Hospitality News ME 152 (February/March/April)

info@emf-me.com www.emf-me.com +961(0)9 938732

EDITORIAL

Managing director Joumana Dammous-Salamé

Each of us can contribute, modestly or fully, by sharing our knowledge with those who have no access to education.

Publication manager Randa Dammous-Pharaon Editorial manager Rita Ghantous Sub-editor Miriam Dunn Account managers Maha El-Khoury, Josette Hikri advertise@hospitalitynewsmag.com Subscription executives Houayda Haddad-Roumman, Mirna Maroun subscribe@hospitalitynewsmag.com Circulation coordinator Rita Nohra-Kejijian Graphic designer Ibrahim Kastoun To advertise advertise@hospitalitynewsmag.com Published by Hospitality Services LEBANON Dekwaneh Tel: +961 1 480081 UAE HSME Tel: +971 585848018 info@hospitalitynewsmag.com www.hospitalitynewsmag.com All the information disclosed in the magazine was provided by the parties concerned by each publication and checked to the highest possible extent by the editors. However, the magazine cannot ensure accuracy at all times of all information published and therefore could in no case be held responsible should any information reveal to be false or insufficient.

We welcome views on any subject relevant to the hospitality industry, but request that letters be short and to the point. The editor reserves the right to select and edit letters.

Hospitality News ME is distributed to trade professionals in the catering and lodging industry in the Middle East.

Nouhad Dammous (December 2020) Late editor-in-chief Docteur Honoris Causa

TAPPING INTO THE FLOURISHING KSA MARKET Starting a business in Saudi Arabia presents a unique combination of opportunities and challenges. While the kingdom’s structured legal and regulatory framework offers an ideal environment for potential investors across sectors, meticulous planning and adherence to local regulations are vital for success. Dagmar Symes, CEO of Hill Robinson Estates, shares her insights on navigating a journey with the potential for high rewards.

While doing business in Saudi Arabia is certainly achievable, navigating local corporate regulations, obtaining necessary approvals and understanding licensing requirements are crucial for successful business entry.

Financial considerations and compliance Financial aspects require due consideration, including tax obligations, intellectual property (IP) rights and conducting thorough due diligence on investments.

Preparing a financial roadmap that aligns with Saudi regulations is vital to a smooth entry. Due diligence not only protects the business but also strengthens investor confidence in future operations.

A booming market with government support Saudi Arabia’s flourishing market environment provides diverse opportunities across industries. The kingdom’s strategic location connects key regions, enhancing its global business relevance in the Middle East and beyond, while its rich resources and a stable economy attracts investors seeking a promising market environment.

The government’s commitment to a business-friendly environment enhances the investment landscape, led by the Ministry of Commerce, which plays a pivotal role in regulating and fostering business growth, ensuring fair competition.

A young generation committed to progress Vision 2030 marks a transformative chapter focused on youth empowerment, economic diversity and sustainable development, underscoring the kingdom’s commitment to its younger generation. Prince Mohammed Bin Salman’s words echo the optimism around their potential and ambition. Saudi Arabia’s youth are ambitious, educated and committed to national progress. Generation Z, the largest demographic, is well-prepared to contribute to the country’s transformation.

Building local partnerships and respecting values Building partnerships with local businesses and stakeholders creates a network essential for long-term success. By aligning with Saudi culture, businesses can strengthen their market presence. Culturally respectful partnerships foster goodwill, helping companies establish a positive reputation and sustain growth in the Saudi market. Understanding and respecting local customs and both cultural and religious values, is not only courteous but instrumental in establishing trust. This approach fosters meaningful partnerships, helping to ensure the longevity and success of businesses in the kingdom.

Dagmar Symes, CEO of Hill Robinson Estates FEB-APR 2025 | HOSPITALITY NEWS ME

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In this issue FEB - APR 2025

HORECA NETWORK 8 10 12 14 16

Record-breaking achievements at HORECA Riyadh Salon du Chocolat et de la Pâtisserie Riyadh 2024: a sweet success HORECA Kuwait celebrates industry excellence HORECA Lebanon 2025: powered by passion HORECA Jeddah 2025 expands in scale and excellence

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SDC Riyadh

19

Gulfood

24

Restaurateurs

EVENTS SEEN AND HEARD 18 18

Record-breaking international visitor numbers at SIGEP world 2025 World of Coffee Dubai celebrates fourth edition

WHERE TO BE SEEN 19 19 19

ATM 2025 to explore industry trends, tech shifts and traveler behavior FHS Saudi Arabia returns to Riyadh DWTC to host 30th edition of Gulfood

BUSINESS INTERVIEW 20

Saurabh Tiwari on creating luxury travel for a new era

OPINION 22

Tackling inflation: time to try a different approach

INFLUENCERS 24

8 restaurateurs serve up the dining trends for 2025

TOURISM 34

5 wellness travel and tourism trends to watch in 2025

COUNTRY REPORT 36

Qatar: a transformative gear change for the economy

F&B 38

Catering: rewarding opportunities and high growth potential

TECHNOLOGY 40

How to optimize AI technology in hospitality and event management

TRENDS 42

7 tech trends revolutionizing the restaurant scene

EYE ON 44

Peruvian cuisine: the ultimate fusion fiesta

ARCHITECTURE 46

Outdoor retreats: enchanting harmonious havens

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HOSPITALITYNEWSMAG.COM HospitalityNewsME

@Hospitality_Mag

Hospitality-news-middle-east

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Special report: FRANCHISING 49 50 52 54 56 58 62 64

F&B franchising in the MENA: stronger than ever Dare to be different in franchising Franchising in 2025: which are the best bets?

Weighing up the options: franchise, management agreement or third-party operator?

Negotiating a franchise agreement: a 5-point checklist 5 franchising trends to watch in 2025 8 homegrown franchise concepts with expansion potential 110+ hot concepts to watch

48

Franchising

80

Your 9-point checklist for hiring

86

Meat

SOLUTIONS MANAGEMENT 78

7 tips for tapping into the healthy F&B market

80

Your 9-point checklist for hiring and holding onto talent

HUMAN RESOURCES

GREEN 81

5 Ways to unlock profitability through sustainability

MARKETING 82

How to unleash the power of advertising, marketing and product claims management

PRODUCT ZONE TECHNOLOGY 84

3 experts on AI’s transformative role in hospitality

86

4 chefs on why meat is cutting it in 2025

88

3 specialists on why sparkling water is making a splash

FOOD BEVERAGE

CHOCOMANIA 90

Caramel brownies

91

New products

ON THE MARKET

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Coming issue MAY - JUL 2025 • Special report Coffee and coffee shops • Influencers Chocolatiers • Equipment Coffee machines • Food Cheese • Beverage Syrup

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HOSPITALITY NEWS ME | FEB-APR 2025

HORECA NETWORK

REVIEW

RECORD-BREAKING ACHIEVEMENTS AT

HORECA RIYADH HORECA Riyadh, Saudi Arabia’s premier hospitality event, wrapped up its 13th edition in late November at Riyadh International Convention & Exhibition Center.

Held in partnership with the Culinary Arts Commission (CAC) from November 25-27, 2024, the event raised the bar once again for the kingdom’s hospitality and food and beverage industries.

The 13th edition, held along Salon du Chocolat et de la Pâtisserie, proved to be the largest and most successful in the history of HORECA Riyadh, providing a dynamic platform for professionals, exhibitors and visitors to connect, exchange ideas and forge business partnerships.

Spread across an impressive 29,000 square meters and showcasing 20,000 brands from 400 exhibitors - representing 48 countries, including eight international pavilions - HORECA Riyadh welcomed 50,000 visitors. The impressive trade show also hosted an international jury of over 20 guest chefs, baristas and mixologists.

Highlights included a return for Guillaume Gomez, personal representative of the French President for food and gastronomy, as guest of honor for the second consecutive year. Another of the most eagerly anticipated features was the official Saudi Elite Chefs Competition, organized by CAC. Six thrilling competitions, including the Hospitality Salon Culinaire, Barista Competition and Mocktail Competition, captivated audiences daily.

Jad Taktak, CEO of Semark, co-organizer of the event, spoke about the success of HORECA Riyadh, which included a 20 percent increase in exhibition space compared to last year.

Joumana Dammous-Salamé, managing director of Hospitality Services, the company behind the HORECA brand, added: “We are proud to continue building on our legacy of supporting the kingdom’s vibrant hospitality industry. This year’s event was the biggest and best yet, offering unparalleled opportunities for exhibitors, visitors and professionals.”

The 14th edition of HORECA Riyadh will take place from November 24-26, 2025. saudihoreca.com

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HORECA NETWORK EVENTS

REVIEW

SALON DU CHOCOLAT ET DE LA PÂTISSERIE RIYADH 2024:

A SWEET SUCCESS The second edition of Salon du Chocolat et de la Pâtisserie Riyadh concluded on a high note on November 27, after three lively days at the Riyadh International Convention and Exhibition Center.

Held in partnership with the Culinary Arts Commission (CAC), alongside the renowned HORECA Riyadh exhibition, this premier event for chocolate and pastry enthusiasts surpassed expectations, drawing over 9,000 visitors and spotlighting the latest trends in chocolate, pastry and gastronomy.

Featuring more than 150 exhibitors, the exhibition provided a unique platform for industry professionals, chefs and chocolate aficionados to discover exquisite products, indulge in premium chocolates and engage in interactive demonstrations. Spanning 4,000 square meters, the event showcased artisanal chocolates, state-of-the-art pastry tools and gourmet innovations.

The packed program invited attendees to interact with renowned pastry chefs and experts at the Dessert and Pastry Competition, Choco Démo and much-anticipated Pastry Show, where culinary experts shared their favorite recipes.

The Saudi Elite Chefs competition, meanwhile, challenged Saudi chefs to reimagine local cuisine. Judged by a panel comprising Meilleurs Ouvriers de France (MOF) laureates Philippe Bertrand, Jonathan Mougel, Joseph Viola and Jacques Rolancy, the competition crowned champions in sweet and savory categories.

New for 2024, The Talks hosted two panel discussions that brought together culinary experts and celebrated MOFs. In collaboration with Saudi Elite Chefs, the sessions delved into the evolution of Saudi cuisine, trends and how traditional flavors of the kingdom, such as dates and cardamom, can shine on the international culinary stage. salonduchocolat-ksa.com

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HORECA NETWORK

REVIEW

HORECA KUWAIT CELEBRATES INDUSTRY EXCELLENCE The 13th edition of HORECA Kuwait concluded on January 16, 2025, adding another successful chapter to the region’s premier hospitality and culinary trade fair.

Held over three days at Kuwait International Fairground, HORECA Kuwait gathered more than 8,000 visitors and 80 exhibitors, showcasing over 500 brands across 7,000 square meters of exhibition space.

Indeed, the event welcomed high-profile guests, including Sheikh Fahad Yusuf Saud Al-Sabah, First Deputy Prime Minister, Minister of Defense and Minister of Interior of the State of Kuwait, who visited the show on the second day and explored the 7,000 square meters of exhibition space and engaged with the local and international chefs and jury members.

Program highlights included the Hospitality Salon Culinaire, where culinary talents competed across 30 categories, demonstrating exceptional skill and creativity. The Bed Making Competition and Barista Competition also drew significant attention, with over 300 participants delivering outstanding performances. The Mocktail Competition debuted at this year's HORECA Kuwait, attracting attention for the audience and celebrating the art of non-alcoholic cocktail creation.

HORECA Talks returned for another series, enriching the event with six panel discussions. Indeed, 25 prominent speakers addressed pressing topics and emerging challenges in the hospitality and foodservice sectors, including the importance of exhibitions for tourism development. These sessions served as a vital platform for knowledge exchange, helping industry professionals stay ahead of market trends and innovate effectively.

Nabila Al-Anjari, owner and GM of Leaders Group, co-organizer of HORECA Kuwait, highlighted the significant growth of foodservice in the region and the importance of embracing innovative technologies in the industry.

Joumana Dammous-Salamé, managing director of Hospitality Services, co-organizer of the event, said: “HORECA Kuwait has established itself as a cornerstone of the hospitality industry. This year’s edition celebrated innovation, excellence and collaboration, driving growth and inspiring future achievements.”

Mohamad Najia, executive director of Leaders Group, added that the 13th edition set a new standard in hospitality excellence.

Plans are already underway for the 14th edition, promising even greater business and networking opportunities for the industry. horecakuwait.com

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HORECA NETWORK

PREVIEW

HORECA LEBANON 2025:

POWERED BY PASSION The country’s premier hospitality and foodservice trade event returns to Beirut’s Seaside Arena for its highly anticipated 29th edition from April 8 to 11, 2025.

HORECA Lebanon continues to serve as an indispensable platform for industry professionals to network, exchange knowledge and showcase their expertise.

This year’s theme, ‘Powered by Passion’ is symbolic of the event’s vibrancy and dedication to advancing the hospitality and foodservice sectors.

Spanning 10,000 square meters, the flagship event will host over 350 exhibitors and welcome 19,000 visitors, offering an unparalleled opportunity for engagement and inspiration.

Interactive zones, such as Technovation and Innovation Pavilion, promise to enhance the visitor experience, while signature features like HORECA Talks, HORECA Stage and HORECA Theatre will provide guests with an unparalleled opportunity to connect with experts and the best in the industry, as well as inspiring speakers.

The event will also spotlight creativity and excellence through competitions like the Hospitality Salon Culinaire and the Lebanese Barista and Bartender Competitions, opening doors to fresh business opportunities and innovation.

Joumana Dammous-Salamé, managing director of Hospitality Services, highlighted the significance of the event, saying: “HORECA Lebanon is more than an exhibition - it is a celebration of the resilience and ingenuity of Lebanon’s hospitality industry. With exciting new features and an expanded program, this edition promises to be unforgettable.” horecashow.com

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HORECA NETWORK

PREVIEW

HORECA JEDDAH 2025 EXPANDS IN SCALE AND EXCELLENCE The third edition of HORECA Jeddah is set to take place from April 21 to 23, 2025, at the iconic Jeddah Superdome. As part of the renowned HORECA Network, held across Lebanon, Jordan, Kuwait, Oman and Saudi Arabia, this annual event has firmly established itself as the ultimate hub for industry professionals.

The exhibition will feature a dynamic lineup of live events, including the Salon Culinaire, where chefs will compete in a thrilling three-day series of live cooking and display challenges to earn the title of future culinary masters. The Saudi Barista Competition promises to highlight the kingdom’s top baristas, showcasing exceptional skills from participants representing cafes and hotels nationwide. Additionally, the Mocktail Competition will invite participants to craft innovative and flavorful blends, combining bold ingredients with stunning presentations.

Hosting over 150 exhibitors, HORECA Jeddah is expected to welcome more than 15,000 visitors, providing an unparalleled platform for networking and discovering cutting-edge innovations in the hospitality sector. The venue for the event, the Jeddah Superdome, is a breathtaking world record-holding architectural marvel, spanning an impressive 24,000 square meters of exhibition space.

Recognized alongside HORECA Riyadh as a leading food, beverage and hospitality exhibition, HORECA Jeddah has become an essential destination for industry leaders. saudihoreca.com/jeddah

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Visit us at

The Saudi Food Show

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Martin Braun KG Tillystraße 17–21 30459 Hannover, Germany +49 (0)511 4107-0 www.martinbraun.com

EVENTS

SEEN AND HEARD

RECORD-BREAKING INTERNATIONAL VISITOR NUMBERS AT SIGEP WORLD 2025 New for 2025, the Guest Country project shone a spotlight on Saudi Arabia, in an initiative that was viewed as a major success, with exhibiting companies able to build partnerships with key entrepreneurs from the kingdom.

Reaffirming its position as a leading event for the foodservice industry, Sigep World scaled new heights this year at Fiera di Rimini from January 18-22, showcasing industry excellence to an even wider global audience.

Extending its global reach further than ever before, Sigep World 2025 welcomed visitors from a record 160 countries, with the number of international attendees up by 26 percent - the highest to date.

Commenting as the expo drew to a close, Corrado Peraboni, CEO of organizers, the Italian Exhibition Group, said: “The internationality challenge has been won. All the most strategic markets for foodservice that we represent show a double-digit growth.”

Visitor numbers up from Middle East These included visitor numbers from the Middle East, which were up by 38 percent, with the UAE, Saudi Arabia, Turkey and Iraq having the highest representation.

Sigep 2025 reaffirmed the event’s status as an international reference point on the gelato, pastry, chocolate, coffee, bakery and - new for 2025 - pizza supply chain exhibition scene. The event brought together exhibitors from 33 nations, showcasing 1,300 brands from the global foodservice industry across 30 halls, spanning 138,000 square meters of exhibition space.

Focus on sustainability and innovation Sigep World 2025 also highlighted the topical theme of sustainability with the new Sustainability District, promoting sustainable practices in coffee and cocoa supply chains.

Technological innovation across value chains was another key theme, with trends and solutions that are transforming the global foodservice sector showcased. International competitions included: the Gelato Europe Cup; the Gelato Festival World Masters; Bread in the City; and World Pizza Champion Games, alongside other events, including the popular Sigep Vision talks. sigep.it

WORLD OF COFFEE DUBAI CELEBRATES FOURTH EDITION Attendees were once again able to make the most of several popular attractions, including the SCA UAE Coffee Championships, Roasters Village, Cupping Rooms, Coffee Design Awards, Brew Bar, the Best New Product Display Competition and the SCA Community Lounge.

Cementing its status as the Middle East’s largest coffee trade show, World of Coffee (WOC) Dubai returned to the Dubai World Trade Centre (DWTC) for its 2025 edition from February 10-12. Organized by DXB Live, the event management division of DWTC, in collaboration with the Specialty Coffee Association (SCA), this year’s event was held over a larger, 20,000-square-meter space to accommodate higher numbers of exhibitors and showcase cutting-edge innovations in the global coffee industry.

A hub for industry players and enthusiasts WOC Dubai provides a key platform for coffee farmers, traders, manufacturers, distributors, SMEs, café owners, roasters, hotels, baristas and enthusiasts to network, share knowledge and explore business opportunities.

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Global impact and leadership insights WOC Dubai took place against a backdrop of rapid growth in the MENA coffee market, with figures projecting it to reach USD 11.5 billion by 2025. Globally, consumption reached 11.9 million tons in 2023, reaffirming coffee as one of the world’s most consumed beverages and a critical segment of the F&B industry.

Ahead of the event, Yannis Apostolopoulos, CEO of the Specialty Coffee Association, said: “Each World of Coffee trade show brings together the most innovative companies, fostering international collaboration to drive business growth and industry excellence.” dubai.worldofcoffee.org

CALENDAR FEBRUARY 2025 2-5 Feb. GERMANY ISM Koelnmesse ism-cologne.com 5-7 Feb. TURKEY EMITT ISTANBUL Hyve emittistanbul.com 5-7 Feb. GERMANY FRUIT LOGISTICA Messe Berlin GmbH fruitlogistica.com 10-12 Feb. DUBAI WORLD OF COFFEE DUBAI SCA – Specialty Coffee Association dubai.worldofcoffee.org 10-12 Feb. KSA SAUDI TRAVEL MARKET STM stmksa.com 17-21 Feb. DUBAI GULFOOD Dwtc gulfood.com

MARCH 2025 14-18 Mar. GERMANY INTERNORGA Hamburg Messe + Congress internorga.com 16-18 Mar. GERMANY PROWEIN Messe Dusseldorf prowein.com

APRIL 2025 8-10 Apr. RIYADH-KSA HOTEL & HOSPITALITY EXPO SAUDI ARABIA KAOUN ARABIA & DMG EVENTS thehotelshowsaudiarabia.com 8-11 Apr. LEBANON HORECA LEBANON Hospitality Services horecashow.com 8-11 Apr. SINGAPORE FHA FOOD & BEVERAGE Informa Markets fhafnb.com 13-15 Apr. RIYADH-KSA SaudiFood Manufacturing KAOUN ARABIA & DMG EVENTS saudifoodmanufacturing.com 14-16 Apr. RIYADH-KSA FHS RIYADH Bench futurehospitalitysummit.com 21-23 Apr. JEDDAH KSA SAUDI HORECA Semark saudihoreca.com 28 Apr.- 1 May DUBAI ARABIAN TRAVEL MARKET Reed exhibitions arabiantravelmarket.com

WHERE TO BE SEEN

ATM 2025 TO EXPLORE INDUSTRY TRENDS, TECH SHIFTS AND TRAVELER BEHAVIOR Travel resurgence to Asia-Pacific and the expanding sports and music tourism segments are among the themes set to be explored, alongside the increase in nostalgia and solo travel. ATM 2025 will explore how these and other trends are benefiting from enhanced connectivity and technological advancements. Other key topics to be explored across the four days include sustainable tourism practices and growing demand for responsible tourism.

The 2025 edition of the Arabian Travel Market (ATM) takes place from April 28-May 1 at the Dubai World Trade Center, under the banner ‘Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity.’

ATM 2025 will bring together professionals from across the related industries, providing key networking opportunities and a platform for knowledge sharing and business collaboration.

ATM’s Travel Tech exhibition will make a welcome return, while international and regional experts will once again present their insights at the event's Future Stage. wtm.com/atm/en-gb.html

FHS SAUDI ARABIA RETURNS TO RIYADH The Future Hospitality Summit (FHS) Saudi Arabia returns to the Mandarin Oriental Al Faisaliah, Riyadh from May 11-13, for its 2025 edition.

Back after a record-breaking 2024 edition, FHS Saudi Arabia 2025 will bring hospitality leaders and decision-makers together to discuss hotel performance, development and the outlook for hospitality investment in the kingdom. This year’s summit takes place on the theme ‘Where Vision Shapes Opportunity,’ with attendees set to explore key market trends driving the sector and identify actionable outcomes.

New for 2025, the Education Investment Forum will take place in parallel with FHS

Saudi Arabia. Co-located with the summit, this first-time event will address key challenges and opportunities in hospitality education. Commenting on the new initiative, Jonathan Worsley, chairman of The Bench, explained: “Specifically, it

will look at developing career pathways in luxury and high-end hospitality and integrating design into hospitality education.” futurehospitalitysummit.com

DWTC TO HOST 30TH EDITION OF GULFOOD The 30th edition of Gulfood takes place at the Dubai World Trade Centre (DWTC) from February 17-21, where it expects to host a record 5,500+ exhibitors, offering more than 100,000 new products, from over 129 countries.

Set out across a space of more than 1 million square feet, Gulfood 2025 will welcome participants from several industry sectors. Attendees will find country pavilions and culinary experiences, together with opportunities to network and pre-schedule meetings.

Gulfood 2025 is set to showcase the latest trends and advancements in the F&B industry, while the summit will focus on driving business, inspiring change, fueling global economic growth and tackling key challenges through discussions among CEOs, policymakers and innovators.

Event highlights include the popular Top Table, YouthX – Young Chef Challenge and Blend studio, celebrating the artistry of beverages. The Gulfood Innovation Awards will also once again celebrate brands that set new standards for excellence in F&B. gulfood.com

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BUSINESS

INTERVIEW

SAURABH TIWARI ON CREATING LUXURY TRAVEL FOR A NEW ERA Having achieved one of its aims of opening up to 30 hotels annually in India in recent years, Taj Hotels is now firmly focused on MENA for the next phase of its expansion. Saurabh Tiwari, area director for the Middle East and CIS at Taj Hotels, tells HN what the luxury hotel chain has planned for the region and how it is adapting to meet the changing demands of today’s travelers.

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How has your career path prepared you for your current role?

Preparing for a leadership role is a journey defined by experiences, challenges and lessons that shape one’s ability to navigate complexities and inspire teams. One of the most significant aspects of my professional journey has been the exposure to diverse markets, each with unique cultural and consumer dynamics. These roles provided me with an understanding of how local traditions, preferences and expectations influence guest experiences. Such insights are essential in the Middle East, a region renowned for its rich heritage and cosmopolitan outlook. The ability to adapt operational strategies to align with these nuances has become a foundation of my leadership.

What initiatives have you introduced to strengthen employee engagement?

I am a believer in the philosophy that happy employees lead to happy customers. One key focus of mine has been creating a culture of recognition, where employee achievements are celebrated through structured rewards programs. Equally important is providing opportunities for professional growth. Training programs, mentorship initiatives and clear career progression plans empower employees to develop their skills and advance within the organization, fostering a sense of purpose and commitment. Open communication is another cornerstone of my approach, along with developing a culture of inclusion. Additionally, to support employee well-being, we have prioritized initiatives that promote work-life balance, such as wellness programs and access to mental health resources.

How is Taj Hotels accommodating guests’ changing expectations?

The hospitality industry is undergoing a transformation fueled by the dynamic needs of modern travelers. In destinations like Dubai, long stays are on the rise, spurred by the increasing popularity of freelance visas and hybrid work policies.

This ‘bleisure’ trend - blending leisure with work - has inspired us to redesign our offerings. Our accommodations now cater to remote work needs, featuring dedicated workspaces, premium Wi-Fi and luxurious environments that balance productivity with relaxation. Guests today also value experiences that go beyond indulgence - activities like culinary classes, art workshops and nature expeditions.

These educational endeavors have become the new benchmark of experiential luxury, offering guests meaningful connections and unforgettable moments.

How do you see sustainability trends evolving in hospitality?

Sustainability is rapidly evolving from a value-add to a central expectation in the hospitality industry. Guests today prioritize

brands that demonstrate responsibility toward the environment and communities.

Beyond environmental efforts, there’s a growing focus on social sustainability, such as supporting local communities and preserving cultural heritage. By integrating sustainability into every facet of operations through Paathya, our sustainability initiative, Taj Hotels ensures its properties not only minimize environmental impact but also contribute positively to the destinations they serve. From energy-efficient technologies and water conservation systems to sourcing ingredients locally and reducing food waste, these practices reflect a long-term commitment to responsible hospitality and eco-conscious travel, reshaping operations, but without compromising luxury.

Educational endeavors have become the new benchmark of experiential luxury, offering guests meaningful connections and unforgettable moments.

What other key industry trends are gaining traction?

Wellness tourism is undoubtedly on the rise, with luxury travelers seeking rejuvenation and holistic experiences. Taj Hotels has a long-standing association with wellness, particularly with the integration of Ayurveda and traditional Indian healing practices.

The adoption of smart technology is also transforming the hospitality experience.

This includes smart rooms, mobile checkins, contactless payments, AI-driven customer service and more. However, while we recognize that digital innovation drives efficiency, it must never overshadow the essence of human connection and personalization. Culinary innovation is another trend evident. There is a growing demand for authentic and immersive dining experiences, whether through traditional recipes, local ingredients or interactive presentations. The integration of technology is also redefining luxury dining. Chef Pranav, Bombay Brasserie’s head chef, stands out as the first Indian chef to 3D print indigenous recipes, blending advanced technology with traditional culinary practices. Health and wellness-focused cuisine is another trend gaining prominence, with guests favoring nutritious, plant-based and organic options.

What are the key requirements for a successful hotel launch?

Launching a hotel in dynamic regional markets like those in the Middle East requires careful planning, a deep understanding of local nuances and a commitment to brand values. Several critical factors contribute to a successful hotel launch for us, starting with market research and positioning.

Understanding the target audience’s

preferences, cultural expectations and market demand is essential to designing offerings that resonate with guests. Each Taj property is carefully positioned to reflect its location’s character, while maintaining the brand’s ethos of luxury and hospitality.

Operational excellence and team readiness are equally crucial. Extensive training programs are implemented to ensure staff deliver service that aligns with the brand’s heritage. Pre-opening marketing and brandbuilding play a large role in establishing a strong presence in the region. For markets like Dubai and Riyadh, where competition is intense, creating excitement through innovative campaigns, collaborations and cultural tie-ins ensures a memorable debut.

Another critical factor is adaptability to market dynamics. Regular audits and guest feedback mechanisms help to facilitate continuous improvement.

How does the Indian Hotels Company Limited (IHCL - Taj Hotels’ parent company) choose its locations?

The selection of new locations, including our recent signings in Bahrain and Riyadh, is guided by a thorough evaluation process that aligns with our strategic vision and long-term goals. We don’t want to be flag-planting, rather we want to work with aligned owners and be in the right places, where we can have sustainable growth.

We have opened 25-30 hotels annually in India and now the focus is on the thriving Middle East. We are looking carefully at having branded residences within Dubai, Dubai South and Ras Al Khaimah, but we will always work with strong potential owners who are likeminded, aligned with our vision and understand our brand.

Can you share your project pipeline for the Middle East?

Our three iconic properties in the UAE Taj Dubai, Taj Exotica Resort & Spa and Taj Jumeirah Lakes Towers Taj Hotels represent a remarkable journey of growth and expansion across the Middle East.

Building on this success, IHCL is now focusing on key markets that include Doha, Muscat and Kuwait City. Our ambitions extend to Saudi Arabia, where Taj launched its landmark 250th property in 2022. With plans to expand in Riyadh and Al Khobar, Taj is targeting five properties across the kingdom. In addition, Taj Hotels launched two new hotels in Bahrain - the Taj resort, a 251-room hotel in Hamala and a 200room Taj Hotel in Downtown Seef Manama.

The Middle East plays a crucial role in the global hospitality industry for several key reasons, including its strategic location at the crossroads of Europe, Asia and Africa. Significant investments in tourism infrastructure underscore the region’s commitment to drawing global visitors.

In addition, its rich cultural heritage and ambitious projects continue to elevate its hospitality landscape.

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BUSINESS

OPINION

In collaboration with

TACKLING INFLATION: TIME TO TRY A DIFFERENT APPROACH

When it comes to finding solutions to challenges caused by inflation, restaurateurs often take the traditional route of either raising menu prices or reducing food costs. However, alternative strategies exist that are well worth exploring, as Bastien Blanc, co-founder and board member at TroKadero Hospitality Global, explains.

It goes without saying that rising inflation directly impacts a restaurant’s bottom line. Increased costs for ingredients, labor and utilities squeeze profit margins which can put businesses at risk. This leaves restaurateurs with two primary options: • raise menu prices – this approach allows restaurants to maintain profitability by passing on increased costs to customers.

However, it risks alienating price-sensitive diners and impacting customer satisfaction.

• reduce food costs - which involves implementing cost-cutting measures to offset rising prices. However, it requires careful analysis and strategic implementation to avoid compromising food quality.

Categorization with care

Creative cost-reduction ideas

Given that both of these options have downsides, it’s well worth exploring other opportunities. One option is classifying menu items for accurate price adjustments, or, as it is termed, ‘menu engineering.’

If you are fortunate enough to have a menu of items that are mostly well-liked, then reducing food costs is a must. Restaurants have a variety of tools available that can help them to effectively achieve this aim. These include:

Not all menu items should be treated equally when adjusting prices. Restaurants can categorize items based on various elements, such as profitability. This enables them to identify high-profit margin items and those with lower margins, but also take account of their popularity. In this way, there is scope to analyze customer demand and identify best-selling items. Critically, businesses also need to take account of how price increases will impact customers’ perception of value in terms of the offering.

• going back to basics - recipe cards provide a detailed breakdown of the cost of each ingredient in a recipe. This information is crucial for identifying areas where costs can be reduced. Cross-utilization of items can also help. Additionally, a key item tracker monitoring the usage of high-cost ingredients is a useful tool, helping to Identify potential waste and possible theft.

Based on these criteria, restaurants have several options available to them. They can: • increase prices on high-profit, highdemand items. Customers are more likely to accept price increases for popular dishes.

• slightly increase prices on high-profit, lowdemand items. This can improve profitability without significantly impacting sales.

• consider value offers. Offering discounts on less profitable items to increase their appeal is one idea.

• remove low-profit, low-demand items.

It can make sense to remove items that are not contributing significantly to revenue.

Critically, businesses need to take account of how price increases will impact customers’ perception of value in terms of the offering.

• kitchen waste sheets - these documents track food waste. Analyzing waste data helps to pinpoint areas for improvement, such as portion control and food storage.

• inventory management systems implementing a robust inventory system helps to track stock levels, minimize waste and prevent spoilage.

• employee training - providing kitchen staff with training at a professional level on food handling, storage and portion control techniques can be instrumental in minimizing waste and maximizing ingredient utilization.

Building strong relationships with vendors is undoubtedly another investment, paving the way for you to negotiate volume discounts and look at substituting alternative ingredients to help combat rising costs.

Take it to the team Time and time again, we see evidence that it’s the people on the ground that come up with the best ideas, which brings me to my final word of advice: building a system to combat inflation has to be done with your team. Communicating openly and transparently about the challenges inflation presents and the strategies being considered to address them will empower your team to contribute and encourage them to provide input. Be sure to reward your team members for identifying and implementing cost-saving measures. After all, they are helping the business to find that all-importance balance between tackling inflation, while maintaining profitability and customer satisfaction. tkh.global

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Together

L E T ’ S CU LT I VAT E TAL E N T S "WHERE CHOCOLATE EXCELLENCE MEETS GLOBAL INSPIRATION" L’École Valrhona Dubai

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BUSINESS

INFLUENCERS

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RESTAURATEURS

SERVE UP

THE DINING TRENDS FOR 2025

There’s a wealth of talent in the region that can create stellar hospitality destinations, without looking to outside parties to import.

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RABIH FAKHREDDINE Founder and Group CEO 7 Management rabihfakhreddine, sevenmanagement 7management.me

Broad-based untapped potential The Middle East is a dynamic and rapidly evolving market for F&B, with creativity and originality driving significant growth.

It’s great to see so many homegrown concepts getting the attention they deserve. There’s a wealth of talent in the region that can create stellar hospitality destinations, without looking to outside parties to import. In reality, the entire region holds significant untapped potential. Every country offers

unique opportunities to redefine dining and entertainment experiences. By understanding the preferences and needs of local audiences, there’s incredible scope for restaurateurs to create concepts that resonate and stand out in this dynamic market.

Forging lasting memories Experiential dining is at the core of 7 Management’s DNA. Each of our venues tells a unique story, creating an emotional

The Theater

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connection with guests. The Theater, for instance, combines top quality dining with captivating live performances, blending eastern and western cultures into a nightly spectacle. This immersive approach ensures that every visit is a memorable event. Our goal is to create spaces where guests can forge lasting memories, ensuring they return for the experience.

Dubai and beyond 7 Management is actively expanding its presence both regionally and internationally, with several exciting developments. Locally, we’ve been appointed by Dubai World Trade Center to launch 25 Jump Street, Dubai’s first licensed street concept, located in One Central. We were also thrilled to bring Meat the Fish to Dubai in December 2024 at Jumeirah Marsa Al Arab. Additionally, we’ve partnered with ADIHH to expand the Em Sherif brand in the UAE, acquiring franchise rights for both Em Sherif Restaurant and Em Sherif Sea Café.

Looking beyond the UAE, we’ve recently celebrated the successful opening of the festive spirit Bagatelle in Astir Marina, Athens, Greece. This marks the beginning of our international expansion, bringing world-class hospitality experiences to new destinations.

Dynamic and diverse, the region’s vibrant restaurant scene is expanding at an impressive tempo across both mature and emerging destinations. Eight business leaders share their thoughts on everything industry-related, from promising markets to the tech innovations, sustainability practices and experiential dining trends that restaurateurs cannot afford to ignore.

Reputation can play a large part in what sets a restaurant apart, through testimonials from royals, celebrities or influencers, for example.

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ESSAM FAKHREDDIN CEO and partner ATICO Fakhreldin Group essammf atico-jo.com

Exciting emerging opportunities The region’s F&B scene has indeed expanded and extended its reach. I believe there are three primary reasons for this: the growing population, which ultimately generates an increase in demand for a wide variety of F&B outlets; ever-changing consumer preferences, which are affected by trend, price, quality and taste; and the obvious expansion of the tourism industry, with new opportunities, developments and destinations emerging. Egypt, Iraq and

Saudi Arabia are three countries with huge untapped potential that spring to mind.

Exceptional hospitality a must For me, an iconic restaurant is one that leaves a positive impression on diners.

The restaurant could have various unique features, from exceptional cuisine or special décor to an innovative and creative menu. It could also have a rich, deep story behind the concept, which makes it distinctive. Reputation can also

play a large part in what sets a restaurant apart, through testimonials from royals, celebrities or influencers, for example. In addition, exceptional hospitality brands a restaurant, through the personable and attentive performance of the restaurateur and staff, and their ability to welcome valued guests.

Prioritizing sustainability Sustainability is a highly pressing issue worldwide and we know that the hospitality industry puts a strain on natural resources. We are taking steps to introduce practices that are focused on the environment and sustainability. New trends that we are embracing include: encouraging and supporting social and regional initiatives; using local resources; reducing food waste; recycling (water, plastic, paper and glass); and going green by using energy-saving tools for water and electricity. These practices will be to the fore in the revamping and upgrading we are currently undertaking of three of our most successful outlets. We’re also exploring new openings, including a new concept that we’re developing for a Levantine Café at a mall which is currently under construction.

Fakhreldin

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Diners are attracted by the idea of unique, immersive experiences that go well beyond a meal.

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HENRY FARAH Founder and CEO Kampcatering sal henryfarah, Kamp.catering kampcatering.com

A melting pot of culinary offerings The restaurant and F&B scenes in the Middle East are dynamic and diverse, reflecting a rich tapestry of cultures and culinary traditions, and showcasing both local flavors and international influences.

Saudi Arabia is often seen as offering significant untapped potential through its Vision 2030 initiative, which includes significant investments in hospitality.

Tourism expansion and the shift toward a more open and modern lifestyle present numerous opportunities for new dining concepts and culinary experiences.

Much more than a meal Experiential dining is certainly becoming increasingly popular. Diners are attracted by the idea of unique, immersive experiences that go well beyond a meal, from themed dining and interactive cooking to live entertainment. For restaurateurs, this necessitates designing spaces that foster engagement and connection among guests.

Using innovative presentation techniques, offering a personalized service and curating a menu that tells a story or reflects a particular culture or theme, are all popular approaches for restaurateurs. By focusing on the overall experience, rather than just the food, venues can attract a wider audience and create memorable moments that encourage repeat visits and word-ofmouth marketing. We know, after all, that an iconic restaurant is one that often offers not only exceptional food quality, but also innovative and unique menu offerings, a distinctive ambiance and has a story behind it, ensuring it stands the test of time.

Gavi

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Beirut expansion plans We are currently in the process of opening Lezard Noir, our new restaurant which is a chic French brasserie located in the heart of Beirut, in Beirut Souks. We are also excited to announce that we will be bringing KP Japanese Brasserie to Ashrafieh on Monot street in February 2025. Furthermore, we are in the final stages of developing a totally new concept that will be launched in downtown Beirut in April 2025.

Kampai

Whether it’s tableside interaction, a live band or a live cooking demonstration, guests are looking for something extra.

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HAITHAM GOUSSOUS General manager and partner Romero Group romerogroup romerogroup.jo

High standards, rapid growth The regional restaurant and F&B landscape has been expanding rapidly in recent times, initially largely within the UAE, but now farther across the Gulf and into other countries, including Jordan. Standards are very high, with restaurateurs competing with the best around the world. We know Saudi Arabia is a key place to be, with the economy developing at a very fast pace, but Baghdad, Iraq, is certainly another market to watch.

Offering something extra There’s no doubt that it’s hugely important for restaurateurs to incorporate interactive experiences into an offering. For today’s diners, eating out is not just about good food, but the overall experience.

Whether it’s tableside interaction, a live band or a live cooking demonstration, guests are looking for something extra from a restaurant. At Romero Group we are always thinking of different ways to enhance our guests’ dining experience, both in our restaurants and as part of our outside catering service.

Sufra

Minimizing waste, maximizing sustainability Sustainability has been at the top of our priority list for the past 10 years.

Our delivery packaging is totally plastic free, recyclable and biodegradable. For example, we use carton straws and glass water bottles at our venues, and don’t serve anything that has plastic in it or is in any way not environmentally friendly.

We work with a respectable recycling company that collects all the glass and cans on a daily basis, while also working on ways to minimize waste and water consumption. Aligned with this and, in part, due to the fact that regional issues have made planning a challenge, our main focus right now is to maintain and improve our existing venues and operations. However, we would like to expand out of Jordan as soon as the time is right and the opportunity comes along.

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I’m really excited about sustainability and the rise of plant-based dishes. These trends reflect a shift in how people think about food.

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ZIAD KASSABIEH Chief executive officer Advanced Food Co. ziadkassabieh, advancedfood.sa advancedfood.com.sa

A dynamic regional market The restaurant and F&B industry in the Middle East is thriving like never before, with an incredible mix of traditional flavors and cutting-edge concepts coming together, making the region a truly dynamic market. Countries like Saudi Arabia and the UAE are at the forefront, supported by growing demand for unique dining experiences. What’s really exciting is how much the audiences here value both authenticity and creativity, making it a perfect place to innovate, while still honoring the cultural roots of the cuisine.

An experience well worth sharing For us, dining is never just about food - it’s about the whole experience. We put a lot of thought into creating environments that tell a story, from the way dishes are presented to the design of the space. We want guests to feel like they’re stepping into something special and immersive.

Whether it’s through unique plating techniques or interactive elements, we aim to make every visit memorable something guests will want to talk about and share with others.

Annabella

Oxar

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Smarter, sustainable choices I’m really excited about sustainability and the rise of plant-based dishes. These trends reflect a shift in how people think about food. Sustainability is absolutely essential to everything we do. It’s not simply about reducing waste or using eco-friendly materials - it’s about making smarter choices at every stage, from sourcing ingredients locally to designing more efficient operations. We’re also keen to inspire guests to think about their own impact. Looking ahead, we’re very excited about the expansion of Maitre Choux. Our vision is to open 60 branches by the end of 2025, taking it to new markets while staying true to its roots. We’re also working on new dining concepts that combine innovation and storytelling, creating experiences that are fresh and memorable.

It’s an exciting time!

Ruki

Emotional connections and unforgettable experiences foster lasting impressions, turning patrons into loyal ambassadors.

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TONY RAMY President Syndicate of RCNP Lebanon and Ramy Holding tonyramyofficial, syndicatercnp tonyramy.com

Regional recognition Gulf countries are today rivaling global hospitality hubs. We have Qatar emerging as a model nation, hosting world-class brands, while Saudi Arabia, under Vision 2030, is witnessing unprecedented growth in hospitality and tourism. Elsewhere in the region, Dubai continues to pioneer trends in hospitality. Amid this regional dynamism, Lebanon stands resilient. Its restaurant and nightlife sector continues to thrive, despite challenges, showcasing its global influence, with Lebanese brands maintaining a strong presence worldwide.

Emotional connections and unforgettable experiences Once a restaurant achieves success, it has the potential to become iconic, provided the restaurateur can sustain and preserve these standards. More than just a dining venue, an iconic restaurant is a destination synonymous with excellence and timeless appeal. Emotional connections and unforgettable experiences foster lasting impressions, turning patrons into loyal ambassadors. When a restaurant’s name or its chef becomes its hallmark, it evolves into a cultural landmark, shaping culinary trends and inspiring generations. In the restaurant industry, every step, from the food to the sequence of service, matters.

This is what makes the experience for restaurateurs successful - an entire journey that leaves a lasting impression on the customer.

New openings and renovations In January 2025, Al Falamanki opened its third branch in Lebanon in Antelias, Metn and its first in Saudi Arabia, in the Hittin area of Riyadh, directly opposite Riyadh Season. This huge standalone megaproject, accommodating 1,000 seats, marks the beginning of our expansion plans for Saudi Arabia. In September, Al Falamanki will open a branch in Baghdad and, next year, will begin its expansion into Kuwait and Cairo. In 2025, there are plans for both the Ashrafieh and Antelias branches of Diwan Beirut to undergo renovations, alongside an opening of the brand’s first signature sandwich concept.

Other plans in the pipeline include Al Sultan Brahim opening its doors in Riyadh by the end of 2025.

Sultan Brahim

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INFLUENCERS

By adopting practices like composting, eco-friendly packaging and reducing food waste, restaurateurs are contributing to a healthier planet and long-term success.

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FAISAL MOHAMMED SHAKER CEO and co-founder MFC - Modern Food Company @faisalmshaker, @mfcsaudi mfcsaudi.com

Emerging markets, exciting opportunities The restaurant and F&B scene in the Middle East is vibrant and rapidly evolving.

Over the past decade, we’ve seen significant growth in the sector, driven by a combination of factors, such as increasing disposable incomes, diverse consumer preferences and a growing appetite for international cuisines, alongside a strong appreciation of local flavors. Countries like the UAE, Saudi Arabia and Qatar have established themselves as regional hubs for innovative F&B concepts, while other markets are also gaining traction. ‫‏‬For untapped potential, Saudi Arabia continues to stand out, while countries like Oman and Kuwait are among the emerging markets offering promising opportunities.

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Formula for success There are many factors that I believe can help a restaurateur elevate a venue to iconic status, involving a unique combination of some or all of the following: • consistent quality - delivering exceptional food and service every time • distinct identity - having a clear concept, memorable branding and a strong connection to the culture or community • innovation - introducing unique menu items, dining styles or experiences that resonate with customers • memorable ambiance - creating an inviting and inspiring atmosphere • legacy and recognition - building a reputation over time with awards, loyal clientele and industry accolades.

Sustainable practices: a win-win When it comes to industry trends that are making waves, the key talking point is sustainability, especially the move toward using local, organic and seasonal ingredients, along with waste-reduction practices. Sustainability is crucial for ethical, environmental and business reasons. By adopting practices like composting, ecofriendly packaging and reducing food waste, restaurateurs are contributing to a healthier planet and long-term success. Plant-based cuisine is also becoming more popular, with an increasing number of restaurants offering innovative vegetarian and vegan options to cater to growing demand. Other trends range from tech-enhanced dining, such as the use of QR codes and AI-driven ordering to health-conscious menus.

Beefbar

The trends we’ve seen emerging over the past two years, such as health, technology and sustainability, all remain top of the consumer’s radar.

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NATASHA SIDERIS CEO and founder Tashas Group @tashasgroup tashasgroup.com

Engaging all the senses At Tashas Group, we focus on creating a seamless blend of great food, exceptional service and stunning interiors. We believe in offering authentic, heartfelt experiences, where every element, from the ambience to the food, contributes to a memorable dining experience. More than just the meal, it’s about creating an environment that engages all the senses.

Balancing trends with authenticity The trends we’ve seen emerging over the past two years, such as health, technology and sustainability, all remain top of the consumer’s radar. We’ll continue to embrace those that enhance both our bottom line and our customer experience.

It’s all about finding a balance between adapting to trends and staying true to who we are. I believe that an iconic restaurant is one that seamlessly blends authenticity with innovation, with restaurateurs creating a memorable experience that resonates with guests. At Tashas Group, our cultural roots - Greek and South African - play a pivotal role in shaping our venues. The heart of Greek hospitality, or philoxenia, combined with South Africa’s warmth and generosity, influences every aspect, from design and ambience to food and service.

Le Parc

Expanding across multiple platforms In 2025, we’re thrilled to be expanding with several exciting new ventures, including two new locations in South Africa, one in Saudi Arabia, two new tashas in the UAE and the launch of Avli by tashas in Bahrain.

We’re also launching the first Galaxy Bar Cocktail Book, which has already received a global award nomination. The biggest highlight has been the opening of NALA, our first fast-casual concept, designed to offer high-quality food at speed.

Additionally, the Tashas Group Academy - a state-of-the-art training hub - opened in Alserkal Avenue in January 2025. We look forward to continuing to grow and innovate across multiple platforms, while creating memories for our staff and customers.

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ROOTED IN SUSTAINABILITY

AT WALDORF ASTORIA RAS AL KHAIMAH

Nestled between the golden shores and the majestic Hajar Mountains, Waldorf Astoria Ras Al Khaimah is a shining example of luxury intertwined with sustainability. This resort offers far more than a place to stay; it is a hub of innovation, community engagement and environmental stewardship, setting new benchmarks in the hospitality industry.

Its culinary philosophy extends beyond the kitchen, embedding sustainability into every aspect of the guest experience.

From sourcing ingredients to the dining experience itself, sustainability is seamlessly integrated, ensuring an ethical and elevated approach. Each dish reflects a commitment to quality and responsible practices, positioning the resort as a leader in responsible luxury.

The legacy of Lexington Grill & Bar At the heart of the resort’s culinary offerings is Lexington Grill & Bar, a standout destination renowned for its dedication to quality and sustainability.

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Under the leadership of chef de cuisine Alexander Hammerl, the restaurant highlights meticulously sourced ingredients and thoughtful preparation.

For instance, consider the Sir Thomas beef, a testament to excellence with its superior flavor and ethical sourcing. Black Angus cattle, raised on pristine farms without hormones and grain-fed for over 200 days, provide an unparalleled taste, while supporting sustainable farming practices.

Equally notable are the grilled halibut and red mullet ceviche, both of which feature locally sourced, sustainably caught fish.

The Grilled Halibut pairs its tender, flaky texture with grilled artichokes, lentils, cherry tomatoes and a velvety tomato beurre blanc, emphasizing the fish’s natural flavors. Meanwhile, the red mullet ceviche highlights meaty fish from the Persian Gulf, complemented by a zesty ají amarillo marinade, lime juice, dill and cucumber, and topped with Sevruga caviar for a touch of elegance.

Sustainability reimagined Beyond the luxurious dining rooms and elegantly plated dishes lies a revolutionary commitment to environmental stewardship. One example is the 50 Mile Menu, a concept designed to source ingredients within a 50-mile radius of the resort. Hammerl explains: “In the UAE, nothing is impossible, even when it comes to food.” While global ingredients are readily available, the team prioritizes locally sourced options, aligning with Hilton’s broader sustainability goals.

Another bold initiative is the zero-waste menu, which exemplifies mindfulness and innovation. Led by executive chef Michael Kreiling, the culinary team ensures minimal waste by using every part of an ingredient, from root to stem, transforming it into culinary art.

The bigger picture Waldorf Astoria Ras Al Khaimah isn’t merely serving meals – it’s redefining dining and sustainability. Here, sustainability is

Advertorial

not a buzzword but a deeply embedded philosophy. The resort’s approach to dining transcends exceptional meals, creating transformative experiences that connect guests to the origins of their food.

From local farmers to fishermen and artisans, every individual involved in the value chain contributes to a larger narrative. Kreiling encapsulates this philosophy: “Food should speak for itself, but it should also whisper about where it comes from and why it matters.”

Modern luxury, as he describes it, is rooted in connection — connection to the environment, to people and to a greater purpose.

A shared commitment to sustainability A key enabler of Waldorf Astoria Ras Al Khaimah’s sustainability initiatives is its partnership with Chef Middle East, a trusted collaborator. This partnership ensures the resort’s culinary team has

access to premium, responsibly sourced ingredients that align with its values of quality and responsibility.

Chef Middle East provides the top-tier products like Sir Thomas beef and locally sourced seafood, including halibut and red mullet, which bring the resort’s sustainability vision to life. Reflecting on this collaboration, Farzeen Ashraf, channel manager - Northern Emirates at Chef Middle East, says: “Working closely with the team at Waldorf Astoria Ras Al Khaimah has always been a true delight and an ongoing privilege. The unwavering passion Chef Alex brings to his craft inspires us to collaborate in delivering only the best.”

Ashraf adds: “Chef Alex’s ability to transform ingredients into exceptional creations underscores why Lexington Grill remains a culinary treasure in the heart of Ras Al Khaimah. We deeply value this partnership and look forward to supporting it in the years ahead.”

A new chapter in responsible luxury Waldorf Astoria Ras Al Khaimah is not just redefining fine dining - it is pioneering a movement toward responsible luxury. Every dish, initiative and partnership contributes to an evolving narrative that bridges indulgence with responsibility. By prioritizing sustainability at every level, the resort sets new standards for ethical luxury without compromising excellence.

Here, guests can indulge in a seamless experience where luxury meets conscience, ensuring that fine dining is both accessible and sustainable.

Ultimately, this commitment represents the future of high-end hospitality, where indulgence and responsibility coexist in perfect harmony. chefmiddleeast.com

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TOURISM

WELLNESS TRAVEL AND TOURISM TRENDS TO WATCH IN 2025

Seamlessly combining world-class events with opportunities for rejuvenation, the MENA region is proving to be a global leader in the rapidly expanding global wellness tourism industry.

Susie Ellis, chair and CEO of the Global Wellness Institute and the Global Wellness Summit, pinpoints the 5 wellness trends that are set to make waves this year and beyond.

At year’s end, we at the Global Wellness Summit and its sister organization, the non-profit Global Wellness Institute (GWI), prepare to unveil our top 10 wellness trends for the coming year. To do so, we draw on a wealth of insights, including the latest Global Wellness Economy Monitor figures, released in November 2024. These valued the global wellness economy at an impressive USD 6.3 trillion, projected to reach USD 9 trillion by 2028. Within this dynamic industry, wellness tourism stands out as a true powerhouse.

Valued at USD 830 billion worldwide, it achieved a 30-percent growth rate from 2022 to 2023 - a testament to the surging global appetite for transformative, healthfocused travel experiences.

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MENA leading the way

The Middle East will see a wave of luxury longevity clinics entering the market.

Fountain Life from the US, whose focus is AI-powered diagnostics to identify and predict illnesses such as cancer, heart disease, metabolic disorders and neurodegenerative diseases at the earliest stages, is coming soon to Dubai. Clinique La Prairie, the famed Swiss medicalwellness longevity resort, is creating new ‘Urban Longevity Hubs’ and recently opened in Doha (St. Regis Marsa Arabia Island) and Dubai (One&Only One Za’abeel).

It will soon also be in Saudi Arabia at the Amaala development. SHA Wellness, the medical-wellness longevity resort from Spain, is opening SHA Emirates, a dedicated ‘wellness island’ in AlJurf in 2026. Saudi Arabia’s planned smart, sustainable city NEOM, meanwhile, is essentially an entire city programmed as a longevity clinic.

GWI’s latest wellness economy research reveals that the Middle East and North Africa (MENA) region ranks top for recent growth in wellness tourism among all global regions. MENA was the world’s fastest-growing region for both wellness tourism trips and expenditures from 2019 to 2023. Wellness trips in MENA grew 8.1 percent annually, with wellness tourism expenditure by travelers rising 11.6 percent annually. MENA also achieved the highest post-pandemic recovery, with wellness trips at 137 percent and expenditures at 155 percent of 2019 levels, fueled by booming inbound tourism in countries like the UAE, Saudi Arabia, Egypt, Morocco and Bahrain.

To find out what’s driving this extraordinary growth, we need to delve into the key trends fueling the rise of wellness tourism and explore some innovative examples emerging in the Middle East.

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Longevity has longevity

The speed at which longevity has seized the health and wellness spaces in the last year is staggering. No mere ‘trend,’ longevity is a new industry pillar, with the ‘longevity economy’ pegged to be worth USD 610 billion by 2025. It is driven by more consumers seeking longer health-spans - not just more years but more healthy ones. There are thousands of longevity clinics worldwide offering advanced diagnostic testing (think biomarker, genetic, hormonal and full-body MRIs) to identify issues before they become problems. Others offer experimental approaches, alongside biohacking or recovery treatments.

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Sports finds its footing in hospitality

We also see sports programming becoming far more important in hospitality.

In contrast to solo sessions at the gym, more people are embracing social, empowering sports, from pickleball to padel. More people also want to train like near-elite athletes, while real athletes want hospitality destinations that deliver the most advanced wellness and recovery solutions, and gym equipment.

Hospitality destinations are answering the call, with everything from pro trainers to pro-level facilities. New hospitality brands are squarely aimed at elite athletes, offering pioneering wellness, fitness and recovery programming. Equinox Hotels is slated to open in Saudi Arabia’s NEOM wellness destination, with a pro-level gym, personal trainers, brain-stimulating tech to boost performance and a full recovery menu.

SIRO, the new fitness and recovery hotel concept, opened its first property, SIRO One Za’abeel from Kerzner International, in Dubai last year.

A global example also comes from Aman, which has elevated its global wellness offerings by collaborating with tennis legends Novak Djokovic and Maria Sharapova, who share their personal training and wellness expertise with guests.

With the Middle East attracting massive sports events, such as the FIFA World Cup, and premier tennis events, combined with a surge of inbound tourists, destinations here have the opportunity to get traveling fans actively participating in sports and wellness on their trips.

In collaboration with

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Communal celebrations

Traveling with a community to live events fosters shared experiences and a profound sense of belonging. In the hyperconnected yet fragmented modern world, this concept, dubbed ‘Live Tourism’ by Skift, is becoming a cornerstone of meaningful, modern-day travel.

Traveling with one’s ‘tribe’ - be it fans of a music artist, sports team or a cultural movement - transforms the experience from mere attendance to a communal celebration. The act of exploring new destinations with others enhances emotional bonds, reduces feelings of isolation and provides a sense of purpose, all of which are essential for mental well-being.

The Middle East is rapidly becoming a hub for wellness-focused experiences, seamlessly combining world-class events with unique opportunities for rejuvenation. Saudi Arabia, for example, is redefining its global appeal through its Vision 2030 initiative, hosting marquee events like Formula 1, the Riyadh Season and the recently awarded 2034 FIFA World Cup. These events blend entertainment with wellness-driven tourism, offering attendees holistic travel experiences, such as spa retreats, desert safaris and cultural explorations.

Qatar’s 2022 FIFA World Cup showcased how wellness could intertwine with community. Fans explored souks, practiced yoga in scenic parks and enjoyed Arabian hospitality, enriching their well-being beyond the stadiums.

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The rise and rise of remote working

The Middle East is well positioned to cater to digital nomads, those who work online from virtually anywhere in the world, seeking a wellness ‘sabbatical.’

Supported by strategic initiatives, modern infrastructure and a focus on improving quality of life, the Middle East’s offerings, be it a wellness real estate community for long-term stays or a resort for shorter stays, align with the interests of a growing segment of nomadic workers. These professionals value health-conscious living and the flexibility of remote work.

Cities such as Dubai have introduced remote work visas, allowing professionals to seamlessly blend work with travel, cultural exploration and wellness activities. With a wealth of co-working spaces, excellent connectivity and outstanding leisure options, places like Abu Dhabi, Doha and Oman are emerging as prime destinations for remote workers seeking a mix of modern amenities and cultural richness. This creates ample opportunities for hospitality destinations and wellness real estate communities to attract and engage a diverse range of guests.

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Sober travel takes off

The sober-curious movement continues to gain momentum globally, with younger generations, especially, giving up or dialing down the alcohol. And the Middle East, with its unique cultural and religious attitudes toward alcohol, has, of course, already embraced this trend. The region would benefit from promoting the advantages of its unique culture of no/low alcohol to the growing number of travelers seeking such experiences. Wellness resorts and destinations that emphasize alcohol-free experiences, such as Zulal in Qatar - the Middle East’s first wellness retreat developed

by Thailand’s Chiva-Som - highlight their zero-alcohol approach as a key feature for genuine detoxification. Similarly, The Retreat Palm Dubai from Sofitel exemplifies this focus, showcasing the appeal of sober travel in the region.

As can be seen from these trends, the outlook for the Middle East in this segment is bright, with the region well positioned to further its lead as a wellness tourism destination. globalwellnesssummit.com

The Middle East is rapidly becoming a hub for wellnessfocused experiences, seamlessly combining worldclass events with unique opportunities for rejuvenation.

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BUSINESS

COUNTRY REPORT

QATAR:

A TRANSFORMATIVE GEAR CHANGE FOR THE ECONOMY Building on the success of the 2022 FIFA World Cup and other high-profile international events, Qatar is targeting tourism as major driver of growth in its plans for the economy. Nada Alameddine, managing partner at Hodema Consulting Services, takes us through the latest sectoral developments and explains why the future looks bright for this key Gulf state.

Since Qatar hosted the 2022 FIFA World Cup, the country’s economy has performed notably well, helped by improved relations with its Saudi neighbor, which ended a rift of several years. Driven by an abundance of natural gas reserves, GDP growth has also started to feel the benefits of shifts in economic policies, which are focused on diversifying the country’s resources.

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A positive economic outlook Having accounted for nearly 85 percent of GDP in the early 1980s, the contribution made by the hydrocarbon sector, which encompasses liquefied natural gas (LNG), crude oil and petroleum products, fell to around 37 percent in 2022. This change of gear toward diversification has so far proven successful and economists predict a strong medium-term outlook for the small Gulf country. Qatar ranks eighth on the list of countries with the highest GDP

per capita, according to the IMF, with the projected figure for 2025 set at USD 66,350.

The authorities have also announced fresh initiatives to boost the private sector, create employment and attract investors. These latest announcements are part of Qatar’s Third National Development Strategy 20242030. Several sectors, such as financial services, technology, real estate, logistics and tourism, are being pushed to the forefront as part of the broader aim to reduce the country’s hydrocarbon dependence.

In collaboration with Ambitious targets for tourism The stakes for the tourism industry are particularly high. Through the Qatar National Tourism Strategy 2030, authorities want the travel and hospitality sectors to contribute 12 percent to GDP by 2030 and attract 6 million visitors annually - an ambitious target, given that arrivals for the FIFA 2022 World Cup totaled 2.4 million.

According to Abdulaziz Ali Al Mawlawi, Visit Qatar’s CEO, the country was able to maintain the momentum generated by the event, with the number of visitors jumping to 4 million in 2023 and reaching 3.5 million in the first eight months of 2024 alone. The increases were likely due, in large part, to an extensive list of international events held in the country, such as the World Aquatics Championships, cricket’s Legends League, golf’s Qatar Masters, Formula 1 Qatar Airways Grand Prix and the FIFA Intercontinental Cup, to name just a few, among an impressive sports calendar in 2024 hosted by Doha. A total of 37 international competitions, plus several regional and local championships, brought thousands of athletes and fans to Qatar. The country also has a number of major additional sporting events lined up for 2025, including two tennis tournaments in February and the MotoGP Grand Prix in April. The global tech community is also expected to gather in Doha for February’s Web Summit.

Additional accommodations are planned as part of a robust pipeline which gives Qatar the highest annual growth rate for investments among its GCC peers.

Robust room pipeline To accommodate the planned upswing in visitor numbers, the country has been investing heavily in its hotel industry. The year 2022 saw a boom in construction for the FIFA World Cup, with room supply jumping to 37,539 units from 29,386 the previous year.

While 2023 was calmer, occupancy rates and revenues in 2024 were both given a boost by sporting events. According to CoStar, a leading provider of online real estate marketplaces, November 2024 year-on-year (y-o-y) figures showed a considerable increase, notably due to the Formula 1 rendez-vous. Occupancy levels peaked at 83.6 percent, marking a jump of 17.5 percent. The average daily rate (ADR) rose by 20.9 percent, while the revenue per available room (RevPAR) jumped by 42 percent. These record numbers represent the highest occupancy for any November in Qatar since 2014. Although the country’s highprofile international events are producing an exceptional upsurge in demand for the hospitality industry, the increased hotel offer has yet to be absorbed by the overall rise in visitor numbers.

And yet, the authorities show no signs of stemming the tide anytime soon; additional accommodations are planned as part of a robust pipeline which gives Qatar the highest annual growth rate for investments among its GCC peers.

High-end focus Qatar has decided to focus on luxury tourism, with hundreds of high-end hotels and restaurants now catering to wealthy visitors. The Pearl Qatar, the artificial island located on 4 million square meters of reclaimed land, Katara Cultural Village, Souq Waqif and the Mall of Qatar are among the many key destinations that have become international talking points. Visitors will find a vast range of cuisines to choose from at the country’s ever-growing list of restaurants, with acclaimed chefs, such as Jean-Georges Vongerichten, having opened refined eateries. High-profile chains STK and Nobu have also opened branches at the Ritz-Carlton and the Four Seasons.

Infrastructure development in Qatar is keeping pace with the hospitality industry’s expansion. Fully equipped with all the latest tech innovations, Hamad International Airport, Qatar’s main airport, has become an important transit hub between Europe and Asia.

In a significant step, its main company, Qatar Airways, has joined the world’s top air carriers. hodema.net

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BUSINESS

F&B

CATERING: REWARDING OPPORTUNITIES

AND HIGH GROWTH POTENTIAL In recent years, catering has evolved into a highly lucrative business channel, attracting both fledgling entrepreneurs and established food brands. Christian Salloum, managing director of BrandPortunity F&B Consulting, explains what’s behind the catering industry’s rapid expansion and shares eight strategies for securing success in this dynamic market.

From private celebrations to corporate events, the demand for customized catering solutions has grown exponentially in recent years. Catering has emerged as a profitable business channel due to its ability to meet growing demand for personalized, highquality food services across various events and occasions. Its flexible business model, lower overhead costs and diverse revenue streams make it an attractive venture for entrepreneurs and established brands alike.

Some of the key drivers behind the catering industry’s expansion include: 1-Rising demand for personalized services - in today’s consumer-driven market, personalization is paramount. Catering allows clients to customize menus, themes and service styles to match their preferences. We know that today, clients are willing to pay a premium for bespoke experiences, from weddings or birthday parties to corporate events. This flexibility creates a compelling value proposition, enabling caterers to charge higher margins compared to traditional dine-in or delivery services.

2-Lower overhead costs - unlike full-service restaurants, catering businesses often operate with lower fixed costs. Many run from cloud kitchens or shared commercial spaces, reducing the need for a primelocation storefront. For existing dine-in concepts, adding a catering division can

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significantly boost revenue, while leveraging in-house resources. Furthermore, staffing can be adjusted based on booking volumes, ensuring efficient resource utilization.

This lean operating model allows catering businesses to remain profitable, even during market fluctuations.

Positioning your brand for success

3-Diverse revenue streams - catering offers opportunities to diversify revenue beyond individual customer orders. Examples include event catering, corporate contracts, meal prep services and special holiday packages. This diversification reduces reliance on a single-income source and provides stability in competitive markets.

1-Develop a distinct brand identity - a unique brand identity helps you stand out in the crowded catering market. This should include creating a memorable logo, a compelling mission statement and a distinct tone of voice that resonates with your target audience. Highlight your service’s unique aspects, such as sustainability, premium ingredients, cultural authenticity or cuttingedge presentation styles.

4-Strong client loyalty and referrals satisfied clients often return for future events or recommend services to others. Word-ofmouth referrals play a significant role in the growth of catering businesses, serving as a cost-effective marketing channel. Building relationships with repeat clients, particularly corporate customers, can lead to long-term contracts and consistent revenue streams.

5-Scalability and flexibility - catering businesses are inherently scalable. Starting small with local events and gradually expanding to larger-scale operations allows organic growth. Flexibility in services ranging from intimate gatherings to large corporate events - broadens the client base and maximizes profit potential.

To succeed in catering, it is advisable to have a solid F&B operations background and surround yourself with a creative team, since innovation is vital in this field. Below are eight strategies that will help position your business for success in the catering industry:

2-Offer tailored menus - customization is a significant selling point in catering.

Providing tailored menus that accommodate dietary preferences, cultural cuisines and creative themes can set your business apart.

Consider offering vegan, gluten-free or fusion cuisine options to attract a broader audience and refine your menu based on client feedback.

3-Invest in quality and presentation catering services are judged by taste, visual appeal and service quality. Invest in premium ingredients, elegant table setups and experienced chefs to create wellbalanced, memorable menus. Excellent service ensures your brand is associated with professionalism and reliability.

In collaboration with 4-Leverage technology - technology is pivotal in modern catering operations.

Online booking systems, digital menu previews, digital payment methods and CRM tools streamline client experiences and enhance operational efficiency. Social media platforms can showcase successful events, building credibility and attracting new clients.

5-Partner with complementary businesses - collaborating with event planners, florists, photographers and venues can significantly boost your market visibility.

These partnerships position your brand as a trusted, comprehensive solution for event needs. Create referral programs with partners to encourage mutual promotion.

6-Focus on corporate catering - corporate catering is a steady and lucrative segment.

Businesses require catering for meetings, conferences and employee events.

Securing corporate contracts provides reliable revenue streams and helps scale operations. Offer flexible packages, such as subscription-based services, to appeal to corporate clients.

7-Prioritize customer service - exceptional customer service is essential for success in catering. Ensure clients feel valued and their needs are met through endto-end service, from initial consultations to post-event follow-ups. Address concerns promptly and maintain clear communication to foster trust and loyalty.

Use client feedback forms to gather insights and continuously improve services.

8-Emphasize sustainability - sustainability is increasingly important to consumers.

Practices like using biodegradable packaging, sourcing locally and minimizing food waste resonate with environmentally conscious clients. Highlight these efforts in marketing materials to attract like-minded customers.

Ensure clients feel valued and that their needs are met through end-to-end service, from initial consultations to post-event follow-ups.

Tackling common challenges The catering business offers immense opportunities, but it also comes with its own set of challenges, particularly operational hurdles. Navigating obstacles, such as managing fluctuating demand, maintaining consistent quality and handling logistical complexities, is a must for catering businesses to ensure smooth operations and client satisfaction. Addressing these challenges effectively is key to building a strong reputation and achieving long-term success. Steps to take to do so include: 1-Managing fluctuating demand - catering businesses often face seasonal demand fluctuations. Diversify your offerings with year-round services, such as meal prep, corporate lunches or small private events to maintain consistent revenue.

3-Handling logistical complexities catering involves intricate logistics, from food preparation to on-site service. Investing in reliable equipment, skilled staff and efficient delivery systems can streamline operations and minimize errors.

Rewarding opportunities Catering offers a rewarding business opportunity with its adaptability, growth potential and diverse revenue streams. Success in this sector hinges on understanding market trends and embracing innovation and creativity to deliver exceptional experiences that leave a lasting impression on clients. With demand for personalized and high-quality services growing, the catering industry provides ample opportunities for businesses that prioritize experiential moments and customer-centric approaches. When developing a catering business, it’s advisable to seek support from experts in the field, or partner with experienced F&B/catering consultants for well-informed decision-making and strategic growth. By implementing forward-thinking strategies and leveraging professional guidance, your brand and catering business can stand out and thrive in this dynamic and competitive field, ensuring delivery of quality catering events. brandportunity.com

2-Maintaining consistency - consistency is critical for building a strong reputation.

Standardize recipes, train staff thoroughly and implement quality control measures to ensure every event meets your brand’s standards.

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BUSINESS

TECHNOLOGY

HOW TO OPTIMIZE AI TECHNOLOGY IN HOSPITALITY AND EVENT MANAGEMENT

There’s widespread acceptance that AI applications today are a must, rather than optional, for hospitality marketers and event providers looking to maintain a competitive edge.

Lovetto Nazareth, CEO of Prism Digital, has a 12-point checklist on how to utilize this revolutionary technology to enhance efficiency and create unique guest experiences.

Artificial Intelligence (AI) technology is revolutionizing industries worldwide, redefining how businesses approach problem-solving, optimize operations and engage with consumers. Enabling hyper-personalized guest experiences, streamlining complex planning processes and providing actionable, data-driven insights, AI is driving a paradigm shift in hospitality and event management.

By integrating AI-powered tools and systems, companies in these industries are enhancing efficiency and setting new benchmarks for customer satisfaction and innovation, ensuring they stay competitive in an increasingly digital world.

1

AI-powered personalization: the heart of modern marketing

Personalization is no longer a luxury - it’s a necessity. AI technology allows event marketers to analyze vast datasets in real time, uncovering individual preferences, behaviors and expectations, including the following: Hyper-customized attendee experiences - AI-driven tools can provide attendees with personalized itineraries, depending on their behavior history, demographics and preferences. For example, an attendee interested in sustainability will receive suggestions for eco-friendly activities. In contrast, someone interested in networking will have customized schedules with ‘meet and greet’ sessions highlighted.

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Dynamic content generation - AI can tailor sponsored promotional materials, such as emails, advertising and social media posts, producing personalized visuals, videos and text to make every attendee feel an event is designed especially for them. For example, YouTube uses AI to suggest video content.

Event marketers can take inspiration from this and add such a feature to keep their audience engaged.

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AI technology in predictive analytics: planning with precision

Predictive analytics enables event planners to anticipate challenges and opportunities, ensuring optimal decision-making. This can be done in: Venue selection and scheduling - by analyzing historical data, AI identifies the best event venues and dates. It considers accessibility, neighborhood traffic and attendee demographics to optimize location selection and scheduling.

Forecasting attendance and revenue - AI uses past event data and current market trends to predict attendance rates and potential revenue. This foresight helps event managers allocate resources more effectively and minimize financial risks.

Real-time adaptability - predictive tools continuously analyze incoming data to refine event strategies. For example, if ticket sales are lagging behind in specific demographics, AI can suggest targeted promotions to boost interest.

3

Streamlining event operations

Efficiency is critical in event management and AI technology simplifies complex tasks, such as these below: Automated registration processes - AI powers registration systems, allowing minimal manual input and making it simple.

Attendees are guided through sign-ups or can obtain answers to their queries from chatbots and virtual assistants offering personalized recommendations.

Enhanced logistics management - AI tools monitor and manage logistics, including vendor coordination, resource allocation and on-site operations. They eliminate human errors, so events run seamlessly.

Fraud prevention in ticketing - encryption and geotagging prevent fraud on AIenhanced ticketing systems. Blockchain technology prevents ticket resale from never-ending rollercoaster pricing hikes and counterfeits.

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AI-Driven marketing strategies

5

Intent-based advertising

AI technology is transforming how events are marketed by enabling targeted campaigns that resonate with specific audiences.

Marketers are using AI to identify users’ intent, learn how they behave online and engage with given searches using patterns.

This gives event promoters insight into what people want when they come to events, so they can craft messages that meet these needs, resulting in much higher conversion rates.

In collaboration with

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Voice search optimization

With voice search tools like Alexa and Google Assistant growing in popularity, AI is making it easier to optimize campaigns to accommodate how users search while talking. This technology also helps to ensure that events continue to be discovered in an increasingly voice-driven digital landscape.

Keyword and trend analysis - with AI tools like Google’s BARD, marketers can access deep insights into trending keywords and user intent, giving them an advantage over the curve and helping them to create SEO strategies to generate traffic.

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Immersive event experiences with AI

The integration of AI technology in event settings enhances attendee engagement and satisfaction. The many benefits include: Interactive exhibitions - AI-powered installations, such as virtual reality (VR) booths, create memorable, immersive experiences. At an art exhibition, for example, attendees can visualize themselves within a masterpiece, elevating the event’s appeal.

Real-time feedback and quality control - AI sensors and connected devices can monitor attendee reactions, from facial expressions to engagement levels. This data allows event managers to make on-the-spot adjustments, such as altering lighting or music, to enhance the experience.

Smart networking opportunities - AI helps attendees network effectively by analyzing profiles and suggesting connections based on shared interests or professional goals.

This makes networking more meaningful and productive.

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AI-enhanced post-event analysis

The benefits of AI technology extend beyond the event itself, offering invaluable post-event insights, such as: Attendee feedback analysis - AI tools aggregate and analyze attendee feedback to identify strengths and areas for improvement. Natural Language Processing (NLP) ensures feedback is categorized and interpreted accurately, even in large volumes.

Marketing performance evaluation metrics such as click-through rates, social media engagement and ticket sales, mean AI can provide a clear picture of a campaign’s success, guiding future strategies.

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Breaking language barriers for global reach

AI-driven translation tools ensure events cater to a global audience.

Real-time translations - NLP-powered tools offer accurate translations, enabling seamless communication for international attendees. This inclusivity enhances events’ global appeal.

Localized marketing - AI adapts marketing content to different languages and cultural contexts, ensuring messages resonate with diverse audiences.

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Emerging AI tools in event management

The latest AI innovations setting new benchmarks in the industry include: Expedia’s Romie Travel Assistant - this AI tool simplifies trip planning by offering personalized recommendations for hotels and activities - an invaluable resource for event attendees.

Google’s Gemini Advanced - Gemini synthesizes data to create custom itineraries, helping event planners offer personalized experiences effortlessly.

Generative AI for content creation - AI tools like ChatGPT generate event descriptions, promotional emails and even social media posts, reducing the workload for marketing teams, while maintaining high-quality output.

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Beyond Marketing: AI’s broader impact on events

AI’s role in event management extends well beyond marketing, reshaping the entire industry in numerous areas, such as: Sustainability - AI technology is helping event planners minimize waste by analyzing resource usage patterns and suggesting eco-friendly alternatives. This not only reduces costs, but also appeals to environmentally conscious attendees.

AI adapts marketing content to different languages and cultural contexts, ensuring messages resonate with diverse audiences.

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Looking ahead: AI technology as a game-changer

As AI continues to evolve, the sky’s the limit for its potential applications in the hospitality and event management industries. Emerging trends include: • Emotion AI - technology that detects and responds to attendees’ emotions in real time, enabling deeper engagement.

• AI-driven storytelling - personalized narratives that make marketing materials and event presentations more compelling.

• Augmented reality (AR) - enhancing on-site experiences with AR features that blend the physical and digital worlds.

Thanks to artificial intelligence, the hotel and event management sectors have experienced a revolution in intent-based marketing for events. AI has changed and improved overall event management, promotion and execution, made many processes more efficient and raised the bar for data-oriented marketing.

To conclude, the reality is that AI applications are no longer an option, but mandatory for marketers and event providers, giving them a competitive advantage while providing a unique experience that creates a great relationship with consumers. prism-me.com

Health and safety monitoring - AI-powered sensors and cameras are being used to monitor crowd density and behavior, ensuring safety protocols are maintained without disrupting the event.

Virtual and hybrid events - AI is facilitating seamless virtual and hybrid events by optimizing video streaming quality, automating scheduling and personalizing online attendee experiences.

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BUSINESS

7

TRENDS

TECH TRENDS

REVOLUTIONIZING THE RESTAURANT SCENE Leveraging technology is a must for restaurateurs in today’s competitive marketplace, whether it’s to make AI-informed decisions or offer immersive AR experiences. Diogo Ildefonso, general manager of Glee Hospitality Solutions, shares seven tech-led trends that are expected to drive the dining experience of the future.

The MENA restaurant scene is a vibrant, fast-evolving space, shaped by innovation and competition. With a well-established reputation for offering a blend of global cuisines to consumers that are confident and savvy with tech, the regional hospitality market requires industry players to not only provide culinary excellence, but also embrace the latest cutting-edge technology.

From automating operations to creating immersive dining experiences, technology is shaping how restaurants operate and expand. Drawing on insights from regional and global markets, here are seven tech-led trends that are driving the future of dining.

1

Automation: streamlining operations for growth

Automation is transforming restaurant operations by improving efficiency and reducing costs, which is especially critical in regional markets with a highcost environment. Self-service kiosks at McDonald’s and KFC in Dubai have already streamlined ordering, reducing wait times and improving customer satisfaction.

Globally, automation’s development is even more far-reaching. US-based Sweetgreen uses robotic arms to prepare salads, offering speed and consistency, while cutting labor costs. While advanced robotics are rare in the MENA region, they represent a promising future for streamlining back-ofhouse operations.

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Locally, automating kitchen management and supply chain logistics can give operators a competitive edge. These tools allow for greater scalability, especially when opening new locations, ensuring consistency and quality across branches.

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AI: smarter decision-making for expansion

Artificial Intelligence (AI) is revolutionizing how restaurants gather insights, optimize operations and plan for growth. In the MENA markets, AI tools are already being used to optimize delivery routes, predict peak hours and personalize marketing campaigns.

Globally, Domino’s Pizza uses AI to forecast inventory needs and tailor menu recommendations, reducing waste and enhancing customer satisfaction. Adopting similar strategies regionally could boost sustainability and help restaurants better align with customer preferences.

AI is also proving invaluable in site selection - a critical factor for successful expansion.

Tools like Placer.ai analyze foot traffic, demographics and local competition to identify optimal locations. This is especially relevant for regional hotspots, where rapid development offers exciting opportunities.

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Online ordering: a pillar of modern restaurant operations

Online ordering systems are no longer an option - they’re a necessity. Platforms like Talabat, Deliveroo, Noon and Zomato dominate the UAE market, for example,

providing restaurants with an essential connection to their customers.

Globally, the rise of ghost kitchens - deliveryonly restaurants - demonstrates how online ordering can fuel expansion. Dubai-based Kitopi has capitalized on this trend, allowing brands to test concepts without committing to full-scale physical locations.

For smaller operators, integrating with these platforms or developing proprietary apps can unlock new revenue streams and expand their customer base far beyond their immediate vicinity.

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Loyalty programs: building lasting connections

Customer loyalty has always been key to success, especially during periods of growth.

In the UAE, digital loyalty programs, like Starbucks Rewards and Carrefour’s loyalty app, have set the standard by offering convenience and personalized benefits.

Globally, brands like McDonald’s have taken loyalty a step further, with gamified programs, like their Monopoly campaign, creating excitement and engagement among customers. These strategies resonate strongly in the UAE, where diners value experiences as much as the food itself.

For restaurants in the region, developing loyalty apps or integrating rewards with commonly used platforms like WhatsApp can help maintain customer connections as they expand.

In collaboration with

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Contactless payments: redefining convenience

The pandemic accelerated the trend for adopting contactless payments and they have now become the norm for many regional markets. With the widespread use of Apple Pay, Samsung Pay and local options like PayBy, diners expect seamless and secure payment options.

Globally, QR code payments dominate in markets like China, and their simplicity is gaining traction regionally. Restaurants in tech-forward areas are increasingly adopting these methods to meet customer expectations.

Rather than a convenience, modern payment solutions are today a critical component of the customer experience, meaning investing in them is now a must.

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Smart kitchens: elevating quality across locations

Smart kitchens, equipped with Internet of Things (IoT) devices, are revolutionizing how food is prepared and monitored. Brands like Chipotle are using IoT tools internationally to track cooking temperatures and ensure quality consistency across outlets.

Across MENA, where maintaining high standards is essential to stand out in a competitive market, smart kitchen technology can reduce downtime, improve efficiency and enhance food quality.

This is particularly valuable for operators managing multiple locations, from fine dining to casual cafés.

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Immersive dining: the rise of 3D menus

Overcoming challenges, embracing opportunities

Emerging technologies like 3D menus are taking customer engagement to new heights. Augmented reality (AR) apps allow diners to view life-like projections of dishes before ordering. This reduces uncertainty, enhances the dining experience and creates a sense of novelty.

While the benefits of technology are clear, implementing these innovations isn’t always straightforward. High costs, complex integration processes and the need for continuous training can be daunting, especially for smaller operators.

With experiential dining already a growing trend in key regional markets, 3D menus could find a strong foothold in innovative dining destinations and concepts.

However, adopting such technology requires significant investment in AR infrastructure, staff training and ongoing updates, which can be a challenge for smaller operators. As AR becomes more accessible, it could revolutionize how restaurants present their offerings, making it easier to captivate and convert diners.

In regional markets, adopting these tech trends isn’t just about staying competitive it’s about setting the stage for long-term success.

However, the tech-friendly ecosystems in place in much of the MENA region, coupled with government support in key markets, offer a supportive environment for experimentation and adoption. Trends like robotic waitstaff, already gaining traction in Japan, may soon find their way to the region, offering a glimpse into the future of dining.

Certainly, technology is reshaping how restaurants operate, grow and connect with their customers. In regional markets that thrive on innovation and high customer expectations, adopting these trends isn’t just about staying competitive - it’s about setting the stage for long-term success.

From AI-driven decisions to immersive AR experiences, the restaurants that embrace these trends and tools today will lead the next wave of industry transformation.

By leveraging technology with care and consideration, they can create dining experiences that are not only efficient and memorable but also future-ready. gleehospitality.com

FEB-APR 2025 | HOSPITALITY NEWS ME

43

BUSINESS

EYE ON PERU

PERUVIAN CUISINE:

THE ULTIMATE FUSION FIESTA

Characterized by bold flavors, indigenous ingredients and diverse external influences, Peruvian gastronomy is unsurprisingly gaining a growing fanbase on the global dining scene. Benjamin Wan, executive chef at COYA Middle East & Greece, takes us on a culinary tour of this South American gem, where fusion is front and center of all things food-related.

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In collaboration with Peruvian cuisine is incredibly varied, enriched by the country’s unique combination of diverse cultural roots and contrasting geographical locations, which provide ingredients that can be sourced from both high-altitude regions and coastal areas. Its evolution is rooted in this intriguing story, in which melded traditions and influences have starring roles, resulting in a rich and varied culinary heritage.

citrus and seasonings), tiraditos (raw fish slices in a spicy citrus sauce) and arroz con mariscos (rice soaked with the flavors of squid, shrimp, mussels and scallops, with ají amarillo chili pepper, tomato paste, green peas and Parmesan cheese). Central Peru, which is home to the capital city of Lima, is famed for its Nikkei and chifa cuisine, heavily influenced by the influx of Japanese and Chinese migrants.

• marination - this forms a key part of our ceviche preparation. We cook our fish by marinating and curing it in lime juice

Eclectic influences

From family gatherings to festivities

Flavorsome fusions

The gastronomy that we know and love in Peru has been shaped by a wide range of influences, predominantly from Japan, China, Spain and Africa. By coming together, and combined with other elements, they create what we call Peruvian Fusion.

Food plays a hugely important role in Peruvian life, whether it’s at family meals around the table or in special celebrations that take place within communities or nationally. Peruvians give great significance to the social aspect of eating; meals aren’t just about gaining sustenance - they’re about bringing people together, whether that’s relatives, friends, communities or at festivities. The cultural significance of ingredients cannot be overemphasized, especially when it comes to those used by indigenous people long before the arrival of the Spanish, Japanese and Chinese immigrants.

Peruvian cuisine has been increasingly gaining attention worldwide for its bold flavors and unique fusion combinations. The country continues to evolve with the trends.

Superfoods and indigenous ingredients like kiwicha (also known as amaranth, a glutenfree, superfood grain that has been cultivated for thousands of years), quinoa and camu camu berries (another superfood rich in vitamin C) are being incorporated into dishes featured in a variety of cuisines across the international restaurant scene.

These primary influential factors have influenced Peruvian cuisine as follows: • from Spain - the introduction of meats, dairy and European cooking techniques • from Japan - the influence of raw fish preparations, which, when fused with Peruvian ingredients, created Nikkei cuisine • from China - the introduction of fried rice, stir-fries (chaufa) and soy sauce-based dishes, forming what is known as chifa cuisine • from Africa - the introduction of criollo (creole) elements In addition, Peru’s unique geography offers a wealth of ingredients that are native to the region, including thousands of varieties of potatoes, corn, quinoa, beans and more.

Regional delicacies The regional differences in Peruvian cuisine are shaped by a number of factors rooted in location, ranging from climate and indigenous ingredients to cultural traditions. With Peru’s unique geography, each region - whether Northern, Amazonian or Central - has its own distinct flavors influenced by these factors.

For example, the coastal regions of Peru are most renowned for their ceviches (dishes consisting of fish or shellfish marinated in

Street food is a vital part of Peruvian social life, offering not only quick and affordable meals, but also the opportunity to connect with culture and traditions. Aromatic delicacies like cevicherías (seafood) and anticuchos (skewered marinated meat), cooked over charcoal in the streets, are prime examples of street food culture.

Peruvian street food offers not only quick and affordable meals, but also the opportunity to connect with culture and traditions.

Time-honored traditions There are several traditional preparation and cooking methods that have stood the test of time and remain popular in Peruvian cuisine today, which we continue to use at COYA. These include:

• asado (oven roast or grilling) - we use charcoal grills and ovens for cooking, grilling and roasting at all our global locations • ahumado (smoked) - we smoke our meats, vegetables and butters, which imparts a unique smoky flavor into our dishes.

There is also a growing trend of elevating traditional foods, such as anticuchos and empanada (baked or fried pastry turnovers with a filling), by incorporating luxury ingredients, like foie gras, truffles or caviar.

The introduction of these high-end elements into traditional foods is helping to create an exciting cuisine that is a fascinating blend of Peruvian street food and fine dining.

Championing street food Looking ahead, my personal wish is to see an increased focus on the revival of Peruvian street food, since this is such an important part of Peru’s food identity. I’d really love to see elevated street food featured on restaurant menus. On a more general note, I believe the future for Peruvian food looks bright, thanks to growing international awareness of the country’s cuisine. With global appreciation gaining pace, alongside longstanding national and regional pride, it is undoubtedly heading in the right direction. coyarestaurant.com

FEB-APR 2025 | HOSPITALITY NEWS ME

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BUSINESS

ARCHITECTURE

OUTDOOR RETREATS:

ENCHANTING HARMONIOUS HAVENS

When thoughtfully designed, an outdoor space undoubtedly elevates the guest experience, offering visitors a welcome sanctuary and opportunity to connect with their surroundings on a deep level. Alessio Constantino, head of architecture at Bluehaus, shares his thoughts on how to successfully transform an outside space into a relaxing, restorative oasis, while tapping into the region’s natural beauty.

In recent years, the concept of wellness has undergone a profound transformation, and nowhere is this more apparent than in modern spa and retreat design. Guests today are seeking more than just luxury - they’re looking for experiences that reconnect them with nature. Outdoor spaces, like forest bathing zones, rooftop gardens and thermal pools surrounded by vegetation, are becoming defining features of spa and hospitality design.

Harmonious connections As an architect, I’ve always believed that great design is about creating connections - not just between spaces and people, but between people and their surroundings. This ethos resonates strongly with the idea of outdoor retreats. A well-designed outdoor space can elevate a guest’s experience, offering them a sanctuary that feels both immersive and restorative. Take, for example, Bluehaus’s earlier work on the Al Hamra Walk Boardwalk in Ras Al Khaimah. While not a spa, the project exemplifies how outdoor environments can be thoughtfully crafted to foster a sense of harmony. Inspired by the natural movement of waves, the boardwalk integrates gathering areas, interactive zones and tranquil pockets for reflection.

This segmentation ensures that the space appeals to a diverse audience, while maintaining a seamless connection to its surroundings.

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In collaboration with Leveraging indigenous landscaping These same principles can - and should - be applied to outdoor retreats in hospitality design. However, when designing outdoor spaces in a region like the Middle East, it’s essential to consider the local environment. Unlike other regions, where lush greenery may define outdoor retreats, here, sustainability calls for a different approach. Biophilic design tailored to this region means leveraging indigenous landscaping and native materials to create spaces that reflect the local ecosystem, while promoting ecological harmony.

Using native landscapes celebrates the region’s natural identity and cultural heritage.

Native landscaping: embracing the desert aesthetic Incorporating native plants, such as ghaf trees, date palms and desert grasses, can create a visually striking and ecologically sound retreat. These species are not only drought-resistant, but also thrive in arid climates, requiring minimal water and maintenance. This approach doesn’t

diminish the beauty of the design - it enhances it by connecting the space to its surroundings. Instead of mimicking environments from other parts of the world, using native landscapes celebrates the region’s natural identity and cultural heritage.

Local materials and sustainability The materials used in outdoor retreats also play a significant role in ensuring sustainability. Locally sourced stone, rammed earth and concrete finishes inspired by traditional techniques reduce the environmental footprint of construction, while creating a strong connection to the region’s architectural vernacular. The use of materials with high thermal mass can also help regulate temperature, making spaces more comfortable for guests throughout the year.

Designing for resilience The Middle East’s extreme weather conditions - intense heat, sandstorms and occasional heavy rains - demand designs that are both durable and adaptable. Shading structures made from sustainable materials, such as tensile fabric or local wood, can provide relief from the sun, while maintaining airflow.

Water features, like thermal pools or shallow reflecting pools, can help cool spaces naturally, creating a comfortable microclimate for guests.

A balanced approach The beauty of biophilic design lies in its ability to balance luxury with sustainability. Guests seek authenticity, and there’s no better way to deliver that than by showcasing the region’s natural beauty in its most honest form.

By avoiding lush greenery that feels out of place and embracing the desert’s raw, untamed elegance, we can create spaces that resonate deeply with guests, offering a connection to the land they are visiting.

Creating memories As wellness tourism continues to grow, I see outdoor retreats as a defining feature of modern hospitality. They are no longer optional add-ons, but integral to the guest experience, offering a competitive edge in an increasingly crowded market.

Creating spaces that honor both nature and the human need for connection means that we’re not just designing retreats, but are designing memories.

The future of hospitality lies in these outdoor oases, where thoughtful design meets the beauty of native landscapes to create spaces that linger in the hearts and minds of those who visit. By celebrating sustainability and embracing what the region has to offer, we can set a new standard for wellness and outdoor living in the Middle East. bluehausgroup.com

Photos: AlHamra

FEB-APR 2025 | HOSPITALITY NEWS ME

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BUILDING BRANDS FOR THE FUTURE From homegrown concepts expanding into MENA to regional brands eyeing opportunities farther afield, the world of franchising is becoming increasingly diverse and dynamic, offering more pathways than ever for hospitality growth and development.

Our special report on this key industry segment makes essential reading for businesses that are looking to enter the franchising field or expand their portfolios. You’ll find expert advice and insights on every facet of the process, from how to negotiate a win-win agreement and choose the most suitable operating model to the F&B concepts that are the top talking points of 2025.

FEATURING P.49 F&B FRANCHISING IN THE MENA: STRONGER THAN EVER

P.56 NEGOTIATING A FRANCHISE AGREEMENT: A 5-POINT CHECKLIST

P.50 DARE TO BE DIFFERENT IN FRANCHISING

P.58 5 FRANCHISING TRENDS TO WATCH IN 2025

P.52 FRANCHISING IN 2025: WHICH ARE THE BEST BETS?

P.62 8 HOMEGROWN FRANCHISE CONCEPTS WITH EXPANSION POTENTIAL

P.54 WEIGHING UP THE OPTIONS: FRANCHISE, MANAGEMENT AGREEMENT OR THIRD-PARTY OPERATOR?

P.64 110+ HOT CONCEPTS TO WATCH

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In collaboration with

F&B FRANCHISING IN THE MENA:

STRONGER THAN EVER In this infographic, Carla Saliba, founder of Infographic. ly, charts the regional F&B franchising industry's growth trajectory, which signals a bright future and myriad opportunities, especially for homegrown concepts.

THE MENA FOOD SERVICE MARKET SIZE

US DOMINANCE CHALLENGED BY RAPIDLY GROWING LOCAL PLAYERS 28.8%

2023

$84.7B 12%

Leading players in Saudi Arabia

$92.4B 2024

5.7% McDonald's

$33B F&B franchising sector with 29% annual growth

Herfy

AlBaik

71%

of the global franchise brands come from the U.S.

$189.7B 2032

exhibiting a CAGR of 9.41% during the forecast period

U.S. brands Food service market

vs.

Local brands

F&B franchising

MARKET GROWTH IS SUSTAINED

BY A COMBINATION OF POSITIVE DEMOGRAPHIC DYNAMICS Sources: Fortune Business Insights (MENA Food Service Market Size, 2024) Franchise Arabia (The Franchise Industry in MENA - statistics & facts 2024) Statista (Total Population MENA, 2024)

2.7% GDP growth

x

29 years Average population age

x

1.6% Population growth

Wikipedia (Demographics of the Middle East and North Africa) United States Census Bureau (MENA Population by Sex and Age) International Monetary Fund (GDP per capita)

www.infographic.ly | hello@infographic.ly FEB-APR 2025 | HOSPITALITY NEWS ME

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DARE TO BE DIFFERENT IN FRANCHISING It’s a fact that traditional franchising agreements often fall short of offering a genuine working partnership, weighted, instead, in favor of the franchisor. Daniel During, principal and managing director at Thomas Klein International, challenges us to rethink our approach to franchising, with a focus on rewards rather than punishments.

We all know how it works…. territorial fees, franchise fees, royalty fees, opening fees, training fees and marketing fees…. an endless list.

But what if, instead of having a franchisor and a franchisee, we had two partners?

A scenario where both partners earn or lose together?

A fear of the unknown Win - win. That’s the name of the game.

But we are too afraid. Afraid of being taken advantage of, afraid of not maximizing possible revenues, afraid of being fired, afraid of the 1,000 ‘what ifs…’

FEAR: it’s there to protect us. It protects us from falling into an abysm, it protects us from swimming into the depth of the oceans or from walking into places we don’t know that could harm us. But the same fear that protects us also limits us.

That older lady who never stepped onto an escalator, who freezes right before the first step and doesn’t dare to step on… … the child that doesn’t let go of his dad’s hand and doesn’t dare to pedal his bike alone. That same fear of falling, limits

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them in moving forward. The same fear that tells us to be careful, that we may fall, also ties us down and prevents us from exploring other possibilities. Isn’t it often the same in business?

The power of partnerships Let’s imagine you have just developed a new F&B concept with a simple operating model that is also easily replicable and scalable. And let’s imagine you’ve been happily married for 16 years to the love of your life, whom you met at school in your teens and wed in your 20s. He or she works in the very same industry as you and you are both looking for a business breakthrough that will eventually allow you to do everything that you, as a couple, have always dreamt of.

And you have that goldmine in your hands.

So, naturally, you think, well, maybe my life partner can open and operate the multiple stores, while I take care of the central kitchen facilities and logistics.

Would you draft a 70-page franchise agreement between you and your partner?

Most probably you wouldn’t. And you are probably smiling as you read me here, since you already know the answer to my next question: why not? Why wouldn’t you need a contract?

Taking TRUST to the next level Because there is TRUST. TRUST that has been built over years and love that holds that trust together.

Now, wouldn’t it be beautiful if you trusted a franchisee in the same way?

The answer to that question is kind of obvious: sure, it would be beautiful, but: 1-that franchisee is not your spouse and 2-you haven’t known the franchisee long enough to establish the level of trust you can have with them.

3-you don't love your franchisee. But maybe you should. Not that you want to drop your spouse to marry the franchisee, but to love in the way a mother loves, protecting and caring. Now, wouldn't THAT change the equation?

So, fine, let’s agree that we do need a contract. But does it really need to aim to take maximum advantage of your franchisee? What if we were to draft a totally new type of franchising agreement based on a win-win scenario, where the franchisee is rewarded when they open more stores,

In collaboration with instead of penalized when they open fewer stores than projected?

Why not reduce the royalty percentages the franchisee pays as they open more stores? Why not reduce the opening and training fees as the support they need during openings lessens? What about an Airbnbsuperhost-like reward that recompenses ‘super’ operators?

Rewards instead of punishments While a franchise agreement is there to protect the brand, its image and standards, many a time, the contract looks more like a list of penalties the franchisee will incur if standards are breached. Yet there are no rewards for those that not only maintain the standards, but also offer unsurpassed service and attentiveness to guests’ every whim.

Some European municipalities have started implementing a ‘super citizen’ scheme, where citizens that go beyond the obligatory laws and ensure they always segregate all refuse, use only renewable energy to heat or chill their homes and drive sustainable cars, are rewarded. Incentives or advantages for being ‘sustainable citizens’ range from lower school fees to reduced municipality taxes.

I feel we should also take this direction in business - rewarding instead of punishing.

Hold our franchisees by the hand and look at set-ups where win-win agreements would take both of us further, faster.

Carefully considered expansion

Collaborative solutions

Franchise expansion has long been a major cause of arguments, since franchise principals always want to implement expansion plans that are more aggressive than what we think the market can take.

And logically, the more stores you open the more money they make. I believe expansion plans have to be carefully studied, not just through measuring market size by volume, but also taking account of market size by spending-power strength.

Bringing the real estate landlord into the equation may also be a winning solution. A landlord benefitting from having a certain brand in his real estate may offer more privileged conditions to an operator who brings the given brand in. After all, brands can significantly add value to a building and landlords must recognize that fact in their own business models, when budgeting the rental value of each unit. Lower revenue from a unit versus having the desired brand in their overarching offer may not be a loss, but rather a significant contribution to their exposure and market positioning, and a saving on the overall marketing expenses.

Equally, a franchisee may be able to associate with a better-suited operator in a given subregion, with both working together in the expansion and opening of new stores. At the end of the day, it should be a win-win agreement, with operators and franchisors alike having a vested interest in a successful expansion.

We should hold our franchisees by the hand and look at set-ups where winwin agreements would take both of us further, faster.

Every brand and every region is, of course different, but I challenge franchise principals, as well as franchisees and landlords, to look at ways to work together for the joint benefit of all parties, without trying to ‘outsmart’ each other. Let’s not be the old lady in front of the escalator and allow our fears to become the limits of our capacity to expand and do business. thomaskleingroup.com

FEB-APR 2025 | HOSPITALITY NEWS ME

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FRANCHISING IN 2025: WHICH ARE THE BEST BETS? Well-established business models and numerous success stories have combined to make hospitality and food and beverage highly popular segments for prospective franchisees.

However, in a competitive market, brimming with brands, making the right choice is critical. Nagi Morkos, founder and managing partner at Hodema Consulting Services, considers the key trends and new opportunities emerging this year.

The franchising system no longer needs an introduction. The business model whereby franchisors are able to expand their business at a minimal cost and the franchisee is provided with a brand that has been successfully tried and tested - is one with which we are all familiar. In the United States, a new franchise opens every eight minutes during a single day of business.

But, that said, not all of them prove to be winning formulas. So, what are the trade secrets of a successful franchise?

Hospitality: made for franchising Although franchises can be found across the sectors, some are more likely to attract aspiring franchisees. According to the International Franchise Association (IFA), the F&B and hospitality industries top the list of mainstays. So why are some activities more appealing than others in the eyes of franchisees? The answer is simply that some businesses are easier to franchise than others.

The hospitality sector has become synonymous over the decades with franchising expansion on a global scale.

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For example, Marriott International, with over 30 brands, has expanded to 10,000 global destinations, operating franchises and licenses lodging brands that include hotel, residential and timeshare properties. However, for most people, the F&B industry is the first segment that springs to mind when we think of franchises. This development strategy has enabled giants like McDonald’s, Pizza Hut, Starbucks and Dunkin’ Donuts to flood the world with their logos. The root reason is that food is something people will always spend money on, so will never go out of fashion. Social media is a major booster too; on Instagram alone, the #food will show 535 million posts. Mobile phones have now become restaurants’ most efficient promotion tools.

The appeal of quick service The quick-service restaurant (QSR) segment, which originated in the US, has proved to be one of the most competitive, but also profitable franchising plans to date, despite being hit by inflation in many countries. The segment is currently outpacing all others

The upside of QSRs and delivery is that their format is easy to replicate anywhere, on both the operating and branding sides.

within the industry when it comes to growth, according to estimates made by the IFA. And with eating habits shifting and delivery services and the cloudkitchen segment booming, new moneymaking ideas are being continually added to franchisors’ business plans. The upside of QSRs and delivery is that their format is easy to replicate anywhere, on both the operating and branding sides. Profits can be generated relatively quickly, as soon as the structure is up and running.

In collaboration with

The use of mobile ordering, contactless payments, AI-generated options and overall technological integration are making the experience even smoother for customers. Another argument in favor of QSR franchise businesses is that the trends of fast food and fast-casual have now become part of our everyday lives.

We want to eat what we want, when we want, without spending too much money.

Every type of cuisine, from Asian dishes to salads or burgers, can be adapted to the concept, extending its reach to the largest possible customer base. So, a well thought out QSR franchise plan has every reason to do well.

This doesn’t mean that higher-end concepts should be avoided by investors, although it’s important to beware of the trend bubble in this segment.

Establishments focused on a more luxurious offering can sometimes be part of a fad and then fall into oblivion as soon as another venue comes along and steals the spotlight. McDonald’s, on the other hand, has survived the years despite fierce competition globally.

Checking the right boxes Success, however, depends on more than simply choosing the right segment for a franchise - selecting the right brand is also essential. Key criteria should include checking the brand’s track record and ensuring that the business corresponds with your aspirations as a franchisee. Trying to develop a brand identity that you don’t relate to will make your life increasingly difficult and hamper your business. Once you’ve found your fit, the next step is to sharpen your focus on what you’re looking for. One safe option is to consider an experienced franchisor, who has already begun building a solid network and established a good reputation. Then take a detailed look at the franchise and royalty fees, disclosure document and term length, and ensure that there’s a sound operations manual. The franchisor also needs to have a good marketing strategy and offer training programs and support systems. It’s critical, next, to choose your location with care, since this can make or break your venue. Competition is another factor that needs to be carefully considered. Once you’ve identified who

else is out there in the marketplace, it will be easier to spot opportunities and focus on making your brand identity unique.

Going niche Benchmarking the competition is especially important if you’re considering investing in a specific segment. Although it’s often said that a franchise’s success relies on the fact that customers can instantly recognize the brand, niche or specialized segments can also be a good business idea. In F&B, this could be a brand in the vegan market, for example, or, in the hospitality industry, a wood-cabin hotel perched in the trees. These initiatives involve targeting specific markets, so doing your research and carefully weighing up the pros and cons is imperative. And again, beware of the fad and novelty effects.

Your business should pass the test of time, as should the franchisor’s development strategy. The marketing plan is also crucial.

Less competition doesn’t automatically translate into more business. You are not targeting the masses, so your message needs to be tailored to finding the right customers. hodema.net

FEB-APR 2025 | HOSPITALITY NEWS ME

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WEIGHING UP THE OPTIONS: FRANCHISE, MANAGEMENT AGREEMENT OR THIRD-PARTY OPERATOR?

Choosing a hotel operating model is a major decision and one size certainly doesn’t fit all. Hala Matar Choufany, president of HVS Middle East and Africa, has the insights that hotel owners need to make their evaluations and selections, with a view to optimizing returns.

Hotel management is complex, with the value of the property highly dependent on the operating performance of the asset and the achievable earnings before interest, taxes, depreciation and amortization (EBITDA) levels. As such, evaluating the most suitable hotel operating model for a hotel investment is crucial to ensure that the owner’s return is optimized. There is no single model that fits all; hotel owners should therefore investigate, evaluate, negotiate and assess, to find the most suitable operating model and brand that will allow them to successfully operate in the ever-changing hospitality market.

Changing market dynamics A recent HVS survey on global operators in the Middle East revealed that 84 percent of branded hotels operate under management agreements, 11 percent under franchise agreements and 5 percent as leased properties. However, franchise agreements are rising, accounting for 20 percent of new signings, and this trend is set to continue.

Mature markets, such as the US and Europe, see a higher prevalence of franchise models - 70 percent and 40 percent respectively - compared to 25 percent in Africa and 20 percent in the Middle East.

Given these trends, there’s much to be gained from analyzing how franchise agreements and management contracts work in detail, and the emerging role of third-party operators.

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Franchise agreements: on the rise Franchise agreements have gained traction in mature markets like the US and Europe, and are steadily increasing in popularity in the Middle East. By 2025, they are expected to account for 25 percent of hotel agreements in the region. This growth reflects owners’ confidence in their ability to control costs and enhance asset value, particularly in emerging or secondary markets. Operators also benefit by expanding their brand presence, while reducing financial risks.

Franchise agreements typically last 10-15 years, with franchisors retaining termination rights if brand standards are not met.

Owners gain access to brand recognition, marketing resources and operational support. However, these benefits come at a cost: franchise fees rank among the highest operating expenses after payroll. These fees usually include an upfront payment and ongoing charges for using the brand’s name and marketing and reservation systems.

When choosing a franchise affiliation, brand attributes and the structure of franchise fees are critical considerations. While franchise agreements allow owners greater operational control, they must maintain brand standards, often necessitating experienced management teams or the hiring of third-party operators.

Hotel management agreements: balancing risk and reward Management contracts dominate in the Middle East, historically favored by owners and operators alike. The GCC region has seen substantial growth in upscale and luxury hotels under management agreements, with increasing interest in midscale and economy brands over the past five years.

These agreements have evolved to balance risk and reward between owners and operators. As owners become more sophisticated, employing asset managers and consultants, they negotiate terms that offer flexibility and control. Key changes in modern management agreements include: 1-Shorter contract terms - contracts are becoming shorter, with options to transition to franchise models. This offers owners increased flexibility and control over their properties.

2-Evolving tiered fee structures - base and incentive fees are structured to align operator incentives with achieving performance benchmarks, such as adjusted gross operating profit (AGOP) and net operating profit (NOP). Incentive fees are expected to increase for operators who achieve strong AGOP levels, while base fees have been steadily declining.

In collaboration with

3-Enhanced budget approvals and performance tests - owners now have greater influence over budget approvals.

Stricter performance tests ensure that operators remain accountable and meet predefined thresholds.

4-Diminished area of protection (AOP) - the significance of AOP clauses has lessened, with owners focusing more on shorter terms and fees linked to profitability metrics.

5-Stronger exit strategies and termination rights - owners place greater emphasis on exit strategies, leading to stricter and more enforceable performance test thresholds.

This provides added security in cases of underperformance.

6-Key money contributions - operators are increasingly offering upfront financial incentives, especially for strategic assets in prime locations, as part of their bid to secure management agreements.

These developments reflect a growing demand from hotel owners for better control mechanisms, flexible exit options and greater alignment of operator incentives with property performance.

Franchise agreements are rising, accounting for 20 percent of new signings, and this trend is set to continue.

Third-party or white-label operators: welcome flexibility Already well established in North America and rapidly growing in Europe, thirdparty operators are gaining traction in the Middle East, Asia-Pacific and Africa. These operators manage hotels on behalf of owners, operating as independent properties or under franchise agreements. Their appeal lies in their flexibility, competitive fee structures and shorter contract terms compared to branded operators.

Third-party agreements typically involve lower base and incentive fees, shorter initial terms (5-10 years), and more flexible exit options, such as termination at will. They are especially suitable for independent hotels or franchised properties, where owners lack operational expertise.

The key advantages of third-party operators are: • flexibility - unlike branded operators, thirdparty firms adapt more easily to owners’ specific needs and property characteristics • owner influence - owners retain greater control over operations, while benefiting from professional management • portfolio management - for owners with multi-brand portfolios, a single thirdparty operator simplifies reporting and performance comparisons

Despite the additional costs of dual fees - franchise fees to the brand and management fees to the operator - owners find the increased operational control and flexibility worthwhile. This model bridges the gap between owners’ objectives and brand requirements, making it an attractive choice in many markets.

Strategic evaluation required Choosing the right operating model franchise, management agreement or third-party operator - will largely come down to three key factors: what the owner’s goals are; the market conditions; and the characteristics of the property.

Franchise agreements offer brand support and operational control, but require adherence to strict standards. Management agreements provide a comprehensive operational framework, but may need adjustments for modern ownership demands. Third-party operators combine operational flexibility with professional expertise, making them especially suitable for independent or franchised properties.

As the hospitality landscape evolves, hotel owners must strategically evaluate their options to maximize returns and adapt to market dynamics. hvs.com

• value addition – flexible management agreements enhance the property’s marketability.

FEB-APR 2025 | HOSPITALITY NEWS ME

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NEGOTIATING A FRANCHISE AGREEMENT: A 5-POINT CHECKLIST

Negotiating a hospitality franchise agreement can help hotel owners and franchisors to align their goals, setting the scene for a successful partnership and long-term growth. Tatiana Veller, managing director of Stirling Hospitality Advisors, spotlights five key areas in franchise agreements where transparent and proactive negotiations can be mutually beneficial.

Franchise agreements are often viewed as rigid, non-negotiable documents, designed to preserve brand integrity and ensure consistency. However, in today’s rapidly evolving hospitality landscape, particularly in fast-growing markets like the Middle East, these agreements can and should be negotiated.

When approached strategically, a franchise agreement can become a powerful tool for mutual success for hotel owners and franchisors.

1

Contract lifespan and renewal clauses: ensuring flexibility and longevity

Franchise agreements are typically structured for 10-20 years, with many franchisors insisting on long-term commitments to maintain brand consistency. While long-term stability is essential, owners should aim for flexibility to adapt to changing market conditions.

Negotiating the initial term to 7-10 years, with an option to renew based on performance criteria, allows owners to reassess the partnership and adjust to market shifts. This approach provides the flexibility to make informed decisions as the property’s performance evolves.

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2

Understanding franchise fee structures: flexibility in the details

Franchise agreements include several fees that impact the property’s bottom line, such as royalty, marketing, reservations and others. While these fees are typically presented by brands as ‘standard,’ there is always room for negotiation, particularly for owners in emerging markets or during the ramp-up phase of the destination.

The initial franchise fee (‘sign-on fee’), often a significant cost at the outset, can be negotiated, especially for high-profile properties or owners with multiple assets.

In such cases, franchisors may be willing to offer reductions or deferrals, recognizing the long-term value of a multi-property commitment or a high-quality asset in a strategic market.

For royalty fees - which typically range from 3-5 percent, owners in emerging markets can negotiate reduced rates for the initial years to help ease the financial burden as the property builds brand recognition. Performance-based fee structures can also be introduced as an effective tool to ensure that the fees align with the property’s actual performance.

Marketing fees - typically 2-4 percent of revenue - are primarily allocated to supporting global brand campaigns and are

also negotiable. In regions like the Middle East, where consumer behavior may differ significantly from global trends, it’s essential to request a breakdown of how funds are allocated to regional and local marketing efforts. This way owners can negotiate a higher percentage of marketing funds to be directed toward regional campaigns, ensuring that they are spent effectively to drive local business.

3

Performance-based clauses: aligning incentives for success

Traditional franchise agreements often lack performance-based clauses and only focus on clauses related to the global distribution systems (GDS). However, as the hospitality industry evolves, it’s increasingly important for both franchisors and owners to align their interests with clear performance metrics to accurately observe and ensure long-term success.

The introduction of mutually agreed-upon KPIs ranging from guest satisfaction ratings (typically set between 85-90 percent) to green building certifications (e.g. LEED or Green Key) ensures that the franchisor has a vested interest in maintaining both financial success and quality operations that meet local market demands and global trends.

In collaboration with Additionally, owners should include provisions allowing renegotiation or exit options if performance targets are not met for two consecutive years. While franchisors may resist early termination clauses, a well-structured agreement that allows both parties to reassess the partnership based on performance and market shifts ensures a fair and sustainable relationship in the long term.

4

Brand standards and flexibility: tailoring to local market dynamics

While global brand standards are vital to maintaining brand consistency, they can sometimes prove challenging when applied in markets with unique cultural or operational dynamics.

In diverse regions like the Middle East, where cultural and operational nuances play a significant role in guest satisfaction, it’s vital to build flexibility into the agreement. Owners should negotiate the ability to adapt certain brand standards to local preferences. This could include design elements reflecting local architecture or modifications to service offerings.

Owners should also negotiate exceptions in procurement requirements that allow for local sourcing of vendors or materials to reduce operational costs, while maintaining high-quality standards. Flexible staffing levels or culinary offerings can also be negotiated to ensure competitiveness in a dynamic market.

Moreover, owners can negotiate a grace period for newly opened properties, allowing them to delay adherence to certain brand standards for a set period.

This helps mitigate the financial burden of renovations, ensuring owners are not faced with significant costs immediately after opening their property.

5

Operational transparency: mitigating hidden costs and risks

Operational transparency is often overlooked in franchise agreements but is critical for long-term success. Beyond the upfront franchise fees, hidden costs, such as technology infrastructure fees, brand upgrades and mandatory renovations, can add up quickly if not clearly defined.

Owners should ensure franchise agreements provide full transparency regarding all fee structures, including technology fees, service-related charges and mandatory brand upgrades.

Technology fees typically range from 1-3 percent of revenue, but they should be capped or subject to periodic review to avoid unexpected costs. Renovation schedules should also be clearly outlined and ROI-based, ensuring that owners are fully aware of when and how much capital expenditure will be required for brandmandated upgrades.

Additionally, franchise agreements should clearly define cost-sharing arrangements for areas like capital expenditures (CapEx) or upgrades required by the brand.

Owners should insist on joint planning for major capital expenditures, ensuring alignment with the franchisor on costs and expectations, particularly as the property ages and requires reinvestment.

Ultimately negotiating a franchise agreement is not just about preserving brand integrity; it’s about crafting a mutually beneficial partnership that adapts to the unique market dynamics and the evolving hospitality landscape. When approached strategically, the agreement becomes a roadmap for mutual success, enabling both owners and franchisors to align their goals, whether it’s flexibility, performance or regional customization. By fostering transparent and proactive negotiations, both parties can create a foundation for long-term growth, ensuring profitability, sustainability and the ability to thrive amidst the ever-changing hospitality market. stirlinghospitality.com

A well-structured agreement that allows both parties to reassess the partnership based on performance and market shifts ensures a fair and sustainable relationship in the long term.

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5

FRANCHISING TRENDS TO WATCH IN 2025 The hospitality franchising landscape is in the midst of change, with 2025 shaping up to be a transformative year for both franchisors and franchisees. Jad Shamseddin, COO of Aleph Hospitality, has the lowdown on five trends that are expected to be key drivers of success in the ever-evolving world of hotel franchising.

The hospitality industry is navigating a rapidly changing landscape, driven by shifting preferences and demands for new business models from hotel owners, investors and brands. As we look toward 2025 and beyond, franchising emerges as a critical focal point for innovation and growth in hospitality. We have seen substantial changes in franchising initiatives of late, with the result that franchisors and franchisees alike should anticipate further changes that will affect their strategies and investments.

Following are five key franchising trends which are expected to shape the hospitality industry in 2025 and are therefore, I believe, well worth highlighting.

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1

Franchising through independent management companies: the demand for independent management companies from hotel owners, investors and brands will continue to grow. Independent management companies, also known as third-party operators, have become increasingly popular in recent years.

One key reason is that they provide a structured solution for not only the dayto-day operation of hotels, but also the franchising and branding of properties in the development phase or the takeover/ turnaround phase.

In brand selection and franchising negotiations, the three-way partnership between the owner, hotel brand and the management company has proven to be extremely beneficial for all parties, with the management company mediating between the brand’s focus on their own success and the interests of the asset owner. I predict that we will see the franchising trend of third-party management grow extensively in 2025 and beyond in the Middle East, particularly in Saudi Arabia and the UAE.

2

Asset-light franchising: the notable shift toward asset-light strategies in hospitality is likely to continue. Leading hotel brands are increasingly adopting an approach which is weighted toward franchising. Prioritizing operations and brand licensing over property ownership and investments in physical assets, assetlight franchising has become a successful strategy for hotel brands. This business model provides more benefits than traditional brick-and-mortar models, including market adaptability, capital efficiency, rapid expansion and emergingmarkets penetration, by partnering with local developers and investors.

As urban cities become saturated, we will see a growing number of hotel franchises turning their attention to secondary and tertiary locations, especially in emerging markets.

In collaboration with

3

The rise of the manchising model: manchising, a hybrid hotelmanagement model, combines elements of management and franchise contracts to customize the balance of control and support. With shared responsibilities and benefits, this model allows an owner to initially operate the hotel under a management contract with a hotel brand, which can later transition to a franchise agreement once certain conditions are met. The manchise agreement model will become more widespread in the coming years, since it provides a balanced approach for hotel owners looking to benefit from the expertise of a reputable brand initially, while planning for greater control and autonomy in the future. I predict that this franchising trend will become the norm for new hotel developments where the owner seeks to stabilize operations before taking full control.

4

Expansion into secondary and tertiary locations: as urban cities become saturated, we will see a growing number of hotel franchises turning their attention to secondary and tertiary locations, especially in emerging markets, such as Saudi Arabia.

These regions often have limited branded accommodations and consequently offer significant growth potential in an untapped market, enabling franchisors to diversify their portfolios. Midscale and economy hotels, especially, will thrive in these markets, offering affordable options to budget-conscious travelers. In addition, setting up franchises in secondary or tertiary locations provides openings for collaborations with regional developers to establish cultural relevance and costeffective operations.

5

Prioritizing sustainability: looking ahead, hotel franchisees will need to ensure that a sustainability strategy is included in their franchise agreement to meet the demands of travelers and government regulations. Environmentally conscious strategies to reduce food waste, eliminate single-use plastics and incorporate recycling programs, among other initiatives, are soon expected to form part of standard practices. Other practices likely to be part of standard operations range from the use of eco-friendly cleaning products to the promotion of locally sourced food products and a proactive approach to corporate social responsibility.

Working toward obtaining legitimate ‘green’ certifications and transparency around sustainability initiatives will become necessary, if not mandatory, at some point in the near future. Designs for new builds will be required to feature ecofriendly infrastructures, such as energyefficient systems, solar panels and water conservation measures. Franchises that embed sustainability into their brand identity not only attract environmentally aware guests, but are also aligning themselves with global incentives and regulations, which will most likely become more stringent in the future.

The year 2025 is undoubtedly shaping up to be a transformative one for hotel franchises. Preparing for and adapting to these franchising trends is essential - not optional - for hotel franchises looking to thrive in a competitive market and position themselves as strongly as possible for a successful future. alephhospitality.com FEB-APR 2025 | HOSPITALITY NEWS ME

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CELEBRATING A DECADE OF EXCELLENCE:

10

YEARS OF HOSPITALITY MASTERY

In a milestone anniversary year, Rabih Fakhreddine, founder and group CEO of 7 Management, unveils the group’s ambitious expansion plans for 2025.

At 7 Management, we’ve always strived to craft unforgettable experiences, and 2025 is set to be a year where we take our passion for hospitality to new heights. With a robust history of success, we’re excited to share our ambitious expansion plans, which will see our footprint grow across the UAE, Lebanon, Europe and beyond.

Expanding horizons in Europe Building on our success, we are proud to make a bold move into Greece with several exciting projects. After the successful debut of Bagatelle Athens in 2024, we’re now expanding further within Athens with two exciting ventures - Lucia’s and Em Sherif Café. Lucia’s, our homegrown brand, brings the essence of Capri to Athens with its seaside Italian experience, offering an authentic Mediterranean dining atmosphere.

Alongside Lucia’s, Em Sherif Café, the celebrated Lebanese fine-dining brand, will enhance the city’s culinary offerings.

We’re also expanding Em Sherif to Bucharest and Budapest, further cementing our presence in Europe. Another highlight of our growth is the debut of 7 Management at Astir Beach, where we’ll elevate the luxury beach experience with our signature blend of sophistication and hospitality.

The UAE: the Cornerstone of 7 Management’s growth The UAE remains at the heart of our operations. As we continue to expand and evolve, we’re excited about several new ventures that will further strengthen our position here. One of these is 25 Jump Street, Dubai’s first licensed street, developed in partnership with the Dubai World Trade Center. This dynamic entertainment hub will feature a range of experiential concepts, including Yubi, Dubai’s first homegrown licensed handroll

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bar, offering a modern Japanese dining experience that will redefine the city’s culinary landscape.

innovative approach to hospitality to new regions and create lasting impressions across the globe.

In addition to this, we’ll be opening two Em Sherif locations in Dubai, further growing the reach of our beloved Lebanese fine-dining brand. Our two homegrown brands, Seven Sisters and Antika, are also undergoing a transformation, with both venues being uplifted and relocated to provide fresh, new experiences while continuing to offer the exceptional service we’re known for. With iconic venues such as February 30, Sayf, and The Theater already in our portfolio, we remain committed to solidifying our leadership in the UAE’s hospitality sector.

A legacy of excellence and creativity

Growth in Lebanon and new markets Our roots in Lebanon continue to be a driving force behind our global vision. We’re excited to introduce new concepts and expand our existing operations in Lebanon, ensuring that we remain an integral part of the country’s vibrant hospitality scene.

We’re also actively exploring opportunities in untapped markets, eager to bring our

Our success is rooted in a deep commitment to quality and creativity. At 7 Management, we combine exceptional culinary experiences with world-class entertainment to constantly push the boundaries of what hospitality can be.

As we move into this next chapter, we’re staying true to our core values while embracing the exciting possibilities that come with new markets and partnerships.

Our vision for 2025 is to expand our footprint, while maintaining the passion for creating extraordinary experiences that resonate globally.

With our ambitious plans and diverse portfolio, 7 Management is ready to continue redefining the global hospitality landscape, bringing our signature experiences to even more locations than ever before.

Advertorial

FEB-APR 2025 | HOSPITALITY NEWS ME

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8

FRANCHISING

HOMEGROWN FRANCHISE CONCEPTS WITH EXPANSION POTENTIAL Combining local culture with the latest innovative dining trends, homegrown brands are eyeing new markets ripe for growth, including the MENA region. Abdul Kader Saadi, founder and managing director at Eighty6, pinpoints eight franchise concepts from the US and Europe that deserve a place on the ‘ones to watch’ list.

1

Fireaway Pizza

• Country of origin: UK • Description: Fireaway Pizza brings the concept of fast-fired, fresh pizza to the forefront of casual dining. Inspired by the authentic tastes of Italy, Fireaway uses fresh ingredients imported directly from Naples.

Customers can build their own pizza, choosing from a variety of bases, toppings and sauces, baked in just 180 seconds.

The brand’s focus on speed, quality and customization has made it popular among young, urban diners.

• Franchise fee: not publicly disclosed; available upon inquiry.

• Website: www.fireaway.co.uk

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The world of franchising continues to grow, with innovative restaurant concepts emerging from the US and Europe, including the UK. These homegrown franchise concepts, rooted in their local cultures, have expanded successfully and are either already making their mark on the global stage or poised

to do so. For many MENA markets, where discerning customers are always on the lookout for novel dining experiences, these brands offer a wealth of untapped potential.

Here’s a closer look at some standout homegrown franchises not yet in the region, but well worth exploring for future expansion.

2

3

Myka

• Country of origin: Spain (Madrid) • Description: Myka Greek Frozen Yogurt offers a refreshing twist on traditional Greek yogurt, combining creamy, highquality yogurt with a variety of vibrant, fresh toppings. With its focus on premium ingredients and a fun, Instagram-worthy ambiance, the brand has quickly gained popularity for its indulgent, yet healthy frozen yogurt options.

• Franchise fee: not publicly disclosed franchise opportunities available for Saudi Arabia.

• Website:mykagreek.com

Sweetgreen

• Country of origin: US • Description: Sweetgreen is a fast-casual chain focused on health-conscious dining.

Its menu revolves around fresh, locally sourced salads and grain bowls. With a mission to build healthier communities, Sweetgreen places sustainability and farm-to-table practices at the heart of its operations. The brand’s digital-first approach, including app-based ordering and loyalty programs, has positioned it as a leader in the health-food movement.

• Franchise fee: Sweetgreen does not franchise but could be approached for joint venture opportunities.

• Website: www.sweetgreen.com

In collaboration with

4

Big Mamma Group

• Country of origin: France • Description: The Big Mamma Group is renowned for its authentic Italian dining experience in a vibrant, Instagram-worthy setting. Each location is unique, offering Italian classics like handmade pasta, woodfired pizzas and decadent desserts, all served with a side of theatrical flair. The brand’s focus on high-quality ingredients, sourced directly from Italy, has earned it a loyal following.

• Franchise fee: not publicly disclosed; franchise opportunities limited, but negotiable.

• Website: www.bigmammagroup.com

5

Eggslut

• Country of origin: US • Description: Eggslut is a gourmet sandwich concept centered on eggs. Known for its signature ‘Slut’ dish (cage-free egg served on a bed of potato purée in a glass jar) the brand elevates breakfast and brunch to an art form. Its cult-like following is driven by its premium ingredients, bold flavors and edgy branding, making it a hit among urban millennials.

• Franchise fee: not publicly disclosed; available upon inquiry.

• Website: www.eggslut.com

6

LEON

• Country of origin: UK • Description: LEON champions the concept of ‘Naturally Fast Food,’ offering a menu of wholesome, Mediterranean-inspired dishes that are both quick and nutritious.

With offerings like grilled wraps, plantbased meals and baked fries, LEON caters to the growing demand for healthy fast food. The brand’s eco-friendly ethos and stylish interiors make it a favorite for healthconscious diners.

• Franchise fee: Initial investment from STG 200,000-300,000.

• Website: www.leon.co

For many MENA markets, where discerning customers are always on the lookout for novel dining experiences, these brands offer a wealth of untapped potential.

Why these homegrown franchise concepts are well suited to MENA

7

Bageterie Boulevard

• Country of Origin: Czech Republic • Description: established in 2003, Bageterie Boulevard offers a fast-casual dining experience specializing in gourmet baguette sandwiches, fresh salads and soups. The brand emphasizes high-quality ingredients and innovative recipes, appealing to healthconscious consumers seeking quick, yet nutritious meals. With a strong presence in Central Europe, Bageterie Boulevard has been recognized for its potential to expand into new markets, including the Middle East.

• Franchise fee: information not publicly disclosed; interested parties are encouraged to contact the company directly for detailed investment requirements.

• Website: bageterieboulevard.cz

8

Heavenly Desserts

• Country of origin: UK • Description: offering sweet temptations that range from crêpes and croffles to cheesecakes and waffles, Heavenly Desserts has expanded from five locations in 2016 to 56 today. The brand has partner agreements for locations in Canada, Pakistan, India and Germany, aiming for 100 global sites by 2025 and expansion into the US and the Middle East.

• Franchise fee: information not publicly disclosed; interested parties should contact Heavenly Desserts directly for franchise opportunities.

• Website: heavenlydesserts.co.uk

The region’s diverse and discerning dining scene thrives on novelty and quality. These brands offer: • authenticity - strong roots in their countries of origin • customizable menus - catering to diverse tastes and dietary preferences • scalability - formats that can adapt to malls, high streets or standalone locations • appeal to millennials - vibrant branding and social media-friendly aesthetics.

Bringing these homegrown franchises to MENA could combine to add value to the regional F&B landscape and offer exciting new dining experiences to an expanding customer base. eighty6.shop FEB-APR 2025 | HOSPITALITY NEWS ME

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FRANCHISING

110+

HOT CONCEPTS

TO WATCH

In what is undoubtedly good news for the global F&B sector, eating out continues to rank among the most popular pastimes worldwide, with today’s diners keen to try new culinary creations and also return to their favorite venues. Against this dynamic backdrop, we’ve compiled a list of 110+ concepts to watch across the globe, beginning with the brands causing a buzz in the MENA region and followed by others definitely worth keeping an eye on in Europe, Asia and America.

BAHRAIN FUSIONS BY TALA Offers innovative and creative dishes that merge modern culinary techniques with Middle Eastern flavors, showcasing local ingredients in a contemporary context. (Source: Mena’s 50 Best Restaurants 2025)fusions-by-tala-bahrain

CUT BY WOLFGANG PUCK Celebrity chef’s American steakhouse with a sleek bar and lounge. (Source: Mena’s 50 Best Restaurants 2025) wolfgangpuck.com

SACHI CAIRO Sachi Heliopolis provides a warm and inviting ambiance, offering guests the opportunity to savor a carefully curated menu of Mediterranean and Asian flavors. (Source: Mena’s 50 Best Restaurants 2025) sachirestaurant.com

IZAKAYA The menu here is a faithful representation of what Nikkei cuisine is known for: texturally complex Japanese-Peruvian preparations. (Source: Mena’s 50 Best Restaurants 2025) izakayacairo.com

REIF KUSHIYAKI CAIRO

EGYPT KHUFU’S

The first franchise of the Dubai-born, Japanese-inspired outlet known for skewered grills (kushi being the Japanese word for skewers). (Source: Mena’s 50 Best Restaurants 2025) reifkushiyakiegypt.com

An avant-garde fusion restaurant blending global flavors with locally sourced ingredients, set against the backdrop of the pyramids. (Source: Mena’s 50 Best Restaurants 2025) khufus.com

OVIO A European restaurant/café providing quality Artisan food. The fresh bread, delicious patisserie products and flavorsome dishes are rooted in European heritage. ovio.eu

ZOOBA (ZAMALEK) Known for serving hallmark Egyptian dishes cooked in homes across the country and by the vendors that line the roads and markets of the capital. (Source: Mena’s 50 Best Restaurants 2025) zoobaeats.com

KAZOKU Located in the upscale neighborhood of New Cairo, east of the Nile, Kazuko offers delicately prepared contemporary Japanese cuisine. (Source: Mena’s 50 Best Restaurants 2025) kazokuegypt.com

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Khufus

SPECIAL REPORT

FRANCHISING

JORDAN

SHAMS EL BALAD Having begun life as a small flower shop, the space has, over time, transformed into a distinctive family-run cultural space, concept store and restaurant, offering creative, seasonal, comforting dishes. (Source: Mena’s 50 Best Restaurants 2025) shamselbalad.com

ALEE Chef Ali Ghzawi’s dishes reimagine the everyday flavors of his childhood, turning them into nostalgic, yet modern culinary experiences. (Source: MENA 50 Best Restaurants 2025). alee.group

SUFRA

BOULOS Y. ZUMOT Family-run vintners that have been operating since 1954, producing wines naturally that are rich in flavour, depth and complexity. The company is also known for its pairing creations. zumot-wines.com

Serving traditional Jordanian home-made dishes, Sufra is set in an early 20th-century villa in one of Amman’s oldest and most charming neighborhoods. (Source: Mena’s 50 Best Restaurants 2025) @sufrarestaurant.jo

13C BAR IN THE BACK

DARA DINING BY SARA AQEL

Inspired by the Mediterranean with hints of the Levant, this restaurant offers small izakaya-style plates, in a modern and minimalist setting. (Source: Mena’s 50 Best Restaurants 2025) 13cwine.com

Part of Dara Wine, Dara Dining offers honest, wholesome Mediterranean cuisine, made with locally sourced ingredients.

(Source: MENA 50 Best Restaurants 2025 dara.jo

DAIMEH Daimeh is an eatery experience offering traditional and modern cuisine served with homemade sourdough bread. @daimeheatery

FAKHRELDINE Fakhreldine offers fine Levantine cuisine, together with a warm hospitable welcome and a highly personalized service, ensuring a memorable dining experience for customers. (Source: MENA 50 Best Restaurants) fakhreldin.com

MAJÖRA JORDAN A culturally diverse dining experience created by three friends blending Italian, Hawaiian and Jordanian influences. @majorajordan

KUWAIT MAIS ALGHANIM A leading Arabic and Lebanese Restaurant in Kuwait located in Gulf Street, Beach View, near Kuwait Towers. maisalghanim.com

DAR HAMAD Located in the 360 Mall, Dar Hamad offers an extensive menu of authentic Kuwaiti cuisine. @darhamadkw

MATCHBOX Middle Eastern-American restaurant, located at Jaber Al Ahmed Cultural Center. @matchbox.eatery

ROMERO RESTAURANT A longstanding and popular restaurant, Romero has been serving diners dishes full of authentic Italian flavors in an elegant, but warm setting since 1979. Managed by Romero group. romerogroup.jo

LEBANON ABD EL WAHAB Offers a special oriental experience that includes traditional Lebanese specialties.ghiaholding.com

AHWAK Serves traditional Lebanese food with a contemporary twist, using authentic recipes. ghiaholding.com

ANTIKA BAR A Lebanese entertainment destination combining classic music with live shows, featuring bands, singers and DJs, and a diverse menu spanning tantalizing mezze and flavorful main courses.

7management.me Alee

AMALEEN A Lebanese restaurant offering dishes with international twists, including sushi and fusion presentations. amaleenrestaurant.com

BARTARTINE Home to French artisanal bread and pastries, offering diverse dishes ranging from tartines to steaks. bar-tartine.com

BAB IDRIS A casual dining experience featuring authentic Lebanese cuisine in a modern setting. antventures.com MAJöRA

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Advertorial

LEBANESE COCKTAIL BAR & RESTAURANT ICON

ESCO-BAR GOES GLOBAL

Escobar, Dubai

Esco-Bar, the celebrated Lebanese Cocktail Bar & Restaurant concept by MEC Concepts, takes its global expansion to new heights with the opening of Esco-Bar Coctel y Cocina in Palm West Beach Dubai in 2022.

Led by Marc Chehade, founder and CEO at MEC Hospitality, Esco-Bar has firmly established itself with a total of eight outlets, including seven in Lebanon, one in Dubai. The brand is set to soon open another outlet in the UAE in One Central at the 25 Jump Street (the city 's first licensed street), marking its continued global footprint, and is actively seeking franchisees for expansion into MENA and the GCC. Crafting Latin Authenticity across the Middle East Esco-Bar epitomizes authentic Latin culture through its cuisine, diverse beverage selection, intricate interiors and vibrant ambiance. The casual barrestaurant seamlessly blends flavors from the streets of Colombia to Cuba, transporting guests with lush greenery, pops of yellow, chic lounges and an inviting outdoor terrace.

The interior boasts Hispanic artistry, with verdant décor depicting old LatinAmerican neighborhoods and neutral wood accents. Esco-Bar’s culinary offerings feature flavors from Latin

American cuisine, including favorites such as fajitas, pollo Cubano, pescado de Esco-Bar and camarones a la criolla.

Lighter snacks include guacamole, calamar a la parilla and rolitos de salmon y mango. Indulgent desserts like fusion de chocolate and torrijas caramelizadas complete the culinary journey.

Esco-Bar’s bar area offers a wide range of cocktails curated in true Esco-Bar style.

Highlights include classic Latin American influenced cocktails like Peruvian-style piscos, the El Hombre Dorado and Naranja Roja, providing a delightful complement to the culinary offerings.

Future ventures As part of its ambitious expansion plans, EscoBar is set to open its second outlet in the UAE by mid-2025 in One Central at the 25 Jump Street (the city 's first licensed street) solidifying its presence in the region. Moreover, the brand is actively seeking franchisees for its expansion into MENA and the GCC inviting partners to join the Esco-Bar success story.

With a total of nine outlets spanning Lebanon and Dubai, Marc Chehade remains dedicated to creating spaces that evoke the best memories. The emphasis on quality food, service and an authentic atmosphere remains at the forefront of Esco-Bar’s global expansion. escobar-lb.com, info@mec-concepts.com FEB-APR 2025 | HOSPITALITY NEWS ME

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FRANCHISING

BABEL

CLAP

A high-end destination for progressive Lebanese cuisine in a luxury setting. afkarholding.com

A high-end contemporary Japanese restaurant offering an elegant fine-dining experience. addmind.com

BBQ BROS

DUNYA BEIRUT

Known for our bold, open-fire cooking and dynamic energy, BBQ Bros is ready to light up the scene with our signature flavor-packed dishes and hyperactive vibe. @bbqbros_mario

Offers a Lebanese fine-dining experience with live entertainment. handfulmanagement.com

HABIB BEIRUT Serves traditional Lebanese cuisine, including a large selection of breakfast, mezze and barbecue items.

Founding date: 2017 Type of franchise: Lebanese food Number of local outlets: 15 Number of outlets in the Middle East region: 13 Locations available for expansion: Baghdad, Paris, Egypt and Africa Approximate investment size: USD 1.2 million Initial franchise fee: depending on the location Royalty fee: 5% Franchise owner: B&K HOLDING Contact email: Franchise@habibbeirut.com

BEBABEL A Lebanese bistro concept with a new take on classical dishes. Offers Lebanese breakfast and all-day dining in a chic and modern atmosphere. afkarholding.com

BARON Located in the Armenian Mar Mikhael sector of Beirut, Baron is known for its chef counter and bar, where customers can eat and drink with the venue’s chefs. (Source: Mena’s 50 Best Restaurants 2025)eatdrinkbaron.com

BATCHIG

IRIS CAFE

Light, casual ambiance offering modern ArmenianLebanese mezze specialties.figholding.com

A modern lounge with an elegant, natural, sensuous and freespirited vibe, offering international cuisine. addmind.com

BOUBOUFFE A Lebanese brasserie with a menu that includes both Lebanese and international dishes. @boubouffebrasserie

KABABJI GRILL A fast-casual chain specializing in authentic mezze and grills, with an open kitchen concept. kababji.com

CAFÉ YOUNES An expert coffee concept with eight decades of experience catering to coffee aficionados. cafeyounes.com

KAFFEINE A restaurant and coffee shop offering international cuisine in a fullservice format. mec-concepts.com

CASPER & GAMBINI’S All-day restaurant-café delivering diverse, natural flavors in an elegant environment. antventures.com

LEILA MIN LEBNEN A fusion of traditional Lebanese culture and modern-day dining that gives authenticity a contemporary twist. leilarestaurant.com

LE SUSHI BAR A pioneer in Japanese cuisine, featuring an eclectic menu and one of the largest selections of signature dishes. lesushibar.com

MARROUCHE - RAFIC MARROUCHE RESTAURANTS Revitalizing the heritage of Rafic Marrouche and embodying its historic roots, this franchise concept offers authentic Lebanese favorites, including breakfast dishes. marroucherestaurants.com

MAISON PRUNELLE Batchig

Known for its culinary artistry, Maison Prunelle is a renowned Lebanese bakery specializing in exquisite, French-inspired offerings. @maisonprunelle.lb

MAYRIG A fine dining experience offering traditional and revisited Armenian dishes, full of the rich aromas of Silk Road spices and fresh Mediterranean ingredients. figholding.com

MALAK AL TAWOUK A Lebanese quick-service chain known for its tawouk recipes, professional management and excellent service.malakaltawouk.com

SANDWISH W NOSS Offering authentic Lebanese street food in a special format - a sandwich and a half - for the ideal portion. chaptertwo.me Habib Beirut

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FRANCHISING

Le Sushi Bar

Idam

MOROCCO

OMAN

+61

OMNY - GRAND HORMUZ

A contemporary restaurant in Marrakech that offers a menu inspired by Mediterranean and Australian cuisines, using fresh, seasonal ingredients, served in a modern setting. plus61.com

Fine dining restaurant offering a menu that includes a rich array of French-inspired classics, Oman’s renowned seafood and a carefully selected choice of grilled meats in an atmosphere that blends classic glamour with modern elegance. hormuzgrandhotel.com

LA GRANDE TABLE MAROCAINE Situated within the Royal Mansour Marrakech and known for its authentic Moroccan cuisine, the restaurant offers a fine dining experience that honors the kingdom’s culinary heritage. (Source: Mena’s 50 Best Restaurants 2025) lesgrandestablesdumonde.com

RAMSSA RESTAURANT

LA GRANDE BRASSERIE BY HÉLÈNE DARROZE

ZAHR EL LAYMOUN

Located within the Royal Mansour Marrakech and helmed by multi-Michelin-starred chef Hélène Darroze, this restaurant reinvents the traditional French brasserie concept, with a menu that gives classic dishes contemporary flair. (Source: Mena’s 50 Best Restaurants 2025) royalmansour.com

A celebrated Lebanese restaurant, offering a rich array of traditional and modern dishes. @zahrellaymounoman

Offers diners authentic, traditional, freshly cooked Omani dishes that highlight the rich flavors of the region in a delightful setting. @ramssa_restaurantoman

LE PETIT CORNICHON

QATAR

A French bistro in Marrakech that offers classic French dishes in an intimate setting. The restaurant is known for its attention to detail and a menu that highlights traditional French culinary techniques. (Source: Mena’s 50 Best Restaurants 2025) lepetitcornichonmarrakech.com

IDAM – AN ALAIN DUCASSE RESTAURANT This fine dining destination by Alain Ducasse combines French culinary excellence with Middle Eastern influences, while offering diners breathtaking views of Doha’s skyline. (Source: La Liste 1000, 2025) idam.com

SESAMO

SPICE MARKET

Located in the Royal Mansour Marrakech, Sesamo offers a menu inspired by the rich culinary traditions of Italy.

Provides an elegant dining experience by blending Italian flavors with Moroccan hospitality. (Source: Mena’s 50 Best Restaurants 2025) royalmansour.com

Le Petit Cornichon

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A vibrant culinary journey, complete with a menu that pays homage to the rich, bold flavors of Southeast Asia. Delivers a feast for the senses in a chic and lively setting. (Source: La Liste 1000, 2025) spicemarketdoha.com

+61

Advertorial

BBQ BROS BEETROOT HOSPITALITY PARTNERS WITH

FOR EIGHT UAE RESTAURANTS

BBQ Bros, a leading global brand in the barbecue and grilling industry, is delighted to announce its joint venture with Beetroot Hospitality and confirms its plan to open eight dining outlets in the UAE by 2027.

A Memorandum of Understanding for a first flagship location has been signed, with an opening by August 2025 in Dubai Creek.

Major UAE expansion plans The strategic partnership introduces BBQ Bros’ authentic flavors and unique BBQ experience to the UAE’s dynamic culinary landscape through restaurants, pop-ups, public events, festivals, social events, special celebrations and private catering.

Currently, BBQ Bros has established operations in Belgium, at the renowned Tomorrowland festival, as well as in Lebanon, Egypt and Kuwait. With the UAE being a key market for culinary innovation and diversity, this joint venture marks a significant step in the brand’s expansion strategy.

The collaboration will leverage Beetroot Hospitality’s extensive local market knowledge and operational expertise, facilitating the opening of several BBQ Bros outlets across prime locations. BBQ Bros UAE plans to expand into various segments of the food market, including pop-up locations, catering services

for both private and public events, and participation in festivals.

“Partnering with Beetroot Hospitality is such an exciting step for us,” said Mario Aoun, owner of the BBQ Bros global brand. “The UAE is an incredible market, and we can’t wait to bring our global BBQ flavors to this vibrant community. This joint venture not only marks a milestone for our brand but also allows us to share our passion for barbecue with the diverse and lively community in the UAE.” Antoine Massé and Alexander Suski, managing partners at Beetroot Hospitality, expressed their enthusiasm: “We believe that the UAE is the perfect market for the fun, cool and BBQ lifestyle brand of BBQ Bros. With our insights into local preferences and trends, we are confident that we can adapt the BBQ Bros brand to resonate with UAE customers while maintaining the authenticity the brand is known for.”

International project pipeline The first BBQ Bros outlet is set to open in the Dubai Creek area by August 2025, with additional locations to follow. The menu will feature a diverse range of barbecue dishes, crafted with the finest ingredients and inspired by traditional grilling techniques from around the world.

As part of this joint venture, BBQ Bros and Beetroot Hospitality are committed to sustainability and community engagement, ensuring their operations contribute positively to the local economy and environment.

BBQ Bros operates in the UAE, Egypt, Kuwait and Belgium. Its expansion plans include opening eight branches in the UAE by 2027. The brand recently signed new deals in Jordan, Saudi Arabia, Morocco and Zanzibar, with three more projects currently in the pipeline. bbqbros.me

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SAUDI ARABIA AMMARIA Offers traditional Saudi cuisine as part of an overnight experience with Bedouin-style camping, in a setting inspired by nature.

ASEEB RESTAURANT Promoting local culinary heritage, including dishes inspired by authentic Najdi cuisine, offered in a traditional setting, the space also showcases traditional antiques and collectibles. (Source: Mena’s 50 Best Restaurants 2025) aseeb.com.sa

FLAMINGO ROOM BY TASHAS (BUJAIRY TERRACE) Offers iconic and classic dishes that are elevated and invigorated with a contemporary twist, served in a glamorous, flamboyant setting inspired by Africa and in keeping with the venue’s name. flamingoroombytashas.com

MYAZU Offers contemporary Japanese cuisine, including sushi, seafood and Wagyu beef dishes, to create memorable fine dining experiences in a chic atmosphere. (Source: Mena’s 50 Best Restaurants 2025) myazu.com

PAMPAS RESTAURANT

GINGER LEAF INDIAN RESTAURANT

Brings exceptional Latin American cuisine to Jeddah, with premium steaks grilled over Acacia woodfire, using top quality ingredients. @pampas_jeddah

Takes the form of an epic journey of culinary delights where a mélange of effervescent flavors and exotic ingredients come together in an authentic regal spread. thegingerleaf.com

SARAYA LATIF

KUURU Offers a culinary experience that harmoniously combines the vibrant flavors of Peru with the precision and artistry of Japanese culinary techniques. kuururestaurant.com

A popular and authentic Turkish restaurant offering freshly baked bread and a variety of kebabs, among other dishes, made using traditional hand-made techniques, served in a warm atmosphere. @sarayalatif

LUNCH ROOM

SAKURA JAPANESE RESTAURANT

A go-to brunch and all-day food destination in Riyadh known for its communal-dining atmosphere and innovative dishes. (Source: Mena’s 50 Best Restaurants 2025) lunchroom.sa

Serving high quality, authentic Japanese dishes, ranging from sushi and sashimi to tempura and teppanyaki. Diners have a view of the team creating the artistic dishes in the kitchen. sakurasteakhouse.com

MARBLE

SILK ROAD RESTAURANT

Well known for its excellent butchery and craftsmanship, Marble is a popular farm-to-table grill in Riyadh. (Source: Mena’s 50 Best Restaurants 2025) marblecuisine.com

Offers diners a feast of East meets West favorites, combining local classics and modern international cuisine, inspired by the ancient Silk route. silkroadrestaurantnj.com

TAKYA Celebrating modern interpretations of traditional Saudi cuisine, Takya offers refined dishes that blends innovative techniques with authenticity. (Source: La Liste 1000, 2025) takya-sa.com

Marble

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Flamingo Room

UAE

DINNER BY HESTON BLUMENTHAL

3 FILS 3 Fils is a fashionable dining destination known for its Asianinspired cuisine, blending flavors from Japanese, Chinese and Southeast Asian culinary traditions. (Source: MENA 50 Best Restaurants 2025) 3fils.com

21 GRAMS A Balkan bistro, 21 Grams offers hearty and flavorful dishes that reflect the rich culinary traditions of the Balkan region.

The cozy setting provides an authentic, intimate dining experience. (Source: MENA 50 Best Restaurants 2025) 21grams.me

11 WOODFIRE Created around the concept of wood-fired cooking, the restaurant delivers a menu that emphasizes natural flavors and high-quality ingredients in a rustic, yet contemporary ambiance. (Source: MENA 50 Best Restaurants 2025) 11woodfire.com

AL MAHARA Offers expertly crafted seafood creations in a suitably underwater-inspired setting. (Source: La Liste 1000, 2025) @almahara_burjalarab

AL MUNTAHA Located in the iconic Burj Al Arab, Al Muntaha offers breathtaking views paired with an inventive European menu.

(Source: La Liste 1000, 2025) @almuntaha.dubai

ARMANI/RISTORANTE Situated within the Armani Hotel Dubai, this elegant Italian restaurant exemplifies luxury dining. (Source: La Liste 1000, 2025) @armanirestaurants

Brings the innovative British cuisine of chef Heston Blumenthal to Dubai. Diners can look forward to modern interpretations of historic British dishes as part of a special, immersive dining experience. (Source: MENA 50 Best Restaurants 2025) @dinnerbyhbdubai

GAIA Inspired by Greek-Mediterranean flavors, Gaia presents a menu featuring fresh seafood and authentic dishes in a warm and inviting atmosphere, reflecting the essence of Greek hospitality. (Source: MENA 50 Best Restaurants 2025) gaia-restaurants.com

HŌSEKI An exclusive ‘omakase’ spot, with only nine seats available, offering an intimate Japanese dining experience. (Source: La Liste 1000, 2025) bulgarihotels.com/dubai/dining/japanese-restaurant-hoseki

IL RISTORANTE – NIKO ROMITO Part of the Bulgari Resort Dubai, this restaurant brings the Italian chef’s contemporary culinary vision to life. (Source: La Liste 1000, 2025) @bvlgarinikoromitodubai/?hl=en

JUN'S Known for its flavorful, fun, inventive cooking without borders, Jun’s offers innovative dishes and renowned service, against a stunning backdrop of the Burj Khalifa. (Source: Mena’s 50 Best Restaurants 2025) junsdubai.com

KINOYA The Kinoya experience is conceptualized based on two vital experiences; Izakaya and Ramen. Diners will find everyday Japanese favorites served in a warm, informal setting. (Source: Mena’s 50 Best Restaurants 2025) kinoya.com

KRASOTA

BOCA Offers international dishes created with locally sourced ingredients in a contemporary restaurant-bar setting.

(Source: MENA 50 Best Restaurants 2025) boca.ae

COUQLEY FRENCH BRASSERIE DOWNTOWN DUBAI Offers dinners exceptional French cuisine in a premiumcasual brasserie atmosphere. Known for its warm interiors and menu featuring classic dishes. couqley.ae

A fine dining destination, Krasota merges haute cuisine with visual art to offer diners a theatrical experience, complete with stunning visual effects. (Source: La Liste 1000, 2025) krasota.art

TAKAHISA Specializing in premium sushi and wagyu beef, TakaHisa provides an upscale Japanese dining experience, with the chefs focused on delivering authentic flavors using the finest ingredients. (Source: Mena’s 50 Best Restaurants 2025) takahisa.ae

11 Woodfire

Zuma

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SPECIAL REPORT

FRANCHISING

La Petite Maison

Mimi Kakushi

THREE CUTS

MIMI KAKUSHI

A renowned premier steakhouse and bar, offering an upscale dining experience. Diners can look forward to premium cuts of steak and expertly crafted cocktails threecuts.co

Traditional Japanese cuisine is given a contemporary twist in a menu that is both innovative and authentic, served in a setting that reflects a fusion of Eastern and Western design elements. (Source: Mena’s 50 Best Restaurants 2025) mimikakushi.ae

LPM – LA PETITE MAISON Celebrated for its French-Mediterranean menu, LPM delivers vibrant dishes that are as fresh as they are flavorful. (Source: La Liste 1000, 2025 and MENA 50 Best Restaurants 2025) lpmrestaurants.com/dubai

LUCIA’S Lucia’s offers an immersive and memorable festive Italian dining experience, making it the ideal destination for diners looking for an authentic taste of Italy, complete with entertainment, high-quality food and exceptional service.

Founding date: 2022 Type of franchise: Fine dining Number of local outlets: 1 in Dubai, UAE Number of outlets in the Middle East region: 2 (1 in Dubai and 1 in Doha, Qatar)Locations looking for expansion: Athens, Greece Franchise owner: 7 Management Contact email: wael@7management.me and sarah. maria@7management.me

MARMELLATA BAKERY Marmellata Bakery is a casual, no-reservation pizzeria, offering a rotating menu of five pizzas, focaccia and stuffed focaccia sandwiches. (Source: Mena’s 50 Best Restaurants 2025) marmellatalove.com

Lucia's

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MOONRISE An ‘omakase’ restaurant atop Eden House, offering authentic Japanese dining with meticulously crafted sushi, sashimi and seasonal dishes, spotlighting premium ingredients. (Source: MENA 50 Best Restaurants 2025) moon-rise.xyz

NIRI A Japanese restaurant in Abu Dhabi known for its authentic cuisine and minimalist design. The menu is focused on fresh ingredients and meticulous preparation. (Source: Mena’s 50 Best Restaurants 2025) nirirestaurant.com

ORFALI BROS BISTRO Established by siblings Mohammad, Wasim and Omar, this restaurant clinched the top spot in the MENA 50 Best Restaurants 2025 thanks to its cuisine, which mixes traditional Syrian staples with pan-regional favorites, and is offered in a setting known for its nostalgic, whimsical charm. (Source: MENA 50 Best Restaurants 2025) orfalibros.com

OSSIANO This underwater restaurant immerses diners in a magical ambiance while serving exceptional seafood dishes.

(Source: La Liste 1000, 2025 and MENA 50 Best Restaurants) @ossianodubai

Ossiano

ROW ON 45

STAY BY YANNICK ALLÉNO

Located on the 45th floor of Grosvenor House Hotel, with panoramic city views, this two-Michelin-starred restaurant

by Chef Jason Atherton offers a 17-course tasting menu that blends fine Japanese ingredients with French techniques. (Source: Mena’s 50 Best Restaurants 2025) rowon45dubai.com

Overseen by the three-Michelin-starred chef Yannick Alléno, this destination offers elevated French cuisine in a suitably elegant, high-ceilinged setting. (Source: La Liste 1000, 2025) @stay_dubai

SALMONTINI Having welcomed diners since 2005, Salmontini is today a firm favorite on the UAE restaurant scene. Its varied menu includes high-quality salmon, meat, sushi and much more. salmontini.com

SMOKED ROOM An intimate dining venue, Smoked Room offers discerning diners smoked and grilled dishes in a sophisticated atmosphere. Source: Mena’s 50 Best Restaurants 2025) @smokedroom.dubai

TRÈSIND STUDIO A trailblazer in modern Indian cuisine, Trèsind Studio is famed for its avant-garde approach and theatrical presentation.

(Source: La Liste 1000, 2025 and MENA 50 Best Restaurants) tresindstudio.com

ZUMA Situated in the heart of Dubai, Zuma is renowned for its contemporary Japanese izakaya-style dining. The menu features modern interpretations of traditional Japanese dishes in a sophisticated ambiance. (Source: Mena’s 50 Best Restaurants 2025) @zumadubai

REST OF THE WORLD FRANCE

SWITZERLAND

GUY SAVOY

CHEVAL BLANC BY PETER KNOGL

A cornerstone of Parisian gastronomy, Guy Savoy serves refined French classics in a luxurious setting. (Source: La Liste 1000, 2025) guysavoy.com

Located in Basel’s Grand Hôtel Les Trois Rois, this three-Michelin-starred masterpiece blends French haute cuisine with Mediterranean and Asian influences.

(Source: La Liste 1000, 2025) chevalblancbasel.com

LA VAGUE D’OR Nestled in Saint-Tropez, this Mediterranean retreat combines elegance with creative French cuisine. (Source: La Liste 1000, 2025) lavaguedor.fr

GERMANY SCHWARZWALDSTUBE Located in the Black Forest region, this culinary treasure combines traditional flavors with contemporary techniques. (Source: La Liste 1000, 2025) traube-tonbach.de

HONG KONG LUNG KING HEEN Set in the Four Seasons, this three-Michelin-starred restaurant offers high-end Cantonese dishes, from marinated red jellyfish to double-boiled sea cucumber soup. (Source: La Liste 1000, 2025 fourseasons.com/hongkong/dining/restaurants/lung_king_heen

JAPAN MATSUKAWA This exclusive Tokyo kaiseki restaurant celebrates the essence of Japanese culinary traditions through simple, yet extraordinary dishes. (Source: La Liste 1000, 2025) unagi-matsukawa.co.jp › smp

Disclaimer

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UNITED KINGDOM L’ENCLUME BY SIMON ROGAN This Cumbrian gem elevates local, seasonal ingredients to an art form with its innovative farm-to-table menu.

(Source: La Liste 1000, 2025) lenclume.co.uk

UNITED STATES LE BERNARDIN Located in the heart of New York City, this seafoodfocused French restaurant has been a benchmark of excellence for decades. (Source: La Liste 1000, 2025) le-Bernardin.com

SINGLETHREAD A farm-driven restaurant in California’s wine country, SingleThread blends sustainability with exceptional creativity. (Source: La Liste 1000, 2025) singlethreadfarms.com

This compilation of standout restaurants has been put together from research undertaken by the HN team, together with input from leading F&B consultants.

HOSPITALITY NEWS ME | FEB-APR 2025

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SOLUTIONS

MANAGEMENT

In collaboration with

7 TIPS FOR TAPPING INTO THE HEALTHY F&B MARKET Consumers today are prioritizing wellness and sustainability more than ever before, which is inevitably having a major impact on the food and beverages they choose to buy. Duncan Fraser-Smith, CEO of Craft Hospitality Group, offers a seven-point checklist to help F&B businesses dovetail their offerings with this major shift in consumer preferences.

Demand for healthy, natural and organic foods and beverages (F&B) is no longer a niche trend, but rather a global movement.

Consumers today are more conscious of their health and the environmental impact of their choices. According to a report by Statista, the global organic F&B market is expected to surpass USD 620 billion in size by 2026, driven by increased awareness of wellness and sustainability. Businesses that align their offerings with these consumer preferences can thrive by earning loyalty and fostering meaningful customer relationships.

Below are seven ways to get started.

1-Know your customers To succeed in the healthy and organic F&B market, it’s vital to understand what drives consumer choices. Today’s buyers prioritize: • health benefits - consumers are seeking products free from artificial additives and packed with nutrients. Functional foods - those offering health benefits beyond basic nutrition, like immune-boosting or gut-health-promoting products - are particularly popular.

• transparency and trust - shoppers want to know where their food comes from. Clear labeling and ethical sourcing are critical.

• sustainability - eco-conscious consumers look for brands committed to reducing waste, using sustainable packaging and supporting regenerative agriculture.

Survey your target audience to understand their specific values and use this information to tailor your products and messaging.

2-Prioritize authenticity and quality The key to winning over health-conscious customers is to provide authentic, highquality F&B offerings. Ensure your products meet organic certification standards, signaling to customers that they are free from synthetic chemicals. Use minimally processed, recognizable ingredients. Avoid additives, artificial sweeteners and preservatives. It’s also important to cater to dietary trends, like gluten-free, vegan or keto-friendly options, to expand your market reach.

Partnering with initiatives that align with your mission, such as supporting local farmers, will showcase your values in action to your customers.

3-Share your story Your brand’s story and values matter deeply in the organic market. Consumers resonate with brands that are transparent and purpose-driven. Tell your story by sharing your commitment to healthy living, ethical sourcing and sustainability through your marketing channels. If you are fortunate enough to receive them, prominently display certifications such as USDA Organic, Fair Trade or Non-GMO Project Verified on your packaging. These establish trust with your clients to help you gain authenticity in the

market. Take the opportunity to partner with initiatives that align with your mission, such as supporting local farmers or ocean clean-up projects, as this will showcase your values in action to your customers.

4-Create and innovate Stay ahead of the competition by innovating within the healthy F&B sector by launching drinks infused with superfoods, probiotics or adaptogens to cater to wellness enthusiasts.

Develop healthy snacks or meal kits that suit busy lifestyles without sacrificing nutritional value, making use of locally sourced and seasonal ingredients, and spotlighting them.

5-Think green and local Remember that sustainability is a cornerstone of the organic market. Align your business practices with eco-friendly initiatives, such as biodegradable, recyclable or reusable materials for packaging. Reduce waste by implementing strategies to minimize F&B waste, such as offering ‘ugly’ produce or surplus stock at discounts. Work with local producers. By partnering with local farmers, for example, you are not only supporting sustainability, but also boosting community ties.

6-Strengthen customer ties Taking these steps will enable you to build a community around your brand that ultimately fosters loyalty and advocacy.

It also paves the way for hosting events that will engage your audience, such as cooking classes, farm-to-table dinners or wellness workshops.

7-Don’t stand still Finally, it’s imperative to regularly evaluate and refine your offerings to keep pace with changing consumer preferences and emerging trends. Doing so will support your efforts to stay relevant, competitive and authentic in the field of healthy and organic F&B offerings. crafthospitality.group

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For over three decades, Gulfood has driven global food commerce — fueling innovation, collaboration, and the future of food. In 2025, it becomes the epicentre of a transforming food landscape.

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SOLUTIONS

HUMAN RESOURCES

In collaboration with

YOUR 9-POINT CHECKLIST FOR HIRING AND HOLDING ONTO TALENT Attracting and retaining top quality talent in F&B has long been a headache for industry leaders. Luckily, Mark Dickinson, of DONE! Hospitality Training Solutions, is here with nine top tips for breaking high staff turnover cycles in 2025.

“Wave a magic wand and say abracadabra!”

At least, that’s how many companies seem to think it works when it comes to attracting and retaining talent. I’m not going to pretend that one article can provide a failsafe solution to this well-documented, perennial problem.

However, I do believe these nine top tips will help your organization on the path to success.

1-Avoid overselling the role Enthusiastic advertisements for new team members are often hugely upbeat, describing exciting opportunities and not-be-missed chances to achieve a dream. Frequently the job criteria will require previous mastery of the role. The challenge with this approach is that the job or the workplace does not, in truth, match this idealized projection.

2-Don’t hide the truth When hiring someone to come into an organization facing challenges, the recruitment process must make this clear.

Words like challenging, demanding and complex should appear in the job ad, but rarely do. Whitewashing the role or misleading candidates often leads to broken expectations and early employee exits.

When the culture is powerful and of top priority to the organization, it shines through in everything you do.

3-Be absolutely clear when hiring Be honest about what is expected of candidates and what they are going to earn. Remember, the employee is selecting you. In most cases, hiring the candidate will marginally change the organization, but will exponentially change the candidate’s life. They need to be fully informed.

4-Exceptional culture is a magnet for talent In previous articles we have spoken about developing the internal culture of a business by clearly articulating the mission, vision and values. When the culture is powerful and of top priority to the organization, it shines through in everything you do and great people dream of working with you.

5-Never overlook onboarding Have an extensive, intensive, detailed plan ready so that when employees join the organization, they are shepherded through a program that truly prepares them for the work ahead. Think: • extensive - ensure that new team members have a clear, accurate job description and create a timeline for the onboarding process.

• intensive - many organizations are in a hurry to get the new team member working. This is a grave mistake.

Intensively introduce them to your culture, the team and the product and systems they are going to be using first.

• detailed - forget osmosis learning.

Ensure new team members are given a structured process that tells them exactly what to do.

6-Check back Evaluate your new team members throughout their onboarding. Explain their strengths and areas for growth right from the get-go. Let them know that their growth is your priority.

7-Succession planning as a primary activity Let the new joiner know their potential growth path. Show them examples of team members that have grown, and introduce them to the long term team members.

8-Don’t hire fast and fire fast This approach destroys organizations.

Hire thoughtfully, develop intentionally and fire decisively is a much better process. You will find that when care is given to hiring, better quality people join. By offering new team members a proper development plan and the opportunity to experience growth from day one, they will never want to leave.

9-Think fire prevention, not fire-fighting By being honest with your new hires, offering them a well-organized onboarding process, showing them how much you care and developing them over time you will be investing time in growth and development.

This, surely, is a better approach than burning time, having to solve emotionally driven problems.

Remember: Systems run restaurants and people run systems.

Build awesome systems and great people will come and stay! done.fyi

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GREEN

In collaboration with

5

WAYS TO UNLOCK PROFITABILITY THROUGH SUSTAINABILITY

It’s official - in the competitive world of luxury hotels and destination resorts, profitability and sustainability are no longer mutually exclusive. Judith Cartwright, founder and managing director of Black Coral Consulting, shares a five-point checklist that shows less waste really can mean more revenue.

Hotels generate significant waste, with estimates suggesting that the average hotel produces about 1 kilo of waste per guest per night. For large luxury resorts, this can translate into tens of thousands of kilos annually. However, implementing wastereduction measures can yield considerable financial benefits. For instance, studies reveal that a 30-percent reduction in food waste could save the global hospitality sector up to USD 100 billion annually.

Moreover, reducing waste often results in lower operational costs, improved efficiency and increased guest satisfaction - key drivers of profitability. Following are five ways in which reducing waste can help to increase revenue.

1-F&B waste: tight procedures and the right systems Food waste is a critical area for improvement in hotels. Implementing tight policies and procedures for data entry and having the right systems in place - ones that talk to each other - are key for tackling this issue.

Procurement and recipe management systems are just two examples. A strong revenue optimization department and culture will also help to cut costs and increase profits in double digits, whilst enhancing the customer experience.

2-Rooms and amenities: rethink consumption Even luxury hotels are increasingly turning to reusable and refillable amenities as part of their commitment to sustainability and implementing bulk dispensers for toiletries, eliminating the need for millions of singleuse plastic bottles annually. This move not only reduces plastic waste, but also saves on procurement and waste disposal costs, and is accepted and expected by the end-consumer. Additionally, the use of smart thermostats, energy-efficient lighting and renewable energy sources can lead to significant cost savings.

3-Events and conferences: time to go green For luxury resorts that host conferences and events, sustainable practices are becoming a key differentiator. Many corporate clients now demand green certifications for venues, recognizing their importance in achieving organizational sustainability goals. Offering zero-waste or low-carbon events can make a hotel more attractive to this lucrative market segment.

4-Guest engagement: turn sustainability into a USP Engaging guests in sustainability efforts not only strengthens a hotel’s brand, but also enhances the guest experience. Gen. Z, known for their strong commitment to sustainability, are reshaping the industry’s priorities. According to a 2022 survey

by Booking.com, 72 percent of Gen. Z respondents expressed a preference for sustainable travel options and over half were willing to pay extra for eco-friendly accommodations. Luxury hotels that cater to this group by integrating visible, impactful sustainability initiatives into their offerings can gain a competitive edge and build longterm loyalty.

5-Avoid greenwashing: credibility is key • Be honest and specific: avoid vague claims such as ‘eco-friendly’ or ‘sustainable’ without providing evidence. Clearly detail the steps taken, such as sourcing locally or reducing single-use plastics.

• Seek certifications: obtaining recognized green certifications, such as LEED or Green Key, lends credibility to sustainability efforts and reassures guests about their validity.

• Engage in third-party audits: independent assessments of sustainability practices can identify gaps and validate claims, ensuring a hotel’s initiatives stand up to scrutiny.

• Communicate transparently: use data to demonstrate impact, such as reporting the amount of waste diverted from landfills or the percentage of energy sourced from renewables. Share these results in marketing materials and guest communications.

By reducing waste, rethinking resource consumption and aligning with the values of modern travelers, luxury hotels and resorts can unlock new revenue streams while safeguarding the planet. To conclude, every step toward sustainability is a step toward a more profitable and resilient future. blackcoralconsulting.com

Engaging guests in sustainability efforts not only strengthens a hotel’s brand, but also enhances the guest experience.

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SOLUTIONS

MARKETING

In collaboration with

HOW TO UNLEASH THE POWER OF ADVERTISING, MARKETING AND PRODUCT CLAIMS MANAGEMENT More than just tools, these three elements are essential building blocks for crafting a successful brand in today’s competitive hospitality market. Monica E. Chikhani, managing director and founder of MEC Workshop, shares the lessons she’s learned over the years about the importance of providing guests with a seamless experience they can trust and enjoy.

Advertising: selling more than a room Advertising in hospitality is about selling an idea, a dream or even an escape. More than showcasing a room or a meal, it’s about evoking emotions, sparking nostalgia and creating a deep sense of longing for the experience.

Marketing: understanding the guest journey

Product claims management: building and maintaining trust

Marketing in hospitality goes far beyond advertising. It’s about understanding every step of the guest’s journey and ensuring each touchpoint feels personalized and memorable.

In hospitality, product claims management is critical. Whether it’s ‘ocean-view rooms,’ ‘24/7 concierge service’ or ‘sustainable tourism practices,’ every promise a brand makes must be backed by reality. Guests trust these claims and that trust is fragile.

One of my most memorable campaigns was for a boutique eco-friendly hotel that was struggling to find its identity. We didn’t just market their services - we told a story. Using video ads, we captured real moments, like guests practicing yoga by the sea at sunrise, indulging in farm-to-table meals and exploring curated local tours.

One of my proudest moments came while consulting for a global hotel chain. Using data analytics, we segmented guests into groups based on their travel motivations. For business travelers, we promoted efficient meeting spaces and quick check-ins. For families, we highlighted kid-friendly activities and family suites.

These visuals did more than sell the property - they inspired wanderlust. The authenticity of the experience resonated deeply with eco-conscious travelers, turning the boutique hotel into a soughtafter destination. What did I learn? That in hospitality advertising, storytelling isn’t just important - it’s everything.

This strategic segmentation didn’t just boost bookings, but also built loyalty. Repeat bookings increased by 25 percent within a year. Marketing isn’t just about attracting guests; it’s about creating connections that keep them coming back.

Marketing is about understanding every step of the guest’s journey and ensuring each touchpoint feels personalized and memorable.

Social media has also become an essential part of hospitality marketing. I’ll never forget the time a single Instagram post by a travel community influencer led to a 30-percent spike in bookings for the resort we were promoting. Platforms like Instagram and Pinterest are visual playgrounds, where travelers search for inspiration, and brands need to deliver breathtaking imagery to meet that demand.

One particular instance stands out. A luxury hotel I worked with faced severe backlash for advertising ‘sustainable tourism practices’ that were later found to be exaggerated. It was a painful lesson, but one that reinforced the importance of transparency.

To rebuild trust, we created a campaign showcasing tangible eco-friendly efforts, such as solar-powered facilities and partnerships with local conservation organizations. We also secured third-party certifications, which provided credibility.

Over time, the brand recovered and the experience solidified my belief that honesty is non-negotiable in marketing.

Effective claims management isn’t just about avoiding mistakes - it’s about consistently reviewing marketing materials and aligning them with reality. If a spa is under renovation or certain amenities are unavailable, communicate that upfront. Guests value transparency far more than empty promises.

Bringing it all together The true power of advertising, marketing and claims management lies in their integration. When these elements work together, they create a seamless experience that guests can trust and enjoy. Advertising, marketing and product claims management aren’t just tools - they’re the foundation of successful hospitality brands. Together, they can create experiences that exceed guest expectations, build lasting trust and foster unforgettable memories.

My 29-year journey has shown me that success comes down to three things: focusing on the guest; being transparent; and embracing change. In a world where innovation and integrity are paramount, these principles have never been more important. mecworkshop.com

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TECHNOLOGY

EXPERTS ON AI’S TRANSFORMATIVE ROLE IN HOSPITALITY Artificial Intelligence (AI) was a headline topic at the recent edition of the Hospitality Sales and Marketing Association International’s Annual Commercial Strategy Conference Middle East in Dubai, receiving a 360-degree analysis spanning inspiration, theory and application.

At the event, Mona Faraj, president - HSMAI MEA, asked three conference speakers and industry experts to share their insights on AI as a driver of change in the hospitality industry and the key opportunities and applications on their radars in 2025 and beyond.

A powerful enabler

ANDREW RUBINACCI Chief advisory officer FLYR arubinacci

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AI is a powerful enabler for hotels to focus on what the business is all about: customers and their experience. We are already seeing fantastic efficiencies in the revenue and commercial departments through the adoption of AI-first solutions.

Despite the evolving commercial landscape and its complexities, AI is being utilized to retain pricing advantage by an increasing number of hospitality businesses and its impact is being felt widely across commercial organizations. We expect those efficiencies and increased revenues to expand further and drive more personalized experiences for travelers.

Practical benefits AI offers significant benefits for hospitality venues, especially when it comes to revenue management and business intelligence solutions. By analyzing vast amounts of data, AI can predict demand patterns, optimize pricing strategies and identify the most profitable booking windows. This is a step change from most of the legacy systems that use static rules-based algorithms. AI also streamlines inventory management and guest segmentation, allowing for personalized offers and targeted marketing.

Additionally, AI-driven insights improve decision-making, enhancing operational efficiency and increasing overall profitability.

In a competitive market, these tools enable properties to stay agile, adapt quickly and maximize revenue potential.

Major impact on customer engagement I see AI changing the hospitality industry in both the B2C and B2B categories. From a B2C perspective, we are already seeing AI-powered chatbots assisting guests. AI has also impacted marketing with content and will become more prevalent in personalized marketing. Machine learning has started to help segment customers based on buying decisions and we can expect personalized content to provide tailored campaigns, increasing engagement and loyalty. With B2B, I believe AI and machine learning will drive an increase in productivity. Service optimization tools will use machine learning to analyze guest requests, help hotels spot areas for improvement and assist in anticipating guests needs. FLYR and our applications will assist revenue managers by reducing the hours required to do daily tasks and providing hoteliers with greater insights.

In collaboration with Greater added value

SUDHIR GHILDIYAL Director of sales, ME & India Cendyn cendyn_ cendyn.com

The benefits of AI are multifaceted, enabling hotels to provide offerings that resonate, from search and digital marketing through to onsite experiences. Adding value throughout the guest journey, AI consolidates and tidies data from multiple systems to support deduping, creating a single, accurate profile for each guest. Hotels can personalize marketing and target the right guests with the right messages, using AI to segment data beyond basic demographics. In this way, they can focus on detailed preferences, behaviors and interests. Furthermore, AI enabled chatbots and virtual assistants enhance guest engagement by providing 24/7 support, while sentiment analysis helps businesses understand guest feedback to improve experiences.

Boosting visibility and tracking performance AI has the ability to transform data into actionable insights. In tracking marketing performance, AI identifies top-performing channels, underperforming campaigns and untapped customer segments, while making suggestions for growth. This insight guides hotel marketers to schedule campaigns for maximum impact, whether that’s by boosting visibility during peaks,

A robust supportive tool

YOGEESH CHANDRA Chief strategy officer RateGain rategain.com

Over the last decade, the hospitality industry has faced challenges, such as outdated systems, a lack of skilled talent and high operational costs. Today, hoteliers are managing significantly more data, often spending up to two days a week generating insights. AI can support the hospitality industry throughout the guest journey in ways that range from tracking visitor intent and engaging guests during the booking process to enhancing guest experience management. AI-powered tools, such as behavioral intelligence systems, analyze market dynamics to deliver actionable insights. For instance, assistive channels powered by AI streamline guest interactions, reducing costs and improving guest satisfaction. RateGain’s solutions leverage AI to help hoteliers boost profitability and enhance guest experiences.

Bridging gaps Revenue managers frequently struggle with limited time, talent and resources to analyze vast datasets and derive actionable insights, which inhibits their ability to anticipate consumer preferences effectively. AI bridges this gap by automating data analysis, identifying

launching promotions before off-peak periods or publishing campaigns based on customer behavior at the most effective times. AI data analysis and automation makes targeting audiences more precise, enabling hyper-personalization by offering tailored recommendations to potential customers. By optimizing marketing activity timings and messaging, hotels can attract more guests and convert more bookings from the right audience.

Redefining advertising AI has helped reshape digital advertising campaigns. Google Performance Max for Travel Goals (PMax) cuts through the noise to better connect with prospective guests. It expands ad reach across all Google platforms, connecting hotels to a wider audience that traditional campaigns can’t reach. Mapped to a hotel’s first-party guest data in the Cendyn Digital Marketing Platform (DMP), PMax taps into Google’s advancements in machine learning and AI to increase hotels’ visibility to relevant audiences, improving conversion rates.

PMax also considers seasonality and travelspecific trends to fine-tune campaign performance, driving sustained momentum in marketing efforts.

patterns and providing predictive insights.

RateGain’s Adara platform exemplifies this innovation by tracking global travel intent and preferences, enabling businesses to understand where travelers are heading and what they desire. Armed with insights, hospitality brands can craft tailored experiences, optimize pricing strategies and develop personalized marketing campaigns.

Sustainable growth through innovation AI fosters growth by simplifying complex processes, allowing hoteliers to focus on their core priorities - delivering exceptional guest experiences and driving revenue. Unified AI-powered solutions integrate critical functions, such as pricing intelligence, demand forecasting and guest sentiment analysis. By breaking down silos and providing real-time, actionable insights, these tools enable hotels to adapt swiftly to market dynamics, attract the right guests and maximize profitability. Innovations in generative AI summaries, behavioral intelligence and AI-driven reservation systems empower hoteliers to anticipate guest needs and optimize resources, paving the way for sustainable growth and innovation in the industry. hsmaime.org FEB-APR 2025 | HOSPITALITY NEWS ME

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PRODUCT ZONE

4

FOOD

CHEFS

ON WHY MEAT IS CUTTING IT IN 2025

Packed with protein and brimming with creative potential, meat and poultry are enjoying a surge in popularity among both chefs and diners. Four regional experts chew over the latest industry trends, from sourcing locally and ethically to getting clever with off-cuts.

Maximizing value

KAMIL BOULOOT Head of culinary & operations Middle East Seagrass Boutique Hospitality Group kamilbouloot kamilbouloot.com

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There is a tendency for diners to lean toward premium cuts when thinking of meat cuts. However, many secondary cuts offer richer, more complex flavors, as well as presenting greater value for money. The key to unlocking their potential lies in creativity, through the use of unique spices, coatings or garnishes and in employing the appropriate cooking techniques. Skilled chefs can also maximize the value of cuts by developing complementary recipes that incorporate meat off-cuts. For instance, the off-cuts from a picanha are perfect for recipes that call for sliced beef or ground meat.

Sourcing locally: a win-win Using locally sourced meat and poultry has many advantages. Freshness and flavor are significantly enhanced, for example, due to shorter transport times and better handling. This is especially important when serving raw preparations,

such as meat carpaccio or tartare. When it comes to poultry, sourcing from local suppliers ensures you are working with fresher, higher quality ingredients.

Supporting local farmers also strengthens the regional economy, promotes ethical farming practices and helps to reduce the carbon footprint from long-distance transportation. By cutting down on transportation fees and reducing waste, you are also better able to control costs.

Spicing things up Incorporating global spices and cooking techniques into meat and poultry dishes elevates their flavor profile and expands a chef’s culinary creativity. When you select the right spices for specific cooking methods, you can transform even the simplest cuts into vibrant dishes. Techniques such as grilling and smoking allow the spices to shine, while methods like slow cooking help to deepen their infusion.

Delivering what diners want Ethically sourced meat completely transforms the dining experience, since it tastes better, feels more authentic and creates a connection between the diner and the dish. In Jordan, where food is deeply tied to culture, this shift adds meaning and value. Yes, it requires the balancing of higher costs, but people appreciate knowing their meal comes from a good place, both ethically and in terms of quality. There’s also a clear shift toward locally sourced meat, which is fresher, tastes better and supports the community.

Waste not, want not

SADAM EMAD Celebrity chef Roya TV sadamdaj

I love working with less popular parts of the animal because they can add so much to a dish. Chicken skin, for example, is perfect when it’s crisped up as a topping.

Bones make rich broths, which are the base for many Levantine dishes. Even

Protein-packed requests There is definitely a growing demand for both meat and poultry related to their health benefits. One way we can see this is in the rising popularity of our BBQ grill and the tandoori oven offerings, focused on meats cooked to order and containing fewer fats or rich sauces. We have also noticed an increase in the number of guests who are keen to retain their low fat/keto-based diet while traveling. Meat and poultry can take center stage in these diets, since they are low-to-no carbohydrates and rich in protein.

Supporting small businesses

AUSTEN REID Executive chef InterContinental Muscat austenreid intercontinentalmuscat

Using meat and poultry sourced locally in Oman offers several advantages, from added freshness to more competitive prices than imports. By purchasing products from local farmers and producers, we are also keeping money within the community, boosting the

A thorough checklist I choose suppliers based on their ability to provide ethically and sustainably sourced meat. I ensure that they adhere to animal welfare standards, use natural resources responsibly and provide certifications that verify their sustainable practices. Additionally, I visit farms and work with local suppliers who support agricultural communities.

Offering new culinary experiences

MOSTAFA SEIF EL-DIN Executive chef Pier88 Group & Khufu’s Ristorante mostafa_seif pier88group.com

Shifting to ethically sourced meat adds significant value to the dining experience by offering customers higher quality and more distinctive flavors. This approach also builds customer trust in the restaurant and promotes greater awareness of the importance of sustainable food choices. We repurpose less-common cuts into special offerings, such as using bones for rich

offal, like liver, can be turned into flavorful dishes. It’s about creativity and making sure nothing goes to waste.

Quality over quantity I enjoy blending global influences with Levantine traditions. It’s about finding a balance - staying true to the ingredients while exploring new flavors and methods.

One of my favorite dishes is a Levantinestyle shawarma that incorporates global techniques, like grilling on an open flame, for smoky flavor. I’ve also played with dishes like steak cooked with a sumac rub, adding a Jordanian touch to an Argentinian classic. Meat is becoming more about quality than quantity. While plant-based options are growing, meat will always have a place; it’s just evolving, with its use and the intention more thoughtful and considered.

local economy and supporting small businesses. These efforts are highly appreciated - our guests get very excited when they see that our dishes are made using locally sourced products.

Our signature dish - Lamb Shuwa - is a prime example. And let’s not forget the environmental benefits from reducing the distance that food has to travel.

Clever use of cuts Using less popular cuts of meat and parts of the chicken is a great way to reduce waste, add value to dishes and promote a more ethical approach to meat consumption. For chicken byproducts we always have the stock pot on the go to produce our in-house chicken stock. One of our locally inspired breakfast dishes includes sautéed lamb’s liver, which is packed with vitamins and iron, making it great for the immune system.

broths or incorporating offal into dishes rooted in tradition. These practices help to reduce waste and increase sustainability, while offering customers new and unique culinary experiences. They also align with our aims which include taking inspiration from the rich tapestry of global cuisines, reimagining classic dishes with a modern twist and infusing each creation with our own unique flair.

Navigating challenges The main challenges we face range from higher costs compared to mass-produced meat and limits on the number of reliable suppliers available to ensuring a consistent supply. Additionally, educating customers on the benefits of ethical sourcing may require extra effort through effective marketing and offering unique dining experiences.

FEB-APR 2025 | HOSPITALITY NEWS ME

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PRODUCT ZONE

3

BEVERAGE

SPECIALISTS ON

WHY SPARKLING WATER IS MAKING A SPLASH Sparkling water is today considered a go-to ingredient for bartenders worldwide, adding fizziness, lightness, texture, balance and even drama to many of our favorite cocktails and mocktails. Three experts tell HN how they use sparkling water to take their beverages to the next level.

A versatile cocktail ingredient

MARIO JUNIOR APPIANI Co-owner and beverage director MAJöRA majorajordan jrappiani

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Sparkling waters, including flavored varieties, are a key ingredient in many of our cocktails. We love the way sparkling water balances out ingredients, adds a fizzy texture and imparts a pleasant sense of minerality and complexity to drinks. The beauty of sparkling water is that it is clear and neutral looking, but also pops with energy! Sparkling water cocktails are also highly versatile. Whether you prefer classic combinations, like a refreshing cucumber and mint spritzer, or want to explore more adventurous flavor profiles with herbs, spices and fruit infusions, the possibilities are endless.

Championing sustainability For us, creating a sparkling water cocktail is all about balancing flavors and textures, blending the gentle fizz with the bold notes of our favorite spirits. The bubbles not only enhance the flavors, but also add a refreshing, lively texture. Demand is definitely on the rise for these beverages, which is why we decided to invest in

equipment to create our own tailored sparkling waters. Sparkling water cocktails are rooted in freshness, seasonality and, importantly, sustainability. With just a few ingredients, we can whip up impressive fizzy drinks. We focus on infusing to create flavored sparkling water with fresh and seasonal fruits, like strawberries, lime, cucumber or spices, for extra taste. Then we add everyone’s favorite spirits and garnish, including fresh herbs, like mint or basil, for an elevated touch.

Delighting the senses When it comes to mocktails, a well-crafted drink should be a symphony of flavors and textures, engaging the senses and providing a satisfying drinking experience. Syrups are popular in sparkling non-alcoholic beverages, as they bring a sweet element to a drink. A good sparkling non-alcoholic drink can be hard to make, but it helps when you use high quality and seasonal products. Fruit juices with natural flavors definitely help to make a great drink.

A refreshing touch Sparkling water is an essential tool for bartenders. It adds fizziness and lightness to cocktails, making them refreshing and vibrant. You can use it to balance strong flavors, elongate a drink or create texture without overwhelming the palate. A splash of sparkling water in a classic cocktail, like an Americano, transforms it into something breezy and approachable. For modern menus, sparkling water can help craft lighter, seasonable cocktails that are ideal for warm evenings and for guests looking for a low-alcohol option.

Visual benefits

ERIK PODHORA Bar manager Three Cuts Steakhouse & Bar threecutsdxb threecuts.co

Flavored sparkling waters are a great tool in mixology. They bring subtle flavor without extra sweetness, which can elevate a cocktail’s complexity. For instance, a cucumber-lime sparkling water can add a refreshing twist to a gin spritz, while a blood orange variety can brighten up a tequila-based cocktail. They’re also visually stunning when served in clear glasses, as

Mix and match

NIKOLA RISTIĆ Consultant JATO Restaurant and Club Lounge dzoniiiidzoniiii jatodxb

Bartenders can use sparkling water in several ways to enhance flavor, texture and presentation. A versatile tool, it plays a variety of important roles, whether as a mixer in cocktails, to add texture, as a dilution agent or to create custom-flavored fizz. Examples of where it works well as a mixer include classic highballs, such as a Gin Rickey or Whiskey Soda, with sparkling water a key ingredient, adding effervescence and balancing the flavors without overpowering the base spirit. When it comes to creating custom-flavored fizz, bartenders often infuse sparkling water with herbs, fruits or spices to create unique soda-like mixers that complement cocktails. For example, basil or cucumber-infused sparkling water adds depth to summer cocktails.

Creative combinations Sparkling water is an excellent ingredient, making it ideal to combine or pair with other elements in cocktail creations. My personal favorites include the following: • Spirit ideas Gin, tequila, vodka Other ingredients: fresh herbs (mint, basil, thyme), simple syrups and bitters.

the fizz adds drama. One of my favorites is a grapefruit sparkling water with mezcal or tequila, since it enhances the smoky notes, while keeping the drink crisp and refreshing. Another go-to is lemon or yuzu sparkling water with vodka or gin, topped with fresh herbs, like basil or thyme. These combinations work because they amplify natural flavors and keep the profile clean and modern.

Flavorful bases Flavored sparkling water is becoming a cornerstone of alcohol-free cocktails.

It offers a satisfying fizz and nuanced flavors that mimic the complexity of a crafted drink without the need for alcohol.

Bartenders are using them to create zeroproof cocktails that are just as exciting as their spirited counterparts. They’re also a fantastic base for experimenting with fresh fruits, herbs and spices, allowing for endless creativity. As demand grows, flavored sparkling water is poised to become the standout ingredient in non-alcoholic drinks.

Vodka, rum, sparkling wine Other ingredients: fresh berries, citrus (lemon or lime) and elderflower cordial.

• Cocktails Lime Paloma: tequila, lime sparkling water, grapefruit juice, agave syrup, salt rim, berry flavored sparkling water (raspberry, strawberry and blackberry). Berry Mojito: white rum, berry sparkling water, muddled mint, berries and lime juice.

A mocktail essential Incorporating sparkling water into nonalcoholic cocktails (mocktails) adds effervescence, texture and depth to the drinks, giving them a sophisticated touch.

It provides a base for light and refreshing drinks, and, in particular, a clean, bubbly foundation for mocktails. The Citrus Spritz, which features lime sparkling water, fresh orange and grapefruit juice, finished with mint leaves and ice, is one such example. Sparkling water definitely has a key, versatile role to play as a mocktail ingredient, from helping to dilute overly sweet ingredients to giving creamy mocktails a light, frothy texture.

FEB-APR 2025 | HOSPITALITY NEWS ME

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PRODUCT ZONE

CHOCOMANIA

CARAMEL BROWNIES Brownies have long enjoyed a well-deserved spot on the list of favorite sweet treats. Complete with a caramel twist, these delicious brownies from Chocolate Academy are the ideal, irresistible pick-me-up. Temptation beckons!

Ingredients For the brownie 149 g Callebaut 811 dark chocolate 176 g butter 253 g caster sugar 167 g eggs 87 g flour 35 g cocoa powder QS (as much as is needed) Callebaut baking chunks QS Callebaut caramel filling For the chocolate glaze 750g Callebaut 811 dark chocolate 220g grape seed oil 200g crushed hazelnuts Preparation Melt the chocolate and the butter together to 40°c.

Beat the sugar and the eggs together, and mix with the chocolate and butter.

Fold in the flour and cocoa powder.

Spread out on a baking tray. Sprinkle the chunks on top and bake at 170°c for 20 minutes.

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Pour the mixture into a bowl and cover with plastic film. Make sure that the plastic touches the surface of the batter to prevent a skin from forming.

Melt the chocolate to 40°c and stir in the oil, followed by the crushed hazelnuts.

To serve Cut the brownie into pieces of 3 X 12 cm. Pipe Callebaut caramel on one half and place a second half on top. Place in a freezer.

Remove and dip the brownies in the chocolate glaze at 40°c.

EMF Middle East t. +961 9 938732 | info@emf-me.com www.emf-me.com

NEW PRODUCTS

ON THE MARKET A round-up of what’s new and causing a buzz on the region’s hospitality scene.

C-AUTOMATION BY NUOVA SIMONELLI

KOMBUCHA FROM BOOCH

GUINNESS 0.0

Promoting overall wellbeing from within, Booch has created small batches of Kombucha, an ancient, fermented tea-based drink from China, for Dubai. Packed full of probiotics and antitoxins, the tea is made from locally sourced produce and comes in a variety of flavors, including hibiscus, raspberry-ginger and strawberry-mint.

KOMBUCHA booch.ae

Offering consumers a refreshing alternative to the iconic Guinness Draught, Guinness 0.0 is poised to become a new favorite in the region’s growing nonalcoholic beverage market. An innovative cold filtration alcohol removal process ensures that Guinness 0.0 retains the rich flavor, dark ruby colour and creamy texture that fans love.

DIAGEO / GUINNESS 0.0 guinness.com/en/beers/guinness-zero

C-Automation is a revolutionary technology that automates coffee preparation, helping to enhance the economic and environmental sustainability of businesses by reducing waste and staff training costs, and producing quick, high-quality coffee.

Featured in Nuova Simonelli’s Nuova Aurelia range, the C-Automation works by integrating the espresso machine and grinder into a unified system.

NUOVA SIMONELLI nuovasimonelli.it

MILKCHECK BY SCHAERER A compact milk scale from coffee machine manufacturer Schaerer, MilkCheck enables continuous monitoring of milk container fill levels. Saving time and costs, MilkCheck also monitors the temperature of the cooling chamber, helping to maintain hygiene standards and ensuring customer safety. It can be used with any pack type, including Tetrapaks.

SCHAERER schaerer.com

GROUP GM AND TYPOLOGY PARTNERSHIP Groupe GM, a leader in guest amenities, has partnered with French skincare brand Typology to create a new hotel line.

Marking Typology’s debut in the hotel industry, the line blends eco-friendly design with luxury, in products that are dermatologically tested, vegan, GMO-free and up to 98-percent natural, offered in sustainable packaging.

GROUP GM groupegm.com, global.typology.com

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