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.
Being aware of the challenge isn’t enough; action is needed.
Nouhad Dammous (May 2019) Late editor-in-chief Docteur Honoris Causa
THE TRUE ART OF TASTING
Jacques Rossel, campus director at the Royal Academy of Culinary Arts Amman – Jordan, offers fascinating insights into how and why we decide what to eat.
Ever since I started working as a chef, I have heard that “people eat with their eyes,” and it is true! Presentation plays a huge role in how we perceive taste. However, are we truly tasting with our eyes?
A key role for the brain
The first organ used in sensory evaluation is not our eyes but rather our brain. In fact, our brain dictates our food choices.
From childhood, we develop a food culture influenced by various factors ranging from family, cultural habits and beliefs to personal values and health. Our brain processes food based on preferences, education, past experiences, attitudes toward food and whether we are hungry.
Ultimately, we consciously or unconsciously determine whether the food on the plate is worth consuming. This is why professional chefs put so much effort into presentation.
After the food has been ‘sighted’ and ‘accepted,’ it will eventually be evaluated by the other four primary senses - smell, taste, touch and hearing.
A matter of taste
The sense of taste is one of the most important components of sensory evaluation. Taste perception occurs through the taste buds, located mainly on the tongue, in the throat and esophagus. Adding to taste, smell significantly influences taste perception and overall sensory experience. In fact, about 80 percent of what we perceive as taste comes from our sense of smell. This is because flavor is a combination of taste and aroma. When we eat, volatile compounds travel to the olfactory receptors located in the nose. This enhances our perception of flavors beyond just the basic tastes detected by the taste buds. This is why food seems tasteless when we have a blocked nose or a cold.
Sensory teamwork
Touch and hearing are also essential in evaluating food, texture and mouthfeel for the former, and the perception of ripeness and quality for the latter. To summarize, we need our five senses to truly taste and evaluate a dish.
The brain, on the other hand, processes all sensory input – sight, smell, texture and taste – to create the full experience. So, while you begin tasting with your eyes, your brain does the ultimate judging.
Jacques Rossel, campus director, Royal Academy of Culinary Arts, Amman - Jordan
- JUL 2025
HORECA NETWORK
8 HORECA Lebanon 2025: A powerful celebration of the country’s hospitality and foodservice industries
10 HORECA Oman 2025: fourth edition, future focused
EVENTS
SEEN AND HEARD
12 Arabian Travel Market 2025 hailed a resounding success
12 FHS Saudi Arabia 2025 delivers power-packed agenda WHERE TO BE SEEN
13 ExpoCulinaire returns to Sharjah for sixth edition
13 INDEX, The Hotel Show and WORKSPACE back at DWTC for 2025 shows
BUSINESS
INTERVIEW
14 Saad Audeh on the power of a hyper-personalized approach
OPINION
16 10 mistakes new restaurateurs make and how to avoid them INFLUENCERS
18 3 experts on chocolate’s sweet success TOURISM
22 Saudi Arabia: a compelling case for investment COUNTRY REPORT
24 The UAE - big plans and a bright outlook TRENDS
26 5 global consumer trends shaking up the GCC markets TECHNOLOGY
28 Why the AI revolution needs a human touch ARCHITECTURE
30 The rise and rise of Instagrammable restaurants EYE ON
32 Japanese cuisine: the home of umami F&B
34 How to make menu innovation a win-win for your business
HORECA Lebanon
Special report: COFFEE
37 The Middle East’s thriving coffee scene: causing a stir
38 How Gen Z are upending the specialty coffee market
40 The battle of the cafes
42 Coffee mixology: shaking things up with cutting-edge creativity
44 Why coffee brands need to tell stories
46 Today’s coffee trends: is it time for an industry reset?
48 Why choosing the right coffee for your coffee shop really matters
50 How brand personality is powering up coffee businesses
52 Social media; the new essential for coffee shops
SOLUTIONS
54 7 ways to drive profitability through your menu HUMAN RESOURCES
56 Why self-management will help your team to shine GREEN
58 Sustainability in hospitality: a profitable imperative MARKETING
59 6 business podcasting potholes and how to build a loyal listenership
PRODUCT ZONE
62 Grate ideas, 3 experts on why we’re making cheesy choices EQUIPMENT
64 What’s hot on the coffee machine scene BEVERAGE
66 3 beverage specialists on what’s causing a stir in the syrup world CHOCOMANIA
68 Chocolate doughnuts ON THE MARKET
69 New products
Coming issue
AUG - OCT 2025
• Special report New projects and investments
• Influencers Hoteliers
• Equipment Small and heavy kitchen equipment
• Food Chocolate
• Beverage Tea and matcha
Cheese
Coffee
Green
Can you tell us something about your consultancy firm?
The Industrial Kingdom Team is a multilingual, multi -disciplinary team of specialized industry experts based in Beirut, Lebanon, offering a full spectrum of consultancy services to the agro-food and chemical industries across the MENAT region.
What sets it apart from others in the industry?
Our consortium of consultants brings together seasoned experts with extensive experience in their respective specializations, all focused on the agriculture and manufacturing sectors in the MENAT region. Through our hands-on involvement, deep expertise and the complementary strengths of our team, we possess a profound understanding of the industry, the regional culture and our clients’ concerns and goals.
How does your consultancy complement your work with your company Zakka Technologies?
Zakka Technologies, as a leading provider of industrial equipment, is the platform that has brought our team together, thanks to the trust of our clients and the collaborative projects we’ve done together.
We are now able to offer both consultancy services and a wide range of processing and packaging equipment through our global network of trusted suppliers. This enables our clients to receive a complete solution - with full support every step of the way.
Valerie’s motto: “Your network is your net worth.”
What unique value do you bring to the table and how does your expertise benefit your clients around the MENA region?
At The Industrial Kingdom, we bring a unique blend of regional insight and global expertise. Coming from a Middle Eastern background with extensive exposure to both Western and Eastern industry practices, we are uniquely positioned to bridge cultural and operational gaps, optimizing and tailoring our services to fit the distinct needs of businesses operating in the region. Our trainings and consultancy service can be delivered in Arabic, English, French or Turkish.
THE INDUSTRIAL KINGDOM: HARNESSING THE POWER OF EXPERTISE
Valerie Zakka Standen, founder of The Industrial Kingdom, explains how the newly launched consulting services consortium is drawing on collective expertise and experience to offer agrimanufacturing clients end-to-end, solution-focused services.
1 Value Innovation - Raising the value of your consulting contracts - Full industry scope under 1 roof
2
3
4
- Aligned strategy & expertise - Team of consultants with complementary skills Whole-System Approach
- Reducing the uncertainty of your decision-making - Saving your time & resources Risk Minimization
- Straightforward communication Power Networking
Our comprehensive approach covers a wide spectrum of services - from public relations, industry conferences and training development to equipment and production line sourcing, process optimization, digital transformation, product branding, export support and waste valorization strategies. Whether our clients need a full-scale business transformation plan or a targeted consultation for specific operational pain points, we deliver actionable, impactful solutions that generate measurable value.
The Industrial Kingdom isn’t just a consultancy; we are strategic partners committed to sustainable growth, operational excellence and regional relevance, making us the top consultancy choice in the market.
You also host a podcast. Can you tell us more about it? How does it reflect your expertise and what can your followers gain from tuning in?
Absolutely! Hosting the podcast is one of the most exciting parts of what I do. It gives us the chance to learn from incredible guests who share their real-life experiences in the industrial and agricultural sectors across the region. Each episode is filled with stories, lessons and insights relevant to our industries.
- Regional community network - Connecting you to industry events & innovations
The podcast benefits listeners in several ways, enabling them to:
• stay updated on the latest industry developments and trends.
• hear firsthand how leaders adopt an innovation mindset - and how to implement it in their own teams and workplaces.
• take pride in the level of growth and excellence we are highlighting that is happening in the Arab industrial world.
• get to know our consultants better and discover how our services can help solve real challenges.
The podcast also supports our 4th Pillar: ‘Regional Power Network’ by fostering connections and conversations that strengthen collaboration across sectors.
Ultimately, the podcast extends value to our clients by inspiring fresh thinking, sharing practical solutions and building a stronger, more connected business community.
Do Subscribe and contact us for your collab requests!
HORECA LEBANON 2025: A POWERFUL CELEBRATION OF THE COUNTRY’S HOSPITALITY AND FOODSERVICE INDUSTRIES
HORECA Lebanon reaffirmed its status as the leading annual business and trade event for the hospitality and foodservice sectors, concluding its 29th edition at Seaside Arena Beirut with remarkable energy and participation.
Held under the theme ‘Powered by Passion,’ this year’s edition brought together decision-makers, suppliers, operators and service providers from across the region to connect to explore the latest trends and technologies, discover new products and shape the future of their businesses.
The four-day event from April 8-11 spanned 10,000 square meters, hosted over 350 exhibitors and attracted more than 24,000 professionals. From sourcing new suppliers to exploring product launches, the exhibition floor served as a hub for trade, procurement and high-level networking.
Strong support
This year’s edition also received strong governmental support, marked by the presence of: Nehmat Aoun, Lebanon’s First Lady; Laura El Khazen Lahoud, minister of tourism; Amer Al-Bissat, minister of economy and trade; Joe Issa El Khoury, minister of industry; and Nizar Hani, minister of agriculture. These and other high-profile attendees all actively participated in key activities throughout the event.
Driven by a business-first mindset, HORECA Lebanon was further elevated by the presence of 150+ industry thought leaders. More than 25 high-impact panels, masterclasses and workshops offered visitors practical insights, product innovations and strategic knowhow, helping attendees to make smarter business decisions, discover new opportunities and stay ahead in a fast-evolving foodservice landscape.
Signature competitions - including the Hospitality Salon Culinaire, Lebanese Barista Competition, Bartenders’ Competition and Junior Chef Challenge - celebrated and rewarded local talent.
Celebrating Lebanese entrepreneurship
A key highlight, HORECA Innovations Pavillion paid tribute to Lebanese entrepreneurship by spotlighting 25 locally made products. Curated by a board of experts, the dedicated space showcased standout innovations across food, beverage, equipment and services.
In collaboration with the Association of Lebanese Industrialists, the Hosted Buyers’ Program welcomed more than 15 international buyers to explore new business opportunities with local SMEs.
Joumana Dammous-Salamé, managing director of Hospitality Services, the company behind HORECA, commented: “HORECA Lebanon 2025 has once again proven the strength, creativity and resilience of our industry. The passion we witnessed among exhibitors, visitors and participants was extraordinary. It’s this energy that drives us to keep going, keep building and keep believing in Lebanon’s potential.”
Looking ahead, the 30th edition of HORECA Lebanon will take place from March 24–27, 2026, with new zones, expanded participation and enhanced international engagement.
An impressive growth story
More than a trade show, HORECA has grown into a dynamic regional network - empowering industry stakeholders and creating meaningful opportunities to connect, learn, discover the latest products, celebrate talent and reward creativity. It continues to play a vital role in shaping the future of businesses and the hospitality sector as a whole.
With annual editions in Saudi Arabia, Kuwait, Jordan and the Sultanate of Oman, the HORECA Network has become a series of essential business meeting places for the hospitality and foodservice industries. Having welcomed over 500,000 professionals to date, it stands as a trusted platform for trade, innovation and knowledge exchange across the region.
horecashow.com
HORECA OMAN 2025: FOURTH EDITION, FUTURE FOCUSED
Oman’s premier hospitality and foodservice trade fair, HORECA Oman, is set to make a triumphant return for its highly anticipated fourth edition, from May 27 to 29, 2025, at the Oman Convention and Exhibition Centre in Muscat.
The renowned trade event serves as a vital platform for industry professionals to network and exchange ideas. It will also once again showcase cutting-edge innovations that are shaping the future of the hospitality sector.
Bringing together top-tier industry leaders, decision-makers and trailblazers, HORECA Oman 2025 will feature an expansive exhibition spotlighting the latest products, services, technologies and equipment. Visitors will have the unique opportunity to explore emerging trends, engage in insightful B2B meetings and participate in dynamic networking sessions.
Over the course of three days, more than 5,000 visitors will gather to explore offerings from over 200 exhibitors across 5,000 square meters of exhibition space. Attendees will also enjoy hands-on experiences through interactive zones, including live cooking demonstrations, forums and networking opportunities designed to foster collaboration and knowledge exchange.
A wealth of highlights
Key highlights of HORECA Oman 2025 include HORECA Talks, a series of thought-provoking sessions with industry leaders. Numerous competitions are also planned, including: Hospitality Salon Culinaire; Junior Chef Competition; Barista and Latte Art Competitions; Mocktail Competition; and Bedmaking Competition. Together these attractions will celebrate the industries’ rising stars. Indeed, these engaging activities offer a platform for emerging talent to shine while promoting excellence within the sector.
Salim Al Hashmi, CEO of co-organizers Al Nimr Expo, remarked: “The ongoing growth of Oman’s HORECA industry presents exciting opportunities for international businesses. We are proud to partner with HORECA Oman to strengthen the industry’s global presence and impact.”
Joumana Dammous-Salame, managing director of Hospitality Services, co-organizer of the event, stated: “We are thrilled to bring HORECA back to Oman. With the support of our partners, this edition will elevate the country’s hospitality and foodservice industry to new heights.”
Indeed, the event marks a new chapter. As Maha El Khoury, project and sales director of HORECA Oman, stated: “This year, as HORECA Oman continues to grow, we are thrilled to announce our partnership with Sanatna, a 100-percent Omani initiative. Dedicated to empowering Oman’s food security, hospitality and tourism sectors through integration, this initiative aims to increase sustainability and in-country value. It will also focus on nurturing national talent, ensuring a bright future all round for Oman.” horecaoman.com
ARABIAN TRAVEL MARKET 2025 HAILED A RESOUNDING SUCCESS
The 2025 edition of the leading travel and tourism industry event took place from April 28-May 1 to great acclaim.
Marking a highly successful edition, ATM 2025 welcomed more than 55,000 industry professionals from 166 countries to its latest edition, representing a 16-percent year-onyear (y-o-y) increase in attendees.
The travel and tourism event took place over four days at the Dubai World Trade Center, where it showcased over 2,800 exhibiting companies. Almost one-fifth (19 percent) of participants were from the Middle East, with the remaining exhibitors from the rest of the world.
Growth occurred across all show verticals, with regional y-o-y increases in the following areas: the Middle East (19 percent); Asia (20 percent); Europe (17 percent); and Africa (21 percent).
Dignitaries, VIPs and professionals from across the related industries gathered at ATM 2025, which took place under the banner ‘Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity.’ And the theme of exploring how tourism will be shaped by connectivity across borders, industries and communities was a central element throughout the event.
FHS SAUDI ARABIA 2025 DELIVERS POWER-PACKED AGENDA
Saudi Arabia's flourishing hospitality sector was celebrated at the latest edition of Future Hospitality Summit (FHS) in Riyadh.
Delivering a packed, ambitious agenda, FHS Saudi Arabia 2025 took place at the Mandarin Oriental Al Faisaliah in Riyadh, from May 11-13.
Held on the theme ‘Where Vision Shapes Opportunity,’ FHS Saudi Arabia shone a spotlight on everything from start-ups and
staffing to innovation and investment. It also addressed challenges, opportunities and trends in hospitality and tourism with leaders from government entities, the hospitality and education sectors, investment firms and developers.
Jonathan Worsley, chairman of The Bench, organizer of FHS Saudi Arabia, said: “Our power-packed 2025 agenda was our most ambitious yet, with over 130 speakers
ATM Travel Tech grew by over 26 percent, reflecting the sector’s increasing integration with technology. Figures also showed that the hotel segment expanded to achieve 12 percent y-y-o-y growth. In addition, ATM 2025 saw the launch of IBTM@ATM event, a dedicated zone for business event professionals. The ATM Conference, meanwhile, featured over 70 sessions and showcased insights from more than 200 speakers.
Highlights included an insightful and lively panel debate spotlighting sectoral trends and forecasts. Titled ‘Global Trends in Tourism - Travel Predictions for 2025,’ the discussion featured contributions from five industry leaders and was moderated by Lisa Jerejian, communications manager, Hospitality News ME.
Danielle Curtis, exhibition director ME, Arabian Travel Market, said: “This year’s theme has resonated strongly throughout the show floor, emphasising how collaboration across borders and sectors creates new opportunities for inclusive and resilient tourism growth.”
ATM 2025 was organized by RX Global. wtm.com/atm
confirmed. The summit featured in-depth discussions, strong debate and deep insight from some of the Middle East’s most respected, talented and experienced leaders; a wealth of topics and a host of special events, awards and features that celebrate Saudi’s hospitality sector of today - and shape the industry of tomorrow.”
The FHS Saudi Arabia agenda offered dozens of sessions across more than 12 content tracks over three days. There were also key Saudi-specific sessions covering megaevents, climate risk, sustainability, the future of tourism and wellness.
Highlights included a Next Gen Investment Forum, a new event uniting leaders to explore issues and opportunities in hospitality education, training and talent retention. The event also saw the return of the Start Up Den, a platform for entrepreneurs to present business models to judges and investors. In addition, FHS Saudi Arabia hosted a Master Class on branded residences and the highly anticipated Awards event.
futurehospitality.com/sa
EXPOCULINAIRE RETURNS TO SHARJAH FOR SIXTH EDITION
The regional foodservice salon is set to once again offer attendees a complete culinary experience.
ExpoCulinaire returns to Sharjah from May 21–23 for its latest edition, promising a focused environment for suppliers to the horeca and foodservice industry. Taking place at the Expo Centre Sharjah, the salon will also feature its popular culinary competitions and several interactive learning events and live demonstrations. Organized in collaboration with the Emirates Culinary Guild and endorsed by the World Association of Chefs Societies, the salon continues to rank among
leading events for industry engagement and culinary excellence.
ExpoCulinaire 2025 is set to welcome a long list of industry leaders to its sixth edition, including suppliers and strategic partners that are helping to shape the region’s culinary future.
Over the three days, attendees will have the opportunity to meet directly with suppliers and explore new product offerings and solutions developed for the foodservice sector.
ExpoCulinaire will also host the Emirates International Salon Culinaire, its wellknown culinary competition. Hosted by the Emirates Culinary Guild, the event will bring together more than 1,000 chefs competing live across several individual and team categories. Other highlights of the salon include interactive learning events and live demonstrations that will be led by industry experts and supported by culinary institutes. These sessions are expected to provide practical insights into modern culinary techniques, product applications and professional kitchen innovation. expoculinaire.com
INDEX, THE HOTEL SHOW AND WORKSPACE BACK AT DWTC FOR 2025 EDITIONS
The co-located May events are expected to attract over 30,000 industry visitors.
The 2025 edition of INDEX, The Hotel Show and WORKSPACE will take place from May 27-29 at Dubai World Trade Centre (DWTC). Organized by dmg events, the co-located events are recognized as must-attend trade shows for professionals based in the interior design, hospitality and workspace innovation industries.
Set out over a combined space of 55,249 sqm, the three shows are expected to attract more than 33,000 industry visitors from over 70 countries, including buyers from retail, hospitality, commercial real estate and procurement.
INDEX has served as the flagship event for the region’s interior design and fitout industry for more than 30 years. In 2025, it will once again gather thousands of architects, designers, retailers and distributors to explore groundbreaking design solutions. Key product sectors will include furniture, lighting, décor, kitchen and bathroom, smart home technologies, flooring and surfaces, among others.
Building on two decades of success, The Hotel Show is set to connect leading global suppliers with key buyers from across the region. Attendees can look forward to discovering an extensive lineup of products spanning hotel technology, F&B services, textiles, wellness solutions and cleaning
MAY 2025
18-22 May GERMANY IBA GERMANY
GHM iba.de
21-23 MAY ABU DHABI EXPO CULINAIRE The Emirates Culinary Guild expoculinaire.com
27-29 May OMAN HORECA OMAN Al Nimr Expo & Hospitality Services horecaoman.com
27-29 May DUBAI THE HOTEL SHOW
Dmg: Events Middle East thehotelshow.com
SEPTEMBER 2025
8-11 Sep. AUSTRALIA FINE FOOD AUSTRALIA
Diversified Communications Australia finefoodaustralia.com.au
16-18 Sep. JORDAN HORECA JORDAN Laurence & Husseini Consult & Expo Jordan horeca-jordan.com
27-29 Sep. FRANCE WHISKY LIVE PARIS whiskylive.fr
30 Sep.-2 Oct. DUBAI SALON DU CHOCOLAT ET DE LA PATISSERIE HSME salonduchocolatdubai.com
innovations. Highlights will include three specialized conferences, The Chefs Table and the Housekeepers’ Challenge.
Now in its 22nd edition, WORKSPACE will once again reaffirm its status as an essential platform for workspace design, office interiors and workplace technology.
Elaine O’Connell, senior VP of design and hospitality at dmg events, said: “With a carefully curated mix of new and established brands, emerging talent and transformative solutions, these shows embody the energy and creativity that make Dubai the region’s leading design capital and champion its fostering of innovation and ability to set new industry benchmarks.” thehotelshow.com
SAAD AUDEH
ON THE POWER OF A HYPER-PERSONALIZED APPROACH
Visitors are seeking out new experiences on their travels and the good news is that the MENA region is ideally placed to meet these changing demands. Saad Audeh, chairman of Campbell Gray Hotels, outlines the company’s expansion plans and explains why hospitality excellence today is all about offering a hyper-personalized service.
Which global hospitality trends are having the biggest impact on the MENA region?
Following global trends, the MENA region is increasingly attracting travelers seeking luxury, culture, sustainability, wellness and memorable moments. The MENA region’s hospitality industry is influenced by a variety of worldwide trends that reflect evolving consumer preferences, technological advances and economic shifts. Some key global hospitality trends that are making an impact in the MENA region include:
Travelers’ desire to authentically connect to a destination and culture in new, different and deeper ways: demand for distinctive, immersive and genuine cultural experiencebased luxury travel is rising. With its highend accommodation, upscale shopping offerings, distinctive natural settings and rich cultural legacy, the MENA region is wellpositioned to benefit from this trend.
Sustainable tourism initiatives: sustainability is increasingly a key priority across the region. Hotels are putting waste reduction initiatives, energy-saving technology and green building policies into effect. Additionally, eco-friendly visitor experiences are rising in popularity since they appeal to environmentally aware tourists.
Focus on health and well-being: hotels are developing their spas and health centers as the wellness movement continues to gain traction. Nutrition-focused diets and healthy dining options are increasingly now commonplace. In line with this trend, hotels are also incorporating wellness technology in rooms.
Diversification of offerings: the regional hospitality industry is expanding to serve a wider spectrum of tourists. Although luxury is still an essential segment, mid-market and budget accommodation is becoming more popular to attract different demographics.
Integration of technology and digital transformation: innovations like contactless check-ins, smartphone apps for controlling the accommodation, AI-powered concierge services and smooth payment methods are all becoming the norm. Hotels in the MENA region are progressively implementing these technologies. For example, AI-powered chatbots for customer support and smart rooms in Dubai hotels are gaining popularity.
Business and leisure travel: with remote work on the rise and business travel expanding into holidays, we have noticed at Campbell Gray Hotels that bleisure travel is a growing trend. With their cuttingedge business centers and recreational attractions, MENA destinations are positioning themselves as ideal locations for bleisure tourists.
What do you see as the main drivers of hospitality excellence today?
Hospitality is all about the hyperpersonalized service which, when delivered with quality, leads to guest satisfaction. Ultimately, the main driver within the hospitality industry is the customer experience. At its core, the hospitality industry revolves around providing exceptional service and creating memorable, personalized experiences for guests.
In the hospitality industry, hyperpersonalization extends beyond simple preferences like room type or special demands. It entails using data, machine learning, artificial intelligence (AI) and customer insights to provide highly personalized experiences at each touchpoint. In this way, businesses can provide highly memorable stays by anticipating guests’ requirements. For example, a hyper-personalized approach might involve offering facilities that correspond with a guest’s past decisions and interests.
Hyper-personalization helps to enhance satisfaction. A stronger emotional bond is formed when guests feel valued, which increases the potential of positive online reviews and natural marketing. From the business side, AI and automation lighten the workload associated with repetitive operations, freeing up employees to concentrate on developing meaningful, customized and emotional human connections.
A stronger emotional bond is formed when guests feel valued, which increases the potential of positive online reviews and natural marketing.
Which markets are on Campbell Gray Hotels’ radar right now?
Regions experiencing rapid economic growth and hubs for luxury travel and investment are among those of interest to us, particularly cities like Dubai, Amman and Doha in the Middle East, where we are already well established. Saudi Arabia’s expanding, innovative tourism infrastructure makes the country a prime target for luxury hospitality brands. Riyadh and Jeddah are earmarked for properties.
With its growing demand for exclusive, high-end hospitality experiences, Africa is also on Campbell Gray Hotels’ radar. And of course, we are interested in Europe, where it all started and where there is consistent demand for high-end accommodation.
How does Campbell Gray Hotels put its individual imprint on a project?
In all our projects, we focus on creating unique properties, designed and developed through strong storytelling and personalized experiences, sustainability and technology-driven innovations. The stories translated in our properties have their foundations in elements of the local culture or environment. It is that translation, blended with Campbell Gray Hotels’ unique luxury vocabulary and service, that gives them uniqueness.
Our sources of inspiration are usually distant from the mainstream and are recognizable elements of the cultures we embrace. For example, in one themed, mixed-use development and real estate community on the north coast of Egypt, we decided to create a luxury lifestyle theme, inspired by Palm Beach. We took ‘La Dolce Vita’ as the running theme, while infusing localization through high-end Cairo contemporary art. Everything was intertwined in a subtle way, combined with a personalized, refined service.
Can you update us on Campbell Gray Hotels’ regional expansion plans?
Campbell Gray Hotels is currently strengthening its expansion plans in the Middle East through strategic partnerships and new hospitality projects. The company has been selected by People & Places to lead several initiatives, including The Med, on Egypt’s north coast. This development will feature boutique hotels, branded residences, villas, restaurants, spa facilities and beach clubs. Another large mixed-use development with People & Places is Hills of One in Cairo. This will be a refined living experience in the prestigious New Zayed area, across from Sphinx International Airport.
Campbell Gray Hotels has also partnered with Valor Hospitality Partners to develop and manage various luxury and upscale hospitality offerings, including serviced apartments and beach clubs.
We also have The Gray Kings Polo, Egypt in the pipeline. In addition, we are about to sign more hotel and branded residence properties in the UAE, East Africa and Saudi Arabia, among others.
Campbell Gray Hotels is also expanding its food and beverage (F&B) portfolio, including outlets within our hotels, resorts and residences. In a separate development, we are opening standalone outlets and other F&B concepts, including our Café Gray in Dubai Hills, which was recently awarded ‘Best British restaurant 2024 -Good Food Middle East.’
10 MISTAKES NEW RESTAURATEURS MAKE…
… AND HOW TO AVOID THEM
It’s a fact that passion alone won’t cut it in the competitive restaurant business. Countless aspiring restaurateurs stumble due to common pitfalls that can easily derail their culinary ambitions. Here are 10 of the biggest industry mistakes made and tips on how to avoid them.
1Inadequate financial planning: whether we like it or not, life is about numbers. It’s not uncommon for prospective restaurateurs to underestimate startup costs, such as equipment, renovations, licenses and permits. Ongoing expenses also need to be accurately analyzed. Ideally, you should create a detailed budget, seek professional financial advice and secure adequate funding through loans, investors or personal savings.
Opening a restaurant may feel like a dream come true for aspiring owners, but there are many potential pitfalls en route to success. Bastien Blanc, co-founder and board member at TroKadero Hospitality Global, spotlights the common errors restaurateurs make and tells us how to circumnavigate them.
2Insufficient market research: restaurateurs need to ensure they understand the local market, from identifying competitors to analyzing customer demographics and preferences. In particular, looking in detail at competitors’ menus and pricing, and identifying a unique selling proposition (USP) to attract customers is essential.
3The wrong location: choosing a location with high rent, poor visibility or limited foot traffic can have major negative consequences. Always prioritize locations that match your concept. High-traffic areas with good visibility and accessibility are usually a must for supporting growth. Consider factors like proximity to residential areas, office buildings, public transportation and parking.
4Overlooking operations planning: it’s easy to get caught up in the broader project-planning side of things. However, supporting delivery is also key. Make sure you allocate the time to develop detailed operational plans, invest in a strong pointof-sale (POS) system and implement robust inventory management systems.
5Underestimating staffing requirements: not hiring enough staff can lead to long wait times, poor customer service and employee burnout. Moreover, retaining talented people is key to success. Providing training and coaching will help you achieve this goal, as will implementing competitive compensation and benefits packages.
For location, consider factors like proximity to residential areas, office buildings, public transportation and parking.
6Over-ambitious menus: offering a menu that is too broad, too expensive or lacks a unique culinary identity also features on the list of errors made by restaurateurs. It makes sense to concentrate on a concise menu with a clear culinary focus. Consider offering seasonal and daily specials to keep things fresh and exciting.
7Weak marketing: failing to build brand awareness and attract customers through effective marketing campaigns is another common mistake made by aspiring restaurateurs. The good news is that it’s easy to fix. Start by utilizing social media, local partnerships and online reviews which will help you to build a strong online presence.
8Ignoring customer feedback: unsurprisingly, this can quickly lead to a decline in customer satisfaction and negative reviews. Always encourage customer feedback through online reviews, surveys and in-person interactions. Respond promptly and professionally to all feedback.
9Failing to embrace technology: overlooking tech, such as online ordering, reservation systems and mobile payment options, can hurt a restaurant business. Aim to implement a user-friendly website and/or online ordering system, integrated with delivery platforms, and utilize social media effectively to engage with customers.
10Standing still: flexibility and adaptability are essential qualities for a restaurateur. An unwillingness to adapt to changing market conditions, customer preferences and competition risks driving the business down. Regularly review performance data, analyze market trends and be willing to adjust your menu, pricing and marketing strategies.
By noting these potential pitfalls and taking proactive steps to avoid them, aspiring restaurateurs can significantly increase their chances of success.
tkh.global
LET’S CULTIVATE TALENTS
"WHERE
CHOCOLATE EXCELLENCE MEETS GLOBAL INSPIRATION"
L’École Valrhona Dubai
3
EXPERTS ON CHOCOLATE’S SWEET SUCCESS
Adapting and evolving to new trends and consumer demands, the chocolate industry continues to go from strength to strength. Three chocolatiers bite into the latest trends for us, from bean-tobar production and online gifting to AI-driven customization.
MOHAMAD CHAKER ALABSSI
CEO Chocolala
LLC
chocolala.org
chocolalauae
An end-to-end journey
My favorite trends in chocolate right now include the movement toward bean-to-bar production and the greater focus on transparency and sustainability. Combined, these developments allow consumers to understand the full journey of chocolate, from the farm to the final product. This trend also provides opportunities to experiment with rare and diverse cacao varieties, resulting in unique and exciting flavor profiles. It also highlights both the importance of ethical sourcing and deep connection to the origins of the ingredients.
A sensation for the senses
My ideal chocolate creation would be a multi-sensory experience that blends intricate texture, unexpected flavor pairings and artistic presentation. I envision a sculptural chocolate piece that tells a story, like a chocolate garden. The idea is that every element - from flowers to trees - is made from chocolate but has a different texture and flavor. Consumers would be offered an entirely new way to experience chocolate and engage with it in a way that sparks both curiosity and joy.
Balancing acts
When it comes to pairing, I think chocolate is best combined with complementary flavors which enhance its depth. Dark chocolate’s richness means it pairs well with berries like raspberries and strawberries, offering a balance between sweetness and tartness. Milk chocolate’s creaminess, meanwhile, complements nuts, such as almonds and hazelnuts, which add texture and warmth. When it comes to white chocolate, its sweetness is beautifully offset by citrus fruits like oranges, which provide a refreshing contrast. Other ideas include combining chocolate with spices like cinnamon or chili to introduce a delightful complexity and create a harmonious blend of flavors. These combinations elevate the chocolate experience, offering a symphony of tastes that delight the palate.
Elevating the offerings
I’m delighted to have gained the standing I’ve achieved in the chocolate industry. I put this down in large part to the dedication I’ve shown for pushing boundaries in both creativity and quality. By incorporating innovative
My ideal chocolate creation would be a multisensory experience that blends intricate texture, unexpected flavor pairings and artistic presentation.
techniques, unique flavor combinations and sustainability into my work, I strive to create an unforgettable chocolate experience. I aim to make chocolate more than just a treat and, instead, elevate it to a fine art that reflects culture, craftsmanship and passion. Building a loyal following and educating the next generation of chocolatiers has also contributed to my influence within the industry.
Satisfying changing demands
Looking ahead, I believe the chocolate industry will continue to embrace innovation, especially with ongoing interest in sustainability, health-conscious products and new cacao varieties. Technology, such as 3D printing, may play a larger role in shaping how chocolate is made, allowing for even more precision and customization. I also foresee a continuing rise in demand for high-quality, ethically sourced chocolates. This is being driven in part by consumers’ curiosity about where their food comes from and how it’s produced.
SARI BOSTANI Co-founder and CEO Bostani Chocolate bostani.com
bostanisari, bostani
An ideal gift
The chocolate industry in the Middle East is seeing strong growth, driven by a combination of factors. These include our culture of giving gifts, increasing interest in high-quality products and rising demand for handmade chocolates. Chocolate is especially important in the region because it’s closely tied to hospitality and social gatherings. The luxury chocolate market is expanding particularly quickly, with demand rising for top quality offerings, complete with attractive packaging, for celebrations and business events. Brands are competing in flavors, presentation and overall experience, resulting in a dynamic market that encourages creativity.
Delivering delicacies
I think the chocolate industry will expand significantly in the coming years, due to the growing population and the rising popularity of online gifting. The number of people now sending chocolates for various occasions is increasing, thanks to easy online shopping processes and personalized packaging. Brands that
provide fast delivery and unique flavors will stand out. At Bostani Chocolate, we offer dedicated, efficient online platforms and delivery services that match the quality of our chocolates, completing the overall gift experience.
Creative craftsmanship
We place the emphasis on refined taste and luxury, which we believe makes us more than simply a brand. The recognition we’ve gained stems from our commitment to quality and customcrafted products, especially for the Middle East market and Saudi Arabia in particular. We have mastered blending traditional craftsmanship with modern creativity, ensuring a unique sensory experience in every piece of chocolate we make. Beyond flavor, we create gifts and bespoke keepsakes for special occasions like weddings, corporate events and festive seasons such as Ramadan and Eid. These mementoes play a part in adding to the occasion and helping to preserve important moments.
The number of people now sending chocolates for various occasions is increasing, thanks to easy online shopping processes and personalized packaging.
Prioritizing individuality
For us at Bostani, it’s all about adding specialized options and a personal touch. We are able to accommodate individual, family and corporate occasions, designing boxes and gifts that carry a personal touch for every event. Our offerings also cater to a range of price points, ensuring that the experience is accessible to everyone. Our aim is to provide top quality products and designs that meet clients’ expectations and reflect their individuality, whatever the occasion or celebration.
Making
memories
Customers sometimes tell us that Bostani chocolate formed part of a milestone event, like a baby’s birth, a birthday or a company celebration. We are told that the chocolate added to these landmark occasions and helped to make the moment even more memorable. For us, the best part is when someone returns years later and says that being given Bostani chocolate at an event made it special. These stories mean a lot to us. They reaffirm that we don’t just make chocolate - we help, with care, to create unforgettable moments full of personalized meaning.
LAMA BASSAM GHRAWI Owner and CEO
Bassam Ghrawi Confectionery
shop.ghrawi.com bassamghrawi
Adapting to changing tastes
The chocolate industry in the region is experiencing dynamic growth, driven by increasing consumer appreciation for artisanal quality and unique flavors. While international brands remain strong, there is rising demand for locally crafted chocolates that reflect regional tastes and cultural influences. Consumers are seeking high-quality ingredients, innovative textures and immersive brand experiences. We are constantly adapting by introducing authentic flavors, premium ingredients and creative collaborations that align with evolving market preferences. The industry is thriving and businesses that embrace creativity and craftsmanship are leading the way.
Meaningful indulgence
The coming years will see a greater emphasis on sustainability, personalization and experiential chocolate consumption. Ethical sourcing and eco-friendly packaging will become industry standards. Consumers will also seek chocolates that tell a story, whether through unique flavor pairings, cultural inspirations or interactive experiences.
Additionally, technology will play an increasingly bigger role, with AI-driven customization and digital engagement shaping how brands connect with their audiences. At Bassam Ghrawi Confectionery, we are committed to staying ahead of these trends by innovating responsibly and creating chocolates that offer both indulgence and meaning.
Small batch vs. scalability
Artisanal chocolate is defined by craftsmanship, high-quality ingredients and a focus on unique flavors and textures. It often involves small-batch production, allowing for more creativity and refinement. Commercial chocolate, on the other hand, prioritizes consistency, scalability and accessibility, making it widely available to a global audience. Both have their advantages. Artisanal chocolate offers an exclusive, gourmet experience, while commercial chocolate ensures affordability and mass reach. At Bassam Ghrawi Confectionery, we embrace the best of both worlds, crafting chocolates that balance premium quality with broad market appeal.
While international brands remain strong, there is rising demand for locally crafted chocolates that reflect regional tastes and cultural influences.
From global to local I believe that the impact we have had on the chocolate industry is due at least in part to our ability to blend tradition with innovation. With a presence in over 40 countries, we have mastered the art of creating premium chocolates that cater to diverse tastes and cultures. As a private label manufacturer, we empower brands worldwide by providing them with high-quality confectionery, customized to their individual identity. Additionally, our retail presence allows us to connect directly with consumers and offer bespoke chocolate experiences, personalized arrangements and exclusive collections.
Celebrating Lebanon
We’ve already brought our vision to life at Bassam Ghrawi Confectionery by creating chocolates that celebrate Lebanon’s rich flavors. Our collection includes chocolates inspired by traditional desserts like kunafa, kashta, orange blossom, carob and pistachio. One of our standout creations is our kunafa chocolate, a bite-sized piece filled with smooth kashta and topped with lotus. This chocolate offers an ideal balance of flavor and texture. By blending tradition with innovation, we create chocolates that honor classic tastes while bringing something new to chocolate lovers.
GOING VIRAL WITH CHOCOLATE
Creating emotional connections
Dessert-style chocolate bars push boundaries of indulgence through their unexpected textures, thickness, indulgence and bold, dynamic flavors. In Dubai, pistachio has become highly popular and is now a signature flavor, sought after across the region. As a result, this particular bar, with its creative and crunchy kataifi layer, instantly garnered global attention. As well as combining innovative textures and bold flavors, it has cultural significance. The chocolate bar also offers a visually striking presentation, ensuring it truly stands out. The result is a bar that tells a compelling story and connects emotionally with people, inspiring them to photograph, talk about and share their experience.
Unlike the pistachioforward Dubai chocolate, the Beirut Chocolate Bar features authentic flavors rooted in traditional Lebanese culinary identity and memory.
Philip Khoury, the award-winning pastry chef and author, explains how chocolate bars can tell powerful cultural stories and become internet sensations by blending indulgence, tradition and sustainability.
A taste of nostalgia I wanted to create a version of the chocolate bar in the over-the-top viral style which also reflected my Lebanese heritage. The resulting Beirut Chocolate Bar therefore combines 50 percent Esmeraldas almond milk chocolate with orange blossom caramel, while cashew cream baklava adds nostalgic richness.
Unlike the pistachio-forward Dubai chocolate, the Beirut Chocolate Bar features authentic flavors rooted in traditional Lebanese culinary identity and memory. At 90 grams, it is also smaller. Other features include a bold engraved design, inspired by a vintage Lebanese postage stamp which evokes feelings of nostalgia and national pride. The result is a chocolate bar which I’m proud to say brings together heritage, flavor and storytelling in one indulgent bite.
The Beirut Chocolate Bar, a viral sensation by award-winning pastry chef Philip Khoury, was officially launched in Lebanon on May 10, 2025. Created as a charity initiative in London, the bar has been designed as an edible love letter to Lebanon. After a soldout debut at HORECA Lebanon, it is now being crafted locally in partnership with chef Pierre Abi Haila's Le Noir Chocolat. A portion of proceeds is supporting youth projects, continuing its mission as a chocolate with purpose. The Beirut Chocolate Bar is available at Le Noir stores in Broumana and Naccache, and at 10 other stores across Lebanon, from Tripoli to Sour.
SAUDI ARABIA: A COMPELLING CASE FOR INVESTMENT
Saudi Arabia is blossoming swiftly into one of the most captivating and rapidly growing tourism destinations globally. The kingdom’s vision to transform its tourism industry is not merely about increasing visitor numbers. It represents a cornerstone of a broader vibrant strategy aimed at diversifying its economy, creating meaningful jobs and fostering cultural exchange. As this transformation unfolds, Saudi Arabia’s tourism sector is becoming a beacon for tourists and investors eager to embrace a market filled with opportunity and growth potential.
As Saudi Arabia continues its ascent as a leading tourism and investment destination, the kingdom presents a compelling case for investment. With robust infrastructure, a strategic location at the crossroads of three continents and commitment to sustainable growth, it sets the stage for high returns for those willing to join this transformative journey.
Combining historic sites with futuristic urban developments, Saudi Arabia offers a captivating blend of old and new for both investors and visitors. Dagmar Symes, hospitality consultant, takes us through the kingdom’s transformative journey, spotlighting this fascinating market’s achievements, opportunities and growth potential.
Unmatched visitor experiences Beyond its strategic initiatives and geographical advantages, Saudi Arabia offers diverse tourism opportunities across the global travel and leisure sector. From its awe-inspiring UNESCO World Heritage sites to groundbreaking developments like the Red Sea Project, the kingdom’s unique geographical features, ranging from lush green mountains to pristine coastlines, offer unmatched experiences for tourists and compelling prospects for investors.
Saudi Arabia has allocated a USD 550 billion investment to reshape its tourism landscape by 2030. This substantial investment is the largest globally and underscores the kingdom’s determination to carve a unique identity in the tourism sector.
The country presents an impressive array across all types of tourism experiences, thoughtfully designed to appeal to diverse interests. Cultural tourism invites visitors
to explore historical sites and museums, and immerse themselves in authentic local traditions. The preservation of cultural heritage and traditions is not just a matter of pride; it’s also a way to sustain local economies and communities. Adventure tourism pushes boundaries for hiking enthusiasts or with the full gambit of diving opportunities and desert excursions. The call for sustainable, green tourism practices has never been stronger. As travelers explore Saudi Arabia’s pristine natural environments, they become, inevitably, the country’s new ambassadors of its untouched natural beauty and vibrant cultural tapestry.
Showcasing the attractions
Several key initiatives contribute to Saudi Arabia’s growing allure as a travel destination. Efforts to streamline travel visa procedures and dynamic global marketing campaigns have helped Saudi Arabia to showcase its diverse range of destinations worldwide. From the rich cultural heritage of historic sites to its futuristic urban developments, Saudi Arabia offers a captivating blend of old and new.
The Ministry of Tourism continues to enrich the country’s overall cultural infrastructure, developing existing cultural, heritage and religious tourism, and iconic giga-projects. Many of these are designed to enhance Saudi Arabia’s tourism infrastructure and attract international tourists, while promoting sustainability and cultural preservation. High-profile examples include NEOM, The Red Sea Project and Diriyah.
Important reforms have been introduced over the past five years to develop the tourism sector. While Saudi Arabia has been welcoming visitors for religious purposes for many years, nonreligious tourists were more limited until the introduction of tourist visas in 2019. The availability of e-visas and visas on arrival has further facilitated travel to the country. Significant investments are being made to develop or expand tourist destinations in the kingdom. Complementing these experiences, exciting entertainment options, including sports events, international concerts and the vibrant ‘Saudi Seasons’ festivals, enhance the country’s magnetism and international profile.
New tourist attractions are being announced and continuously developed. The anticipated launch of a new national airline in 2025 promises even better connectivity to major markets.
There is now a significant push to improve infrastructure in Saudi Arabia, including transport, hotels and tourist facilities, to cater to a broader international audience.
Addressing the challenges
Nonetheless, despite these positive developments, Saudi Arabia faces fierce competition in the global market. Challenges include regional uncertainties in the broader Middle East region, enduring misconceptions in the West and distinct social norms. Another unknown is how climate change will affect tourism in Saudi Arabia. Hotter and longer summers and the increased risk of extreme weather events may deter foreign visitors, although other popular destinations face similar issues.
Developing human capital remains a key challenge for Saudi Arabia’s travel sector despite the warmth and hospitality of the Saudi people serving as a strong selling point.
The Middle East is home to tourism powerhouses such as the UAE, known for their iconic landmarks and established tourism sectors. Saudi Arabia, in contrast, is a newer player on the field and must carve out its unique offerings to attract tourists. Efforts are being made to boost its appeal through the Vision 2030 trajectory, which has proven to be on a most successful journey.
Balancing the influx of visitors with the preservation of cultural and natural sites is a delicate task. Saudi Arabia is developing strategies to manage tourist numbers, especially in sensitive areas, to prevent overtourism and ensure sustainable practices that protect its cultural and natural treasures. Addressing global perceptions proactively, Saudi Arabia is working diligently to showcase meaningful reforms that are both substantive and visible. These are supporting efforts to change long-held perceptions and attract a diverse international audience.
Expanding the reach
For a long time, Saudi Arabia's infrastructure was primarily geared toward its residents and religious tourists visiting for Hajj and Umrah. However, there is now a significant push to improve infrastructure, including transport, hotels and tourist facilities, to cater to a broader international audience.
At its core, tourism is the art of journeying to new and fascinating destinations, as we seek experiences that enrich our lives. It involves the act of traveling, staying temporarily in different places and immersing oneself in the unique cultures, landscapes and histories the world has to offer.
For travelers looking to explore the lesstrodden paths Saudi Arabia clearly is an intriguing and evolving destination. The country is young yet offers vibrant history and the hospitable nature of its people is intricately woven into the fabric of its society.
Tourism fulfills our innate desire for exploration and adventure. It’s about traversing mesmerizing landscapes, discovering hidden gems and creating unforgettable moments. It is a powerful force that positively impacts individuals and societies as a whole. It allows people to broaden their perspectives, support economic development and experience the beauty of the world first hand. It transcends mere economic influence, forging a tapestry of diverse experiences and fostering cultural exchange. Everything this beautiful country has to offer and stands for!
Saudi Arabia’s transformative journey is undoubtedly earning the kingdom respect and a rightful place on the global tourism map. Watch this space.
THE UAE BIG PLANS AND A BRIGHT OUTLOOK
In 2025, the UAE is continuing with its economic transition toward nonhydrocarbon activities and diversified revenues under the ‘We the UAE 2031’ plan. The series of reforms, impacting all fields of the economy, has been supporting strong and steady growth.
According to an IMF field report released in January, “near-term growth is expected to remain healthy at around 4 percent in 2025, despite lower-thanexpected oil production related to OPEC+ agreements. Non-hydrocarbon activity is boosted by tourism, construction, public expenditure and continued growth in financial services.”
Oil revenue should decline as production is reduced and prices remain volatile, while non-oil revenue should grow, strengthened by the new corporate income tax. Abdullah bin Touq Al Marri, the UAE minister of economy, expects GDP growth of 6 percent this year, despite global political and economic uncertainty. The banking sector has benefited from this strong domestic activity, according to an S&P Global Rating report. And the upward trend should continue in 2025.
Non-hydrocarbon activities are gathering pace and delivering results for the UAE, setting the emirates on course for further strong, steady growth across the sectors. Nada Alameddine, managing partner at Hodema Consulting Services, lifts the lid on the plans that the UAE expects to steer its economy into the next decade.
Investor-friendly approach
This growth-oriented environment has attracted new foreign and local investors. The number of companies operating in the emirates surged to over 1 million in mid-2024, up from 405,000 in the first half of 2020. This figure is expected to continue rising, on the back of
moves from member states to simplify processes for establishing businesses. At the end of 2024, Abu Dhabi announced the setting up of a single centralized business registry authority - the Abu Dhabi Registration Authority. The UAE is also continuously approaching foreign investors and looking for new trade agreements. In recent months, officials have begun turning their eyes toward Asia and building business bridges with Eastern countries. At the Investopia 2025 summit, held recently in Abu Dhabi, Arab, Central Asian states and Azerbaijan signed an economic partnership to boost trade and investment. Several agreements were also signed with Chinese private and public entities.
All in on tech
A large part of the ‘We the UAE 2031’ action plan is dedicated to new technologies. Authorities have been looking to accelerate the digital transformation of financial services. Their ‘Financial Infrastructure Transformation Program,’ launched in 2023 and supervised by the Central Bank, should be completed by 2026. The goal is to double the contribution of the digital economy to non-oil GDP from 11.7 percent to over 20 percent in the next 10 years. The program involves new digital payment possibilities through ‘Al Etihad Payments,’ the creation of an open finance regulation and a new licensing system for stablecoins. Other initiatives include the launch of the domestic card ‘Jaywan’ and the first cross-border payment for the Central Bank digital currency (the digital dirham) with China.
Another key area of focus is artificial intelligence. The UAE has decided to go big on R&D for the new technology to drive economic growth and position itself as a key hub in the global race for AI. The American giant Microsoft has decided to join in, announcing a USD 1.5 billion investment in the Emirati startup G42. Both companies have also just launched the ‘Responsible AI Foundation’ in Abu Dhabi to promote good standards and practices.
Connecting people
While Dubai remains one of the top destinations for visitors and investors alike, the authorities are not resting on their laurels. With the ‘Dubai Economic Agenda D33,’ they plan to double the size of the economy by 2033 and become part of the world’s top three urban economies. One of the initiatives is to invest in its infrastructure. Dubai International Airport welcomed 86.9 million passengers last year, making it the world’s busiest hub for the tenth year. However, its facilities cannot be extended. The authorities have thus decided to invest in the Al Maktoum
International Airport, located 30 km south of the city, and transform it into a monumental ‘airport city.’ The new airport will cover an area of 70 square km and feature 400 aircraft gates, alongside five parallel runways. It will have the capacity to manage an annual cargo volume of 12 million tons. There are also plans to revamp the train network. The Transit-oriented Development (TOD) plan, which was approved in March, is set to put in place the 20-Minute City Concept. This should allow residents to reach their destination within 20 minutes using different means of public transportation, as part of an effort to reduce the use of cars. Two other ambitious railway projects are in the works involving other emirates. Etihad Rail has announced a high-speed train linking Dubai and Abu Dhabi, with a new passenger train fleet connecting all emirates unveiled. Located in Abu Dhabi, Dubai, Sharjah and Fujairah, the four passenger rail stations will also enable users to reach bus and metro networks.
The goal is to double the contribution of the digital economy to non-oil GDP from 11.7 percent to over 20 percent in the next 10 years.
A global destination
These initiatives should give a major boost to what is already a healthy tourism industry. According to the Dubai Department of Economy and Tourism (DET), the city welcomed 18.72 million international overnight visitors in 2024, up 9 percent year-on-year. This total surpasses the previous record of 17.15 million in 2023. The hospitality sector comprised 154,016 total available rooms across 832 establishments last year. But the emirate is vying for more, aiming to attract AED 100 billion in tourism
investments. For that, Dubai is doing what it does best: opening high-profile hotel and Food and Beverage venues to attract the world’s glitz and glamour. Last year saw the opening of One&Only One Za’abeel, SIRO One Za’abeel and The Lana Dorchester Collection, among others. The upcoming months look equally promising, with the Jumeirah Marsa Al Arab and the Mandarin Oriental Downtown in the pipeline. Providing another attraction and located in the Dubai Marina, Ciel is set to be the world’s tallest hotel. All the metrics are looking bright, with the average occupancy rising to 78.2 percent, up from 77.4 percent in 2023. Meanwhile, occupied room nights went from 41.70 million in 2023 to 43.03 million last year. Partnerships with celebrities are proving to be another trump card. Bollywood family Saif and Sara Ali Khan, Korean actors Park ShinHye and Park Hyung-Sik, Colombian singer J.Balvin and YouTuber Mr. Beast are among those promoting the destination.
Abu Dhabi also has big hospitality plans for the coming years. Officials have announced 2,300 extras rooms, taking the total to more than 36,000 by the end of 2025. The aim is to reach 50,000 in 2030. Yas Island’s resorts will also get a face-lift. Developer IHG is set to transform six hotels within the Yas Plaza complex into a single Vignette Collection resort. The more understated neighbours Sharjah and Ras Al Khaimah have announced a series of new prestige establishments as well.
Dubai and Abu Dhabi are also making a name for themselves in the world of global events. Both emirates host dozens of high-profile festivals, summits and conferences every year, attracting millions of revellers. In another development, Dubai College of Tourism launched an apprenticeship to train local aspiring chefs in culinary operations in 2024, in partnership with key players such as Hilton, and JW Marriott Marquis Hotel Dubai. hodema.net
5GLOBALCONSUMER TRENDS
SHAKING UP THE GCC MARKETS
Global consumption patterns are changing and, in turn, disrupting both consumer behavior and market dynamics across the region. Sam A. Jaoude, consultant and CEO at Madenlebanon LLC, spotlights five key consumer trends making waves worldwide and explains why brands operating in the GCC cannot afford to ignore them.
In today’s dynamic marketplace, global consumer trends continuously evolve, shaping how products and services are consumed. Advances in technology, growing health awareness and an increasing emphasis on sustainability and authenticity have all significantly transformed consumer behavior worldwide. In the GCC region, where economic growth meets rich cultural diversity, these global trends are particularly influential, shaping local consumption patterns and market dynamics.
The rapid adoption of e-commerce platforms, mobile shopping apps and social media marketing has revolutionized how consumers shop and interact with brands.
1
Health and wellness:
this is one of the most prominent trends evident globally. Consumers around the world are increasingly prioritizing products that promote well-being, from organic foods and nutritional supplements to items free from artificial additives. In the GCC, where lifestyle-related diseases such as diabetes and obesity are prevalent, this trend has led to rising demand for healthier food options. Consumers are now seeking products with natural ingredients and clean labels, prompting companies to reformulate traditional recipes. Manufacturers are reducing the amounts of sugar, salt and unhealthy fats, while incorporating beneficial nutrients and antioxidants. This shift not only caters to the growing health-conscious segment but also drives the development of innovative products that align with these consumer preferences.
2Sustainability:
another trend gaining momentum worldwide, sustainability has also taken strong root in the GCC market. Environmental concerns, coupled with the challenges posed by climate change, have made consumers more aware of the ecological footprint of their purchases. In response, many brands have shifted their focus toward eco-friendly packaging, ethical sourcing and sustainable production practices. Governments and private enterprises in the GCC are increasingly investing in green initiatives, encouraging consumers to favor products that align with these environmental values. For instance, a growing number of food and beverage companies are now offering sustainably packaged products and are transparent about their supply chain practices. This is meeting consumer demand and helping brands to gain a competitive edge in an increasingly conscientious market.
3Digital transformation:
the GCC is not only embracing this aspect of the global retail landscape reshape, but is at the forefront of it. The rapid adoption of e-commerce platforms, mobile shopping apps and social media marketing has revolutionized how consumers shop and interact with brands. In the GCC, tech-savvy consumers now have unprecedented access to global products and can easily compare offerings, read reviews and make informed purchasing decisions through online channels. Brands are leveraging these digital platforms to offer personalized experiences and build lasting customer relationships. The shift toward digital retail not only broadens market access but also drives innovation in product presentation and customer engagement strategies.
4Premiumization:
higher levels of disposable incomes across the GCC are helping to give this trend momentum. Consumers in the region are increasingly willing to pay a premium for products that offer superior quality, unique experiences and a strong brand story. This trend is especially noticeable in the food and beverage sector, where there is a growing market for luxury, gourmet and artisanal products. Consumers are showing themselves to be attracted to products that carry an element of exclusivity and cultural authenticity. This has led local brands to innovate by combining traditional flavors with modern techniques, thereby appealing to both local tastes and international standards. The premiumization trend encourages brands to invest in quality ingredients, superior packaging and marketing strategies that highlight their products’ heritage and unique qualities.
More choice for consumers
The impact of these global trends on GCC consumers extends beyond individual purchasing decisions; they also drive innovation, competition and transformation within the market. As brands adapt to these trends, they are forced to rethink their product offerings, marketing strategies and distribution channels. The result is a more dynamic marketplace, where innovation is encouraged and consumers benefit from a wider array of high-quality, tailored products.
For instance, in response to the health and wellness trend, GCC food manufacturers are launching new lines of ‘free from’ organic and natural products. These products not only cater to the growing demand for healthier alternatives but also set a benchmark for quality and transparency in the industry. Similarly, the emphasis on sustainability has spurred the development
of eco-friendly packaging solutions and the adoption of greener production practices. These trends are further enhancing the reputation of brands that are seen as responsible and forward-thinking.
Digital transformation has also paved the way for increased consumer engagement and improved customer service. With robust e-commerce platforms and digital marketing strategies, brands can now reach a broader audience and build deeper connections with consumers. This increased accessibility has empowered GCC consumers to explore global trends and integrate them into their everyday lives, leading to more informed and discerning purchasing decisions.
Adaptability essential for brands Global consumer trends such as health and wellness, sustainability, digital transformation, premiumization and
5Convenience:
a well-established trend, convenience remains a driving force in consumer behavior, particularly in urban areas of the GCC. The region’s fast-paced lifestyle and busy work schedules have heightened the demand for ready-to-eat meals, on-thego snacks and fast-delivery services. In response, retailers and manufacturers are investing heavily in technology and logistics to meet these evolving needs. For example, many companies now offer meal kits, subscription boxes and mobile app-based ordering systems that allow consumers to access high-quality products with minimal effort. Rather than compromising on quality, these options ensure that consumers can enjoy nutritious, flavorful options without the time commitment required for traditional meal preparation.
convenience are profoundly impacting GCC consumers. These trends are not only reshaping individual consumption patterns but also driving significant changes in the overall market. Brands that understand and adapt to these shifts can successfully meet the evolving needs of consumers in the GCC, ensuring sustained growth and longterm success in an increasingly competitive global landscape.
By embracing these trends and leveraging modern technologies, companies in the GCC are poised to capitalize on new opportunities, drive innovation and enhance their competitive positioning. Ultimately, the ability to adapt to global consumer trends will determine which brands thrive in this dynamic market environment.
madenlebanon.com
WHY THE AI REVOLUTION NEEDS A HUMAN TOUCH
For hoteliers, the art of hospitality has long been about creating exceptional experiences, understanding guest needs, exceeding expectations and making each stay special.
In recent years, artificial intelligence (AI) and automation have had a huge impact on hospitality, from redefining service delivery and streamlining operations to elevating personalization.
The Middle East has positioned itself at the forefront of this technological evolution, especially key hubs like Dubai and Riyadh. Led by AI-driven digital personalization, seamless check-ins and automated concierge services, technology has changed what it means to offer luxury. However, as we chase seamless perfection in automation, are we at risk of removing the human touch?
Vince Lombardi, the legendary American NFL coach, once said, “Perfection is not attainable, but if we chase perfection, we can catch excellence.”
This rings especially true for hospitality. While automation promises efficiency, a flawless guest journey risks leaving little room for genuine, personal interactions. The challenge for hoteliers is not just to integrate these new tools, but to ensure they allow space for the essence of hospitality to live and breathe through human connection.
The development of AI and automation has been fascinating to witness over the
Technology is transforming hospitality, elevating the guest experience and changing service delivery beyond recognition. But while AI and automation are dominating many industry conversations, the importance of maintaining human connections should never be underestimated. Michael Donald co-founder of Halo Business Consulting Ltd, shares his thoughts on how to get the best out of these crucial tech tools.
past 30 years, marked by key milestones along the way. Tracking the evolution of these tech tools and analyzing their impact on today’s guest experience provides valuable insights into how to make best use of them. Significantly, it also helps in the search for solutions to tech-related industry challenges.
Laying the foundations (1990s –2000s)
The first wave of AI and automation in hospitality took place largely behind the scenes. Initially, hotels began introducing automated reservation systems, early customer relationship management (CRM) tools and basic property management systems (PMS) that streamlined operations. Revenue management software allowed hotels to adjust pricing based on demand, marking one of the earliest uses of AI in decision-making.
By the 2000s, keyless room entry systems using radio frequency identification (RFID) technology became more common, improving guest convenience. These developments laid the groundwork for more advanced AI-driven innovations.
The rise of digital personalization (2010s)
We began to see the true potential of AI in action in hospitality in the 2010s, as machine learning began influencing guest interactions. Hotels started leveraging AI to analyze guest preferences, predict needs and enhance personalization.
For example, Marriott introduced ChatBotlr, an AI-powered assistant
that allowed guests to request services via messaging apps. Meanwhile, Hilton launched Connie, an AI-driven concierge that provided personalized recommendations based on guest inquiries. In other developments, automated housekeeping and maintenance systems were now improving efficiency behind the scenes.
AI at the heart of hotel operations (2020s and beyond)
Today, AI and automation are woven into every aspect of hospitality. Predictive analytics are helping hotels to anticipate guest preferences before they even check in. AI-powered chatbots are handling reservations, room service requests and concierge recommendations, ensuring round-the-clock availability.
For example, AI-driven systems across hospitality already assist international guests in multiple languages, while the advanced CCTV system at Atlantis The Palm in Dubai has the potential to use facial recognition for seamless check-ins in the future. More generally, automated housekeeping schedules and predictive maintenance ensure that hotels operate with maximum efficiency.
Personalization beyond expectations AI and automation have transformed hospitality by taking over many timeconsuming and repetitive tasks, allowing employees to focus on high-value, guest-facing interactions. Once a luxury, personalization is now an expectation, with AI analyzing booking history and
preferences to create tailored experiences. Hotels like Mandarin Oriental and Marriott leverage machine-learning to anticipate guest needs, ensuring every detail, from room temperature to itinerary suggestions, aligns with individual preferences.
Contactless check-ins, smart room controls and AI-driven concierge services have streamlined operations, offering unparalleled convenience, while reducing the burden on front-line teams. AI has also optimized housekeeping schedules and predictive maintenance, improving efficiency and sustainability in hotels such as Accor. These advancements not only enhance service, but can also help to reduce employee turnover by eliminating key tedious tasks associated with job dissatisfaction. By automating routine processes, technology is now allowing employees to dedicate more time to personalizing guest experiences in ways that it is unable to replicate.
The most successful hotels will likely be those that use AI not as a replacement for human interaction but as a tool to enhance it.
The risk of over-automation AI and automation have undeniably improved efficiency, but they also come with risks. If hotels fully automate the guest experience - with every request predicted and every service executed flawlessly - do they risk making hospitality feel mechanical rather than meaningful? When guests enter a hotel, they need to feel, surely, that they are valued, rather than simply another data point in an algorithm.
AI operates by seeking out the most probable response to a given prompt, meaning that its outputs, by design, are distinctly average. This raises an important question for hotel owners, operators and investors. Would you be satisfied if guests continuously described your hotel as ‘distinctly average?’
While AI can be impressively accurate, constantly refining its responses as it learns from more data, accuracy is not the same as inspiration. AI cannot
In collaboration with
surprise, innovate or inspire. It simply delivers what is expected, without any urge to go beyond expectations. True hospitality, on the other hand, thrives on the unexpected. This could be the personal welcome, the thoughtful upgrade or the intuitive service that goes beyond what the guest even knew they wanted. It is these moments that turn first-time visitors into lifelong guests.
Retaining human brilliance
The most successful hotels will likely be those that use AI not as a replacement for human interaction but as a tool to enhance it.
The best technology allows human service to shine, making interactions more meaningful rather than diminishing them. Human brilliance is a key ingredient in creating these ‘wow’ moments that drive guest loyalty, and I certainly don’t believe that any algorithm can accurately replicate the magic of that genuine hospitality experience.
gohalo.co.uk
THE RISE AND RISE OF INSTAGRAMMABLE RESTAURANTS
In a world dominated by social media, the concept of Instagrammable restaurants unsurprisingly continues to gain significant traction. These establishments are designed with aesthetics in mind, aiming to attract the content-creating crowd who seek a culinary experience and a visually stimulating environment. Think bright accent walls, local art, floral arrangements and neon signage just for starters. Let’s explore these and some of the other trends in F&B design that are transforming restaurants into social media sensations.
Vibrant backdrops
One of the most prominent trends in Instagrammable restaurant design is the use of bright accent walls. These vibrant backdrops offer perfect photo opportunities for patrons, adding a burst of color and energy to the dining experience. Whether it’s a bold mural, a geometric pattern or a solid, eyecatching hue, these walls are strategically placed to enhance their visual appeal.
Restaurants like Sketch in London and Pietro Nolita in New York have embraced this trend, turning their walls into iconic Instagram hotspots.
Ensuring your dining space and dishes ooze visual appeal has never mattered more than today. Norman Cescut, founder and CEO at Desita, has the lowdown on how to create an Instagrammable restaurant and attract the allimportant content-creating crowd.
Storytelling through art
Incorporating local art into restaurant design not only supports local artists but also adds a unique and authentic touch to the dining environment. From murals to sculptures and paintings, local art provides a sense of place and tells a story about the community. This trend resonates with patrons who appreciate authenticity and are seeking out oneof-a-kind experiences. By featuring local art, restaurants create a dynamic and visually engaging atmosphere that encourages guests to capture and share their experience on social media.
Creating enchanting settings
Floral arrangements have long been a staple in restaurant decor, but in the world of Instagrammable restaurants, they have taken on a whole new level of importance. Elaborate floral installations, hanging gardens and flower walls are becoming increasingly popular, creating lush and enchanting settings that are perfect for photo ops. These arrangements not only add natural beauty to the space but also provide a sensory experience with their fragrance and texture. Establishments like The Ivy Chelsea Garden in London and Café Ricard in Paris have mastered the art of incorporating florals into their design, making them favorite spots for Instagram enthusiasts.
Retro vibes
Neon signage has made a comeback in recent years, becoming a key element in Instagrammable restaurant design. These glowing signs, often featuring quirky quotes or the restaurant's name, add a playful and retro vibe to the space. They serve as focal points for photos, drawing attention with their bright colors and illuminated presence. Neon signs are versatile and can be used both indoors and outdoors, creating a striking visual impact that is hard to ignore.
Restaurants like Balthazar in New York and Bao in London have embraced neon signage, making it a signature aspect of their design.
Deeper-level engagement
To stand out in the competitive world of Instagrammable restaurants, some establishments are incorporating interactive and immersive elements into their design. This could include anything from interactive art installations and (virtual reality) VR experiences to themed dining rooms and photo booths. These elements engage guests on a deeper level, encouraging them to interact with the space and share their experiences online. By creating memorable and shareable moments, restaurants can build a strong social media presence and attract a loyal following.
In collaboration with
Feasts for the eyes
The Instagrammable restaurant trend extends beyond the design of the space to the presentation of the food itself. Creative plating techniques and visually stunning dishes are essential for attracting social media attention. From vibrant acai bowls and colorful sushi rolls to elaborate desserts and artistic lattes, the focus is on making dishes feasts for the eyes. Chefs are experimenting with colors, shapes and textures to create culinary masterpieces that not only taste delicious but also look incredible on camera. Restaurants like EL&N in London and Dominique Ansel Bakery in New York are known for their visually appealing and Instagram-worthy offerings.
Attractive and eco-friendly
As sustainability becomes a growing concern for consumers, many Instagrammable restaurants are incorporating eco-friendly elements into their design. This includes using recycled materials, sustainable furnishings and energy-efficient lighting. By highlighting their commitment to the environment, these establishments appeal to a socially conscious audience who value sustainability. Restaurants like Silo in London and The Perennial in San Francisco are leading the way in sustainable design, creating beautiful spaces that are kind to the planet.
Light it right
Restaurants that successfully tell a story through their design are more likely to capture the attention of social media users and leave a lasting impression.
Lighting plays a crucial role in creating an Instagrammable atmosphere. The right lighting can enhance the beauty of the space, highlight key design elements and create the perfect ambiance for photos. Natural light is highly sought after, with many restaurants featuring large windows, skylights and outdoor seating areas to maximize daylight. In the evening, strategically placed lighting, including pendant lights, fairy lights and candles, can create a warm and inviting glow. By paying attention to lighting, restaurants can ensure that their space looks stunning and Instagrammable at any time of day.
Leaving lasting impressions
Ultimately, what sets Instagrammable restaurants apart is their ability to tell a story through their concept design. Every element, from the decor to the menu, contributes to a cohesive narrative that resonates with guests. Whether it’s a whimsical theme, a nod to the local culture or a celebration of a particular cuisine, storytelling creates a memorable and engaging experience. Restaurants that successfully tell a story through their design are more likely to capture the attention of social media users and leave a lasting impression.
There’s no doubt that the Instagrammable restaurant has redefined the dining experience, placing a strong emphasis on visual appeal and social media engagement. As the trend continues to evolve, we can expect to see even more innovative and immersive designs that capture the imagination of the contentcreating crowd. For restaurateurs, staying ahead of these trends is key to attracting a loyal and engaged customer base in the age of Instagram. desita.it
Aroma
Dolce Vita
La Bouchèe Dolce Vita
Barilla
Barilla Aroma
JAPANESE CUISINE: THE HOME OF UMAMI
An art form and a way of life, Japanese cuisine is built on the foundations of precision, purity and respect for ingredients. Reif Othman, owner and chef at Dubai-based Hotaru Holdings, takes us on a countrywide tour of this understated Asian cuisine, which allows each individual ingredient to shine.
Japanese cuisine is deeply rooted in seasonality, simplicity and precision. Unlike many other global cuisines that rely on bold spices and complex layering of flavors, it focuses on the purity of ingredients and umami. The emphasis is on high-quality produce, clean flavors and minimalist presentation, enabling each ingredient to shine. Balance is key - whether it’s in the delicate sweetness of sushi rice, the rich savoriness of miso or the subtle smokiness of ‘binchotan-grilled’ skewers.
Far-reaching flavors
Japan’s diverse geography plays a significant role in shaping its culinary landscape. In Hokkaido, the cold climate produces exceptional seafood, dairy and miso-based ramen. Kansai cuisine, particularly in Osaka and Kyoto, leans toward lighter, more delicate flavors. Meanwhile, Kyushu is known for its rich ‘tonkotsu’ ramen and bold flavors influenced by its historical trade routes. Okinawan cuisine, with its tropical ingredients and influence from Chinese and American cultures, is entirely unique within Japan.
A rich cultural legacy
Japanese cuisine is deeply intertwined with respect - respect for the ingredients, the seasons and the traditions. Concepts like ‘shun’ (eating ingredients at their seasonal peak) and ‘washoku’ (harmony in Japanese cuisine) define its philosophy. Dining etiquette is also crucial, whether it’s the way sushi is eaten in a single bite or how ramen is enjoyed with an audible slurp to enhance the experience. The culture of ‘omotenashi’ - thoughtful hospitalityextends from high-end ‘kaiseki’ restaurants to casual ‘izakayas,’ making the dining experience uniquely immersive.
All about the approach Japanese cooking techniques revolve around precision and respect for natural flavors. Key methods include:
• Yakimono (grilling) - whether over binchotan charcoal or a teppan grill, grilling is a staple technique, enhancing natural umami.
• Agemono (deep-frying) - light, crispy tempura and karaage are prime examples of Japan’s mastery in frying.
• Nimono (simmering) - slow-cooked dishes like ‘oden’ or ‘nikujaga’ highlight depth and balance.
• Tsukemono (pickling) - pickles like ‘takuan’ and ‘umeboshi’ are integral for palate cleansing and balance.
• Raw preparations - from sashimi to sushi, Japanese cuisine celebrates pristine seafood in its purest form.
Popular ingredients include ‘dashi’ (Japanese stock), ‘shoyu’ (soy sauce), ‘miso,’ ‘kombu,’ ‘katsuobushi’ (bonito flakes) ‘wasabi’, ‘yuzu,’ and ‘shichimi togarashi’ (a seven-spice blend).
Japanese cuisine is deeply intertwined with respect for the ingredients, the seasons and the traditions.
Tradition meets innovation Japanese cuisine has always been adaptive, while maintaining its core traditions. Historical influences from China include soy sauce, tofu and ramen. In a separate development, the Meiji era introduced Western elements, producing dishes like katsu curry and 'omurice.' In recent decades, Japan has embraced global trends, ranging from French pâtisserie techniques to ItalianJapanese fusion. Today, modern ‘kaiseki’ incorporates non-traditional elements, and, in parallel, Japanese street food like ‘takoyaki’ and ‘wagyu sando’ is being reinterpreted worldwide.
Among the latest Japanese food trends making waves are:
• Innovative sushi and sashimi - new cuts of fish, dry-aged sushi and creative garnishes like truffle and caviar are elevating traditional sushi.
• Kappo-style dining - a casual, yet refined experience, where chefs prepare dishes in front of guests, blending omakase with a relaxed atmosphere.
• Fermentation revival - beyond miso and shoyu, ingredients like aged soy sauce and koji-based ferments are gaining attention.
• Japanese comfort food - dishes like katsu sandos, yaki soba and curry rice are being reimagined in gourmet settings.
Prioritizing sustainability and seasonality
Looking ahead to 2026, sustainability will be at the forefront of Japanese cuisine. Expect a surge in plant-based alternatives, such as soy-based ‘tuna,’ sashimi and vegan ramen. Hyper-local sourcing and regenerative farming will redefine ‘shun’ dining, ensuring that ingredients are both seasonal and sustainable. Additionally, we may see more boundary-pushing concepts. However, no matter how far Japanese cuisine evolves, its foundation of precision, purity and respect for ingredients will always remain.
hotaruholdings.com
HOW TO MAKE MENU INNOVATION A WIN-WIN FOR YOUR BUSINESS
When strategically designed and well-engineered, a menu can help to improve operational efficiency and enhance the dining experience. Diogo Ildefonso, general manager of Glee Hospitality Solutions, explains how to transform your menu into a powerful driver of profitability.
Is your menu performing to its full potential?
In the competitive hospitality industry, your menu is a critical asset that directly impacts profitability. Yet, many restaurants fail to leverage this tool effectively, missing opportunities to guide guests toward higher-margin items. Is your menu meeting your expectations or is it underperforming? By using effective menu engineering, you can ensure your menu is a powerful driver of profitability.
Identifying easy profit opportunities
The first step in menu engineering is to assess which items are driving profits and which are not. One of the best ways to do this is by categorizing your items into four groups: stars; plow horses; puzzles; and dogs. This classification helps to prioritize actions for each type.
• Stars are your best performers: highsales, high-margin items. These should be highlighted prominently on the menu. For example, if you offer a pizza with premium toppings that drives strong sales and profit, ensure it’s easy for guests to find and is supported by a compelling description.
• Plow horses are items with high sales but lower margins. To improve their profitability, consider upselling with premium side dishes, drinks or suggesting ingredient upgrades. You can also look at portion size adjustments to enhance profit without sacrificing guest satisfaction.
• Puzzles are profitable items that are underperforming in sales. These menu items have the potential to generate more
revenue with better visibility or a stronger description. If you have a signature burger made from premium ingredients that isn’t getting attention, consider giving it a more prominent placement or highlighting it with a special offer to drive interest.
• Dogs are low-sales, low-margin items. These are the dishes that are costing you money and not bringing a strong return. Reworking these items to boost appeal, adjusting their pricing or removing them altogether can help streamline your menu and focus on more profitable offerings.
By organizing your menu into these categories, you can quickly identify opportunities to optimize pricing, reposition popular items and remove underperforming ones, thus improving overall profitability.
In collaboration with
A clear, well-organized menu reduces confusion for both guests and staff, ultimately speeding up service and enhancing customer satisfaction.
Streamlining operations and enhancing the guest experience
Menu engineering doesn’t just increase profits; it also improves operational efficiency and the guest experience.
A clear, well-organized menu reduces confusion for both guests and staff, ultimately speeding up service and enhancing customer satisfaction.
A streamlined menu is easy to navigate, helping both customers and servers find what they need without delay. Grouping similar items together or offering logical menu sections can make decision-making easier for guests, leading to faster ordering times and higher table turnover.
Moreover, simplifying the menu reduces the training time needed for new staff. With fewer items to memorize and prepare, service becomes more efficient, which benefits both staff and guests. Shorter prep times and quicker service can significantly enhance the overall guest experience, leading to increased satisfaction and repeat visits.
Creating a strategic framework
An effective menu strategy goes beyond just listing dishes. It requires a thoughtful approach to match customer preferences with your operational goals. Begin by analyzing customer ordering patterns, identifying popular items and noting trends in the broader industry. This data will help you understand what guests want and allow you to position your menu items more strategically.
A balanced menu that incorporates diverse tastes and dietary preferences is essential for attracting a wide range of guests. Offering a variety of price points is also important, ensuring that both value-oriented and high-end customers can find options that fit their budgets. At the same time, keep an eye on profitability by focusing on items that deliver strong margins.
Menu development should be a dynamic process. Trends evolve, guest preferences change and your competitors’ offerings shift. Regularly updating your menu to reflect these changes will keep your restaurant relevant and competitive. Incorporate feedback from staff and guests to refine your offerings and ensure your menu remains aligned with market demands.
All-round benefits
A strategic menu is the key to profitability and menu engineering is a crucial part of running a profitable restaurant. By identifying and maximizing profit opportunities, streamlining operations and continuously developing your menu strategy, you can optimize both your revenue and guest satisfaction. A wellengineered menu is not only a tool for profitability but a key factor in delivering an exceptional dining experience.
gleehospitality.com
FROM BEAN TO BREW:
WHAT’S MAKING WAVES ACROSS THE MENA COFFEE INDUSTRY
Long a symbol of regional hospitality, coffee continues to hold its own today, despite increasing competition within the beverage market.
Encompassing everything from traditional espressos to oat-milk cappuccinos and iced beverages, MENA’s favorite drink has found a new generation of fans, ensuring it is not only surviving but thriving. Indeed, data shows that the regional coffee market reached USD 5.8 billion in 2023, with annual growth forecast at 6.6 percent.
Packed with expert analysis and forecasts, our special report shines a spotlight on the latest regional coffee industry trends and innovations, from sustainable sourcing and storytelling to the essential Instagrammable backdrop.
FEATURING
P.37 THE MIDDLE EAST’S THRIVING COFFEE SCENE: CAUSING A STIR
P.38 HOW GEN Z ARE UPENDING THE SPECIALTY COFFEE MARKET
P.40 THE BATTLE OF THE CAFES
P.42 COFFEE MIXOLOGY: SHAKING THINGS UP WITH CUTTING-EDGE CREATIVITY
P.44 WHY COFFEE BRANDS NEED TO TELL STORIES
P.46 TODAY’S COFFEE TRENDS: IS IT TIME FOR AN INDUSTRY RESET?
P.48 WHY CHOOSING THE RIGHT COFFEE FOR YOUR COFFEE SHOP REALLY MATTERS
P.50 HOW BRAND PERSONALITY IS POWERING UP COFFEE BUSINESSES
P.52 SOCIAL MEDIA; THE NEW ESSENTIAL FOR COFFEE SHOPS
THE MIDDLE EAST’S THRIVING COFFEE SCENE: CAUSING A STIR
In this infographic, Carla Saliba, founder of Infographic.ly, crunches the numbers for the region's flourishing coffee scene, from demographic differences to cafe hotspots, and finds that coffee culture is booming.
RAPID EXPANSION OF COFFEE SHOPS
10,000+
co ee shops operate in the GCC
YOUNGER GENERATIONS SHAPING COFFEE TRENDS
Demand for eco-friendly, sustainable co ee is rising 40% of young consumers prefer specialty co ee (high-quality brews)
Saudi Arabia saw a 25% rise in openings, now home to 8,900+ branded cafes (+11.15% growth from last year)
Dubai has the highest cafe density with 1 café per 5,000 people
The region's co ee market hit
USD 5.8B in 2023 with a projected 6.6% annual growth
PREFERENCE FOR LOCAL CAFÉS 80% of UAE and Saudi co ee drinkers prefer local cafes over global chains
COFFEE INDUSTRY’S ECONOMIC BOOM
UAE’s co ee sector employs 40,000+ people 14%
job growth in hospitality across the region from
HOW GEN Z ARE UPENDING THE SPECIALTY COFFEE MARKET
With their preferences for customized, visually attractive, eco-friendly, premium beverages, Gen Z are taking the coffee industry in a totally new direction. Daniel During, principal and managing director at Thomas Klein International, considers the profound impact of Gen Z’s coffee habits on the broader industry and warns against overlooking them.
Coffee has always been more than just a beverage – it’s a cultural touchstone, a social ritual and, for many, a vital part of daily life. Today, the most significant transformation in the coffee industry is being driven by Gen Z. Born between 1997 and 2012, this generation has distinct preferences and values that are reshaping how we consume coffee. With a focus on sustainability, ethical sourcing and unique experiences, Gen Z is transforming the specialty coffee market in profound ways.
Personalized experiences
Specialty coffee, which has an emphasis on high-quality beans, artisanal roasting and sustainable practices, has found a strong audience in Gen Z. Unlike older generations which may have relied on mass-market coffee chains, Gen Z seeks premium, handcrafted beverages that offer unique flavors and stories. A 2023 study by Technomic revealed that 45 percent of Gen Z coffee drinkers value the ability to customize their coffee, highlighting their preference for personalized experiences. Gen Z is willing to pay more for higherquality coffee, driving the growth of the specialty coffee market. This shift aligns with
their broader interest in authenticity and quality, as they gravitate toward brands that offer more than just a product - they want a story and a connection.
Sustainability and ethical sourcing
Sustainability is a defining feature of Gen Z’s coffee consumption. This generation is highly conscious of the environmental and social impacts of their choices. According to a report by Intelligence Coffee, 46 percent of Gen Z drinks coffee daily, and many seek transparency in sourcing practices. They are more likely to choose coffee that is ethically sourced, whether that means fair trade certification or organic farming practices. This demand for sustainability extends to coffee shops and roasters, with young coffee drinkers prioritizing ecofriendly packaging, reusable cups and waste reduction efforts.
Coffee, one of the world’s most laborintensive crops, is often grown in regions that face environmental challenges. Gen Z’s interest in sustainability is pushing brands to focus on environmental responsibility, ensuring that coffee production helps support both farmers and the planet.
Seamless technological integration
Technology plays a significant role in how Gen Z interacts with coffee. This generation is accustomed to convenience and integrates technology seamlessly into their coffee routines. Platforms like Instagram, TikTok and YouTube are crucial for coffee brands to engage with Gen Z, as the visual appeal of coffee drinks becomes an essential part of their experience.
Gen Z’s preference for aesthetic coffee drinks has led to the rise of Instagramworthy beverages, such as elaborately designed lattes or vibrant iced coffees. Coffee shops are adapting by offering unique drinks with creative presentations to cater to this demand. Additionally, delivery services like UberEats and Grubhub allow Gen Z to enjoy their favorite beverages at home or work, further enhancing the convenience of coffee consumption.
A deeper engagement
For Gen Z, coffee is about more than just the drink - it’s about the experience. This generation values the ‘experience economy,’ seeking activities that are memorable and meaningful. Coffee-tasting events,
cupping sessions and barista-led classes are increasingly popular among young consumers who want to engage with coffee on a deeper level.
Coffee shops have also evolved into social hubs, providing spaces for Gen Z to work, study or meet with friends. The ambiance and atmosphere of cafes are just as important as the coffee itself. Gen Z is drawn to cafes that offer cozy seating, trendy interiors and community-oriented spaces. They are less likely to frequent large corporate chains, preferring independent cafes that reflect their values and provide personalized experiences.
Experimentation and innovation
Innovation is a core element of Gen Z’s coffee culture. They are eager to explore new flavors, brewing methods and coffee trends. Cold brew, for example, has exploded in popularity, especially among Gen Z, which favors cold, refreshing beverages. The rise of plant-based coffee drinks, such as oat milk lattes and almond milk cappuccinos, reflects their growing interest in veganism, environmental sustainability and health-conscious eating.
Moreover, Gen Z is increasingly interested in the science of coffee brewing. They are keen to learn about different brewing methods, from pour-overs to espresso machines, and are investing in high-quality coffee equipment for home use. The demand for educational resources, brewing accessories and artisanal coffee beans has surged, as Gen Z continues to experiment with their coffee-making skills.
In fact, the popularity of cold brew among Gen Z is contributing to a decline in black coffee consumption. Only 18 percent of Americans preferred black coffee in 2024, a significant drop from previous years. Gen Z is opting for more creative and indulgent coffee options, such as flavored lattes and iced drinks, according to Intelligence Coffee’s findings.
Unlike older generations who may have relied on massmarket coffee chains, Gen Z seeks premium, handcrafted beverages that offer unique flavors and stories.
An influential generation
The Gen Z mindset is transforming the specialty coffee industry. From an emphasis on high-quality, ethically sourced beans to a preference for technology-driven, customized coffee experiences, this generation is reshaping how we consume coffee. Gen Z is not only driving trends like plant-based coffee and cold brew but is also pushing brands to prioritize sustainability and transparency.
Coffee shops, roasters and brands that understand and adapt to these evolving preferences will thrive in a market that is increasingly defined by a generation that values quality, authenticity and community. With Gen Z spending more on coffee than any previous generation, the coffee industry is witnessing a major shift - one that promises to continue evolving in the years to come. With 46 percent of Gen Z drinking coffee daily, according to Intelligence Coffee, their influence on the coffee industry will only grow.
thomaskleingroup.com
THE BATTLE OF THE CAFES
While cafe culture has evolved over the years, the core ingredients of enjoying a good cup of coffee in a venue of our choice remain the same. Nagi Morkos , founder and managing partner at Hodema Consulting Services, traces the story of the cafe, from the first coffeehouses to today’s innovative concept outlets.
Rumor has it that cafes, or coffeehouses, traveled from the Arabian Peninsula to the 16th-century Ottoman Empire, then extended their reach across European towns. Some establishments offered only coffee, giving Europeans non-alcoholic beverage options, while others featured a limited food menu. Today cafes are part of our everyday lives and cater to every consumer’s taste, presenting us with a wide array of concepts. Different regions and countries have their own take on the notion of what makes a cafe. These various approaches have all contributed to the heterogeneous map that makes up the cafe world we know and love today.
Timeless tradition
So let’s start with what we call ‘traditional’ coffeehouses. In the Middle East the founding Turkish interpretation remains hugely popular. Traditionally, the ‘kahvehane’ not only offered coffee and food, but also acted as a place to engage in social, cultural and political activities.
Today people spend hours in them, chatting, smoking shisha or playing cards and board games. Most establishments are independent, with many having not survived modernization and, instead, closing their doors. However, some have weathered the storms of changing times and remain standing, a proud reminder of their glory days. Iconic addresses, such as Fahim in Tripoli, Lebanon, El Fishawy in Cairo, Egypt and Al Shabandar in Baghdad, Iraq still welcome crowds looking for that vintage vibe. Modern chains reproducing the atmosphere are also starting to emerge, such as Cafe Younes in Lebanon.
Popular for people-watching
Traditional cafes still exist in Europe, especially in Italy and France, both of which have embraced the cafe culture over the centuries. The ideal way to experience this enjoyable pastime is to order an espresso on a terrace and indulge in some people-watching.
Visitors will find numerous spots to try that are diverse in both character and style. Popular outlets in European city centers range from cheap crossroad cafes for workers to prestigious institutions, such as Le Café de Flore in Paris or the Antico Caffè Greco in Rome. These cafes usually have a similar drinks menu with the customary espresso, cappuccino, teas and a choice of cold drinks, alongside alcohol, such as beer and wine. Many also offer food menus featuring anything from a few simple dishes to more sophisticated offerings, depending on their category.
All change, at pace
This popular type of cafe dominated the segment for centuries, becoming a familiar feature in books and films for generations of readers and viewers. But all of that changed when World War II came to an end and the Americans exported their way of life to Europe. The coffee shop concept crossed the ocean,
bringing with it a quick and efficient take on coffee-drinking. Long idle hours spent discussing life over coffee gave way to a modern décor, a couple of seats by a counter and even takeaway sandwiches. And the furniture was not the only transformation; American-inspired coffee shops began offering a larger range of coffees, including Americanos and various milk-based options. Australia even exported its own take on the beverage with the flat white. These coffee shops have become known for offering pastries, finger food and some simple hot dishes. Starbucks, Costa Coffee and Dunkin’ are among the leading players in this category today.
Other trends that are well established today include the popularity of specialty coffee. Global awareness of the problems relating to our farming methods and food quality continue to rise. This has prompted many producers and sellers to sharpen their focus on the coffee bean lifecycle, from growing the crops to roasting and brewing. Stricter standards have been implemented across the entire supply chain. In recent years, thousands of independent coffee roasters have opened across the globe, introducing their customers to higher quality java. Some chains, such as Arabica, have worked to successfully find a way of standing out from the coffee crowd.
As niche as it gets More niche establishments have also emerged, with strong concepts propelling clients into distinctive worlds. Concept cafes have been particularly successful in Northern America and Asia, and are highly diverse. Examples range from cat cafes, where you can enjoy your drink while petting a feline, to board and video game outlets. Others are even more eccentric. For example, the Disaster cafe in Lloret Del Mar in Spain will let you drink and eat during a simulated earthquake, while the HR Giger Bar in Switzerland takes the form of a giant skeleton, inspired by the iconic creature from Alien.
The seemingly unstoppable success of the cafe model has inspired other businesses, such as bakeries and cake shops, to explore and seize the opportunities on offer.
Branching out
The seemingly unstoppable success of the cafe model has inspired other businesses, such as bakeries and cake shops, to explore and seize the opportunities on offer. Traditionally, bakeries tended not to include a seated area, while cake shops usually restricted themselves to a take-away service. However, establishments are increasingly expanding their premises to add tables, alongside a coffee and tea menu. French brands Paul and Ladurée have both entered the cafe world, for example, and are enjoying success.
Restaurants are also embracing the concept. Already equipped with the required Food and Beverage skills, many have branched out into the cafe sector, offering lighter, more affordable options for the cafe clientele. The brands adopting this strategy span the spectrum, from fast food outlets to exclusive names. In the category of ‘restaurant cafes,’ McDonald’s McCafé stands alongside the iconic brand Nobu, which today operates its own Nobu Cafe. hodema.net
COFFEE MIXOLOGY: SHAKING THINGS UP WITH CUTTING-EDGE
CREATIVITY
While coffee mixology trends vary, one global trend currently stands out, which is the focus on specialty coffee. Providing industry professionals with a true source of creativity, specialty coffee is now being carefully selected based on its origin, terroir and roast profile. The result for consumers is an endless array of sensory experiences.
Reimagined for today
In the past, coffee was primarily associated with indulgent, sweet beverages. However, today, it is being reimagined in fresher and more modern ways. The combination of coffee with sparkling drinks, for instance, is gaining popularity, adding a refreshing and effervescent touch. With the growing focus on well-being, coffee infused with functional ingredients is also becoming more prevalent. Adaptogens, collagen and superfoods are now being incorporated, transforming caffeinated drinks into healthboosting elixirs that cater to consumers seeking both flavor and wellness benefits. Baristas and mixologists are constantly innovating to create beverages inspired by current trends. They are also pushing the boundaries of coffee cocktails by exploring unique pairings and incorporating coffee in various forms, such as cold brews, foams and even distillations.
Coffee mixology is scaling new heights, with baristas, mixologists and even Michelin-starred chefs harnessing the richness of top-quality, specialty coffee to craft unique taste experiences. Victor Delpierre, gastronomy consultant, former world champion barista and former world champion mixologist at the Coffee In Good Spirits (CIGS) competition, maps out the latest trends.
A complex ingredient
It is essential to understand that coffee is not merely a single-flavor ingredient. Much like wine, it boasts immense aromatic diversity, influenced by factors that include origin, roasting, extraction method, water quality and the expertise of the barista or mixologist.
Terroir plays a crucial role in defining coffee’s taste. The country, region, altitude and processing method all directly impact its flavors. Specialty coffee allows for precise traceability, offering a wide variety of aromatic profiles, even among coffees from the same origin. For example, African coffees are known for their floral, fruity notes with bright acidity, while South American coffees have chocolate-hazelnut notes with a balanced sweetness. Similarly, roasting plays a crucial role in developing a coffee’s aromas. Here, striking the right balance is essential to preserving coffee’s complexity and ensuring a harmonious pairing with other cocktail ingredients. For example, a light roast enhances acidity and brings out fruity notes, while a medium roast produces a wellbalanced and smooth coffee. Dark roast, meanwhile, yields a bold, intense coffee with pronounced bitterness.
Coffee is a complex and demanding ingredient that deserves to be selected with the same level of care as the spirits in a cocktail. Its origin, roast profile and extraction method directly influence the balance of flavors. Mastering these elements allows mixologists to elevate their cocktails, creating unique and unforgettable taste experiences.
The art of pairing
Creating a well-balanced cocktail that combines coffee and spirits requires mastering multiple skills. To start with, choose quality ingredients that have been responsibly and ethically sourced. This will ensure a strong sensory appeal. Selecting the right specialty coffee is fundamental in cocktail composition, whether it’s the main ingredient or chosen to complement a spirit’s flavor.
The method of coffee extraction plays a key role in a cocktail’s texture and intensity. Examples based on different extraction styles include:
• Espresso - concentrated and intense, it adds body to cocktails.
• Cold brew - smooth and less acidic, ideal for long, refreshing cocktails.
• French Press - provides body, texture and volume.
• V60 or Chemex - pour-over methods that produce subtle, complex and smooth profiles.
Coffee naturally introduces bitterness and sometimes pronounced acidity. Adjusting these elements correctly is key to ensuring a harmonious cocktail, preventing one aspect from overpowering the drink. Here are some tips for achieving the right balance:
• Use a highly acidic coffee to contrast with the sweetness of liqueurs.
• Choose a robust coffee to add toasted and deep flavors to a long drink.
• Opt for a smooth, rounded coffee to introduce a touch of sweetness to a more acidic short drink.
A new era for coffee mixology
In recent years, coffee mixology has undergone a remarkable transformation, driven largely by the rise of specialty coffee and a growing interest in innovation within the cocktail industry. The fusion of these two worlds - coffee and spirits -has redefined how coffee is used in cocktails, emphasizing flavor diversity and creativity. The rise of specialty coffee has resulted in coffee now regarded not as a bitter ingredient, but as a fundamental component, much like spirits. Mixologists are increasingly turning to maceration and infusion techniques to extract bold and original flavors. These methods, along with advancements in coffee extraction technology, have revolutionized coffee mixology.
Additionally, the introduction of new coffeebased liqueurs and spirits has expanded the possibilities for mixologists. These refined products offer a broader range of subtle and complex flavor profiles, further enhancing the creative potential of coffee cocktails.
Growing consumer interest
The evolution of coffee from a daily staple to a sought-after gastronomic product reflects a growing consumer interest in quality, origin and the sensory experience associated with each cup. Baristas and coffee producers are playing a crucial role in educating consumers. During events like tasting workshops and educational sessions, they are explaining the diverse aromatic profiles of coffee, brewing methods and the significance of origin. These experiences are helping consumers to understand how factors like coffee variety, processing techniques and roasting influence taste. This shift has transformed coffee consumption into a more mindful and refined practice.
Ethical focus
With rising concerns about health and sustainability, consumers are also becoming more selective about their choices. Coffee is now appreciated not only for its taste but also for its potential health benefits. In addition, consumers are also increasingly favoring brands that adhere to ethical sourcing practices, ensuring fair working conditions for farmers and supporting sustainability initiatives. In a separate development, the emergence of cold brew, nitro coffee and cold-infused coffee beverages has attracted a new generation of consumers looking for lighter, more refreshing, and innovative experiences. These beverages offer a different taste experience - often smoother, less bitter and less acidic than traditional coffee - making coffee more accessible to a broader audience.
The
fusion of these two worlds - coffee and spiritshas redefined how coffee is used in cocktails, emphasizing flavor, diversity and creativity.
The rise of social media platforms, particularly Instagram and TikTok, has played a crucial role in shaping modern coffee culture. Consumers now share their coffee experiences, discoveries of new specialty coffees and even their own coffee-based cocktail recipes. This trend has not only popularized specific coffee movements, but has also democratized access to coffee knowledge, fostering a collective appreciation for quality coffee.
A gastronomic star
Traditionally regarded as a simple afterdinner beverage or an accompaniment, coffee has now also earned a prominent place on the menus of high-end restaurants. It is no longer just a refreshment but a true component of the gastronomic experience, comparable to the use of fine wines or spirits. Michelin-starred chefs, always in search of refined and complex ingredients for their menus, have incorporated specialty coffee as a key element. Coffee has evolved beyond a simple accompaniment to become the focal point of creative desserts in many fine dining establishments. In haute cuisine, meanwhile, the concept of food and wine pairings has expanded to include coffee pairings. The integration of specialty coffee into fine dining marks a significant evolution in its culinary role. It has become a complex and refined ingredient, worthy of the most renowned chefs.
In summary, today, coffee is seen not only as a source of caffeine but as a true gastronomic product, a medium for creativity and a unique sensory experience. This evolution highlights a continuously expanding coffee culture, where consumers are becoming more knowledgeable and appreciative of the art and science behind every cup.
WHY COFFEE BRANDS NEED TO TELL STORIES
In a highly competitive environment, coffee brands have to do much more than just sell coffee to achieve success – they have to tell its story. Coffee consultant Cleia Junqueira has the lowdown on how businesses can use the powerful tool of storytelling to create long-lasting connections, stand out from the crowd and generate customer loyalty.
Like other areas of business, the coffee industry is becoming increasingly competitive, with the result that simply offering high-quality coffee is no longer enough. Consumers today are looking for more than just a product - they are seeking meaning, connection and authenticity. Storytelling has become a powerful tool for coffee brands to engage customers, differentiate themselves and create lasting relationships. By sharing the journey from bean to cup, brands can highlight their values, sustainability efforts and the human stories behind every brew.
A powerful tool
Consumers are drawn to brands that make them feel something. A well-crafted narrative can evoke emotions, build trust and make a coffee brand memorable. Stories can transport customers to the coffee farms of Ethiopia, introduce them to a dedicated producer in Brazil or showcase meticulous craftsmanship. These narratives provide depth and richness to the brand, making it more than just another coffee on the shelf.
Creating a connection
Consumers, especially millennials, Gen Y and Gen Z, crave authenticity. They want to know where their coffee comes from, who produces it and how it impacts communities and the environment. A compelling story bridges the gap between the brand and the consumer, fostering an emotional connection that goes beyond the transaction.
For instance, a coffee company that shares the journey of smallholder farmers and their commitment to sustainable practices can generate trust and admiration. When customers feel connected to a brand’s story, they are more likely to become loyal advocates, buying the product and also sharing the story. Storytelling is also about recognizing the hard work of farmers and ensuring that their contributions are valued. By highlighting the efforts of coffee producers, brands can help bridge the gap between consumers and those who make their daily coffee possible.
Differentiation - the key
The coffee industry is saturated with brands competing for attention. In such a crowded marketplace, differentiation is essential. A strong, unique narrative sets a brand apart from competitors. While many brands focus on quality, price and convenience, storytelling allows companies to highlight what makes them truly special.
A brand that emphasizes its commitment to ethical sourcing, direct trade relationships and farmer empowerment can create a compelling narrative. This will appeal, in turn, to socially conscious consumers. By focusing on the human aspect of coffee production, brands can establish themselves as advocates for positive change, as well as sellers of coffee.
Transparency, sustainability and value recognition
Sustainability has become a key factor in consumer purchasing decisions. People want to support brands that are committed to ethical sourcing, environmental responsibility and fair-trade practices. However, it’s not enough to simply claim sustainability - brands must communicate their efforts transparently.
Storytelling provides an opportunity to showcase the real impact of sustainability initiatives. Sharing stories of how a brand supports farmers, invests in reforestation projects or reduces carbon emissions can build credibility and reinforce consumer trust. Transparency in storytelling helps brands align with the values of conscious consumers who want their purchases to contribute to a better world.
Beyond sustainability, storytelling should also recognize the dedication and skill of coffee producers. Coffee farming is a labor-intensive process that requires knowledge, resilience and commitment. Brands that acknowledge and celebrate the people behind the beans add depth to their stories while fostering greater appreciation for the coffee itself.
What makes a great coffee story?
Not all stories are created equal. For a coffee brand’s narrative to be effective, it should be engaging, authentic and relevant. Some key elements that make a great coffee story are:
1-Authenticity - consumers can detect inauthentic marketing from a mile away. A great coffee story should be rooted in truth, highlighting real people, experiences and challenges. Authenticity builds trust and credibility.
2-Emotional appeal - a story that evokes emotions - whether joy, nostalgia or inspiration - is more likely to resonate with consumers. Personal stories of farmers, baristas and coffee lovers can create strong emotional connections.
3-Visual storytelling - words alone may not be enough. High-quality images, videos and infographics can enhance storytelling, making it more immersive and engaging.
4-Consistency - a brand’s story should be consistent across all touchpointspackaging, social media, website and advertising. This helps reinforce brand identity and makes the story more memorable.
5-Call to action - a good story should inspire action. Whether it’s encouraging consumers to choose ethically sourced coffee or join a brand’s sustainability initiative, storytelling should drive meaningful engagement.
Brands that acknowledge and celebrate the people behind the beans add depth to their stories while fostering greater appreciation for the coffee itself.
The art of storytelling
Here are some practical steps for coffee brands looking to incorporate storytelling into their marketing strategy:
1-Identify your core story - what makes your brand unique? Define the central narrative that aligns with your mission, values and identity.
2-Share farmer stories - highlight the people behind the beans. Feature interviews, videos and photos of coffee producers to humanize your brand and give them the recognition they deserve.
3-Use digital platforms - leverage social media, blogs and videos to share stories in an engaging way. Platforms like Instagram and YouTube are ideal for visual storytelling.
4-Engage customers - encourage customers to share their own coffee experiences. User-generated content can strengthen community engagement and brand authenticity.
5-Educate through storytelling - use stories to educate consumers about coffee origins, brewing techniques and sustainability efforts. An informed customer is more likely to appreciate a brand and stay loyal to it.
In the evolving coffee industry, storytelling is no longer optional - it’s essential. Consumers seek brands that align with their values, evoke emotions and offer more than just a commodity. By weaving compelling narratives into branding, coffee companies can create deeper connections, stand out in a crowded market and inspire loyalty. Whether through farmer stories, sustainability efforts or personal coffee journeys, storytelling transforms coffee from a daily habit into an enriching experience. In the world of coffee, the top brands don’t just sell coffee; they tell its story. And in doing so, they give value and recognition to the hands that make it possible.
cleiajunqueira.com
TODAY’S COFFEE TRENDS:
IS IT TIME FOR AN INDUSTRY RESET?
Most of the coffee trends for 2025 are continuations of previous patterns, although some look to be gaining a stronger foothold. High on the list is the expansion of cold coffee drinks to include not just cold brew but coffee mocktails. Others are variations of previous trends, such as coffee’s role as a central organizing driver within social circles and communities.
Getting social
When it comes to new trends, one of the latest in evidence is daytime coffee raves and coffee dance parties. The current social media generation has also produced a shift away from coffee as the single most dominant caffeine delivery mechanism. Instead, we are seeing a move toward other options, as well as the emergence of micro trends that inform much smaller social circles.
In other trends, the ready-to-drink market is expected to prove strong in 2025. Here, brands are racing to be the first to produce instant coffee that tastes just as great as a freshly brewed cup of specialty coffee. The question on everybody’s lips is whether that will be in the shape of powder or concentrated liquids.
Here to stay
Here at Mokha 1450, we made a strong pivot toward luxury in coffee several years ago. Since then, several global luxury brands have entered the scene, including
Garfield Kerr, CEO at Mokha 1450 Luxury Specialty Coffee, spotlights the latest industry trends and the implications of high prices for the entire value chain.
some with whom we’ve collaborated. Many of these names have gone on to set up their own cafés, coffee-related pop-ups and experiential platforms. The indications are that the luxury trend is a long-lasting one, with the segment set to continue to expand, although growth may be intermittent and uneven.
Making predictions for the coffee sector is notoriously difficult. However, the segment of coffee alternatives could see investment, due to the current industry crisis, especially the high prices.
It’s clear that the amount paid for a specialty coffee is rarely likely to match the effort made across the value chain.
A fair price
That said, our love for coffee shows no signs of diminishing. Against this backdrop, the current situation could also usher in a new age of discovery for coffee farming and agronomy practices. Ideally, we’d hope to see the current pricing crisis lead to much better compensation for farmers. It would also be good to witness
an increased awareness among end consumers that their go-to drink of coffee has long been taken for granted. We know that unfortunately, some people seem to have a psychological barrier to paying a sum that reflects the true value of coffee.
Let’s think about the labor and skill that go into producing specialty coffee, starting with the farmer picking, with care, the ripest cherries. Then we move on to the well-choreographed logistics to transport coffee across continents. After that, there’s the attention that a Specialty Coffee Association (SCA) certified barista gives to preparing our freshly brewed coffee or expertly prepared espresso. It’s clear that the amount paid for a specialty coffee is rarely likely to match the effort made across the value chain.
Time for change
I believe we’ll have to see change for coffee to become truly sustainable in the future. In this way, we can say that the entire value chain is ripe for disruption. There is a need for it to be made more equitable for all involved. This has to cover both the C and Specialty Coffee markets, delivering the optimum, appropriate pricing across the chain, from the farmer all the way to the consumer. One can only dream.
mokha1450
In recent years, something beautiful has started to brew in Lebanon - quietly, consistently and deeply, across the coffee industry.
It’s not just about coffee as a beverage or product anymore - it’s about people, value and purpose. And if you’re opening or running a café, the question isn’t whether you should serve specialty coffee, but instead, how you choose the right one.
Why this matters
For most people in Lebanon, coffee is part of everyday life. But what many still don’t know is how deep the story behind a cup can go and how much power a café has in choosing to tell that story or ignore it.
We saw it recently at HORECA Lebanon 2025 in Beirut. People lined up, asked questions, tasted coffees from single farms and heard descriptions like ‘washed Ethiopian’ or ‘natural Colombian.’
The look on their faces when they realized that the name on the bag wasn’t a brand, but a real farmer, was something I won’t forget.
When you pick a coffee for your shop, you’re not just choosing flavor, you’re choosing a philosophy. You’re deciding whether to support a system built on fairness, transparency and traceability, or one built on shortcuts and mass production.
WHY CHOOSING THE RIGHT COFFEE FOR
YOUR COFFEE SHOP REALLY MATTERS
Change is underway in the world of specialty coffee and café owners have the opportunity to be part of this seismic shift.
Saeed Abdinasab , coffee teacher and instructor, explains why the coffee you opt to serve in your shop should be rooted not only in flavor, but also in a set of values that you’re proud to champion.
The specialty difference
Let’s get real. The market is full of ‘coffee,’ from supermarket blends to private label bags with mystery beans and over-roasted profiles. But specialty coffee is different. Here’s why:
• The farmer’s name is on the bag.
• The processing method is clear.
• The price paid is transparent.
• And yes - the taste speaks for itself.
Specialty coffee isn’t just about ‘good’ coffee. It’s about knowing why it’s good, who made it possible and how you can honor that in your café.
Lebanon understands value
If there’s one thing I’ve learned working in Lebanon, it’s this: people here respect things that have value. They appreciate craft and hard work. Whether it’s olive oil from a specific village or a handmade soap with a family recipe, authenticity matters.
That’s why specialty coffee fits. When you tell a customer that their cup supports a farmer directly, that they’re tasting the result of careful fermentation or mindful roasting, they get it. We just need to do a better job telling that story.
When you pick a coffee for your shop, you’re not just choosing flavor, you’re choosing a philosophy.
The HORECA moment
HORECA Lebanon 2025 was a reminder of where we are and where we could be heading. People are curious. They’re not just drinking coffee, they’re asking questions. And as café owners, baristas, trainers and roasters, we have a responsibility. Not to overwhelm or show off, but to invite people into this deeper world. To say: “This is the story behind your cup. Take a sip and let me walk you through it.”
Over to you
So what should you be considering when choosing coffee? If you’re building your café menu, questions to ask yourself are:
• Does this coffee have a story I can share?
• Can I trace it to a specific region, cooperative or farm?
• Is the roast profile built to highlight the origin not hide flaws?
• Can I stand behind this cup and feel good about serving it?
Pick coffees that connect. That allow you to talk about fermentation, drying, roast development and brewing - but in ways that matter to your customers. Educate without preaching. Share without overwhelming.
Final
sip
Choosing the right coffee for your shop isn't just about taste, it’s about values.
Your customers are ready. They want clarity and meaning. By building your café around care instead of hype, you’re not just running a business, you’re joining a movement. Let’s not just serve coffee. Let’s serve connection.
beanharbor.coffee saeed_abdinasab
HOW BRAND PERSONALITY IS POWERING UP COFFEE BUSINESSES
The global coffee industry is worth over USD 220 billion, having grown by 30 percent in the last two years alone. While the market remains dominated by largescale brands, independent coffee operators and specialty roasteries are increasing their share, particularly in dynamic markets, like Dubai. As neighborhoods undergo redevelopment and developers seek unique concepts to distinguish their projects, coffee businesses must leverage their brand personality to stay competitive. Cultivating a distinct identity is essential, in an industry where customer loyalty is driven by more than just the quality of the product quality. This applies to both multinational chains and independent cafés.
The strength of large-scale brands
Established coffee chains hold significant advantages, built on years of brand recognition and consumer trust. Their strengths lie in their ability to provide consistency, familiarity, brand loyalty and global representation. Customers know what to expect from their coffee, whether they are in Dubai, London or New York, creating a reliable experience that fosters trust. The ubiquity of large-
In today’s rapidly evolving coffee industry, businesses are discovering that cultivating a strong brand personality is a must, rather than a useful marketing tool. Richard Cowling, director of operations at Gates Hospitality’s F&B Brands, explains how coffee businesses can make this key differentiator work for them.
scale brands ensures they are often the first choice for consumers seeking convenience, particularly in high-traffic areas. Many of these global coffee chains have also cultivated strong customer loyalty through rewards programs, marketing campaigns and limited-time offerings, encouraging repeat business. Additionally, their expansive presence allows them to dominate airports, shopping centers and major urban hubs, ensuring widespread accessibility and reinforcing their brand identity.
However, as the market matures, consumer expectations have evolved. Increasingly, customers are looking for more than just a reliable caffeine fix; they seek experiences that align with their values and aspirations. This shift has opened up opportunities for independent operators who can differentiate themselves through a strong brand personality.
The rise of independent operators
The coffee culture has seen a significant shift in regional hubs, with independent roasteries and specialty coffee shops gaining traction. These operators offer a distinct alternative to the predictable uniformity of corporate coffee brands.
Several factors contribute to their success. Independent operators often work with niche coffee suppliers and small-batch producers, offering single-origin specialty coffees alongside expertly crafted blends.
The focus on the provenance of ethically sourced coffee beans enhances their appeal to discerning consumers. Customers today want to know where their coffee comes from, who farmed it and how it was processed. Independent brands place a strong emphasis on storytelling, highlighting the journey from bean to cup.
Tapping into local culture
Unlike mass-market chains, independent coffee businesses can create unique environments that resonate with local communities. From bespoke interior designs to art installations, these spaces feel more authentic and tailored. Many independent coffee brands integrate art, music and cultural collaborations, making them an intrinsic part of creative hubs. This not only attracts a loyal customer base but also strengthens their role in shaping the city’s lifestyle scene. Alserkal Avenue in Dubai is one example.
Sustainability has become a major selling point for coffee businesses, with consumers increasingly conscious of the environmental and social impact of their choices. Independents have been at the forefront of offering biodegradable packaging, direct trade coffee and zerowaste initiatives. The role of the barista in independent coffee shops goes beyond making drinks. Customers expect engaging conversations about flavor profiles, brewing techniques and the origins of their coffee. This level of personal interaction creates a deeper connection between the brand and its audience.
Creating a competitive advantage
For businesses within the F&B industry, particularly those in coffee operations, brand personality is not just a marketing tool, but a necessity. With competition intensifying, differentiation is crucial.
A strong brand personality helps coffee businesses stand out through visual identity. From logo design to packaging, a coffee brand’s aesthetic plays a significant role in consumer perception. Independent cafés often adopt unique, locally inspired designs that make them instantly recognizable.
Tone of voice is another key factor. Whether through social media, advertising or in-store interactions, the way a brand
communicates influences customer engagement. A conversational and knowledgeable approach can reinforce authenticity and expertise, making the brand more relatable.
Experiential marketing also plays a crucial role in differentiation. Hosting workshops, cupping sessions and collaborative events strengthens a brand’s connection with its audience. These experiences add value beyond just selling coffee, creating memorable interactions that foster loyalty.
Differentiation through innovation is equally important. New brewing methods, signature drinks and limited-time offerings contribute to a brand’s distinctiveness.
Creating exclusive products, such as locally inspired flavor profiles, helps cultivate a strong identity and ensures continued interest from consumers.
Enhancing urban hubs
Beyond the individual brand, coffee businesses are playing a central role in shaping urban landscapes. Developers are increasingly turning to independent cafés to create a sense of community and vibrancy in emerging districts. Unlike cookie-cutter chains, independent operators offer unique experiences that align with the architectural and cultural vision of a neighborhood.
By investing in storytelling, design, sustainability and customer engagement, coffee businesses can strengthen connections with their audience.
Dubai’s urban developments, from creative hubs like Alserkal Avenue to waterfront destinations like Al Seef, have made coffee culture a cornerstone of their identity. The presence of carefully curated coffee brands enhances the appeal of these spaces, making them more attractive to residents, tourists and businesses alike.
Coffee for thought
As the coffee industry continues to grow, brand personality will remain a key differentiator for both multinational chains and independent operators. While largescale brands benefit from consistency and recognition, independents have the advantage of agility, authenticity and cultural relevance. By investing in storytelling, design, sustainability and customer engagement, coffee businesses can strengthen connections with their audience, ensuring long-term success in an ever-evolving market.
For F&B professionals looking to invest in or manage coffee businesses, understanding the impact of brand personality is essential. Those who can successfully blend quality with experience, culture and identity will be best positioned to thrive in this highly competitive space.
gateshospitality.com
SOCIAL MEDIA; THE NEW ESSENTIAL FOR COFFEE SHOPS
In our age of social media, coffee shops are no longer just places to grab a quick caffeine fix. Instead, they’ve evolved into curated experiences designed to captivate the eye and flood of social media feeds, especially Instagram. From visually stunning F&B offerings to bright accent walls and local art, today’s coffee shops are crafted with the content-creating crowd in mind. In 2025, these spaces are more than just businesses - they’re stages for selfexpression, creativity, culinary innovation and, of course, likes, shares and follows. Let’s explore why these Instagrammable coffee shops have become the darlings of the social media era.
Photogenic food and drink
The journey to Instagram stardom undoubtedly begins with what’s on the menu. Coffee shops have upped their F&B game, turning lattes, pastries and even humble toast into edible works of art. Baristas swirl intricate latte art into cups - think heart-shaped foam, delicate fern leaves and custom designs - that are begging to be photographed. Colorful drinks, like vibrant matcha lattes are also becoming a hit. Instagrammable pastelhued iced teas and charcoal-infused lemonades add a pop of personality and are seemingly difficult to scroll past.
Today’s content-creating crowd are looking for Instagrammable places to hang out, drink, eat and, above all, post. Christian Salloum, managing director of BrandPortunity F&B Consulting, explains why savvy business owners leaning into this social media trend are giving themselves an edge.
Food offerings are just as photogenic. Avocado toast gets a makeover with edible flowers, microgreens and perfectly poached eggs arranged like a still-life painting. Pastries, from croissants to doughnuts, are drizzled with glossy glazes or topped with whimsical sprinkles, transforming them into handheld masterpieces. Even the presentation is given careful thought, with dishes served on sleek ceramic plates or rustic wooden boards. Extra visual flair is added with details such as a sprig of rosemary or a dusting of powdered sugar. These seemingly small details aren’t just about taste; they’re about creating a moment that screams ‘post me and like me.’
Likes, likes and more likes
For the content-creating crowd, this is gold. One snapshot of a lavender latte or rainbow bagel can rack up hundreds of likes, with hashtags like #CoffeeLovers and #FoodieAesthetic amplifying their reach. Savvy coffee shops know this, and they’ve leaned into the trend, thinking of the potential likes and shares. Menus today invariably feature seasonal specials or limited-edition items that spark FOMO (fear of missing out) and keep customers coming back.
Instagrammable backdrops
While the food and drinks are the stars, the coffee shop itself is the set. Exceptional and minimalistic design has become the hallmark of these Instagrammable spaces, blending simplicity with bold, eye-catching elements. The formula is deceptively straightforward: clean lines, natural light and a few statement features that turn every corner into a photo.
Local art is another key ingredient. Coffee shops are increasingly showcasing works by nearby artists - think abstract paintings, black-and-white photography or handdrawn murals that reflect the community’s vibe. This not only supports local talent but also adds a layer of authenticity that resonates with socially conscious millennials and Gen Zers. A mural of a city skyline or a floral installation hanging from the ceiling becomes more than décorit’s a conversation starter and a hashtag waiting to happen.
Injecting personality
Then there’s neon signage, the crown jewel of Instagrammable design. Glowing phrases like ‘Good Vibes Only’ or ‘Stay Brewtiful’ cast a soft, colorful light that’s practically made for night-mode photography. These signs are playful yet
chic, injecting personality into the space without overwhelming its minimalistic charm. Customers line up to snap pics beneath them, their latte cups held aloft like props in a carefully staged scene.
Music and ambiance also play a major role in making a coffee shop Instagrammable. A well-curated playlist featuring indie, jazz or lo-fi beats enhances the overall experience, creating the perfect backdrop for content creation. Soothing background music, paired with stylish interiors, transforms a simple coffee break into an immersive, Instagrammable moment. Together, these elements create an environment that’s both functional and photogenic. For the content-creating crowd, every angle is a potential post, whether it’s a shot by the window or steam rising from a fresh pour-over.
All about the engagement
The genius of Instagrammable coffee shops lies in their understanding of social media’s power. They’re not just selling coffee - they’re selling a lifestyle that aligns perfectly with the values of today’s digital natives. Millennials and Gen Z, who dominate platforms like Instagram and TikTok, crave experiences that look good, feel good and share well. Coffee shops have become their playgrounds, offering a blend of aesthetics, community and caffeine that’s tailor-made for engagement.
Take the layout, for instance. Many of these shops prioritize open seating with communal tables or cozy nooks, encouraging customers to linger, snap and post. Natural light floods through
oversized windows, flattering both the drinks and the people holding them. Some even include ‘photo zones,’ designated spots with props like vintage typewriters or hanging plants - after all, why leave the perfect shot to chance?
Coffee shops also serve as ideal locations for casual business meetings. With their stylish aesthetics, cozy seating and welcoming ambiance, they provide the perfect backdrop for professionals looking to discuss ideas over coffee. The casual yet chic environment makes it easy to snap a quick photo of a laptop, a perfectly foamed cappuccino and a well-lit space. This setting is ideal for showcasing a productive yet aesthetically pleasing work session on social media.
The engagement doesn’t stop at the physical space. Smart coffee shops amplify their reach with their own social media presence, posting behind-the-scenes content, teasing new menu items or reposting customer photos with a branded hashtag. A shop might run a contest, like ‘Tag us in your best latte pic for a chance to win a free drink!’ In this way, they’re turning every visitor into a potential influencer and creating a feedback loop.
Instagrammable coffee shops are not just selling coffeethey’re selling a lifestyle that aligns perfectly with the values of today’s digital natives.
Good for business
The investment in visual appeal and social media-friendly design elements translates into tangible business benefits. Instagrammable coffee shops often experience:
• Increased foot traffic - a visually captivating space attracts more visitors eager to capture and share their experience.
• Stronger brand identity - a well-designed café with a distinct aesthetic helps establish a recognizable brand that stands out in a competitive market.
• Free marketing through user-generated content - when customers share photos, they organically promote the coffee shop to their followers, expanding its reach.
• Higher customer retention - an engaging, well-curated space encourages repeat visits, particularly when paired with high-quality products and excellent service.
• Enhanced partnerships and collaborations - brands and influencers are more likely to collaborate with coffee shops that offer visually appealing environments. This can lead to co-branded campaigns and promotional opportunities.
Caffeine and clicks: the future
With social media continuing to shape how we experience the world, Instagrammable coffee shops look to be here to stay. Their recipe - visually appealing offerings and designs, and a knack for engagement - has turned them into icons of the century’s digital culture. For the content-creating crowd, these shops are more than caffeine stopsthey’re the backdrop to a life well-posted. brandportunity.com
Crafted correctly your menu is a silent salesperson, nudging diners toward highermargin choices without them even realizing.
The good news? Small, intentional tweaks in how you present, price and describe your menu items are enough to deliver serious impact. Here are seven tried-and-tested tactics to make your menu work harder for you:
1Identify and elevate your highmargin stars
To begin with you need clarity on performance. Every dish should be mapped on a simple matrix: popularity vs. profitability. Once plotted, you'll find four categories:
• Shining stars (high sales, high profit)these are your menu MVPs. Reposition them at the top of printed and QR menus.
• Hidden gems (low sales, high profit) - give these a little spotlight, like running a limitedtime social campaign.
• Volume drivers (high sales, low profit)
- think of your cheeseburger with a slim margin. A nudge, like ‘add Wagyu bacon and raclette,’ can lift average spend.
• Quiet losers (low sales, low profit) - be businesslike and eliminate or reinvent them.
2Use price psychology to your advantage
Pricing is perception. Subtle shifts in how prices are presented can influence guest behavior.
• Charm pricing - for example, AED 39.95 feels more approachable than AED 40.
• Anchoring - place your 300g Wagyu ribeye next to a cheaper 200g grass-fed striploin and the striploin immediately feels like a value deal.
• Decoy pricing - add an AED 75 cocktail to make your AED 30 option look like a smart choice.
WAYS TO DRIVE PROFITABILITY THROUGH YOUR MENU
Much more than simply a list of dishes and prices, a menu can serve as a valuable tool for restaurateurs, shaping guest behavior and boosting the bottom line. Duncan Fraser-Smith, CEO of Craft Hospitality Group, shares seven tips with the power to transform a menu into a true revenue engine.
3Engineer
where the eye lands Guests mostly just scan menus. Understanding the visual flow of your layout is key.
• Golden triangle - most eyes land on the top left, then top right and finally the center. Place high-margin dishes in these ‘hot zones.’
• Highlighting - put a subtle box or tasteful icon around a signature dish.
• Curated sections - streamline choices to avoid decision fatigue.
• Typography that works - use slightly larger or bolder fonts to make hero items pop.
Every dish should be mapped on a simple matrix: popularity vs. profitability.
4Make descriptions mouthwatering The right words can elevate a dish, evoke emotion and justify price.
• Sensory language - instead of Pumpkin Soup, go with Silky Butternut Squash Velouté with Spiced Pumpkin Seeds.
• Ingredient provenance - Charcoal-Grilled Australian Angus Ribeye sounds premium because it is.
• Mini-stories - guests love a dish-related narrative. Entertain them and remember, authenticity resonates.
5Leverage portioning and pairing for upsells
This is where check averages soar without guests feeling like they’re spending more.
• Tiered sizes - offer both 180g and 300g steaks. The larger portion, priced attractively, draws guests upward.
• Suggested pairings - add ‘Perfect with a glass of Chilean Carménère’ under your lamb dish.
• Side upgrades – For example, put Truffle Parmesan Fries +AED 12 under burgers and ensure staff are trained to recommend.
6Tap into scarcity and urgency
Creating a sense of ‘limited availability’ drives desire and action.
• Seasonal specials - run a Summer Garden Salad through July. Guests respond to freshness and time limits.
• Daily quantities - cap premium dishes to create a buzz.
• Midweek hooks - think Wagyu Wednesdays or Taco Tuesdays.
7Let data guide the way Finally, take the guesswork out of it. Let data refine your menu.
• POS alerts - configure your system to notify you when a dish consistently underperforms. Fix it or swap it.
• Feedback loops - use QR codes for micro surveys.
• Dynamic menus - especially useful for digital or tablet menus. On a slow Sunday night, promote Chef’s Surprise in place of your slowest starter.
The bottom Line
A well-designed menu does more than showcase your kitchen’s creativity, it silently boosts your bottom line daily. By applying these tactics, you’ll create a guest experience that’s both emotionally resonant and commercially sharp.
crafthospitality.group
“What I desire, I will strive to attain.”
Knowing what we want in life is essential to our drive and focus. On an intellectual level, we all acknowledge this as a truth and we applaud the focused go-getters we see on Instagram, LinkedIn and TikTok. Our teams want to grow. They want to attain greatness and they sign up with the anticipation of greatness, of being promoted, recognized and appreciated. They imagine becoming industry heroes and they aspire to be treated like the people they observe through their social media-driven windows on the world.
The reality? In the majority of cases, businesses fall significantly short of this utopian dream.
Supporting limitless learning Why? Freedom is a core human desire. And yet, giving people the freedom to make decisions is frightening to those who set up the systems and create the statutes that rule our businesses. This fear is based upon control, or perhaps the potential loss of control and concerns that the team members will outgrow the business. Maintaining a status quo is alluring and we therefore confine people to a golden cage - just enough freedom to stay, not enough to grow.
What if? Learning is limitless opportunities for the mind. When businesses understand that we can grow the minds of our teams with outstanding learning opportunities, then we are on the path to: ‘What if?’
Giving people the freedom to make decisions is frightening to those who set up the systems and create the statutes that rule our businesses.
WHY SELF-MANAGEMENT WILL HELP YOUR TEAM TO SHINE
Fearful of losing control, business leaders are often tempted to stick with the status quo rather than giving their teams enough freedom to make decisions that matter. But confining talent, rather than rewarding and encouraging it, brings the risk of missed opportunities for workplace growth, as Mark Dickinson, of DONE! Hospitality Training Solutions, explains.
Reining in interference
Recently we conducted a custom-made learning program for an organization in Dubai. In a lively session, we explored what the possibilities would be for team members in their work environment if they embraced one simple phrase. We worked on this phrase, approaching it from multiple angles. We let the team work on implementing this phrase for two weeks with no interference or follow up from management and we then invited the team to come back and talk to us about what had happened.
They shared wonderful stories of how life was a little better. We then ran a simple but interesting diagnostic with the teams and got them to visually identify where they wanted to see workplace growth. We then invited them to work on the element they had selected. They were then asked to come back in one month and share the results with us.
Appreciation and support
At the scheduled time, we met again with the groups and the results were nothing short of astonishing. There were countless stories of successes with customers, team members and management. Significantly, the teams were extremely vocal about
how much they felt appreciated by their managers. And there were hard facts too; the average check had grown across the board by over 10 percent and there were stories of both brilliant sales and crazy tips, including one customer who tipped a waiter USD 3,000.
A life-growth experience
What actually happened here was that the team members conducted their own training, learning and growth with just a small amount of input from management. Importantly, management also then gave their full support to the teams during the execution. Even more importantly, no one thought of this exercise as training, but instead, viewed it as an incredible lifegrowth experience in which participants were able to identify what they wanted to achieve and then fulfill their goals.
Isn’t that what we want, after all; selfmanaging teams growing our business while we reward, encourage and - put simply - are nice to them!
done.fyi
Sustainability in hospitality is no longer optional; it is a core strategy for longterm profitability. Hotels implementing sustainable practices are not only reducing environmental risks but also improving operational efficiency. This article highlights real figures and case studies proving that sustainability is a commercial success across the global hospitality industry.
Growing consumer demand
Eco-conscious travelers are shaping the market. A 2021 study found that nearly 70 percent of consumers in the US and Canada prefer environmentally responsible brands. This trend is evident worldwide, with travelers increasingly prioritizing sustainability. European eco-certified hotels have seen a surge in demand, and destinations such as Costa Rica and New Zealand actively promote eco-tourism, drawing high-value travelers.
Cost savings through energy efficiency
• LED lighting: cuts energy use by up to 75 percent, lowering maintenance costs.
• Smart thermostats and HVAC optimization: reduces heating and cooling expenses by 10-15 percent.
• Renewable energy: hotels globally are investing in solar, wind and hydro energy sources. For instance, the Brando Resort in French Polynesia is powered by solar energy and seawater air conditioning, significantly reducing its carbon footprint.
Water conservation: a competitive edge
Water scarcity is a pressing concern worldwide. Hotels are addressing this through:
• Low-flow fixtures: reducing water usage by up to 50 percent.
• Greywater recycling: reusing wastewater for irrigation and toilet flushing.
• Desalination and rainwater harvesting: ensuring a sustainable water supply, as seen in properties like the One&Only Palmilla in Mexico, which implements rainwater harvesting and desalination.
SUSTAINABILITY IN HOSPITALITY: A PROFITABLE IMPERATIVE
Judith Cartwright, founder and managing director of Black Coral Consulting, cautions that hotels failing to integrate sustainability into their operations run a very real risk of falling behind.
Waste reduction and circular economy initiatives
Effective waste management enhances cost savings and sustainability. Initiatives include:
• AI-powered food waste management: optimizing inventory to reduce food waste, an approach successfully adopted by Accor Hotels worldwide.
• Composting and recycling: the Soneva Fushi Resort in the Maldives has implemented an advanced waste segregation and composting system.
• Food donation programs: global initiatives like the Too Good To Go app and the UN’s Sustainable Development Goals are driving waste reduction in hotels.
Employee engagement: the hidden benefit
A Cone Communications study found that 74 percent of employees feel more fulfilled working for environmentally responsible companies. Marriott International, for example, has reported higher employee engagement in properties with strong sustainability programs.
The Middle East is at the forefront of innovative solutions in Solar Power Integration, Advanced HVAC and Sustainable Building Materials.
Case studies: success stories in sustainable hospitality
• Marriott International: targets a 30-percent reduction in carbon emissions and 15 percent lower water usage by 2025, with initiatives across its global portfolio.
• Hilton’s ‘Travel with Purpose’: aims to halve its environmental footprint and double social impact by 2030, incorporating green building techniques in their properties worldwide.
• Six Senses Resorts & Spas: their properties in Thailand and Portugal integrate permaculture gardens, waste-to-energy solutions and plastic-free commitments.
Global sustainability challenges and innovations
Different regions face distinct sustainability challenges but are pioneering innovative solutions:
• Europe: leading in eco-certification programs like Green Key and carbon-neutral hotel initiatives.
• North America: large hotel brands integrating LEED-certified buildings and advanced waste reduction programs.
• Asia-Pacific: expanding solar and hydro energy use, as seen in Singapore’s Parkroyal Collection Marina Bay, which is nearly self-sustaining.
• Latin America: destinations such as Costa Rica promoting eco-tourism with incentives for hotels achieving sustainability benchmarks.
• Middle East: extreme temperatures and limited natural resources offers distinct sustainability challenges. However, the region is also at the forefront of innovative solutions in Solar Power Integration, Advanced HVAC and Sustainable Building Materials.
Looking ahead
Sustainability is not just ethical; it is a financial necessity. Hotels that fail to integrate sustainability risk falling behind. Leaders in hospitality are embedding green initiatives into their operations to drive efficiency, value and long-term growth. The industry is proving that responsible tourism and commercial success can - and must - coexist.
blackcoralconsulting.com
Podcasting has exploded in popularity, with businesses jumping on board to showcase expertise, build brands and connect with audiences. But as an avid listener, I can tell you firsthand that business podcasting doesn’t have to be corporate, overly polished or stiff. In fact, some of the most successful business podcasts today break the mold by being human, engaging and real. If you’re venturing into business podcasting, remember you’re asking for people’s attention during their leisure hours, so make it worth their while.
Here are the most common mistakes to avoid, straight from someone who’s listened to thousands of hours of podcasts.
1Ignoring audio quality
Nothing makes me click away faster than bad audio. If your podcast sounds like it was recorded in an echo chamber, with background noise or inconsistent volume levels, I won’t stick around. Business podcasts need to be approachable but still sound professional.
How to fix it:
• Invest in a quality microphone and a pop filter.
• Record in a quiet, echo-free space.
• Use proper editing software or hire an editor to balance audio levels.
2Being too corporate and scripted
Listeners don’t want to feel like they’re sitting in a boardroom meeting. Some business podcasters make the mistake of keeping things too rigid, overly scripted or politically correct, which makes for a dull listening experience. People tune into podcasts for engaging, real conversationsnot sanitized marketing jargon.
How to fix it:
• Ditch the corporate tone - talk like a human, not a press release.
• Allow for unscripted, natural discussions.
• Take inspiration from entrepreneurs like Gary Vee, who revolutionized business podcasting by being raw, real and unfiltered.
6 BUSINESS PODCASTING POTHOLES
AND HOW TO BUILD A LOYAL LISTENERSHIP
Riky Bains, strategist at Brash and podcast enthusiast, has wise words for business leaders looking to join this increasingly popular form of media programming.
3Overly long episodes without a hook
Time is precious and a bloated episode with unnecessary filler isn’t appealing. If your business podcast lacks engagement, even the most dedicated listeners will drift away.
How to fix it:
• Get to the point quickly - hook listeners within the first few minutes.
• Edit out fluff and repetitive sections.
• If necessary, break long discussions into multiple episodes.
4Forgetting about audience engagement
One of the biggest perks of podcasting is building a connection with your audience. Some business podcasts feel impersonal and one-sided, missing opportunities to engage listeners.
How to fix it:
• Encourage listeners to send questions or feedback.
• Mention and respond to listener comments.
• Create an online community for further discussions.
Some of the best business podcasts today succeed because they ditch the boardroom stiffness in favor of approachable, dynamic conversations.
5Ignoring
SEO and distribution
Podcasting isn’t just about creating content - it’s about making sure people find it. Some business podcasters fail to optimize episode titles, descriptions and distribution channels, making it harder for new listeners to discover their show.
How to fix it:
• Use clear, keyword-rich episode titles.
• Write detailed show notes and timestamps for easy navigation.
• Distribute on multiple platforms.
6Inconsistent release schedule
A business podcast should be a reliable part of my routine. If episodes come out sporadically or disappear for months, I’ll lose interest and move on to a more consistent show.
How to fix it:
• Set a realistic publishing schedule and stick to it.
• Batch record episodes in advance to maintain consistency.
• If there’s a delay, communicate with your audience.
Business podcasting isn’t about sounding like a corporate keynote - it’s about being engaging, human and real. Some of the best business podcasts today succeed because they ditch the boardroom stiffness in favor of approachable, dynamic conversations. Remember, you’re competing for listeners’ leisure time. Give them a reason to choose you by being authentic, interesting and engaging. brash.agency
Cheeseboard
What’s your mood today? Cheeseboard
What’s your mood today?
Recreate, or get inspired by any of these beautiful European cheese platters. Express your culinary mood with the endless variety of French cheeses. So, what will it be today? Vibrant like Saint-Félicien, Camembert, Abondance or Comté?
Recreate, or get inspired by any of these beautiful European cheese platters. Express your culinary mood with the endless variety of French cheeses. So, what will it be today? Vibrant like Saint-Félicien, Camembert, Abondance or Comté?
Blooming with Abondance
Craving for Comté
Vibrant like Saint-Félicien
EXPERTS ON WHY WE’RE MAKING CHEESY CHOICES 3 GRATE IDEAS
Crumbled in recipes, grated on desserts, enjoyed at brunch or showcased in a restaurant’s cave, cheese is having its moment in the MENA region. Three experts tell us what’s trending on the regional cheese scene and share details of their go-to varieties.
DOMINIQUE BOUCHAIT
Artisan cheesemaker
Les Fromagers du Mont-Royal fromage-napoleon.com
Curiosity on the rise
People of all nationalities tend to lean toward their local cheeses and consumers in the Middle East are no different.
Many of these preferences are driven by connections related to tradition, terroir, authenticity and rusticity. Fresh cheeses are more popular here for everyday consumption, since they are better suited to the region’s climate. Beyond that, however, there’s a growing interest in discovering more about cheeses from around the world. From what I’ve seen in local displays, I would estimate that these international varieties, which are easy to transport, represent about one-quarter of cheese consumption. Tourism expansion has also played a key role in increasing appreciation for a wider variety of cheeses.
Tried and trusted
Cheese continues to be viewed by many consumers as a natural, nourishing, calcium-rich food. People trust it, seeing it as similar to yogurt, which we know is consumed in large quantities. Most
consumers are confident about eating cheeses made from either pasteurized or raw milk. When it comes to cooking, the most popular cheeses are traditionally stretched-curd types and cooked pressed varieties. In recent decades, blue cheeses, uncooked pressed options and soft-ripened varieties have also become increasingly popular as ingredients in dishes. These newer, successful creations are often rooted in traditional, local recipes.
A matter of taste
Imported cheeses are often selected for their ability to withstand longer transportation and shelf life. Most of the time, their flavor and texture are influenced by how they’re aged. Introducing strongly flavored or distinctive cheeses to consumers can be challenging, since people are often unfamiliar with their stories and traditions. Perhaps this also comes down to personal taste. It’s a fact, after all, that some of us are more willing to explore bold new flavors and culinary experiences than others.
PHILIPPE CAILLOUET
Meilleur ouvrier de France/cheesemonger
Four Seasons Hotel Riyadh fourseasons.com
philippe_caillouet_mof Cafebouludriy
FSriyadh
Cheese padawan
Mexican Mongers
mexicanmongers.com
jessfelo mexicanmongers
Reminders of home
We are certainly seeing rising demand across the Middle East for cheeses of different varieties. This is due to a combination of factors, led by higher numbers of expats who like the idea of being able to enjoy familiar varieties of cheese from their home country. The number of hotels and restaurants opening in the region is also contributing to the increase in choice of cheeses available. Restaurants with a national identity are keen to feature their cheese production on menus and in recipes. The development of gourmet restaurants, supported by the arrival of gastronomic guides, is another trend driving up demand. The increasingly popular brunch scene is also playing its part, with hotels now offering a wide variety of cheeses of different origins.
A versatile offering Cheese is a popular offering in many restaurants for a number of reasons. Firstly, if on display to diners in a cave or similar space, it can be cut and presented
on a board and served easily and quickly. Cheeseboards are also increasingly in demand as an appetizing alternative to dessert for diners who are looking to reduce their sugar consumption. In addition, there is a social element to enjoying cheese. Unlike some food products, it can be enjoyed at any time of the day and is ideal for sharing or pairing with beverages.
Quality is crucial
Since many varieties of cheese are not part of the regional dining culture, it’s important that experts who really know their products are on hand to give explanations to consumers and educate them if necessary. It’s also imperative to offer products of a high quality to ensure consumers buy them again. We need to remember that cheeses are often consumed as finished products, not as ingredients, which means that all the focus is on the taste.
A universal language
Digital borders have brought us closer to discovering cuisines from around the world, allowing us to incorporate them into our everyday rituals, including cheese. We can see how the digital world reinvents and reimagines classic recipes with local ingredients, or imported ingredients paired with local recipes. Think grilled cheese sandwiches with kimchi, carbonara with gochujang, udon with cheese and pizzas in Mexico featuring local varieties like Cotija, for example. Cheese is a universal language, and in this closely connected world we live in, it is definitely worth exploring in every possible way.
In praise of goat cheese
Goat cheeses are cheeses that stand out for their simplicity and exquisite flavor. They feature very straightforward aromas and flavors. Visually beautiful, they have a wrinkled and silky rind, and aromas of forest, wet stone and mushrooms. The smoothness and silkiness of their texture
make them excellent table cheeses. They are not meant to be subjected to temperature abuse or combined with other ingredients that might steal their spotlight. However, at the same time, they are humble cheeses that perfectly serve their purpose when spread on a slice of bread with honey in the mornings.
Sweet ideas
Washed-rind cheeses are my favorites. They have an impressive range and capacity of flavor, making them among the cheeses with the greatest differentiation in intensity. They can vary from very pungent to very mild, which makes them perfect for dessert. I usually take a cheese, cut it in half, sprinkle sugar on top and caramelize it with a torch. Accompanied by fresh fruit, it is undoubtedly one of the best desserts. The aromatic complexity and delicious texture of washed-rind cheeses pair excellently with sugar and fruit, creating a dessert with a lot of personality.
JESSICA FERNÁNDEZ LÓPEZ
WHAT’S HOT ON THE COFFEE MACHINE SCENE
The coffee industry has always been a hub of creativity and technical advancement, and the latest product launches prove that innovation remains strong. We’re seeing a remarkable blend of sustainability, efficiency and design shaping the tools and consumables that define the coffee experience.
THE CS ONE AI COFFEE BEAN SORTER FROM AVERCASSO
This AI-powered machine boasts a remarkable accuracy rate of 99 percent, revolutionizing the bean-sorting process by removing all SCA-classified defective beans. Roasters can now save time, reduce manual labor and ensure top-quality beans. With AI cameras and advanced sorting technology, this sorter is poised to be a game-changer for green coffee buyers and roasters focused on precision.
As the global coffee industry continues to evolve, innovation remains at the forefront of delivering exceptional experiences. Lily Kubota, editorial director at trade magazine Roast, spotlights the latest coffee roasting and sorting machines making waves across the industry and the trends driving these innovations forward.
Innovation to the fore
Several new products currently stand out on the coffee industry scene and are causing a buzz among participants. These showcase both creativity and functionality, offering the industry tools designed to increase efficiency, reduce costs and improve the coffee experience.
COFFEE CRAFTERS’ VALENTA 15 FLUID-BED ROASTER
This machine represents the largest model in Coffee Crafters’ new Valenta line. A 15kilo roaster, it features a newly designed roast chamber, enhanced insulation and the Hermetheus Roaster Co-Pilot automation system. Roasters can expect more efficient heat transfer, better energy use and a consistent, quality roast. This roaster also promises to handle larger batches with greater ease.
Enhancing the coffee journey
The coffee industry’s future is being shaped by innovation, with new products pushing the boundaries of quality, sustainability and efficiency. From AI-powered sorting technology to energy-efficient roasting solutions, these innovations promise to enhance every stage of the coffee journey. As the industry adopts these advancements, professionals and consumers alike can look forward to a new era of coffee experiences.
THE MCR-2E ELECTRIC COFFEE ROASTER FROM MILL CITY ROASTERS
A compact 2-kilo roaster, this machine integrates UL-listed heating elements with precision laser-cut drums for consistent roasting. The model offers a zero-emissions solution with the Reicatino 100 afterburner system, making it ideal for eco-conscious roasters who want to keep their operations clean and efficient. With advanced automation, it promises reliable results and superior ease of use.
TYPHOON ROASTERS’ NEW 10-KILO INDUSTRIAL ROASTER
This roaster is turning heads with its patented fluid-bed convection technology. Roasting 40 percent faster than traditional drum roasters while maintaining energy efficiency, it offers automated profiling and real-time adjustments for consistent, high-quality results. This machine brings scalability and sustainability to coffee production, making it ideal for growing businesses.
THE BULLET R2 AND R2 PRO FROM AILLIO
These roasters promise enhanced precision and speed, equipped with technologies like FlowSense to ensure consistent results. Recognized as next-generation machines, these roasters cater to both small-batch roasters and larger-scale operations, offering flexibility, efficiency and quality.
PRIMO ROASTING EQUIPMENT’S AMERICANOXR70
Designed for precision and efficiency, this machine boasts a 70-kilo capacity, advanced roasting technology and userfriendly controls, ensuring consistent, high-quality roasts with every batch. Ideal for larger-scale operations, the AmericanoXr70 combines the best of technology and performance, setting a new standard for specialty roasters.
THE DR3-E ELECTRIC ROASTER FROM DIEDRICH ROASTERS
This roaster offers precision and efficiency for small-batch roasters. With features like an external cyclone, removable chaff barrel, 9-kW heating capacity and adjustable drum RPM, the machine ensures consistent roasts with customizable controls. Capable of roasting up to 3 kilos per batch, the DR3-E includes a removable cooling bin, technical support and training.
AI-POWERED SYSTEM FROM SOVDA
Sovda has revolutionized green coffee sorting with the introduction of its new AI-powered system. Designed to enhance quality control, this technology uses artificial intelligence to detect and sort defective beans with remarkable accuracy. The system removes imperfections in green coffee, improving overall roast quality while reducing the time and labor traditionally required for sorting.
THE P25E SPECIALTY ROASTER FROM PROBAT
Electric roasting continues to gain momentum, with innovations like Probat’s P25e specialty roaster. Fully electric, the machine reduces emissions while delivering consistent roast profiles. The P25e is setting a new benchmark for sustainability in roasting, making it a significant investment for roasters prioritizing energy efficiency and low environmental impact.
PRIMERA TECHNOLOGY’S PL400 POUCH APPLICATOR
The PL400 addresses the packaging needs of coffee businesses, providing fast and precise labeling for pouches and flat bags. Capable of applying up to 1,300 labels per hour, it ensures a professional finish with minimal effort, supporting streamlined operations for roasters and retailers.
AIR-MOTION ROASTERS’ ALLELECTRIC ROASTING SYSTEM
Marking its North American debut, Air Motion Roasters’ all-electric roasting system is designed for small-batch consistency and eco-friendliness. These South African machines feature low emissions and maximize chaff extraction, ensuring a pure and flavorful roast every time. Coupled with demo programs and virtual roasts, Air-Motion offers a unique approach to hands-on learning and equipment adoption.
THE SHOP ROASTER FROM BELLWETHER COFFEE
Offering a more compact solution, this machine is a ventless electric roaster that enables retailers to roast on-site affordably, cutting costs and carbon footprints. This compact roaster aligns well with growing demand among consumers for eco-friendly solutions and fresher coffee. It is also ideal for cafes and small businesses looking to differentiate themselves with roasted-onsite offerings.
3 BEVERAGE SPECIALISTS ON WHAT’S CAUSING A STIR IN THE SYRUP WORLD
Long an essential ingredient in cocktails, mocktails, sodas and coffees, syrups are being reimagined and reinvented by today’s bartenders and baristas. Three beverage specialists tell us what’s shaking up the world of syrups, from botanical pairings to forward-looking extraction techniques.
Beverage manager
Alexayhh SoulKitchenDxB
A balancing act
Syrups play a crucial role in enhancing a drink’s flavor profile, especially when a neutral spirit is used as the base. They introduce depth and complexity by adding the desired primary flavor, while also contributing to the drink’s overall texture.
Today, there is a growing preference for balanced drinks. In line with this trend, we’re seeing syrups paired with acidic ingredients, such as fresh citrus juices, fermented elements and vinegars.
Harmonious combinations
Simple syrup is the most commonly used variety, typically made with equal parts sugar and water (1:1). However, some bars use a richer version (2:1), depending on the recipe. There are also natural syrup alternatives, such as agave, honey and maple syrup.
The key to creating a well-crafted drink is ensuring that you have a balanced ratio.
• For sour cocktails, the sweetness from the syrup should be counterbalanced with citric acidity and the spirit to maintain harmony.
• For highball drinks, the syrup should provide flavor without overpowering the drink, as carbonation from sodas or tonics naturally affects sweetness perception.
Creating memorable flavors
In recent years, unique syrup combinations and lesser-known syrups have become more popular among bartenders. Key trends include the use of molasses, cordials and shrubs. Molasses adds a rich, earthy depth, while cordials bring a sweet yet acidic, often fruitinfused complexity. Shrubs and vinegar-based syrups offer a tangy and tart edge, all of which contribute to creating more complex and layered flavor profiles in cocktails.
Another exciting trend is the use of olio saccharum, a syrup made by extracting the essential oils from desired ingredients with sugar. As these trends gain momentum, bartenders are focusing on experimenting with natural ingredients that elevate drinks, while also offering a nod to classic techniques. The goal is to create unique, memorable flavors that enhance the drinking experience in new and unexpected ways.
ALEXY HAIDAR
ANGELO IMMORLANO
Beverage manager
Nobu Dubai
Atlantis Dubai nobudubai.com immorlano nobudubai
ALADDIN SAJIH
Former beverage manager (in role at time of interview)
7 Management aladdin.sajih
An
essential ingredient
A syrup is one of the most important ingredients in a cocktail as it will act as salt does in food if used correctly. To explain, when used in the right quantities the syrup will help to bring the pH and Brix levels to the desired result. It will also enhance any other ingredient that is inside the drink, since sugar is a flavor potentiator. However, as with salt, syrups must be used carefully otherwise, they can ruin a drink by making it oversweet.
A creative license
Many bartenders and baristas are getting creative by making homemade flavored syrups. One popular method is to make oleo saccharum syrups out of fruit, fruit skin, vegetables or anything else containing essential oils that can be extracted. This is actually one of my favorite ways of making a homemade syrup. Oleo saccharum translates from Latin as oil-sugar. The technique involves coating ingredients
like those mentioned with excess sugar and then, the sugars naturally extract the oils, producing a flavorful, concentrated syrup. It’s easy to do and delivers great results. When it comes to which readymade syrups are currently in high demand, I think passion fruit is among the most popular. Both the fruit and syrup are definitely go-to ingredients on the Dubai cocktail scene.
In praise of cordials
One current trend that’s proving popular is to make cordials out of syrups. This can be done either by creating the cordial from scratch or by adding acids after creating the syrup. Cordials are one of my favorite ingredients in cocktails since they are excellent additions when you’re looking for ways to create flavors or find the right balance. Another benefit of cordials is that they provide the base for both alcoholic and non-alcoholic drinks, enabling creators to showcase both cocktails and mocktails to their maximum potential.
A smooth experience
Syrup is one of the most important ingredients when it comes to crafting a well-balanced drink. It’s not just about adding sweetness - it’s about enhancing depth, smoothing out harsh flavors and bringing everything together harmoniously. Syrup softens the acidity of citrus and rounds out any bitterness, creating a more balanced sip. It also adds a slight viscosity, which can give a drink a richer mouthfeel. Ultimately, syrup allows me to fine-tune the balance between sweet, tart and bitter notes, ensuring that no single flavor overpowers the others.
Adding something special
Some of the most popular syrups used in beverages today include simple syrup, honey, agave, grenadine and flavored syrups like vanilla, caramel and lavender. Simple syrup is my go-to for cocktails and mocktails because it blends seamlessly without altering the drink’s flavor profile. It helps balance acidity in citrus-heavy cocktails and ensures even sweetness in mixed drinks. Honey and agave bring a
richer, more natural sweetness that pairs perfectly with teas and coffees. Grenadine is a classic syrup that adds sweetness and also provides a vibrant red color, making it a staple in tropical and fruity drinks. Flavored syrups, like lavender or hazelnut, allow for creativity, helping me craft unique drinks that stand out.
An exotic touch
Some of my favorite pairings include lavender-honey, ginger-lime and hibiscusrose. Lavender-honey works beautifully in lattes and gin-based cocktails, bringing a floral sweetness with a touch of richness. Ginger-lime, on the other hand, adds a zesty kick, making it perfect for refreshing mocktails or spiced rum drinks. Hibiscusrose offers a balance of tart and floral notes, making it a great addition to lemonades, teas and spritzers. Lesserknown syrups, like yuzu and elderflower, are becoming increasingly popular. Incorporating these exotic, sophisticated and botanical flavors into cocktails, mocktails and sodas helps to make each sip a little more memorable.
CHOCOLATE DOUGHNUTS
There’s a reason that doughnuts have stood the test of time and remain a go-to treat today for young and old alike. With its decadent chocolatey detail, this recipe from the experts at Chocolate Academy will produce sensational offerings to delight fans of all ages.
Ingredients
For the base doughnut dough
500 g plain flour
30 g baking powder
85 g caster sugar
85 g margarine
2 eggs
185 ml full fat milk
1 spoon of vanilla essence
For the milk chocolate glaze
125 g whipped cream 35%
15 g glucose
250 g Callebaut Milk Chocolate - 823
Preparation
Sieve the flour and baking powder together. Blend the flour mix using a machine with a dough hook. Beat together. Mix into a base dough.
Roll out the dough to 1-cm thickness. Cut out into circles. Place on a floured baking tray. Cut out the middle of each circle.
Deep fry at 170°C for approximately 3 minutes each side.
Drain on absorbent kitchen roll.
Sprinkle lightly with sugar. Cool.
Place all milk chocolate glaze ingredients in a plastic bowl.
Heat for 30 seconds on full power in a microwave. Whisk to a smooth glaze.
Allow to cool until the glaze coats the sides of the bowl –approximately 1 hour.
Dip each doughnut. If the glaze runs allow it to cool for a little longer.
ON THE MARKET
P’TITCHOC
Frozen raspberries are combined with rich chocolate in this creative adaptation, produced to preserve flavor amid Lebanon’s agricultural challenges.
M P’TITS FRUITS mptitsfruits
SALMON SAUSAGES
Crafted with Scottish salmon, these sausages offer freshness, flavor and convenience. Available in three versatile sizes, they are grill-ready.
PAPA’S FISH MARKET papasfishmarket.com
LAVOUR FERMENTED HOT
SAUCES
These naturally fermented sauces offer bold heat with deep umami. Designed to enhance flavor, they are also additive free.
LAVOUR lavoro.co
OLIVE
OIL INFUSED FIG AND NUTS MIX
A functional superfood, this Mediterranean blend of figs, dates, walnuts and olive oil is nutrient-rich, crunchy and naturally sweet. ZEJD zejd.net
A round-up of what’s new and causing a buzz on the region’s hospitality scene, including several products showcased and premiered at the 2025 edition of HORECA Lebanon.
NASCI AMARETTO LIQUOR
Locally made, this amaretto has been crafted with bitter almonds and features artist-designed labels, to support Lebanese farmers and artisans.
TAVERN tavernlb.com
GO ZERO FAMILY
These luxurious, guilt-free chocolate hazelnut spreads are vegan, diabeticfriendly, gluten-free and palm oil-free. Naturally sweetened, they are a healthy indulgence.
GO ZERO FAMILY gozeronutrition.com
ANTICA BISCOTTERIA
Handcrafted Italian biscotti baked in Lebanon using traditional recipes and all-natural ingredients. Authentic, crunchy and rich in flavor.
ANTICA BISCOTTERIA manyfood.com
THE MASTER: BASE SAUCES
These ready-to-cook base sauces have been created to simplify traditional dishes. Whisk with water or milk for meals in minutes.
THE MASTER BASE SAUCES themasterchef.walidazar
SOUPREEM
These instant soups are made from Lebanese crops. Naturally nutritious and convenient, they have no preservatives, colorings or hydrogenated oils.
SOUPREEM
MAYO WASABI
A condiment with a difference, this locally made, flavor-packed fusion of mayo and wasabi adds bold heat to a creamy texture.
PUIDOR meptico.com
MINI KARAKE
Authentic craftsmanship meets modern convenience in this compact home distiller, which is ideal for traditional Lebanese arak and mawared, among others.
STUDIO TUUT studiotuut.com
OYA WATERING POTS
These eco-friendly clay pots slowly release water underground to roots. Aside from conserving moisture, they also promote healthier plant growth.
OYA WAY oyaway.official
THE LEADING GLOBAL NETWORK OF CULINARY ARTS AND HOSPITALITY MANAGEMENT INSTITUTES
CERTIFICATES & DIPLOMAS – BACHELORS & MASTERS – SHORT COURSES
