To create authentic dining concepts, operators must be 100% committed to total alignment, from the design, to the staff and the food they serve, according to Will Elsener, founder of Bespoke Concepts.
Speaking at the Catering News ME Big F&B Forum, held at the Ritz Carlton, JBR, yesterday, Will said: “Authenticity is something unique, but it must be the whole package we offer – good food, service, value for money and experience.”
Naim Maadad, CEO of Gates Hospitality, added: “Too many operators try to please too many people rather than focusing on their own brand and brand promises. We must ensure operators believe in the brand and are aligned with it.”
Edward Harvey, Foodservice and Hospitality Consultant, commented: “If it’s a French brassier then French food, French staff and French style design. The authenticity of food item must be 100% true to what it is you aim to deliver.”
Joining the panel discussion, Maxwell Grayson, operations manager 4-Front facilities management, said: “You must find a gap in the market and never lose sight of what you are and aim to be. Never lose your vision. Everybody has to align to that vision. You have got to be unique and have your own understanding of what you want and execute it throughout the entire chain, especially the staff as they are key because they are front line, so make training ongoing all the time.”
Edward added: “Even before you part with a dirham you have to pay attention to recruitment. Do market assessment, generate a concept but factor in the human element.”
Naim concluded the session saying: “There is an expiry date in everything so any concept must be very well developed and tweaked to keep up authenticity throughout time.”
