognition and it’s pretty much a no-brainer for some-one who wants to start up an F&B business, has little or no experience and absolutely no time to invest to develop his own.”

Gautam Moudgill, general manager of Mumtaz Mahal Restaurant — an estab-lished Indian concept in Oman which has

Losing local identityIn a region where so many western restaurant franchises have been imported so quickly, could the lack of local identity and owner passion among F&B chain operators harm the industry?

More Café at Dubai Mall.

Mumtaz Mahal Restaurant in Muscat, Oman, is in the process of franchising the brand out across the region.




run for more than 25 years and is now in the process of franchising the brand further afield — noted there was “an element of un-certainty” in expanding an unknown brand.

“If the franchise is not de-veloped with total diligence and adequate resources, the chance of failure is very high,” he conceded.

So expanding is not easy for small, home-grown brands; but is the fact that the Middle East market consists of pre-dominantly foreign franchis-es a problem?

According to Abdul Rah-man Falaknaz, president of International Expo Consults — organiser of Franchise Middle East (FME) — the presence of successful chain outlets ensures the consumer more choice.

“Further advantages come from their ex-pertise and established franchise systems, which help this region to learn,” he noted.

Similarly Sami Daud, chief executive of Gourmet Gulf — the lcoal franchisee for YO! Sushi, Gourmet Burger Kitchen (GBK), California Pizza Kitchen (CPK) and Morel-li’s Gelato — noted that the introduction of established players increased competition and standards across the market.

“Choosing to import an existing western franchise is similar to buying a successful business model with an efficient learning curve,” he added.

Daud said the company took “meticu-lous measures” to ensure the international brands would fit into the regional market.

“This is reflected in every aspect of our restaurants, from the seating area to the greetings and service to our menus. Plus we adapt our menu offerings to local and re-gional preferences without jeopardising the essence of the brand,” he asserted.

However Thomas Klein’s During said cer-tain limitations necessarily applied to most international franchises.

“As foreign franchises are all managed under a set of corporate guidelines, all iden-

“It’s pretty much a no-brainer for someone who

wants to start an F&B brand, but

has no experience and no time to

develop his own” IEC’s Abdul Rahman Falaknaz.

BinHendi Enterprises’ Mohi-Din BinHendi.

28927visitors attended this year’s Franchise Middle East exhibition, which took

place last month in Dubai

tical within each chain, there are unable to adapt fully to the local market, often re-maining foreign to the culture and colour of the people,” he claimed.

More Café and Intelligent Foods managing partner Marijke Lap agreed that the influx of global chains had resulted in “a uniformity of brands offering very similar fare, most of whom have not adapted their menu to suit the local palate”.

However there are excep-tions: established chain op-erator BinHendi Enterprises’ not only franchises western brands, but also develops its

own unique F&B offerings.The group’s president Mohi-Din Binhen-

di commented: “My loyalty is really to our own concepts.

“We don’t really need western brands as such; we have them so we can compete in the market with others who have such chains in their portfolio.

“But we are focusing on developing our own brands, making our own ventures and really making our original concepts suc-cessful in the area,” he explained.

“We are in the process of franchising our home-grown Japengo concept and we will be launching three new original concepts later this year,” he revealed.

BinHendi’s effort may tell a success sto-ry, but other local brands — particularly single-outlet operators looking to expand — do face challenges; primarily convincing landlords to accept them in prime locations, according to During.

“Big groups are able to negotiate better leasing rates with landlords than newcom-ers, making it increasingly difficult for new concepts to be profitable,” he noted.

International Expo Consults’ Falaknaz added that such brands also faced a fight to be accepted by the region’s population of diverse nationalities.

“Everyone is familiar with brands like Mc-


Donald’s and Starbucks, and we know what to expect from them, whereas local brands need some time to establish themselves,” he pointed out.

So what does the future hold for the regional franchise scene: more of the same, or new concepts taking off as the market matures?

BinHendi Enterprises’ BinHendi said he hoped for more original concepts, but was unsure how straightforward progress would be.

“It’s not easy to strike a winner here. It takes a lot of effort to make a successful brand and keep it successful, while competing with high international brands,” he warned.

With consumer demand for variety increasing, there is room for both types of franchise, according to Mumtaz Mahal’s Moudgill.

“The top-performing successful franchises, in both categories, continue to see growth ahead. I guess the ones performing well will grow and a few new entrants will also move in,” he predicted.

But More’s Lap called for “more originality”.“Operators should not be lazy and copy good ideas from someone

else; they should start being creative,” she insisted.“But companies are starting to realise that ‘copy-and-pasting’ an

imported brand is not a guaranteed formula for success.”Thomas Klein’s During predicted that as the market grew, so

would the range of offerings.“This growth will be proportionate to the climate and offer mix,

so we should see more of both,” he said.“So there’s potential for the proportion of locally-developed con-

cepts to grow — however I suspect it will take at least 20 years to balance things out.”

Gourmet Gulf’s Sami Daud.

Mystery shopperSteakhouses

Caterer Middle East April 201012

Service spyThis month, Ethos Consultancy’s team of mystery shoppers went undercover at four selected steakhouses around Dubai, to find out whether customer service was well done or totally rare

Each mystery shopper is instructed to look out for the following:

Appearance• Sales and service• Overall experience•

The expert analysis:In this month’s Service Spy we compare the service delivery performance at four of Dubai’s most popular steakhouses.

Unless you’re vegetarian, I bet the word steakhouse brings a few favourites to mind. Does your favourite lean more towards the steak quality, cooking technique, or perhaps where the product originates from? Or will your loyalty hold true only if the service is consistently brilliant?

Most would agree it’s a bit of everything — but if the service is actively terrible, din-ers rarely return and may even share their negative experience with others.

Looking at this month’s overall mystery shopping score, 66% (an average of all visits), the performance across these four restaurants was surprisingly low compared to previous months.

So what went wrong? As the results graph indicates, the sales and service quality category let all restaurants down.

THE WHAT:Caterer Middle East has partnered up with customer service experts Ethos Consul-tancy to highlight F&B service standards at outlets across the UAE. Each month, we’ll reveal mystery shoppers’ assessments of four different F&B outlets, to explore what these venues are doing right and what could be improved.

THE WHY:This isn’t about catching F&B outlets with their trousers down: by measuring performance and providing expert advice on areas for improvement, we want to help better these operations — and the industry in general.

THE HOW:Ethos Consultancy’s trained mystery shoppers are given a specifi c selection of outlets. Each shopper visits their assigned restaurant and dines as usual. Within 24 hours of every experience, each shopper fi lls out an online report, providing Ethos consultants with the information they require to offer constructive advice.

This month: Steakhouses

With scores as low as 41% in this category, staff lost points for failing to make sugges-tions to their customers about drinks, start-ers and appetisers — and only a quarter of our mystery shoppers reported their waiter checking they were happy with their meal and experience at least twice during the course of the visit.

Similarly, only 25% said their waiters introduced themselves when handing over the menus.

Fortunately, it’s not all bad news for this month’s four steakhouses. Although there is definite room for improvement in the sales and service category, premises- and food-related scores were very acceptable.

Some other highlights from this month’s shopper reports were that:• 100% of waiters were described as friendly,

upbeat and outgoing; • 75% of waiters repeated orders back to the

customer to check it was correct;• 87% of waiters cleared their customer’s

table within a reasonable amount of time after the meal was complete;

• 100% of waiters offered appropriate condiments and wet napkins automati-cally without having to be prompted;

• 100% of waiters honoured special

The chosen locations were:• Butcher Shop & Grill, JBR — 71%

• Inferno, Dubai Marina Walk — 69%

• The Meat Co, Souk Al Bahar — 65%

• St. Tropez, Century Village — 58%

Premises Sales & Service

Were the premises and tables clean and tidy?

Were staff wearing name tags?

Did the server introduce himself?

Visit 1 Visit 2 Visit 1 Visit 2 Visit 1 Visit 2

Butcher Shop & Grill, JBR

Yes Yes Yes Yes No No

Inferno, Dubai Marina

Yes No No Yes Yes No

The Meat Co, Souk Al Bahar

Yes Yes Yes Yes Yes No

St Tropez, Century Village

Yes Yes No Yes No No

Mystery shopperSteakhouses

13April 2010 Caterer Middle East

ABOUT ETHOS CONSULTANCYOriginating in the UK in 1995, Ethos Consultancy

relocated to Dubai in 2003, where a team of fi ve

has grown to 50 — with an Abu Dhabi offi ce

opening in 2008. Our consultants have come

from some of the most mature customer service

markets in the world, ensuring experience and

best practice in everything we do.

Ethos prides itself on being at the forefront of on-

line customer service solutions and was awarded

Most Innovative Small Business in the UAE at the

2008 Lloyds TSB Small Business Awards.

Through years of experience, Ethos has devel-

oped a variety of services to help clients un-

derstand how their business is performing. Our

solutions include mystery shopping, satisfaction

surveys and a range of benchmarking services.

Once clients have a clear understanding of how

they are performing, we help them improve via

training, consulting and implementation of The

International Customer Service Standard.

0

20

40

60

80

100

Butcher Shop & Grill

89%

93%

58% 88

%

83% 90

%

61%

73%

89% 96

%

74%

51% 78

% 90%

41%

89%

Inferno The Meat Co St Tropez

Food and Beverage QualityPremises Sales and Service Overall Experience

requests made by customers without having to be reminded;

• 75% of our shoppers indicated they would be very likely or likely to recom-mend the outlet to family and friends.

What could have been better?• This month’s low sales and service

scores indicate a need for some staff train-ing.

According to our reports, product knowl-edge was not a problem, with all except one waiter scoring top points in that depart-ment. The real issue appears to be twofold: firstly, waiting staff need to be taught the art of asking appropriate questions to ascertain their customers’ needs. Teach your staff how to ask appropriate ques-tions so their drink, appetiser or post-meal

dessert and coffee suggestions are relevant, and don’t simply leave the customer feeling as though they are being forced or tricked into spending more money.

Secondly, provide your staff with an in-centive to start testing out what they have learnt by offering small ‘fun’ rewards to keep staff motivated and politely pushing products of your choice.

• If professional customer service and sales training isn’t in your budget, organise regular ‘staff meets’ where by senior and more experienced staff take the lead and pass some of their tried-and-tested tech-niques across to younger and less experi-enced staff.

• If you read last month’s burger joint assessment recommendations, you may remember that consistent, friendly table

visits by managers (with names and desig-nation clearly visible) was on the list. Well, it’s back again!

Not only were managers hard to recognise this month, none actually visited any of our shoppers to have a friendly chat and enquire about their experience. A visit by a manager shows professionalism and a genu-

Food & Beverage Quality Overall Experience

Did staff suggest or try to upsell additional items?

Did the manager visit your table during the visit?

How satisfi ed were you with the presentation and quality of food?

How satisfi ed were you with the atmosphere in the restaurant?

How likely is it that you would recommend the outlet?

Visit 1 Visit 2 Visit 1 Visit 2 Visit 1 Visit 2 Visit 1 Visit 2 Visit 1 Visit 2

No No No manager present

No Very Satisfi ed Very Satisfi ed Satisfi ed Satisfi ed Very likely Likely

No No No manager present

No Satisfi ed Neither satisfi ed nor dissatisfi ed

Satisfi ed Satisfi ed Very likely Unlikely

Yes No No manager present

No manager present

Very satisfi ed Satisfi ed Very satisfi ed Very datisfi ed Very likely Unlikely

No Yes No manager present

No manager present

Satisfi ed Satisfi ed Very satisfi ed Satisfi ed Very likely Likely


Editor’s commentVolume 6 Issue 04

April 2010 Caterer Middle East 15To subscribe please visit www.itp.com/subscriptions

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As you may have read last month at our online home HME.com, the Middle East has been marked out as a potential site for a Nobu Hotel — yes, that’s ‘Nobu’ as in Japanese restaurant icon Nobuyuki Matsuhisa.

According to Chuck Wood, Middle East managing direc-tor for Rockwell Group (the interior design firm responsible for designing the first Nobu Hotel, located in the US) the

company has had “some conversations with developers here in the Middle East” and are “probably interested in coming here at some point”.

“Nobu himself has a very strong personality that’s very tightly bound to the restau-rant brand; people look to him as a kind of concierge,” insisted Wood.

“Every meal is a hand-crafted, deep experience for people and we found that those attributes map very well to a hospitality offering. It’s a different game altogether from taking a celebrity’s name and slapping it on a building,” he added.

All this begs the question: how far can a decent F&B brand go? I have heard a few incredulous remarks about the Nobu Hotel, but really, when you

think about it, it’s not such a surprising idea. Within the F&B industry itself, there are copious examples of F&B outlets that have

started small and gone on to enjoy global success as hugely popular brands, spanning the spectrum from McDonald’s to Gordon Ramsay Holdings.

Some industry professionals, such as Antonio Carluccio or Jamie Oliver, have launched their own ranges of ingredients and cooking equipment. But are they miss-ing a trick by staying in the F&B arena?

Nobu Hotels are on the horizon: what about taking it a step further, and offering a McDonald’s airline (low-cost), or a Gordon Ramsay spa?

Because the truth is that consumers want to buy into a brand. Clichéed as it may sound, they really do want a ‘lifestyle solution’; products that represent who they want to be and fit in with the life they want to lead — and today this applies not just to clothes or cars, but to food as well.

If a person finds that one particular F&B concept meets their needs better than any other, then why shouldn’t they also buy the cookbooks from that brand, or purchase its range of ingredients, or even stay in its hotel?

Successful brands are a well-developed commodity: they have an identity, a style and a purpose. That is what their customers will buy into, and any F&B brand bold enough to pursue and subsequently achieve this status arguably has potential to be a lot more.

Is a Gordon Ramsayspa on the horizon?

Lucy Taylor, Editor

Comment F&B column


Running a hospitality business in Dubai can be hard.

In terms of recruitment, it’s difficult not to get frustrated, especially when you think of all the red tape you need go through to employ new staff.

Firstly, you need the working visa, flight ticket, labour card, health card and accom-modation. Then you have the ‘are they employed in the UAE already’ situation. If so, is it an immigration or a labour visa, is there an employment ban on them, or can their existing visa be transferred — and how much will that cost?

Hopefully, this lengthy proceedure means you get the best candidate for the role.

But the whole process adds to that ongo-ing problem affecting the service industry in Dubai — namely that not many native Emiratis want to work in hospitality.

This makes it very hard to build a stable local industry, as they are the only people that have no issues in residing in their own country without all the government checks, bells and whistles required for employment — not to mention the stability they can offer as employees (this is their own country) or the undiscovered talent of budding chefs wanting to succeed in their own country.

In its efforts to move forward, Dubai has invested a lot of time and money into hospi-tality; but this doesn’t seem to be fully sup-ported by the correct mindset or structure.

The strict immigration policies within the UAE not only hamper the interview process,

Recruitment blues. The Middle East needs toaddress the issues affecting F&B sector hiring practices (and those of other industries) if theregion’s hospitality industry is to move forward

BoyceLionel

Lionel Boyce is the executive chef at Desert

Palm Dubai; for more information, please visit:

http://desertpalm.peraquum.com

making recruitment so laborious that sometimes it is impossible to employ the appropriate person; it also limits how long you can employ someone for, as there are no long-term options for people of other nation-alities to reside in the UAE for more than a few years (such as the residency or citizen-ship options available in other countries).

In my layman’s opinion, the upshot is that the hospitality industry suffers, as does Dubai as a whole.

How can we provide excellent service with-out properly skilled and trained staff with long-term employment prospects?

I believe a two-pronged attack is required:1. Build a better infrastructure that sup-

ports local business, eliminating the current issues hampering the evolution of industry in Dubai.

2. Examine and assess the issues associ-ated with employment and streamline the process of permitting someone to reside

here after their contract has ended, as well as allowing them to take up a new position without an NOC letter and without having to leave the country.

UAE nationals should also be encouraged to take pride in and embrace the industry that they use on a daily basis. After all, hospitality is not only one of the country’s main revenue streams, but also a traditional national trait and source of deserved pride in the Emirati culture.

Something that is also vital for industry growth is widespread and continuing gov-ernment support.

Perhaps what should change first is the leg-islation that sees foreigners working in the UAE threatened if job loss occurs. Currently I understand they only have one month to remove themselves and their family or find a new employer, before being deported.

There also needs to be an ongoing commit-ment to making the industry more equitable and stable, supported by training schemes and educational programmes aimed particu-larly, but not exclusively, at local nationals.

Please don’t get me wrong, we have a strong F&B industry and some very talented (mainly imported) chefs in UAE.

My call is simply for a better system that helps to strengthen this industry and encourages more local talent.

Hospitality is a field that provides strong job opportunities with room for growth. It nurtures abilities and develops skills that can lead to long-term, rewarding careers.

Dubai should grasp this with both hands and help hospitality thrive, reflecting the pas-sion and commitment of the industry itself.

Boyce: the process of recruiting F&B staff in the Middle East is currently hampered by red tape.

Comment F&B column


CommentDesigner column


When the going gets tough economically, one of the first ‘luxuries’ to be shelved is design.

“I’ve got no capital to spend and so I’m not going to need design”, they say — and to a degree, there is no arguing with it.

In fact, anyone who has run and is still running a design-led business knows that you may as well pack your bags until the clouds clear and hope the clients are still about when sunny days are here again.

But beware: when you leave your clients unattended for a while, a terribly viral at-titude takes hold, an attitude that’s highly contagious and will quickly infect others too.

Having been without the influence of design for a few years, they learn to live without it — to adapt and improvise and do design-oriented tasks themselves.

The result: a depressing design landscape that is at best barren and ultimately unin-spired, lacking any hint of innovation.

The reason for this is that, contrary to com-

Are operators self harming? Cutting back on professional design may seem like a reasonableeconomy, but the truth of the matter is far uglier

mon belief among operators, they have not acquired any design skill in our absence, but rather allowed cheap mimicry to run amok!

We have come back to dreadful-looking places run by people who think that their handy-work is somehow up to scratch.

If this isn’t enough, we now have to put up with the property teams who have started talking as if they have been designers all their life — listen hard and on a still after-noon you can hear them whispering in the corridors that this design game isn’t all that hard; in fact, they don’t know what all the fuss is about.

You may be one of these operators, or per-haps a fellow designer trying to prove your design’s worth. Whichever, we have to find a way to move onwards and upwards from this low together.

It is no coincidence that businesses which invest in their outlets prosper — and for those who innovate, there are huge rewards

to reap around the Middle East. So how do we open the doors again?

Although fresh-faced and brimming with youthful vigour, I’ve been around long enough to have seen this before: this trust stand-off between normally amicable par-ties, when both are coming to terms with business returning to ‘normal’, against a backdrop of changing expectations.

This will resolve itself, because as normal-ity returns — albeit it delicately and slowly — so too will the traditional interplay between designer and client.

I guess it is just the more stubborn and self-important clients that are enjoying, relishing even, this market upheaval that has allowed them to act as both.

Currently, I am working with some smart clients who want to change the world — or at least rejoin it at a cooler, slicker point than they left it.

They know the consumer is growing rest-less and that social habits change quickly. The shrewd operator is reading the situation and adapting to it, putting innovation into all aspects of their business.

If I had one wish now, it would be to fast-forward 12 months and take a good look at the design landscape which is so barren today. I am certain it will be a lot more inspiring, a lot more innovative and a heck of a lot more colourful — commercially as well as visually.

Design doesn’t save lives or anything like that, but it does make a business come alive, inspire its customers and make life that little bit easier for us all to enjoy.

Aidan Keane is the founder of specialist leisure and retail design fi rm Keane; for more information, visit: www.keanebrands.com

KeaneAidan

The downturn has left the world of F&B design barren, says Keane.

Special feature Educating the consumer


An eating education

Today’s band of celebrity chefs has a huge influence on consumers — and

by using their high profiles to educate the public, they are simultaneously revolutionising the F&B industry


Caterer Middle East April 2010 www.hoteliermiddleeast.com/f&b18Gary Rhodes.




The F&B industry is undoubtedly a far more glamorous proposition today than it once was.

This is a climate in which the media has made celebrities of Michelin-starred chefs, where food has its own television chan-nel and more young people than ever before (at least in western countries) are considering a culinary career.

It boils down to the fact that food has become fashionable — and consumers want to know more about it.

This means a multitude of professional chefs have unexpectedly become high-profile, influential public figures, with millions of people around the world hanging on their every word.

This provides these professionals with the ideal platform for educating the consumer, which not only improves public food knowledge but also strengthens and broadens the F&B industry itself.

Educating eatersLast month saw an impressive turnout for the Taste of Dubai (ToD) festival, a food fair in the UAE’s most cosmopolitan emir-ate, offering visitors the opportunity to sample taster portions of signature dishes from exhibiting restaurants.

Renowned chef Gary Rhodes — who was present not only to represent his Rhodes Mezzanine restaurant at Grosvenor House, but also to officially announce his second Dubai outlet, Rhodes

Twenty10, opening at Le Royal Méridien later this year — said such events were a massive boon to the region.

“This really shows off what Dubai is all about; it’s become the culinary capital of the Middle East, there’s no question about that — we’ve got loads of great chefs, great restaurants and a huge variety of cooking styles from all over the world,” he asserted.

“And if you can open the doors wide to this huge fairground ex-travaganza of culinary delights, to all the people who live in the UAE and hopefully many tourists from further afield as well, there’s going to be something for everyone to take away from that.

“Many people won’t have tried some of the styles of food before,” he continued. “Just to be able to give them a taste and broaden their food knowledge — there’s nothing better for a chef than that.”

Michelin-starred chef Vineet Bhatia, the man behind high-end Indian outlet Indego at Grosvenor

House, added: “I believe it’s good for people to come and meet us and try new things, so they can take away a lot of new ideas and flavours across a whole range of cuisines. It helps to educate consumers, as it means they will try new things in future.”

Celebrated Italian chef Georgio Locatelli has taken part in ToD for the past two years, and agrees that an education in food has become “highly important” — for consumers of all ages.

“I teach a few sessions each year in schools, telling kids about

Minato chef Dunjie Durmiendo attracts attention on the restaurant’s stand at Taste of Dubai.

“It helps the industry to have this opportunity

to network”



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Radisson’s Uwe Micheel conducts a cooking demonstration at Taste of Dubai.

food and showing them it’s a part of their life and accessible to them,” he reveals.

“It’s important to take steps like this; the next generation should be one that understands the relation between food production and cooking and can appreciate a balanced, wholesome diet.”

Industry infl uenceBeyond the obvious benefits for consumer health and diet that a culinary education offers — Locatelli’s lesson could certainly be of use in the UAE, which fields a notoriously high rates of diabetes and obesity — such efforts can also yield significant rewards for the F&B industry.

Scott Price, the new executive chef at Verre by Gordon Ramsay at Hilton Dubai Creek — who took part in demonstrations at the ToD Cookery Theatre — points out that culinary events are a great opportunity for the chefs involved as well.

“It’s good to be able to see what everyone else is doing, to check out ideas and scope, and just find out a bit more about what’s go-ing on in the industry,” he asserts.

“It’s also a great way to push the restaurant, and let people know about things such as the chef ’s table we’ve got coming up, and our cooking master classes,” Price adds.

“Again these classes are educational, but in addition they’re a great way of getting people into the restaurant, interacting with them and getting them enthusiastic about food and about cooking.”

Rhodes agrees that chefs can take away a great deal from such events. “It helps the industry to have this opportunity to network, catch up and exchange ideas,” he comments.

Rivington Grill’s Duncan Cruickshanks.



“There seems to be a traditional view that everyone here is in massive competition, that every restaurant hates the other and there’s no camaraderie whatsoever — but it’s nothing like that. People realise that at these shows and are surprised that everyone gets on so well,” he asserts.

“We run about to the different stands and try their food, and it’s really about sharing. It really is one big family cooking together, aiming to attract more people into this fantastic country.”

Bhatia adds that it is “a chance to catch up with old friends and new cooking styles”, as well as getting a feel for the market.

“Being involved in food events gives you a chance to meet local chefs and other people in the market, so it’s a great chance to broaden your horizons as an individual,” he observes.

And the benefits are taken through to the kitchen as well, as Uwe Micheel, director of kitchens at Radisson Blu Dubai Deira Creek and president of the Emirates Culinary Guild, explains.

“The more consumers know about food, different cuisines, about the way things are done in the kitchen, the more they appreciate and understand the art of food,” he says. “Naturally, this creates more interest in exploring new things.”

Rivington Grill head chef Duncan Cruickshanks elaborates: “With customers having a wider understanding of food, suppli-ers and importers have to make more seasonal and higher quality products available to the market.”

In addition to these benefits, there is of course the fact that the more the consumer knows and appreciates, the more a chef must push himself — as Verre’s Price notes.

“The more the customer understands, the more you have to push yourself and your offering to deliver something that really impresses them. It keeps you on your toes,” he says.

A duty to dinersWhether they like it or not, celebrity chefs have a great influence on consumers — as I. Made Darmagunawn, head chef at Kempin-ski Hotel Mall of the Emirates outlet Sezzam, notes.

“They are well known public figures; people love them and their food,” he says. “People will listen to them and take their advice, because they believe in them and what they do.”

As a result, many of today’s high-profile chefs feel they have a responsibility to not only educate people about different foods, but also what constitutes good food, or a balanced diet.

Rhodes is insistent that he is not a celebrity chef, but rather a professional chef who has ended up as a public figure. However he admits that this position does confer a certain sense of duty.

“I think as far as being a ‘celebrity chef ’ — for want of a better expression— is concerned, we can hopefully share with the public

the understanding of the delicate flavours of food, about how to create that great marriage of flavours and textures.”

“For me the key is really to share your own culinary secrets and knowledge with people, so they can have a greater understanding and appreciation of food in their daily lives.”

Verre’s Price, who joined the Dubai outlet after six years at Claridge’s in London and trained under Gordon Ramsay, adds that influential culinary fig-ures have a great opportunity to educate consumers about a healthy, balanced diet as well.

“Nowadays there’s a lot of emphasis on how you eat and what you eat,” he explains.

“At a restaurant, a lot of things are going

to be rich, or cooked in butter, and that’s fine — as long as you’re not eating that every day.

“But it’s important that people learn from high-profile chefs like Gordon, who people really listen to, about how to eat a healthy, balanced diet.

“When you’re in the busi-ness of finding the best fresh ingredients every day, you realise how important this food really is — and passing on that information is invaluable,” he comments.

Bhatia agrees: “Personally, I love to teach. I think you can influence people in what you do, particu-larly with regards to a health-ier diet.

Sezzam’s I. Made Darmagunawn.


“The ‘power of media’ promotes this profession to the public”



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“When high-profile chefs attend public events or hold cooking demonstrations, they inspire people,” he continues.

“People do look at you as a benchmark, as someone who has succeeded or achieved something in the field, and they want to do that too. So you actually can be there and be a role model for oth-ers wanting to come into this industry.”

Indeed the culture of celebrity chefs has done wonders for attract-ing fresh talent to the industry, as Radisson Blu’s Micheel notes.

“The ‘power of media’ as well as the exposure of the F&B world to consumers promotes the profession to the public, and since the culinary scene has now reached so many people around the world, the profession is much more respected and looked up to, as opposed to how it was perceived before,” he explains.

A food-lover’s futureObviously trends come in waves; the steady ‘celebritisation’ of chefs may not continue forever.

But hopefully, the principles that people such as Gordon Ramsay, Jamie Oliver, Georgio Locatelli, Gary Rhodes, Vineet Bhatia and others teach will continue to influence consumers around the globe.

Because, as these chefs have realised, it is through building consumer understanding of food, ingredients and cooking that the industry itself will continue to grown and flourish. Michelin-starred chef Giorgio Locatelli.

RoundtableStaff training


What in-house education do you offer F&B employees? Naji Esta: All the in-house training we offer is really based on skills, so we have training programmes fitted to each department, focusing on specific F&B fields, in addition to the generic hotel training.

The key is definitely to keep it frequent, not only because you might have new people or turnover, but because by repeatedly training skills, they becomes second nature.

Dominique Morin: We start with an assessment to determine what kind of training the member of staff needs; this is conducted through special software, so we can tailor-make the training programme for each individual. Then of course there’s on-the-job training, which is essential, particularly in the kitchen where it takes place on a daily basis, as it does for front-of-house F&B staff.

Alexandre Maurisseau: We don’t have the software, but it’s the same kind of system for us: all new employees go through the basic

Get in training!house training, then as soon as they are assigned to one of the outlets they go to daily and weekly on-the-job training. After that, it comes down to finding the best staff to put through for cross-training between outlets. It’s always helpful to have a few staff that can be rotated, depending on demand.

Sandra van Reenen: With the opening of the hotel, it has been very interesting implementing our F&B training system; a lot of it has been from the most basic level. I think it helps that the place has a dedicated F&B trainer though, which is beyond the regular resources for HR and training at a hotel.

Do you feel training gets suffi cient support today?Esta: I would say we get about 33% of our hotel’s training budget and that’s decent, in the current climate. Our department makes up 45% of the hotel’s workforce, which is quite sizeable, so we do need a major focus on the training.


Roundtable Staff training


Taking part [from left to right]• Rinaldo Boscaro, director of F&B, Yas Island Rotana

• Alexandre Maurisseau, director of F&B, One to One Hotel — The Village

• Sandra van Reenen, F&B trainer, Fairmont Bab Al Bahr

• Dominique Morin, executive chef, Le Méridien Abu Dhabi

• Naji Esta, director of F&B, InterContinental Abu Dhabi

Last month, top F&B industry professionals met up at Fairmont Bab Al Bahr in Abu Dhabi, to discuss the challenges of staff training, the importance of correct recruitment and why specialised instruction is today more important than ever

up at Fairmont Bab Al Bahr in

Morin: I think that things have changed a lot over the past five years; 10 years back, there wasn’t really any emphasis on training — then you got people coming here with little or no experience in the field, so they all had to be trained from scratch. That meant spend-ing time and money on instruction and it became a real focus.

And now, since so many new properties have opened, the market’s becoming more crowded. Again that means people need to spend time on training, so their F&B options remain competitive.

Rinaldo Boscaro: A lot of employees are brought from abroad, from countries where F&B may not be viewed as a career but just a job to pay the rent. Also, probably because of the salary structure we have, we’re hiring people with zero starting knowledge.

Customers will often expect staff should be up to scratch almost right away, which puts a lot of pressure on us. At the same time these new staff are training, they’re also working in day-to-day operations and some do find it difficult to work and study at the same time.

Maurisseau: The way we’re going about it is trying to get people with just the right attitude at the recruitment stages. We can pro-vide training support for skills and knowledge, but you really have to be approachable and cheerful to work with customers.

How important is the training you offer with regards to attracting and retaining staff?Morin: A few years ago, people were looking for training and development, the opportunity to grow; now I think a decent train-



ing programme can still attract people, but more those in management roles. F&B line staff are often not looking for development.

Maurisseau: We’re just coming up to two years old, as a property and as a company, and in my experience training has definitely helped us retain people — along with the fact that we have more projects in the pipeline, which gives staff another reason to stay.

After that, wages obviously play an important part in the decision that associates are going to make, but I would say today people are coming back to looking at the bigger picture.

Esta: I believe nowadays it’s not only the salary, it is about develop-ment. We and most other hotels have a personal development plan for each of our staff, so they can see where they are going and where train-ing could take them, which definitely retains and encourages people.

Maurisseau: In the old days, the difference between what one property and a new competitor offered could be almost triple. But when the crisis started, many of these new players cut positions, which made staff appreciate that money wasn’t everything.

Van Reenen: But looking at the past three years or so, I think a lot of training aspects were cut during the economic downturn, and I can’t help but wonder how that impacted the personal development plans of employees at properties where this was the case.

I think many hotels in this area were affected by that — but I person-ally believe training is even more essential during periods of instability.

Boscaro: We actually increased training, specifically to retain staff and because there was more time. It’s not only beneficial for the employees but also the brand, because they are then more useful to our sister properties as well and can potentially be promoted.

Morin: In 2007 or 2008 it was very busy — we were asking people to

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[L-R] Le Méridien’s Dominique Morin and One to One’s Alexandre Maurisseau.


Roundtable Staff training


work a lot of overtime, so it was difficult to actually train them. But like many hotels, we stopped overtime last year and now I am find-ing people coming and asking me for training. So there is a demand coming from the associates themselves, which is great to see.

In what capacity do you make use of external learning courses and services? Morin: We use a lot of online training actually, working with hospitality schools such as e-Cornell, so our students can complete modules and ‘graduate’ online.

We also bring chefs from other properties and coun-tries to train the staff, which is a great opportunity to learn new techniques.

Van Reenen: We also have e-Cornell available; obviously we’re still in the opening phase, but these courses should work well in line with a person’s devel-opment plan.

We also have My Fairmont e-Global Learning, and we’re in the process of moving forward with that, which is available across the Fairmont brand.

Then we have FAME, the Fairmont Artistic Mixology Experience, where we have celebrity mixologist Kathy Casey come and pass on her expertise and helps develop our cocktail menus and so on. So that is incredibly useful for our bartenders.

There is still a lot more out there — we’d like to offer items like WSET training for those interested in the sommelier field — but we’ll look at these more selective trainings as we move forward.

What’s the biggest challenge you face when it comes to F&B training?Morin: It takes time to train people. Even though we are less busy in F&B than before, we have less people — even properties that did not make redundancies probably did not fill vacated roles when people left. So operations have become more streamlined and, as a result, time is still an issue.

Maurisseau: Balancing operational needs and training needs is definitely tough.

Boscaro: It’s a bit of a vicious circle — business goes down and they don’t cut you workforce as such, but staff are moved to other properties and you’re left with a skeleton team.

Still, training has to go on — but it can put a dent in operations.

Guest satisfaction will go down because employees are not there, in the same way that if the employees are not training their satisfaction goes down. It’s hard to know what to do anymore!

Esta: We have the same issue, but we try. For example, with our suppliers who offer training, traditionally they want around 30-40 people but nowadays they are a lot more flexible, and we have got them down to 15-20 people per session.

But I feel that the team is much more aggressive and responsive to training now; they tend to have the right behaviour, requesting

[L-R] Naji Esta, Dominique Morin, Alexandre Maurisseau, Rinaldo Boscaro and Sandra van Reenen.

“You’re left with a skeleton team; still, training has to go on — but

it can put a dent in operations”


Caterer Middle East April 2010 www.hoteliermiddleeast.com/f&b

training and looking forward, which is a positive thing. There’s much more commitment.

Van Reenen: We were very fortunate in a lot of ways; we have a dedicated F&B training manager, we have great scope for our outlets, we have a sizeable team, and we managed to prepare thoroughly during the pre-opening stages. It was extremely high-pressured, but still streamlined.

But now we’re a business, we’re an operation and we need to function. So yes, time can be an issue that crops up, but I think it comes down to how you plan and structure the training.

How would you like to see the fi eld progress in future?Morin: I would like to see an F&B school in the country — not some institute, but a proper school, like Cornell.

Boscaro: You could even have a school affiliated with one of these big existing hospitality schools, with the same curriculum. And we definitely need more F&B training managers around!

Van Reenen: I agree; in the year or so I’ve been here, I have come across very few dedicated F&B training roles. It is a luxury for a ho-tel. But of course as such, it is a role that may go if times get tough.

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Industry insightAl fresco dining

The outer limitsA large part of the Middle East’s appeal comes from beautiful natural settings andsunny weather, which outdoor outlets have been quick to capitalise on. But with F&Bcompetition steadily heating up, will the sun continue to shine on al fresco operators?

The Middle East has enjoyed great success as a holiday destination, primarily because of three key attributes: sun, sand and sea.

When you factor in the stunning natural scenery as well as some extremely impressive man-made attractions, it is clear that outdoors is the place to be — a point that F&B outlets across the region have been quick to pick up on.

The result has seen al fresco F&B offerings blossom in line with the hospitality industry boom around the Middle East, with opera-tors eager to reap the rewards of an outdoor element.

At Le Méridien Dubai, 18 restaurants and bars form an outdoor restaurant ‘village’, with the outlets offering outdoor seating and live entertainment to create a pleasant community feel.

Hilton Al Ain has just recently launched its first outdoor offer-

ing, Makani, located by the property’s ‘Pool Garden’ area, offering Arabic and Lebanese specialties freshly prepared at the table using a unique table grill concept — which of course would prove difficult for an indoor outlet.

And the exotic Banyan Tree Hotels and Resorts consistently tries to maximise the external elements at its properties, according to assistant vice president F&B, Sriram Kailasam.

“As far as possible, our F&B outlets are designed to provide a sense of place; even for some of our indoor outlets, we incorporate the use of glass walls to provide a seamless sense of place,” he notes.

At the year-old Cove Rotana Resort in Ras Al Khaimah, it was decided during the design stages that each and every outlet should have a sizeable outdoor area.

“The al fresco seating areas are really one of the main features,”



says director of F&B Armin Weller. “This is not your stereotypical set-up for the Middle East.

“Other hotels may have to create a sense of the outdoors inside, while we have the real thing. And this is one of the reasons why this property has taken off the way it has, and why people respond in the way they do; the outdoors is an integral part of the concept.”

Obviously the al fresco element plays a key role in attracting a guest to a venue; as Méridien Village Terrace head chef Gregorio Reodique comments, the ambiance of a place is “a major factor in making the evening memorable for a diner”.

But that does not mean this attractive-sounding dining set-up does not come with a whole host of challenges — primarily weather-related.

Hilton Al Ain operations manager Mikael Petersson comments: “Naturally an outdoor venue has unique requirements, but as long as

“Start off by considering the quality and the USPs of the outdoor area. These points will highlight the main areas of focus and assist

with mapping out other elements like cuisine, operations and decor.”

Top tip

Mikael Petersson, operations manager, Hilton Al Ain

Cove Rotana Resort, Ras Al Khaimah.



you have systems and processes in place, these are manageable.

“Makani will operate as an F&B outlet throughout the year but we will adapt to the change in seasons with outdoor heaters and blankets for winter and cooling fans for the summer months,” he explains.

Banyan Tree Hotels and Resorts has precise operation procedures in place, depending on the location and seasonal-ity, reveals Kailasam.

“These include moving guests to alter-native restaurants, removal of tableware, coordination of food to new tables and re-setting the restaurant in case the rain stops,” he elaborates.

According to Cove Rotana’s Weller, the key is to be flexible. “Of course the guests have to be understanding of the issues too,” he notes.

In addition to general ambient appeal, the great outdoors has the more concrete advantage of space. This means an al fres-co outlet can host events and entertain-ment that might not be possible indoors, as Méridien Village’s Reodique notes.

“We have various events hosted at

Cove Rotana Resort director of F&B Armin Weller.

Méridien Village Terrace; for example on the occasion of the UAE’s 38th National Day we had live ice carving, with our artists creating statues of a falcon and Arabic coffee pot,” he says.

Hilton Al Ain’s Petersson agrees add-ing value to the al fresco experience is a good way of “fostering customer loyalty”.

“At Makani, we have enhanced the din-ing experience by adding quintessential Arabic elements like traditional shisha and an in-house oud player,” he says.

Located on the coast of Ras Al Khaimah, Cove Rotana is also playing to its strengths.

“We have made the most of the natural space in many ways,” explains Weller. “We offer barbeques and events on the beach — options that appeal to our clien-tele, who really enjoy being outdoors.”

It seems that, despite the growing numbers of outdoor offerings, guests just can’t get enough of the Middle East’s al fresco dining options.

The important thing for newcomers to remember is to play to the strengths of the space itself, and make the most of what is naturally available.

“Besides the durable outdoor seating, our band is

very much enjoyed by the guests! But overall it’s the

whole setting and ambiance that brings them back

time and time again.”

Gregorio Reodique, head chef, Méridien Village Terrace

“Less is defi nitely more in the case of outdoor outlets.

The best and most memorable aspect of an outdoor

outlet should be the view and natural ambience; and

the decor should showcase it as much as possible. It

should be an extension of the outside and should not

be boxed in with too much ‘stuff’. Lighting, fans and

heaters are requisites, but the space should be laid out

primarily so that it relaxes the guests.”

Mikael Petersson, operations manager, Hilton Al Ain

“The lighting and soft furnishings, as these come to-

gether to create the right ambience and comfort for the

guest’s overall comfort. And of course, the right loca-

tion; along with ensuring everything comes together to

complete the experience, such as matching cuisine.”

Sriram Kailasam, assistant vice president F&B,

Banyan Tree Hotels and Resorts

What is your must-have product for an outdoor area?

Méridien Village Terrace at Le Méridien Dubai.

“Think from the guest’s perspective; if you were to spend an evening out,

what would you want to see?”

Top tip

Gregorio Reodique, head chef, Méridien Village Terrace

“Like everything else, any kind of F&B operation is about location. If you have an outdoor venue

Top tip

Armin Weller, director of F&B, Cove Rotana Resort

Ras Al Khaimah

and cram it between two high-rises, just for the sake of being able to say you offer an al fresco outlet, you won’t end up with a great offering.”

Outlet showcaseRococo


“The key to the interior is eye-catching contemporary style with sumptuous themes, incorporating colours ranging from earth tones

to the most intense hues: deep violet walls, burgundy glass pendants, saffron leather chairs and a black marble floor.”

Designdetails


Outlet showcaseRococo


Seeking out the hottest new F&B outlets,Caterer Middle East reveals the innovativeconcepts and operation strategies securingthe success of the region’s new launches

Inside outletsA rainbow of colours tempered by cool European design, Sofitel Dubai Jumeirah Beach’s signature restaurant Rococo embodies elegant Italia. But this is a country whose cuisine has already been adopted by numerous outlets across the region; how will this one stand out?

The property’s F&B director Laurent Boisdon explains: “Dubai is a multicultural destination where Italian concepts are well per-ceived; Rococo aims to be one of the top Italian restaurant destina-tions in town.”

With the hotel currently in its soft-opening phase, it is a prime op-portunity for “fine-tuning and adjusting the product”, says Boisdon. “Pre-opening is always exiting, but also challenging; there are dif-ferent stages to go through before you can see the final product and discover whether your vision fits the décor and ambiance,” he notes.

However Boisdon is confident the offering will stand out amongst the proliferation of other Italian eateries. “Rococo will be known as a free-standing restaurant, not a Sofitel restaurant,” he asserts.

Conceding that the downturn has brought about a significant slow-down in consumer spending, Boisdon notes that prior to opening, the team did notice a change in the market. “We took it seriously and adjusted our menu pricing strategy accordingly,” he explains.

Moving forward, Boisdon is confident that the outlet’s proactive promotional strategy will help generate significant footfall.

“We plan to encourage our in-house guests through our concierges continuously promoting and our internal associates cross-selling, as well as attracting outside guests through an aggressive marketing ra-dio campaign, doorknob promotions for local residents and extensive PR and web forums,” he reveals.

“But ultimately, the key to succeeding is to constantly question how you can do better and improve the guest experience.”

“Be patient; choose your designer carefully to make sure they can match with your vision, and insist on just the right small details so you reach the standard you are loking for.”

Ingredient focusBakery and pastry


Many chefs may traditionally prefer to create their baked goods from scratch, but with demand increasing and kitchens having to cut back

on costs, suppliers are seizing the opportunity to demonstrate how their products can increase efficiency and still deliver a top-quality product

Addressing the bake-off

From bread and other dough-based items to pastries and even desserts, baked goods have long played an integral role in the Middle East diet.

But in today’s cosmopolitan climate the demand is growing still further, according to the region’s chefs and suppliers.

At Kempinski Hotel Mall of the Emirates — where a new bakery concept recently opened at the hotel’s Aspen lobby lounge — executive chef Winfried Helmetag explains: “The demand for fresh bread and other European baked goods is no longer restricted to just ex-pat patrons. The cosmopolitan culture and multinational food offering in hotels have introduced tradition-ally western baked goods to a much wider audience.”

As Park Hyatt Dubai pastry chef Jocelyne Fallait notes: “Today, for every meal there is a baked supplement.”

Both Kempinski and Park Hyatt make all their bread and baked goods from scratch, the chefs explain.

“This way it ensures the product is free from preservatives and also is unique to this property,” says Fallait.

“In addition, home-made bread is of much higher quality than commercially pre-prepared items, as well as being more cost ef-fective than bought-in products.”

But suppliers are fighting this preconception, as Advance Bak-ing Concept (ABC) commercial manager Masood Syed explained at Gulfood 2010.

“There are a lot of misconceptions about fresh-from-frozen, so we are fighting that sterotype and educating people about the reality of the product,” he said. “I always believed the concept we offer, fresh-from-frozen, is more cost-effective than what people do from scratch.

“Formerly, when there was a lot of money to spend, people were setting up their own in-house bakeries — investing in the man power, the space, the machines and the raw ingredients. But we




Lilly, an elegant creation from La Marquise.

are definitely seeing more people embracing this method since the downturn,” he said.

Meanwhile at industry supplier Aramtec, food service manager Hossam Shabayk is also “a believer in convenience products”.

“Human beings in general tend to resist any new ideas and we faced a lot of difficulties in making this product line a success. But I think the perception has changed as chefs realise that con-venience products are more of a help than a threat,” he reasoned.

“Also, since high technology got involved into the production of these items there has been a big shift in quality, and now that has really puts these products on the same level as items that are made from scratch.”

La Marquise International production line in charge Fadi Achour agrees that part-made products have become “more ac-ceptable” over the past few years.

“Chefs are increasingly convinced to use ready mixes in order to save time, workers, and indirect expenses,” he notes.

At Puratos, whose products are distributed in the region by Baqer Mohebi Est, commercial manager — Middle East and Af-rica Walid El-Dana comments: “Bread and pastries are complex items to produce. Their manufacturing requires not only skilled and experienced professionals but also time and talent.

“In these top restaurants and hotels, chefs appreciate not only the level of quality we offer them but also the real partnership.”

Heidi Chef Solutions general manager Manuel-Yves Eckert adds that pastry chefs and bakers are “increasingly willing to look at other alternatives to scratch-made products, providing the quality meets their high standards”.

“The key drivers for this change are time and skill,” he adds. “Most hotel pastry departments’ teams are now leaner following staffing cut-backs, but are expected to produce the full pastry and bakery range.

“With the help of pre-mixes, semi-finished products and fully-finished products the chef has the option to schedule his time better and meet their deadlines.”

The way to overcome any lingering old prejudices, according to these suppliers, is by educating the market.

Aramtec’s Shabayk says the company achieves this through a variety of approaches —“from arranging demonstrations, to planning market visits for technical staff to go and meet chefs, to taking part in trade shows and even arranging visits for local chefs to our principle’s facilities overseas”.

As Puratos’ El-Dana puts it, the objective is “to be a reliable partner in innovation for our customers”.

And innovation alongside baked goods suppliers is the route the industry is taking, according to Park Hyatt’s Fallait.

“With demand increasing, I see more and more companies adopting a mix of fresh-from-frozen, bought-in mixes and totally home-made breads,” he admits.

ABC’s Masood Syed.

Fruit fl avours from Aramtec’s Wagner range.


Meanwhile Kempinski’s Helmetag believes more traditional regional items are going to be in demand.

“There is a big consumer trend towards focusing on simple, quality food products that showcase high-quality ingredients obtained from a particular region or made using certain time-honoured techniques,” he says.

And according to a multitude of baked goods suppliers, they are seeing increasing requests for healthy products.

Puratos’ El-Dana notes: “At our headquarters, we have a depart-ment measuring trends around the world. One they identified a few years ago was a growing demand for healthier food items

Baked goods from Puratos.

— therefore we developed the Puravita range offering different mixes for health breads.

“More generally speaking, the group wants to further develop its health-conscious approach by paying particular attention to the nutritional benefits of the ingredients we use in order to offer balanced products.”

Whatever the future holds in terms of consumer demands, chef preferences and market availability, there is no doubt that the baked-goods boom is continuing in the Middle East: and the region’s pastry chefs, bakers and market suppliers are in a strong position to support it.

Rich fl avours from the Wagner by Aramtec.


Supplier newsApril 2010


Easy-peel king crab scuttles into UAERoyal Culimer launches new seafood product designed to offer chefs a convenient crab solution

Seafood provider Culimer BV will this month launch its latest product line: easy-peel king crab.

King Crab 100% Merus Legs has been launched in response to growing demand for convenience products, according to the firm’s communication manager Maarten van Geest, who revealed the company had started working with chefs to test new products.

“Chefs know what the market is looking for. Their knowledge brings in that essential information for our company,” he explained.

“Making the product easy to peel allows end-users to enjoy the exotic feeling of peeling impressive king crab legs, while also making the meat more easily accessible,” Van Geest added.

Supplier news

King Crab 100% Merus Legs: shell on, easy to peel.

Gourmet cutlery creates a stirVilleroy & Boch’s hotel and restaurant divi-sion has launched a new gourmet cutlery range promising “a whole new dimension in cutlery”.

Created by trained gold and silversmith Katja Bremkamp, the collection features 11 different cutlery items in four design categories: Classic Tools, Gourmet Tools, Coffee Tools and Finger Tools.

Georges Schaaf, product manager of the firm’s hotel and restaurant division, noted: “Our gourmet cutlery series transfers the hands’ sense of touch to the items of cutlery and, in so doing, makes it possible to experi-ence a completely new, sensuous way of eating. The cutlery acts as a direct substitute for the hands.

“The result is that guests are encouraged to eat slowly and consciously enjoy what they’re eating. And they do concentrate on their food in an exceptional way, because these unusual items of cutlery simply have to be used with consideration.”[L-R] The new gourmet fork and spoon.

Saudi Arabian fast-food giant Herfy Food Services has announced plans for major expansion across the Kingdom.

An official spokesperson for the group confirmed it would open an additional 17 stores across Saudi Arabia in 2010.

Once opened, the new stores — which form part of the company’s ongoing regional expansion strategy — will bring its total number of branches in KSA to 173.

The company recently opened three new restaurants, located in Ras Tanura, Riyadh and Dammam.

Herfy, which was established in 1981, currently has a portfolio including restaurants in Saudi Arabia, Bahrain, Egypt, Kuwait and the UAE — and its offering even expands into the produc-tion industry, with 16 bakery production units and a meat processing plant.

Hefty expansion for Herfy in KSA

Royal Culimer general manager Jeroen Tollenaar agreed that today’s chefs and con-sumers were both “looking for convenience”, asserting that today operations were “trying to economise on the labour front”.

“Buying a whole fish from the fish counter might sound nice and cheap, but if you do that, you will lose at least 40% during the cleaning — which is a waste of time and money,” he pointed out.

“Frozen seafood is simply a better option if you take HACCP into consideration,” Tol-lenaar pointed out.

The product will be officially launched during this month’s Seafood Processing Europe xhibition, running from April 27-29 in Brussels, Belgium.

F&B essentials Outdoor furniture

www.hoteliermiddleeast.com/f&b40 Caterer Middle East April 2010

Although impacted by delayed projects, the furniture market is moving forwards

Furniture market moves on from delays

Postponed Middle East hotel projects, put on hold due to financial issues, have had a sus-tained and ongoing impact on peripheral industry suppliers.

Commenting on business, Parasol Garden Furniture managing director Mark Sault admitted: “The postponement of hotel building has definitely had a negative impact on sales during 2009 and 2010.

“The planned number of built rooms will fall well short of original projected figures, and as such all ancillary products will suffer a fall in projected sales,” he said.

However Sault noted that the furniture industry had seen a lift in business in the run up to the summer months.

“During late 2009, some of the more established hotels in the region decided to upgrade

their outdoor seating to ensure that the status of the property was commensurate with its image,” he explained.

Parasol Garden Furniture’s Mark Sault.

Landscape OK Furniture & ChairsThis collection features modern architectural shapes that high-light nature in outdoor settings, offering a range of configurable daybeds and pergolas along with personalised aluminium furniture. The line is available with a choice of colours, con-figurations and accessories.

Kettal SATel: +34 93 487 90 90Fax: +34 93 487 90 66Email: [email protected] Web: www.kettal.com

Offering more than 22,000 designs of quality furniture, Middle East supplier OK

Furniture & Chairs boasts five showrooms across the UAE. The firm’s range of products includes not only outdoor furniture, but also a variety of indoor options to fit all industries, from F&B outlets to meeting rooms.

OK Furniture & ChairsTel: +971 6 533 3989Toll-free: 800-OK (80065)Fax: +971 6 533 8435Email: [email protected]: www.chaircentre.com

Sault added that the most challenging aspect of pro-viding quality, long-lasting outdoor furniture to Middle

East operators remained the regional climate.

“The harsh sun requires products that can withstand the scorching summer tem-peratures,” he pointed out.

“But the rise in sales of synthetic rattan has ensured that hoteliers can provide a prestige setting with durability and style.

“Today’s customers want com-fort, aesthetics, durability and value for money,” he continued.

“The aesthetic values in each product have really become crucial as hotels compete for an increasingly astute and well informed travelling public.

“This area has really made huge advances recently: new materials combined with design-led styles have encour-aged operators to make the most of the outdoor settings.”

F&B essentials Outdoor furniture

Parasol Garden Furniture

Outdoor rugs

Atmosphere

With temperatures perfect for al fresco entertaining, Parasol Garden Furniture is offering a full range of outdoor furni-ture. Particularly popular are the company’s synthetic rattan ranges, including chairs, tables, sun loungers and relaxed sofa seating.

Parasol Garden Furniture Tel: +971 4 347 9003 Fax: +971 4 341 2886 Web: www.parasoldubai.com

Kettal presents a new collection of outdoor rugs, with fabrics designed by Patricia Urquiola. The mats are made from Chenilletex, protected by a layer of non-slip PVC and come in four colours. Each one measures 300x200cm.

Kettal SATel: +34 93 487 9090Fax: +34 93 487 9066Email: [email protected] Web: www.kettal.com

Created by Marcel Wanders, the Atmosphere concept is reminiscent of early-century pavilions, and uses light, sound and shape to create a unique outdoor environment. The system consists of a to-tally configurable aluminium

pavilion and contemporary furniture set.

Kettal SATel: +34 93 487 9090Fax: +34 93 487 9066Email: [email protected] Web: www.kettal.com

Product showcaseBarbeque equipment


Produc

As temperatures rise, Caterer unearths F&B essentials to ensure your barbeque sizzles

Getting all fi red up

Polycarbonate rangeThis collection of polycarbonate barware looks like crystal, but is unbreakable — suit-able for any outdoor occasion, from poolside outlets to elegent events. Slim stems, weight-ed bases and laser-thin rims distinguish the collection, while the four colours and 28 shapes ensure it can go anywhere.

Impulse! Enterprises LLCTel: +971 4 359 6664Email: [email protected]: www.impulseenterprises.com

Asia Tent InternationalAsia Tent International is a specialist manu-facturer of clear-span structures, designing, developing and renting temporary and semi-permanent structures made of top-grade aluminium alloy and PVC fabric, which adhere to international building codes — and add a touch of style to any outdoor event.

Asia Tent International Tel: + 971 4 443 9486Email: [email protected]: www.asiatent.com

With a width of 96cm, the Weber Ranch Kettle is the ideal choice for an event with numerous guests.The US-manufactured Kettle features a black porcelain-enamelled bowl and lid, a triple-plated hinged cooking grate, a removable ash catcher and a 10-year warranty. Weber-Stephen Nordic Middle EastTel: +971 4 360 9256Web: ww.webergrill.net

The Great Outdoor CompanyThis range of barbecues, available from Parasol Garden Furniture, promises qual-ity and durability, with features such as an in-built temperature probe, which helps to achieve consistency in cooking.

Parasol Garden FurnitureTel: +971 4 347 9003 Email: [email protected]: www.parasoldubai.com

Chopping boardThese functional Weber chopping boards are made from oak and have been treated with oil to protect the surfaces. The bread board has practi-cal grooves to catch crumbs, while the meat board has a deep, wide groove for collecting all the juices. These durable boards can be used indoors and outdoors, promising “a better grill experience all year round”.

Weber-Stephen Nordic Middle EastTel: +971 4 360 9256Fax: +971 4 421 5263Web: www.webergrill.net

Ranch Kettle


SupplierProduct showcase


A cappuccino-flavoured carbonated soft drink that tastes like cola with creamy coffee, this unique product from Star Drinks is targeting “people look-ing for a newer, better and different experience”.

Star DrinksTel: +971 6 532 4565 Fax : +971 6 532 4569Email : [email protected]: www.stardrinks.com

Every month Caterer Middle East brings you the best and brightest new F&B products

New products

Wisconsin Cranberry CooperativeWisconsin Cranberry Cooperative is an Ameri-can cranberry producer that supplies a variety of products derived from the fruit — including dried cranberries, frozen cranberries, cranberry juice concentrate and cranberry powder.

Wisconsin Cranberry CooperativeTel: +1 920 494 7249Email: [email protected]

Cappuccino Cola

Splash OrganicaImpulse! has launched Splash Organica, an innovative range of food service pieces for outdoor areas.

Made of high-grade melamine, this range features organic shapes, modern designs, cheerful colours and even bamboo veneers baked into the product to give the look and feel of wood, while remaining durable and dishwasher-safe.

Impulse! Enterprises LLC Tel: +971 4 359 6664Fax: +1 954 957 9902Email: [email protected]: www.impulseenterprises.com

Cremosito cold crèmesIntroduced to the Middle East market at Gulfood 2010, this product is a cold drink with a milk base, prepared in a granita ma-chine to give the beverage a smooth, creamy texture without any ice lumps.

The range is available in six flavours: cappuccino, hazelnut, yoghurt, chocolate, almond and ginseng.

Natfood Foodstuff Trading Tel: +971 4 391 5509Fax: +971 4 391 8791Email: [email protected]: www.natfood.it

ZieherThese porcelain ‘pillows’ offer an ideal presentation area for quality culinary creations. Available in two sizes, the unusual shape is an excit-ing contrast to conventional forms.

Zieher Tel: +49 9 273 9273 0Email: [email protected]: www.zieher.com

Distributors & supplies directory

DistributorsDistributors

SuppliersSuppliers

ABC BakingTel: 009714 885 3788Email: [email protected]

Alokozay Distributors Tel: 971 4 8871155 Email: [email protected]

AramtecTel: 971 (4) 3390444Email: [email protected]

BEVERAGES

BoncafeTel: +971 4 2828742Email: [email protected]

Coffee PlanetTel: +971 4 341 5537Email: [email protected]

FrankeTel: +41 6 2787 3607www.franke-cs.com

LavazzaTel: +971 50 5959385Fax: +971 4 3211274Email: [email protected]

MoninTel: +971 50 940 0918Email: [email protected]

Nestlé ProfessionalTel: +971 4 408 8100Email: [email protected]

SchaererTel: +41 318 585111Email: [email protected]

COOKING

ConvothermTel: +49 884 7670Email: [email protected]

MKNTel: +49 5 3 318 9207Email: [email protected]

Baqer MohebiTel: +971 4 396 9777Email: [email protected](Marketing & distribution of food & non food FMCG, food ingredients & Cuban Cigars)

Country Hill InternationalTel: +971 4 347 0200Email: [email protected]

Emf Emirates Tel: +971 4 2861166 Fax: +971 4 2863080 Email: [email protected]

Fresh Express LLCTel: +971 4 3395354Email: [email protected]

Horeca Trade LlcTel: +971 4 3403330Email: [email protected]

La MarquiseTel: +971 4 343 3478Email: [email protected]

Shura TradingTel: +971 2 6730 565 Email: [email protected]

TSSCTel: +971 4 343 1100Email: [email protected](Catering/kitchen equipment, chocolate/coffee equipment, FMCG, refrigeration)

Mohamed Hareb Al OtaibaTel: +971 4 3414900Email: [email protected]

FOODSTUFF

Al DiyafaTel: 009714 369 2888Email: [email protected]

Bakemart LlcTel: +971 4 2675406Email: [email protected]

Boiron FreresTel: +33 (0)4 75 47 87 00Email: [email protected]://www.boironfreres.com

CSM Deutschland GmbHTel: +49 421 3502 387Email: [email protected]

Giles & PosnerTel: +44 1923 234040Fax: +44 1923 245151 Email: [email protected]

LambwestonTel: +971 50 6447837Email: [email protected]

Nestlé ProfessionalTel: +971 4 408 8100Email: [email protected]

PritchittsTel: 02082907020Email: [email protected]

Tulsidas LalchandTel: +971 4 3533736 Email: [email protected]

HYGIENE

Fujiyama Trading LLCTel: +971 4 2228810Email: [email protected]

Johnson Diversey Gulf FzeTel: +971 4 881 9470www.johnsondiversey.com

MGK/TemptrakTel: 009714 [email protected].

Newell RubbermaidTel: +971 4 292 3444Email: [email protected]

RESTAURANT/HOTEL SUPPLIES

Airstar Space LightingTel: +971 4 8854906Email: [email protected]

Baking Technologies Tel: +971 4 885 7557Email: [email protected]

Churchill China Tel: +44 1782 524371Email: [email protected]

www.churchillchina.com

Dalebrook Supplies LtdTel: 0044 1376 510101Email: [email protected]://www.dalebrookonline.com

Duni ABTel: +46 40 10 62 00Fax: +46 40 39 66 30Email: [email protected]

JSD ProductsTel: +44 1727 841111Email: [email protected] www.jsdproducts.co.uk

ProcurioTel: 009714 334 1040Email: [email protected]

Royal HostTel: +966 2 2522289Email: [email protected]

Villeroy and BochTel: +352 46821208Email: [email protected]

CATERING EQUIPMENT

Electrolux ProfessionalTel: +39 0434380304Email: [email protected]

Koma Middle EastTel: 9714 887 3334Email: [email protected] Robot CoupeTel: 0033 143 988833Email: [email protected]

KNIVES

DickTel: +49 7 153 8170Email: [email protected]

Victorinox AGTel: +41 41 818 12 64Email: [email protected] www.victorinox.com

www.hoteliermiddleeast.com April 2010 Caterer Middle East 45

Industry informationApril 2010

Scott Price has taken over as executive head chef at Hilton Dubai Creek.

Price began his culinary

career working in the Lake District, then got his big break in 2003, when after reach-ing the national finals of the Gordon Ramsay Scholarship he was hand-picked by Ramsay’s recruiting team. Soon after, he joined the kitchen team at Claridge’s in London.

Price will look after Gordon Ramsay’s signature Dubai out-let Verre, as well as Glasshouse Mediterranean Brasserie and Issimo Bar and Lounge — also overseen by Ramsay.

Ali Al Haj Hasan has joined the team at Park Hyatt Dubai’s Café Arabesque as chef de cuisine.

Hasam, a Syrian national, graduated from the Industrial Institute in Hama, Syria, as a qualified electrician, but while completing his studies realised he wanted to be a chef instead.

After five years’ work experi-ence in F&B during college vacations, Hasam started work-ing in restaurants and hotels in Syria and Lebanon.

In 1991, he gained his first culinary role as a commis chef, and has never looked back.

Andrew Whelehan has been appointed outlet man-ager at Media Rotana Dubai gastro-pub

Nelson’s. Whelehan brings with him 15 years of experience in the F&B industry, having worked for various reputable restaurant chains and pubs across Ireland and England.

Whelehan said he was “delighted to be taking on the role at Media Rotana Dubai”, adding that he was looking forward to drawing on his experience “to make a real difference in Nelson’s Bar”.

Recent appointments...The Mövenpick Hotel Bahrain has recruited Francesco Agus as its new F&B manager, an Italian national

with more than 11 years of experience in hospitality.

Prior to his appointment, Agus held the position of regional sales manager for Mövenpick Hotels and Resorts in the United Kingdom.

Having spent most of his career in the UK, working for reputable venues such as Jury’s Clifton Ford Hotel, Agus said he was excited to be taking on the new role in Bahrain.

April 1-4Salon du ChocolatCairo, EgyptChocolate exhibition for

manufacturers, chefs and retailers

www.salonduchocolategypte.com/en

April 6-8InterFood St PetersburgSt Petersburg, RussiaAnnual international exhibition

for the F&B industry

www.interfood.primexpo.com

April 7-10 Wine and Gourmet JapanTokyo, JapanA platform for gourmet foods,

wines and foodservice equipment

www.wineandgourmetjapan.com

April 7-10 Hotel and GastrotehZagreb, CroatiaA fair showcasing equipment for

the HORECA industry

www.zv.hr

April 11-25World Gourmet SummitSingapore, SingaporeFeaturing foodie events, activities

and a host of culinary stars

www.worldgourmetsummit.com

April 15-18US National Barista ChampionshipCalifornia, USAThe 2010 United States

Barista Championship held in

conjunction with the Specialty

Coffee Association of America’s

annual exposition

www.usbaristachampionship.org

April 19-20Taste of the West Exeter, UKThe 2010 Taste of the West trade

show will showcase goods from

the UK’s west country F&B

producers and service providers

www.tasteofthewesttradeshow.co.uk

April 21-23HOREXAlmaty, KazakhstanThe Hotel and Restaurant Expo

Kazakhstan will feature exhibitors

from around the world promoting

goods and services for the

HORECA industry

www.horex.iteca.kz/en

April 27-29Seafood Processing EuropeBrussels, BelgiumMore than 200 companies from

22 countries showcasing products,

equipment, processes, services

and technology relating to seafood

www.europrocessing.com

April 27-29IFEXBelfast, Northern IrelandNorthern Ireland’s food, drink,

hospitality and retail exhibition

celebrates its 22nd anniversary

www.ifexexhibition.co.uk

DATES FOR THE DIARY... April 201001 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F

T H E D I G I TA L H O M E F O R H O S P I TA L I T Y P R O F E S S I O N A L S I N T H E M I D D L E E A S T

| BREAKING NEWS| EXPERT COMMENT & ANALYSIS| INTERVIEWS OF LEADING INDUSTRY NAMES

| LATEST INDUSTRY EVENTS| TOPICAL ENEWSLETTERS| COMPREHENSIVE DIRECTORY OF PRODUCTS, COMPANIES & SERVICES

FOR ADVERTISING ENQUIRIES, PLEASE CONTACT:D i a r m u i d O ’ M a l l e yPublishing DirectorTel: +971 4 210 8568E-mail: [email protected]

ITP BUSINESS PUBLISHING CO. LTD.Al Hilal Building

PO Box 500024, Dubai, United Arab EmiratesTel: +971 4 210 8000, Fax: +971 4 210 8080,

Email: [email protected], www.itp.com/subscriptions

S a r a h W o r t hCommercial DirectorTel: +971 4 210 8595E-mail: [email protected]


DataMarch 2010


This month Caterer’s F&B survey asked F&B professionals to come clean about their suppliers — with mixed results.

A sizeable 48% of respondents had changed suppliers in the past year, either because they found the same ingredients for a lower price elsewhere, or because they were dissatisfied with the service they received from the supplier company.

However when questioned about their views on ingredient prices in the region, a majority 44% or participants said although costs in the Middle East were higher than other regions, they were justifiably so.

To take part in next month’s survey, receive a full anonymous break-down of the findings and go into the draw to win our monthly competition, visit www.hoteliermiddleeast.com and click on our F&B Survey link.

Spotlighting F&B suppliersEach month Caterer Middle East collects data from F&B professionals across the region to bringyou all the must-know industry stats, trends and price fluctuations affecting the regional market

Each month, every survey participant who submits their email address will be entered into a draw to win this stylish bartender kit from gourmet fl avourings provider Monin.

Last month’s winner was Peter Lau, executive chef at The Noble House, Raffl es Dubai.

For more information, visit: www.monin.com

e

Competition

What is the main problem you encounter with suppliers?

of participants said they had solid, long-standing relations with their suppliers and had not switched

fi rms over the past year

Lack of honesty about what can and will be delivered

High prices Won’t put the effort into sourcing unusual or hard-to-fi nd products

Too little follow-up support

Not enough focus on building relationships with their customers

None of the above

TOP 5 RESPONSES: Are any products particularly overpriced at the moment?

Sour

ce: C

ater

er M

iddl

e Ea

st F

&B S

urve

y

16% 66% 9%

12%

noted that meat and poultry prices

had increased since last year

said consistently dealing with multiple suppliers rather than a

limited group was the best way to fi nd what they wanted

10%

3% 4% 1%3%

Seafood

High-quality beef

Dairy products

Fresh vegetables

No, none

1.2.3.4.5.

Last biteInterview


As director of kitchens for Singapore’s famed Tung Lok Restaurants, chef Sam Leong is the creative force behind big-name restaurants Jade, My Humble House and Paddy Fields Thai Restaurant. On a recent trip to Dubai to help develop The Noodle House’snew menu, Chef Leong took a break from devising dishes to chat to Caterer Middle East

What’s your view on Dubai’s cur-rent culinary status?Dubai has grown such a lot over the past four years, since I first came here. I was amazed by the progress.

Obviously there’s still a way to go — you can still find it hard sometimes to get ex-actly the right ingredients here, particularly with spices. But now they are starting to come in, which is good to see.

You have to give the culinary scene some time to develop; Dubai is comparatively new still, so it’s impressive how much it has achieved already.

Singapore is also a place where so much is imported, and the ingredient market took a while to get going, but now you can

get anything there. That seems to be where Dubai is heading.

Speaking of Singapore, how is the fi rm’s expansion going?The company is growing, both in Singa-pore and overseas so I’m travelling a lot right now.

We are staying flexible and looking at various options — we just always make sure we fit the concept we are taking abroad to that local market, as different nationalities do have different tastes.

It’s a challenge to cater for everyone; you just have to be prepared to alter your concept slightly without losing its identity, and give people what they want.

Tell us about what you’re doing here at Noodle House.Jumeirah invited me over to guest chef at one of their restaurants a few years ago, which I very much enjoyed. Then recently they told me they were looking to refresh the Noodle House menu with some real Asian dishes, so I have come here to look at all the branches, the quality of the food, and bring in a few new Asian ideas and recipes.

And what specifi c dishes are you contributing to the menu?I’m putting my own take on the signature dish, Wasabi Prawns, bringing a chilli crab dish, and also wok-fried me gong; then we’ll start letting the guests tell us what they think of them.

There are a lot of regular customers to this brand, so we really want to get their feedback and their assistance in bringing Noodle House up to a whole new level.

What do you most enjoy cooking?I don’t really cook at home too much! Nowa-days I design dishes more than cooking, but if I had to pick one, I suppose it would be a pepper crab dish.

You don’t see this on menus much, be-cause it’s very messy and inconvenient for the diner, but it’s still very delicious!

Do you have a favourite outlet from those you’ve visited in Dubai?There are some fantastic restaurants here. I went to Rivington Grill the other day, which is not just a meal it’s a proper dining experi-ence — the atmosphere, the location, the service; I loved that place,

Last biteInterview

Coffee break

Tung Lok Restaurants director of kitchens Sam Leong.

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Caterer Middle East - April 2010