Catering News ME - December 2015

INTERVIEW Michelin starred Swedish chef, Stefan Karlsson, visits Dubai to cook a special one-night only seven course spectacle

COUNTRY FOCUS Italy is the second largest European Trade partner to the UAE, and bilateral ties were reflected in trade growth of more than â‚Ź6bn last year

FRANCHISING As one of the leading entertainment and nightlife groups in the Middle East, Solutions Leisure hopes to build on its record with a series of franchise agreements

Connecting F&B professionals with industry knowledge December 2015

Driving a Taste Revolution

As the Food Truck movement gathers pace we investigate its progress in the Middle East, looking at the companies in pole position and the road blocks in their way

y o j n e

while you

T I A W

with perfectly blended iced coffee

Contents

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08 |

14 |

FEBRUARY 2015

investigating the relationship between the food and beverage industries of italy and the uae

26 |

32 |

industry news in brief

COUNTRY FOCUS

18 |

56

NEWS

COVER STORY

an examination of the taste revolution in the uae, driven by the food truck phenomenon

THE FORUM

food and beverage experts from across dubai convene to discuss the importance of redesigning restaurants

CASE STUDY

a lesson in the importance of cream from the umbrella organisation for the dairy industry in france

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32 December 2015 Catering NEWS ME

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Contents

26 Managing Director Walid Zok Walid@bncpublishing.net Director Rabih Najm Rabih@bncpublishing.net Director Wissam Younane Wissam@bncpublishing.net Group Publishing Director Diarmuid O'Malley Dom@bncpublishing.net

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Sales Manager Charlotte Ringrose Charlotte@bncpublishing.net European Sales Manager Irene Fernandez saleseurope@bncpublishing.net

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Group Editor

Melanie Mingas

Melanie@bncpublishing.net

Editor Michael Gordon Michael@bncpublishing.net Art Director Aaron Sutton Aaron@bncpublishing.net

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42 |

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56 |

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Marketing Executive Mark Anthony Monzon Mark@bncpublishing Advisory Panel

Bobby Krishna - Dubai Municipality Food Control Department Izu Ani - La Serre John Gillespie - Tonique Beverage Consultancy Justin Galea - Le Royal Meridien Abu Dhabi Mark Patten - Atlantis, The Palm Dubai Markus Thesleff - Whissle Group Michael Kitts - Emirates Academy of Hospitality Management Naim Maadad - Gates Hospitality Photographers

INTERVIEW

Audrey Hastings Neville Hopwood Abhi Shek Photography

a chat with the founders of the clinton street baking company and restaurant

SUBSCRIBE subscriptions@bncpublishing.net PO Box 502511 Dubai, United Arab Emirates P +971 4 4200 506 | F +971 4 4200 196

INTERVIEW

michelin starred swedish chef, stefan karlsson, visits the newlyrefurbished white orchid restaurant in dubai

DECOR

For all commercial enquiries related to Catering News ME contact dom@bncpublishing.net T +971 50 55 97339

a behind the scenes look at the design choices of novikov, the chic and dynamic london hangout

MARKETPLACE

the sweet truth about the state of the dessert market in the middle east

Catering NEWS ME December 2015

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All rights reserved Š 2014.

Opinions expressed are solely those of the contributors.

Catering News ME and all subsidiary publications in the MENA region are officially licensed exclusively to BNC Publishing in the MENA region by Catering News ME. No part of this magazine may be reproduced or transmitted in any form or by any means without written permission of the publisher.

Printed by Raidy Emirates Printing Group LLC www.raidy.com

FOR LEASE

Editor's letter

driving change

as an industry we must group together and present a united front and coheisive arguments if we are to shift the road blocks to food trucks The food truck market in the Middle East is gathering speed at a tremendous rate today. Although pioneers first got on the road some three to four years ago it has taken some time for the convoy to form, but now it would seem we have reached the point of critical mass, with announcements of new food truck concepts flooding in. For instance, we learnt of the Pret To Go truck and another for the Westin hotel, within days of concluding our cover story investigation.

What appears to have held many back is the lack of any formal legislation or rules and regulations pertaining to the use of food trucks, which means every operator has to undergo a lengthy and frustrating research programme, just to discover very little. In fact, food trucks, at the moment are about as mobile as the restaurants that spawn them.

Instead of filling our streets with a plethora of take away indulgence, they are largely confined to organised events like concerts and sporting events. A huge stride was taken last month with the launch of the region's first food truck markets, which are designed to bring a group of trucks safely together, along with

Too red

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Catering NEWS ME December 2015

pop food stands and kiosks, but yet again, off the roads.

It seems the relevant departments, like the Road Transport Association, Civil Defence, and Dubai Municipality have yet to join together, presumably waiting until the food trucks generate road block numbers.

Unfortunately, the set up costs are still very high in this undeveloped market, making entry prohibitive for most, especially the owner operators you see in the US and Europe.

Also, with the operating calendar restricted to eight months at the maximum, due to the soaring summer heats, any return on investment is protracted.

It has been suggested that the various food truck operators, and ancillary services, should group together and approach the authorities united.

This seems the most logical step at the moment and so it's hoped all parties can set aside any commercial differences, so that the food truck market can drive the taste revolution this region is crying out for.

The full story can be found inside, along with all your usual favourites, so as usual stay safe, stay in touch and keep on trucking!

Background too busy

Just right

Follow us on our social media pages @cateringnewsme /cateringnewsme cateringnewsme

Michael Gordon Editor

P10: Celebrity chef Kunal Kapur // P12: Gulfood Manufacturing breaks records //

NEWS

For all the latest News, Visit www.hotelnewsme.com Follow us on Facebook for up-to-the-minute breaking news Read the latest edition on www.hotelnewsme.com

Food Safety

Grand Millennium achieves Grade A for Food Safety and Hygiene

restaurants

Hakkasan Empire Expands globally

H

akkasan Group will open two new restaurants and a nightclub in Indonesia, and introduce its Michelin-starred Yauatcha brand to the United States, in 2016.

The expansion into Indonesia will involve three brands, Hakkasan, Sake no Hana and Omnia, with all outlets due to open in the new Alila SCBD Hotel, H2 2016. The venues are being delivered in partnership with PT Kharisma Jawara Abadi and Alila Hotels and Resorts.

Interior work for Omnia nightclub will be handled by Rockwell Group New York, Sake no Hana interiors will be managed by Studio Q, Bangkok, and Hakkasan will be designed

by GBRH out of Paris.

In the US, venues will open in Yauatcha, in partnership with Simon Property Group, and 8

Catering NEWS ME December 2015

Honolulu, at the International Market Place currently being developed by Taubman and Coastwood Capital Group in conjunction with Queen Emma Land Company.

These developments will follow recent openings in Shanghai, Mykonos, Los Angeles and London, which have expanded Hakkasan Group’s global footprint, and will be complemented by additional openings throughout 2016. The Group, which employs more than 5,000 people globally, has seen revenues rise by almost 600% since 2012.

Announcing the expansion plans, Nick McCabe, president of Hakkasan Group, said: “As Hakkasan Group’s first venture into South East Asia and Yauatcha’s into the US, these developments mark a milestone for the Group and speak to our

wider business strategy of moving into high growth markets.

“There is significant potential for Hakkasan Group across the entire Pacific Rim and as a result, we are planning aggressive expansion within the region, which will be achieved via our existing portfolio of brands, as well as further diversification through strategic acquisitions and new brand launches.”

Founded in the UK, Hakkasan Group is headquartered in both London and Las Vegas with over 50 establishments across the US, Europe, Middle East, and Asia. Its stable of brands also includes the Hakkasan, HKK and Sake no Hana restaurants and nightclub / day club brand Omnia; which is part of the Group’s diversification into a full-suite hospitality company offering both day and nightlife premium services to guests.

The Grand Millennium Dubai received accreditation as a Grade A Hotel for food safety and hygiene at the 10th Dubai International Food Safety Conference 2015.

The certificate was presented at the opening ceremony of the conference organised by the Food Control Department of Dubai Municipality with support from The International Association for Food Protection (IAFP), International Union of Food Science and Technology (IUFoST) and the Institute of Food Technologists.

Over 2,000 delegates from 50 countries across the globe attended, including Grand Millennium Dubai representatives Shaza Hassan Mohamed, hygiene manager, Ayman Valapil, executive chef and Hermann Feigl, director of food and beverage.

Commenting on the achievement, Oussama Chalak, resident manager of Grand Millennium Dubai, said: “The health and safety of the customers is our primary concern. Being a leading 5-star establishment we follow a comprehensive HACCP certified food safety and hygiene programme.

“The quality and safety of food is one of the biggest priorities for us and to ensure it we have strict operating procedures, as well as impeccably trained staff. The whole process of food management is closely monitored right from the time the raw materials are received in the hotel through to storage, preparation and final serving to diners”.

NEWS

Talent

S.Pellegrino begins its search for Young Chef 2016

S

.Pellegrino Young Chef 2016, the global scouting project to find “the best young chef in the world”, was launched last month, following the notable worldwide success of its first edition with more than 3,000 applications submitted.

Involving around 100 top chefs as jurors across the globe, the world is divided into 20 areas, with 20 young chef finalists, 20 chef mentors and a chef’s jury. Known as the “seven sages”, the jury includes: Chef David Higgs, Carlo Cracco, Gaggan Anand, Elena Arzak, Mauro Colagreco, Wylie Dufresne and Roberta Sudbrack By the end of August 2016, the 20 Best Regional Young Chefs from each world region

will be announced as the official finalists. Each finalist will be assigned a “Mentor Chef ”, one of the members of the regional jury, who will help them prepare for the global finals.

In Middle East and Africa region the mentor chef is Chantel Dartnall, who was voted S.Pellegrino Chef of the Year at the Eat Out Award 2014 in Cape Town.

On 13 October, 2016, all the finalists will gather in Milan for the final phase, which will consist of a two-day intense cooking competition in front of the international panel of judges.

Applications open on 1 Jan 2016 on www.finedininglovers. com. Follow the competition via hashtag #SPYoungChef to never miss an update on the event.

Events

ICTF sees record footfall with 40 local and regional exhibitors

The seventh edition of the International Coffee and Tea Festival (ICTF), the region’s only dedicated trade event for the specialty coffee and tea industry, recorded a footfall of over 7,000 visitors over the three-day period.

ICTF 2015 featured over 40 local and regional exhibitors and sponsors who were able to engage potential café owners and consumers as they showcased their latest solutions for the coffee and tea industry. In addition, a new segment called ‘Coffee and Tea in Business’ was successful in opening the door to a larger business-oriented meeting of café professionals at the next event.

Anselm Godinho, head of the ICTF’s organising team, said: “The UAE is slowly but surely developing its own culture, centric to café and coffee and tea drinkers. The key objectives of ICTF are

to drive quality through competition and to instigate consumers to demand better. We would like to see all cafes offer a ‘Specialty Coffee Experience’ and shows such as ICTF and the National Coffee Championships that promote education, training and competition, will sooner than later determine which roasters and cafes survive the test of quality.”

At the conclusion of the UAE National Barista and Latte Art Coffee Championships, Lyndon Recera of Espresso Lab in Dubai was named as the National UAE Barista Champion and will represent the UAE at the 2016 World Barista Championship in Dublin, Ireland, and Prakash Rai of Café Nero, also in Dubai, won the title of the National UAE Latte Art Championship and will go on to represent UAE at 2016 World Latte Art Championship in Shanghai, China.

Valrhona dines out on Chocolate Week Valrhona and the JW Marriott Marquis presented Chocolate Week last month, with guest chef Michel Willaume serving up treats for the senses in the renowned outlets Prime68 and La Farine.

Michel Willaume originally from Nantes, France brought over 35 years’ of pastry industry experience and expertise to guests for the week long extravaganza.

Events included a Sensorial Chocolate Dinner at Prime 68, where guests could enjoy a culinary journey featuring hints of chocolate from around the world in each course, as well as series of events in the hotel’s La Farine. These comprised of: around the World Chocolate High Tea; signature cake; exclusively made Delicé Chocolaté cake; and a kids’ chocolate masterclass.

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NEWS

Events

MENOPE 2015 attracted over 125 companies

T

he Middle East’s only niche expo for organic and natural products, MENOPE 2015, attracted over 125 companies from more than 26 countries across the world.

Now in its 13th year, the expo, running from 2 – 4 November at the Dubai International Convention and Exhibition Centre, was supported by the UAE Ministry of Environment and Water.

In addition, many regional and international government organisations, including Dubai Municipality; Ministry of Ag-

GRIF to launch its own Global Restaurant Awards The Global Restaurant Investment Forum (GRIF) is set to launch the Global Restaurant Awards, which is an endeavour to recognise the businesses that form the backbone of the world’s leading restaurants and restaurant brands.

Global Restaurant Award categories: riculture, Department of Agriculture, Philippines; Ministry of Agriculture and Agro-Based Industry, Malaysia; and Ministry of Ayush, India were in attendance.

MENOPE 2015 showcased a variety of products spanning across natural remedies, pharma, health, nutritional products and dietary supplements, beauty and personal care products, food and beverage, herbs and spices, relaxation products, fabrics and accessories, gifts and novelties, and furniture.

• • • • • • • • • • •

International Roll-out Award Investor Award Growth Award Restaurant Technology Award Social Gamechanger Award Design Award Sustainability Award New Concept Award Legend Award Hotel Excellence Award Regional Award

Celebrity Chef Kunal Kapur launches new menu at Patiala

Events

SIAL to focus on global trends SIAL Middle East returns to Abu Dhabi from 7-9 December and is expected to welcome a record turnout with 6,500 pre-registered visitors, an increase of 30% on 2014.

Global food innovation and future trends will headline the agenda at this year’s event, which takes place at Abu Dhabi National Exhibition Centre (ADNEC).

Ali Yousef Al Saad, chairperson of the organising committee for SIAL 2015

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Jumeirah Group, which is regarded as one of the most luxurious and innovative hospitality companies in the world, has confirmed that the awards ceremony will be hosted at the iconic Burj Al Arab Jumeirah in Dubai.

and acting director of communications and community service division at Abu Dhabi Food Control Authority (ADFCA), said “Our new-look line-up for this year covers the full spectrum of issues linked to innovation and global food trends, including sustainable food consumption and organic trends, improving local sourcing, the rise of eat and tweet trends and fresh approaches to reducing waste from micro to macro levels.”

The show, which will feature over 900 exhibitors, buyers from 50 major airlines and 30 international pavilions, opens with the inaugural, invitation-only SIAL World Summit, which is set to welcome over 700 delegates and 50+ high profile speakers.

Celebrity chef Kunal Kapur has unveiled his much-anticipated new menu at the Souq al Bahar based Indian restaurant, Patiala.

MasterChef India Judge, Chef Kapur will take guests’ taste buds on a journey around India, with “hints of innovation” added along the way. With two clear parts to the menu; Old Patiala bringing out the old world charm of classic Indian food and New Patiala offering innovative Indian cuisine inspired

by Chef Kunal’s travels around the world, all dishes have their own unique stories behind them.

Patiala signatures include grilled Chilean sea bass with strawberry chutney and Bengali mustard and the lightly spiced pumpkin and apricot shorba. “Creating a menu that would really turn heads was always the plan for Patiala,” says Chef Kunal Kapur.

“When thinking up the dishes for the new menu, we wanted to give Dubai foodies a dining experience that would go beyond just providing good food, but also encourage discussion and innovation, showing the world the true essence of Indian cuisine.

The New Patiala part of our menu will constantly adapt as produce in the region changes, always giving our guests something fresh, seasonal and exciting to experience.”

NEWS

Expansion

Prêt To Go Eyes Major Growth

P

rêt To Go plans to open one new outlet in DAFZA Square before the end of 2015, and three new outlets across Business Bay, Abu Dhabi Airport Terminal 1 and Emaar Square, are expected to open in Q1 and Q2 of 2016.

The home-grown food and beverage concept founded by entrepreneur Kunal Lahori, with five existing stores, marks the close of its inaugural year with the announcement, which includes plans to launch the Pickup by Prêt To Go Food Truck.

The brand’s DIFC flagship venue opened in November 2014, the launch swiftly followed with expansions to key business hubs – Dubai Media City and JAFZA, reflective of its popularity amongst the target

audience. A partnership with goto boutique fitness club in September 2015, U Energy in DIFC, was a key alignment resulting in presence inside the gym.

Most recently, Prêt To Go opened its biggest outlet yet in Downtown Jebel Ali – Galleries Building 1, with another outlet in DAFZA Square to open before end of 2015.Commenting on the brand’s rapid expansions, Kunal Lahori, founder and CEO, said: “Our reasons for launching Prêt To Go in November last year were simple – we wanted to give time-poor professionals in the city easy access to food that is fresh and satisfying.

“We intend to aggressively extend the brand’s network further in the next few months, with more outlets and new collaborations on the cards.” Looking ahead for the next year, Kunal Lahori continues to realise his solid and prosperous vision across the UAE with projects in the pipeline for further powerful partnerships as well as international expansions.

Investment

Mohammed Abdulla Al Omran Group invests AED50m in factory upgrade

T

he Mohammed Abdulla Al Omran Group of Companies, has revealed plans to invest AED 50 million towards the strategic upgrading and improvement of Union Beverages Factory’s (UBF) production capacities.

The move will include the development of new assembly lines and the implementation of state-of-the-art technologies that will help drive in an improvement of the factory’s production output in terms of both quality and quantity. The expansion initiative is focused particularly on enhancing and reinforcing the strength of the company’s signature offering, Maaza juice.

Mohammed Abdulla Al Omran Group of Companies acquired UBF in early 2015. The company manufactures and distributes a broad range of beverages including fruit juices, aerated drinks and pure drinking water under brand names like

Maaza, Aqua Q, Royal Crown Cola, Cool Up, Frost, and other international beverages. Aside from its production facilities, UBF also maintains logistics infrastructure, which includes distribution centres, cold storage and warehouses.

“After our complete acquisition of UBF early this year by buying the shares of partners that accounted for 50% of the company, we are now ready to take it to greater heights with a AED50 million investment, which is part of a strategic plan to boost the production capacity and quality of the factory,” said Mohammed Abdulla Al Omran, chairperson.

“This move is part of our efforts to enhance the Maaza juice brand and strengthen its competitive advantages in the UAE and neighboring markets. Being produced since 1974, Maaza is the UAE’s first juice brand of the country - a legacy that we are seeking to enrich.”

Restaurants

Figjam begins detail and delivery stages for Thanani

F

igjam has begun second stage work on the Thanani restaurant, under appointment by MAZ Investment.

Styled as a rooftop lounge Thanani presents a high end dining experience, a contemporary café/bar serving modern

Arabic small dishes, or tapas, paired with non-alcoholic beverages.

When developing the strategy and narrative for Thanani there was a very visible gap in the domestic market - the absence of high-end Arabic brands. Thanani is authentic Arabic ingredients combined with European cooking techniques and plating styles. The additional aspect of matching these dishes with international non-alcoholic beverages will bring a brand to the local food scene that has not

existed before.

Thanani will be located on the top floor of the Al Zorah Pavilion in Ajman. During the construction phase Figjam will have project managers on-site throughout and work closely with contractors. At the same time Figjam’s product development team will move into the test kitchen to begin creation of the menu.

Drawing heavily from seasonal inspiration and ingredients, Thanani’s menu will implement locally sourced

produce and dishes will be planned to combine and complement flavours shaped from traditional Arabic tastes and aromas. The halal certified non-alcoholic beverages include an extensive grape menu to make any sommelier proud and specialty crafted mocktails to suit any palate.

Thanani will comprise indoor and outdoor seating options capable of hosting more than 200 guests in a space of 10,575 square meters. Opening is expected March 2016.

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NEWS

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Events

Gulfood Manufacturing records million Dollar deals

T

he second edition of Gulfood Manufacturing attracted 1,500 international exhibitors, with a 2,000 delegate hosted buyer programme, and reports from exhibitors of million Dollar deals.

The largest F&B manufacturing trade event in the Middle East, Africa and South East Asia (MEASA) region, drew to a close in Dubai on 29 October.

Trixie LohMirmand, senior vice president, Dubai World Trade Centre (DWTC) and organiser of Gulfood Manufacturing, said: “From all perspectives Gulfood

Manufacturing 2015 can be considered a success. Having launched the show in 2014 to deliver everything a growing region-wide F&B manufacturing industry needed, it is clear from the immediate increase in exhibitors, launches and business deals, as well as the enormously successful 2,000-strong hosted buyers programme that drove record sales this year, that we are meeting our objective.

“The F&B manufacturing industry is critical for each market in the MEASA region to be able to service and supply their growing

populations with a sustainable, safe and secure food supply, and to positively contribute to their respective economies currently under strain from the weight of imports. It is clear from our exhibitors’ results that businesses in this region are serious about developing the sector – investing, learning and expanding.”

The business opportunities presented by the burgeoning Halal food industry were also highlighted, in particular for specialist ingredients and equipment manufacturers.

Quotes

A word from the exhibitors Robert Schmiehusen, head of sales for CIA and MEA at GEA “Not only were a number of significant orders signed, but we had an overwhelming level of interest from new markets – in particular this year from Pakistan. What was also interesting for us was that not only did we conclude sales with our known customers, but also with brand new and unknown customers who purchased on the spot.

This show is not about coming to look, visitors here were coming to buy.”

Gerhard Vogt, managing partner of United Food Technology “With the number of customers we engage with and the equipment and technology that we have already sold – which was more than half our entire stock on the stand, with a value of more than AED2.5million - this show is essential.”

Charles Coward, commercial director for Hill Brush “We received excellent business leads last year and have followed up on the learnings we received regarding the region, returning this year with Halal certified hygiene tools as recognised these as critical for the market’s needs. This has resulted in an even more successful show for us this year.”

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Catering NEWS ME December 2015

NEWS

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Events

The Perfect Host W

ith more than 150,000 visitors, 40% of whom came from abroad, Host2015 made Milan the capital of hospitality.

All of the predictions made on the eve of the show had to be increased, with growth of 13.5% in terms of the presence of professional visitors, up to 150,968. Most of all, there was an exponential increase in terms of professionals from abroad – 60,383 from 172 countries, 40% of the total, and with growth of 17%.

“Host reflects the new geopolitical scenario, opening itself up to markets like Iran, Africa and Cuba. The increase of 13.5% in terms of visitors was due to various factors - the focus on supporting companies in all ways over the long-term, the great commitment to scouting abroad - thanks as well to the collaboration with ITA-ICE - and to the synergy with the city and what it represents for Made-in-Italy,” says Fiera Milano CEO Corrado Peraboni.

Having the show in Milan is a value-add according to many of the foreign professionals in attendance. “Italian style is much sought after in the Emirates region,” said Andrej Trajkovski of Zadea, an importer from Doha, Qatar, that represents many prestigious Western brands.

He added: “We are discovering traditional Mediterranean products, and this is the best place to find this style and the technologies to manufacture them. Thus it is style and innovation that is taking is into ever new markets.”

Miguel Annessi, director of operations and purchasing for David Rosental and Hijos in Rosario, Argentina, said: “Even though European machinery is penalised by having extremely high excise duties we come here to Host to get it because the technology on display is much more advanced than what is available in our area.”

Host2015 was supported by more than 400 events, including seminars, workshops, competitions, championships, cooking shows and tastings.

Gianni Cocco from the Como area was crowned the “Best Barista in Italy” while the World Pastry Championship saw a surprise victory from Japan. The silver medal went to a very determined Italian team.

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THE I TA L I A N J O B

Following the Italian Cuisine World Summit, which convened in Dubai last month, and the strong contingency of Italian producers at the Specialty Food Festival, as coordinated by the Italian Trade Agency, Michael Gordon investigated the importance of Italian F&B for the Middle East region

T

he Italian Trade Agency (ITA) helps to develop, facilitate and promote Italian economic and trade relations with foreign countries, focusing on the needs of SMEs and entrepreneurs, and supporting Italian firms in their internationalisation process.

As a government agency the role of the ITA consists of promoting the “Made in Italy" brand all over the world and helping Italian and foreign businesses to connect with each other through market research, information about laws, rules, regulations, custom duties, identification of potential business counter14

Catering NEWS ME December 2015

parts, bilateral meetings, trade delegation visits, official participation in foreign fairs and exhibitions, and seminars with Italian experts and a variety of other initiatives.

Currently, the Italian food industry accounts for more than €130bn in revenue (estimated at over €134 billion for 2015) of which €29bn, or about 22% comes from exports, with 58,000 active companies and 385,000 employees. Bilateral ties are reflected in trade growth of more than €6bn last year, and Italy is the second largest European Trade partner to the UAE.

Haifa Alia, ITA trade analyst, says: “Italy is striving to offer to the world a very wide range of high quality products from fresh fruits and vegetables, to dairy products - mainly a large variety of cheese - pulses, dried and canned foods, frozen foods, grocery products, olive oils and vinegar, and juices, not to forget sweets and snacks.

“The UAE is the largest growing market for the Italian food industry and it remains a very attractive market thanks to the development of tourism and the prospects of EXPO 2020 for which many additional hotels will be

Country focus

built and consequently hundreds of new restaurants, including Italian. The Emirates also play a pivotal role as a hub in the Middle East and the Gulf Region.”

The sales of Italian food products in the UAE has been steadily growing over the last three years. The Italian exports of agriculture products, food industry and beverage industry show a significant growth from 2012 (+39.1%) to 2013 (+39.5%) and 2014 (+9%) with a further upward trend for the first quarter of 2015 (+23.6%). The total Italian exports of food and beverages to the UAE in 2014 are equal to €241.3million.

Food sector imports from Italy accounted for €81.8million for the period from January June 2015, with an increase of approximately 18% over the same period last year.

The fluctuation of the Euro versus US Dollar, and therefore towards the UAE Dirham, has had a positive effect on the exporting economy of goods from the Eurozone and from Italy in particular.

By way of enforcing or encouraging that relationship, 25 of Italy’s top Michelin starred chefs converged on Dubai’s world-class restaurant scene last month for the seventh Italian World Cuisine Summit, which ran from the 27 October - 5 November.

This annual foodie extravaganza, took over the kitchens of some of Dubai’s most celebrated Italian restaurants such as Alta Badia, Bice Mare, Cavalli Club and Roberto’s; showcasing the finest in Italian cuisine and culture.

Guests were transported to the cucinas and tables of Italy with live cooking master classes, demonstrations and special limited edition menus designed and prepared by some of Italy’s most celebrated master chefs.

The Summit, was held under the patronage of the Italian Embassy of Abu Dhabi, the Italian Consulate in Dubai and the Italian Industry and Commerce Office in the UAE and was sponsored by Grana Padano, Unox, Ferrari, Rivoli, African+Eastern, Molino Quaglia, Monviso, and Luxottica amongst others.

In partnership with the JW Marriot Marquis Dubai, the summit hosted the United Nations by Italian Cuisine – Michelin-starred Chefs Gala. As an unprecedented tribute to Dubai the event featured an array of 25 Michelin starred guest chefs from Italy, boasting 35 stars between them, 15 chefs from Dubai’s top international restaurants and 10 from acclaimed Italian restaurants around the world.

In all, the event featured more than 170

Italian cheeses on display

chefs from around the world, working together to create a culinary experience like Dubai has never seen. Guests were invited to explore the ballroom and indulge in culinary creations from each of the Michelin starred maestros and chefs from Dubai’s top international restaurants, as they prepared their signatures dishes at live tasting stations.

Star chefs included Colin Clague from Jean George, Greg Malouf from Cle’, Luis Ezqueta from Urban Paella Dubai, Rafaie Othman from Zuma, and many more.

Now in its seventh year, this is the third time the event was held in Dubai, following four successful years in Honk Kong. Haifa add: “The overwhelming success over past years, not least because of the many Michelinstarred chefs involved, has been a sensational way to promote the international profile of Italian food and wine.”

For the first time, the summit, which began in Dubai, became a road show, taking in Hong Kong (11 - 14November 2015), Tokyo (17 - 23 January 2016), and New York (27 30 January 2016), with talks on-going to add Beijing to the calendar.

“There are many culinary professionals and specialists involved with the events calendar as the Summit keeps gathering top Italian chefs, each representing Italy's most renowned and commercially acclaimed restaurants, cooking techniques, and fresh ingredients,” says Haifa Chef Aira Piva, culinary director of the Italian World Cuisine Summit, adds: “With a total of 400 Italian restaurant currently operating in Dubai and Abu Dhabi, and more

than 600 Italian expatriates working in the HORECA business in the region, this year we tried to use Italian cuisine to involve chefs of all nationalities to see how they would interpret our recipes and products.”

He adds: “Our summit originated in Hong Kong as it is one of the key capitals of the food scene globally; where you can find the best Italian restaurants outside of Italy. But everything is developed there now and the market is saturated, so when we discovered Dubai we realised it could be the new Hong Kong as it’s already a hub for a lot of international products exported throughout Asia.

“Dubai is also becoming a world food capital. In ten years the quality of the restaurants has improved dramatically and we believe there is a lot of further potential improvement which is why we come here.”

Aside from the chefs, another side of Aira’s job is to bring Italian producers and to introduce them to the market through the Specialty Food Festival, part of Gulfood. “This is a great platform to showcase their produce and to meet local distributors and chefs.

“Dubai is a big market with a lot of restaurants so products can be sold to Chinese, Japanese, Arabic, and Italian clients – there is a huge market even if confined to Dubai. You can make a name for your produce in Dubai.

“With the forthcoming Dubai Expo 2020 everybody wants an established share of the market to be ready ahead of time,” adds Aira.

In the year of EXPO Milan 2015, focused on the theme “Feeding the Planet, Energy for Life”, Italy promoted the excellence of its food with a dedicated Italian Pavilion at this December 2015 Catering NEWS ME

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Country Focus

year’s Speciality Food Festival, which took place from 27 to 29 October at the Dubai World Trade Centre, coinciding with the Summit.

“In only six years, the Speciality Food Festival has earned itself a reputation as the region’s top venue to source highly-specialised, luxury and niche food products for retailers, distributors, chefs and hospitality players across the Middle East. The event marks a golden opportunity to evaluate this market’s response to the quality and variety of authentic Italian products”, said Ferdinando Fiore, Italian trade commissioner.

Among the Italian exhibitors, visitors could meet a group of companies coming from the four Southern Italian regions of Campania, Calabria, Apulia and Sicily. This initiative is included in the “Export South Plan”, a threeyear special support programme exclusively planned for and customised to Southern Italian companies. Its aim is to promote their products and services in foreign markets and showcase the unique features and qualities characterising the excellence of these areas.

An array of different food specialties including pasta, coffee, olive oil, traditional cheeses and sweets were exhibited by 25 participating Italian companies, including Agrigenius, Agrumaria Reggina, Albergian, Caracciolo, Apulia Consortium, Caffen, Campo D’Oro Villa Reale, Casa Emma, Dolcerie Veneziane, E.T. Formaggi, Foodest Trade, Gabro, High Quality Food International, Italiana Confetti, Fungo e Tartufo, Meal Italy, Panificio Spar, Pastificio Fratelli Cellino, DTS Dolciaria, 16

Catering NEWS ME December 2015

Domenica Manca, Siciliatavola, Silarus, Sole Trade, Streglio 1924 and Gusta la Sicilia.

Dolcerie Veneziane, a producer of Viennese biscuits and gourmet chocolates, attended the festival to further develop its plans to open a store in Dubai to cater for the Middle East market. Export manager Nicola Bullegato said that the company was exhibiting for the first time primarily to find distribution partners across the region.

“We currently export to Italy, Romania, Spain, Sweden, France, the Ukraine and Russia, but we felt now was the right time to show our products in the Middle East.” Bullegato said the company was interested in both retail and HORECA trade, and that its first outlets were anticipated to be specialist gourmet stores across the region. “Our first step is to find the right partner, someone that recognises quality and is not driven by cost.”

Taste of Sicily, a small-batch artisan producer of handmade Mediterranean specialities, was at the Festival looking to franchise its London-based store concept in the UAE. Salvatore Romano, one of three partners in Taste of Sicily, was in attendance, seeking out potential franchisees and distribution partners.

“This is our second year of exhibiting at Gulfood. This is not such an easy market to operate in. We are having difficulty in finding the right distribution partner as they are all principally focused on the price point and we are a quality producer,” says Romano.

Offering high quality Mediterranean cuisine to consumers, restaurants and caterers,

Taste of Sicily exports 90% of its produce to existing markets in Malta, the UK, Germany, Switzerland, France and Austria.

“We are now looking to expand into the GCC, and then later into Asia and the USA, targeting fine dining more than HORECA. “We are set to open our first store in London in the coming months, which combines a retail store, delicatessen, bar and diner, and we want to franchise this concept in Dubai also, given the right partners.”

He adds: “As a product creator, we are open to working with clients to design products for them, under their labels, in an Arabic/Sicilian fusion.”

With a distribution partner in place, and 5% of its turnover in exports to the Middle East, Confetti Maxtris was exhibiting in an attempt to attract further outlets to stock its produce, although Gabriele Ascione, international sales manager, stressed: “We are not for supermarkets or malls, we are looking for high end boutique stores, as we use only the finest ingredients and premium production methods.”

Already working with Emirates Catering, Ascione said the company would be happy to work under a private label or to tailor make packaging to suit an Arabic consumer.

“Our biggest challenge is explaining our brand to clients, which is why exhibitions like this are critical.

As the CEO of Streglio, Sergia Arevato is also targeting gourmet stores across the GCC, avoiding mass distribution or supermarket retail. As a first time exhibitor, Segio was looking to meet distributors or private labels, and is progressing in talks with both the Hilton and Sheraton hotel chains. Currently 25% of Streglio production is exported, with around 5% coming to the Middle East.

The total sales of Italian food in the UAE have grown steadily over the last three years: Italian exports of agricultural products, food and beverages increased significantly in each and every year: +39.1% in 2012, +39.5% in 2013 and +9% in 2014, with a further upward trend in the first 3 months of 2015 (+23.6%). Last year, Italian exports of food and beverages to the UAE totalled almost €242million. However, Aira is confident that there remains tremendous growth potential.

He says: “Every 5-star hotel has at least one Italian restaurant and now you not only have Italian chefs but Italian executive chefs, so demand can only grow.”

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NEWS

Driving a Taste Revolution

The food truck phenomenon has been rolling on for around five years; gradually gaining momentum, especially across the US and UK. From a very slow start, pioneered by corporates rather than individuals, the food truck market in the UAE is now taking shape. However, as Michael Gordon discovered, truckers here face a unique set of challenges 18

Catering NEWS ME December 2015

Cover story

Mastiha Shop Burger Fuel

Calle Tacos open for business

T

he UAE is a melting pot of global inspirations and ingenious ideas; from its creative borrowing of cultural and architectural influences, to its recreation of scenes as diverse as street food and dine in the dark. But recently the UAE has taken a concept of institutional status from the UK and US and rolled it into the local market.

Globally, food trucks, along with portable food kiosks and food carts, are on the front line of the street food industry, which serves an estimated 2.5 billion people every day.

These gourmet trucks' menus run the gamut of ethnic and fusion cuisine. Food trucks are synonymous with offering limited but creative dishes at reasonable prices, and offering customers a chance to experience food they otherwise may not. Finding a niche seems to be a path to success for most trucks; while one truck may specialise in gourmet burgers, another may serve only seafood. In the UAE, the key market difference is one of ownership and operation.

Whereas in the US and UK, food trucks are often run with a small team, or even as a one-person operation, in the UAE they require a lot of personnel, both on and off the truck. The differences in legislation, make the sector prohibitive for owner-operators so most food trucks in the region are owned by large multi-truck companies, hotels, food chains or leased to individuals on a membership programme structure.

Food trucks are subject to the same range of concerns as other foodservice businesses. They generally require a fixed

address to accept delivery of supplies, a commercial kitchen is needed for food prep, there are a variety of permits to obtain, and a health code to observe, as well as labour and fuel costs which form a significant part of the overhead.

Nevertheless, in the US the food truck market has grown 12.4% over the last five years, to a reported 4,130 trucks today, generating a $1.2 billion industry.

The outfitter The food truck supplier/outfitter offers comprehensive start-up services that can include concept development, training, and business support, in addition to outfitted trucks. A pioneer in the UAE is the Food Truck Kings, led by Glen Kerfoot and his brother Norman.

Glen says: “There has been such an interest in street food recently so the market in this region certainly looks promising but it doesn't happen overnight. We started getting requests for food trucks from the UAE about four years ago, but it takes the government time to draw regulations and health boards need to make decisions.

“On top of that, most of the people in government who make the regulations may have never heard of ‘street food’ until recently, if at all, so they have to become informed at first before they can make policy.

I think it is important that government takes their time and makes all the proper policy for their region. The entire business will only survive if the proper infrastruc-

ture is put in place right from the start.”

He adds: “I think the barriers are knowledge, but it will come with time. The people requesting these food trucks have to have as much knowledge as possible.

I receive requests for food trucks like the one in the movie ‘Chef’ and I cringe a little.

Running a food truck is not like the movies. It is long hours, a large investment and some make good money and some do not.

You need proper food and great staff, as it is a very social event to get street food from a food truck operator. It is the part of the business that makes it great and the social interaction is what many people look for.”

As a food truck consultant, Glen is well placed to guide his customers through the legislation hurdles. For a sale to take place a large amount of planning has to be done first – both on the manufacturing end and on the customer end. Prospective operators have to be aware of the health codes, import regulations, business set-up, where they are going to vend, how many staff and best cooking practices for the truck they choose. “That is where I can help as a food truck consultant. Apart from building and planning the food trucks I have also been involved in the cooking end and had a small street food business as early as 1998, but perhaps I was a little too ahead of my time for that.”

According to Glen, acquiring the registration and relevant permissions is basically the same anywhere in the world; you have to do your homework.

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Stefan Viard, general manager, Vida Hotels & Resorts What drove you to introduce the Vida food truck?

Vida Hotels and Resorts (VHR) is dedicated to staying ahead in the game when it comes to the creation of unique food driven concepts. The Vida Hotels and Resorts Food Truck was the first one to launch on the Downtown Emaar Boulevard and it has become one of the iconic landmarks of the Downtown area.

Following its success, the VHR Food Truck is moving around the city and attending some of the biggest events in town, including, the Rugby 7s and the weekly Ripe Market, amongst others, to further expand its offerings and visibility.

How did you go about realising the concept?

Dubai has built its reputation being one step ahead of the game, therefore the hype around the food truck made it

A mobile pizza kitchen with stone oven

possible for food suppliers to reposition the concept of “junk food” into something a little more high-end. We also realised that the numbers of outdoor activities and events throughout the city has increased tremendously and as a company we wanted to be part of this action. The beauty of the food truck concept is that we can tackle these areas without bearing the hassle of opening a new location and of course the flexibility and mobility of moving around the city.

Did you face heavy scrutiny or tough legislation?

We had to consider legislation factors but we also had to go through other licensing procedures, including electricity and power needs, cooking appliances, food production, hygiene, and so on.

What was the initial reaction from the public?

A lot of curiosity! We are constantly updating the food menu to ensure the dishes change every few weeks so that our guests on the Boulevard are able to try new dishes. Also, moving around to different locations is key as people get excited when they see our truck at an event.

What is your view of the food truck market today?

The food truck scene was exploding at one point this year, however, we can see that only the best are still standing. I believe that in order to stay ahead of the game, you need to constantly innovate and also move around the city, to reach different segments of the market. Collaborations are also key in growing your food truck brand and this is something we are starting to work on for the coming year. However, as is this case with anything new in Dubai, I hope the market doesn’t become over saturated and remains as authentic as possible.

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“We are not afraid of competition as we know we have to work together as food truck operators. We are currently talking with Roundup from 54° east, Ripe and several independent operators looking to set up a food truck business. We can only make this work if we work together” “It can be a long often frustrating process which people do not realise if they have never done anything like this before.

We have helped shape policy in other parts of the world and have been the first to have carts allowed in many places. Recently we had the first food truck that was allowed to go to Unalaska Island, Alaska. We had to meet so many requirements but in the end we were able to do it. It is more perseverance and knowledge than anything, especially if you are shaping policy on something new.”

Glen notes that the customers in the UAE who are interested in establishing a

food truck business are very different to those in the US, UK or elsewhere.

He says: “In America it is more individual people requesting food trucks but there has also been a corporate swing lately with many food franchises requesting food trucks. In the UAE it started with more corporate requests, from restaurants, hotels, catering companies and many 'consultants' who were requesting for someone else.”

For its clients in the US, Europe, and now the UAE, Food Truck Kings completely builds the street food carts from the frame up. The Food trucks start with an empty, usually used, Grumman Step Van that is stripped from the inside and then built from bare walls with a complete installation of equipment and generators.

It is a highly labour intensive process and each food truck can take three to four months to build.

Sometimes there are delays in having the equipment delivered and in some cases the equipment is very special and needs to first be made and then delivered.

Glen elaborates: “One client wanted to make traditional Japanese Takoyaki (octopus balls) so we needed to have special griddles made and flown in from half way around the world. Those things take time.

Even from that very first email from a customer request it can be a year or more before the person commits to a food truck. It

Cover story

is quite a lifestyle change for some people.”

At the time of interview, Glen had one truck on order, arriving shortly, for a Mexican Restaurant in Abu Dhabi and another order was placed for a custom built food cart for indoor use, again in Abu Dhabi.

The broker Another approach to food truck ownership is a membership programme, like the one pioneered by 54˚ East, with its Roundup concept. With this business model, Roundup handles everything from the truck ordering, equipment fit out, licensing, registration, delivery and even site allocations, for a monthly fee on top of the cost of the truck.

As general manager operations at 54˚ East Roundup Inderjeet Singh Bubber explains the concept: “As Roundup we are a one stop solution from support to building up the company, with trade licences, and the customisation of menus, government approvals and locations. And for this we charge a AED30,000 per quarter membership fee. We find members feel more pro-

169x125mm Hotel News and Catering News Dec 2015.indd 1

tected under an umbrella organisation.”

With 15 trucks on the road today and a desire to reach 30 by the end of the year, Inderjeet adds: “The idea of Roundup was to give those interested in F&B, access to vehicles and access the areas they could not otherwise enter, like Dubai Media City.

“In the morning you can be in DIFC then Media City in the afternoon and Al Wasl Road in the evening. They will occupy fixed locations outside commercial properties, and they will not roam freely in case of accidents. We are also in talks to serve residential areas like Arabian Ranches, we are talking to Jumeirah Group for all their properties, and potentially, all 80 properties of Millennium and Copthorne Hotels will have food trucks, too. We are connected to the decision makers as Roundup, which gives our members the benefit.

“For the likes of Zabeel Park, Mushriff Park or Global Village – we negotiate with the government for access and give it out to our members free of cost. We have also signed up with event companies like

Done and Flash. Usually as a vendor wanting a pop up kiosk or food truck they will charged you AED20,000 per day. But with a fleet of 15 trucks we can negotiate a onestop solution and get huge discounts.

“We have a tie up with Sharjah government, which has several key locations and wants food trucks all along the corniche.

They don’t want the headache of going to several different vendors and so requested from us five trucks for three months and the charge is only AED5,000 instead of AED20,000 per month.”

He adds: “We talk to Meraas for access to The Beach, and Emaar for the Boulevard, and even DIFC. If we can get an agreement with them then the government will not interfere.”

The road blocks According to Inderjeet, mobile trucks have not been fully operational as yet, because of delays with the RTA in issuing new license plates. However, he suggests that permission has just been granted, which

11/24/2015 12:08:41 PM

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Food truck market, Dubai

Colin De Bruin Operations Manager, F&B, Burger Fuel How long have you been operating a food truck?

We have been using our mobile food truck in the UAE for about three years now.

Do you use the truck to road-test new locations and markets for future stores?

Not at all. It is more of an opportunity to offer our brand and product at locations where we wouldn’t generally be able to get a location.

Do you use the truck to road-test changes to the store menu and new items?

We prefer to go with favourites from our existing offering in the outlets. We also keep the range to a minimum as doing a full offering, as we would in the stores, can be challenging when it comes to safe food storage and operations. We may also change the offering depending on who the clientele for the day would be.

What level of investment was required and how was it justified?

We were fortunate enough to have an existing store base, so the investment was aimed more at marketing the brand in the region, rather than as a standalone business. That being said, the look and setup of our unit is very similar to one of our stores, and the investment can be considered the same as fitting out a regular outlet. There is however a cost benefit by not being tied into a fixed lease, and we can be more flexible on where we are located.

Do you plan on making future investments?

Yes this is certainly something we are considering, but will have a lot to do with local regulations.

What are the key challenges in setting up a food truck business – are they the same for independent businesses and chain restaurants?

The main challenge that we would face is acquiring permissions on where we are able to set up and trade. For standalone trucks, there are many additional challenges such as, where to do the main food production, safe storage of products, investment into full time staff, and of course trying to ensure that there is a regular flow of income throughout the year to make it feasible.

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will no doubt lead to a surge in the number of trucks on the road.

Nevertheless, subscribers to his programme are already participating in several events like Dubai Festival Week and Modesh World, and from 23 November they have a permanent home at Zabeel and Creek Parks every weekend for food truck markets, which are expected to draw crowds of 30,000 people.

“We have negotiated a rate with Dubai Municipality to run markets every Friday and Saturday for six months until April. We are creating a food truck village with a minimum of six trucks on site and a further 20 F&B kiosks.”

For new customers the process is simple, you decide your budget, the option of a used or new truck, and then with Roundup you work together to create a menu, and Roundup provides the necessary central kitchen, with a 6,000 sq. ft. warehouse in Al Quoz and 20,000 sq. ft. central kitchen in Dubai Investment Park.

All trucks are fully customised and fitted by recognised fit out companies in the US, and everything is checked and tested before shipping the truck. Inderjeet adds: “Our government [in the UAE] has special requirements like the ampage of power out-

puts, chassis numbers, etc., which I had to negotiate personally in the US. “We do everything from the Dubai Municipality, to Civil Defence to RTA, and we are the only company in the UAE given this approval. Turnover time for us is around 4590 days to get an equipped running truck with all the government approvals.”

A fully equipped truck will cost $120,000 to $140,000 for used or $180,000 to $200,000 new. These are Fords, Freightliners, and Chevrolet–strong bodies which even after 500,000 miles require little maintenance. Compare this to AED700 per sq. ft. in rent for a retail unit of 2000 sq. ft. and the space would cost AED1.4m annually.

With members tied in for minimum of three years, Inderjeet currently has investors and enquiries from Qatar, Kuwait and Saudi Arabia, but will concentrate on Dubai first to ensure the operation runs smoothly.

“We also don’t want to leave them when we get busy – we won’t take more members at the expense of existing ones,” he adds.

Inderjeet claims that so far there are no limits on the number of trucks that will be permitted in Dubai. In fact, he says: “At the moment the more than merrier – even 100 is not too many.”

Cover story

The owner/operator Another approach to Food Trucks is demonstrated by The Food Truck (TFT) Company, which owns and operates four unique concepts in Dubai.

Maltese-born Chris Gauchie is general manager of TFT. He grew up next to a restaurant and developed a lifelong fascination with the wonders of food. He has had a varied career in the field so far and has worked for the last 22 years in 5-star hotels with brands such as Hilton, Intercontinental, Radisson Blu and the Ritz Carlton London, achieving the position of executive chef.

His portfolio includes experience in Michelin-star restaurants and training from celebrity chefs such as Raymond Blanc of La Manoir aux Quatre Saison in Oxford, UK, and Yves Mattaigne of The Sea Grill in Brussels.

As a start-up entrepreneurial business established by a small group of businessmen in Dubai, TFT specialises in giving consumers tastier and healthier products to enjoy at a variety of mobile food trucks.

Chris says: “It is our strategic plan to diversify in our product range and locations by expanding into a wider variety of cuisines providing opportunity for every eating occasion. Our collection of trucks will vary in cuisine ranging from Mexican, Italian, coffee and bagels to burgers, with more to come. The TFT principles of quality, innovation, consistency and efficiency are the foundation of our culture and our approach to business.

“The Food Truck will lead the way to the future of gastronomic mobility in Dubai and the UAE, enriching dining experiences with authentic food concepts. Furthermore, our mission is to develop and create a professional B2B network by offering and giving support to other F&B operations.”

TFT is currently running two proprietary food truck concepts, with plans to launch a further two concepts. In operation at the moment is Jake’s, which is a bagel, brioche

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and burger truck, and a Mexican truck called Medros.

A gelato truck called Hip Pop will be launched during the Emirates Rugby 7s event in the first week of December, offering 23 natural fruit flavours, made from fresh fruit not powder, and Callebaut Belgian Chocolate, made to authentic recipes.

This is a franchised concept, which has been proven very successful in its original US market. Following that, TFT will launch Cup a Joe late in December, another proprietary concept offering artisan pastries and coffee.

The trucks are custom designed by TFT and built in Miami, and they are shipped fitted with the kitchen and painted white with the livery painted locally in Dubai.

Delivery time depends on the truck, but normally it takes three to four months, and a 26ft. truck costs from AED600,000 to AED1m.

TFT leases space on Kite Beach and Umm Suqeim Beach in Dubai, from where it sets up the Medros and Jake’s trucks, and further supports its business with corporate and private events.

“The key challenge facing food trucks is that they are not permitted to free roam, as they are in other countries. As it is a new concept it’s unclear just how food trucks are operating in Dubai with no legislation.

So we are putting our heads together with other truckers to persuade the authorities.

Food trucks is all about moving from A to B but until now it’s not permitted. We are trying to create a food truck platform to have a stronger word with authorities.”

Driving profit Chris believes that there is a lot of misunderstanding about the level of investment and continuous costs of running a food truck, and so authorities are unaware of their need to generate steady income. He says: “We have a lot of investment and people wrongly think it’s cheap and easy to get a truck. In the US or UK it’s probably a one man team but here you need a whole team behind a single truck. Other challenges include the weather, which gives us a very short season – we maximise and extend the season with private parties and events, and we go to events like concerts, F1 and Rugby 7s.

“This is not just to make business sustainable but to enhance the social activities 24

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Roundup trucks we can expect to see in Dubai soon in Dubai. People socialise in malls, bars and restaurants, but seldom on the beach as we do in Europe or America. So we want to enhance, for instance, the park experience.

Our trucks are fun – not just food.”

Chris would like to start a mobile food court where you can book an event with several varieties of food. “With more concepts I can cater to bigger events and I have more flexibility and company versatility. We are currently in the market testing phase with a couple of new concepts.

“We are not afraid of competition as we know we have to work together as food truck operators. We are currently talking with Roundup from 54˚ East, Ripe and several independent operators looking to set up a food truck business. We can only make this work if we work together.”

Chris believes that with a food truck market he will ultimately attract more customers by offering a wide variety of concepts, and so he is currently talking with Roundup about joining their food truck market.

However, he warns: “It’s unsustainable what some organisers are demanding. They expect us to pay license fees at an event and they charge crazy figures, if we go to an

event we enhance the experience so it must also be sustainable for us. Not many realise the over heads and fixed costs of food trucks – fuel costs, food cost, beverage cost, RTA fees, and license fees – at the moment costs are getting top heavy.

“I won’t charge AED60 for a burger, just to maintain margins, I couldn’t justify that. For us it’s imperative to give value for money.”

“This is a long term commitment for us, return on investment is a minimum of two years,” he concludes.

It is clear that there is still a great deal of ground work that needs to be completed in the UAE, particularly in terms of legislation.

We are unlikely to see a raft of food truck owner operators in the region soon, if at all, due in part to the rules and regulations but also the levels of investment involved and the length of return on investment. And although the rules in the Middle East are a stark contrast to those in the UK or US, they do offer a higher degree of food safety and security for the consumer, even if they are somewhat prohibitive for operators. Nevertheless, tremendous strides have been made and so food trucks are one trend unlikely to be driven off the road.

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NEWS

Designing for Authenticity

In the UAE “everything that glitters is gold”, and this phrase runs no truer than in the myriad of restaurants that pop-up daily across the emirates, as standalone venues or hotels outlets. With the nation’s obsession for bigger, better and new, Catering News ME asked round table delegates how sustainable restaurant design is today

W

hat is the driving force behind the desire to redesign/revamp an outlet?

Alameer: The decision is to follow the trend and demography of customers. In Dubai, for instance, customers are moving from old Dubai to marina side. Restaurants must make themselves more attractive and comfortable for customers, but also customers get bored of a design after a five to seven year life cycle. Redesign is for refreshment or repositioning.

Samer: You should redesign when you stop getting results in terms of revenues and guest 26

Catering NEWS ME December 2015

expectations. Its important to get feedback from your clients - ask what needs to change – can we change the menu before a full redesign as it’s a costly thing?

Alban: The driving force is mainly the revenue base, and then it’s a question of “do we redesign or change the concept?”. We must ensure there is a market for it.

Andrea: There is a difference between hotel and standalone concepts, with more and more standalones entering hotel buildings today. The majority of standalones last five to seven years before moving to new locations.

Maintaining consistency, service and product is difficult so they can refresh and revamp but never change the concept. If you create an identity you can refresh the environment but never the core. From a hotel point of view, there are more than 25 on Sheikh Zayed Road alone, so everyone is trying to simplify their F&B and have fewer offerings.

In Jumeriah Emirates Towers we had 16 F&B outlets, plus five external, which is just too much. You must have the right balance of all day dining; differentiation between breakfast, lunch and dinner; and a signature, and

IN ASSOCIATION WITH

Forum

Participants

Mohammed Najjar f&B manager, Kempinski Hotel, Ajman

Michael Kreiling executive chef, Kempinski Hotel, Ajman

Bernard Fantoli corporate director of f&B, Time Hotels

Samer Abiad director of f&B, Jood Hospitality

Alban Daubenton F&B Director Amwaj Rotana

Andrea Strim, executive assistant manager f&B, Kempinski Hotel, Mall of the Emirates

that is enough. I don’t agree with changing concept every two to three years just to spend several million.

Rikhsibay: In Dubai there were 4,000 bars and restaurants last year and there are over 5,000 and growing now. Customers look for great atmosphere, location, service and value for money. To be upbeat with the market and to stay on a par with main players you need to refresh but not change. Also, there is a talent war today with all outlets fighting for the right staff – retaining them will be the crucial point going forward.

Mohammed: Everything has a start and end, a natural life cycle, and all outlets must revamp and refresh before they reach the point of death.

Imagine we were all here in black suits and ties – it would be boring.

We all have different needs and desires so design must reflect that.

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Forum

Participants

Rikhsibay Tursunov, assistant f&B manager, Jumeirah Beach Hotel

Alameer Akram, F&B director, sofitel dubai downtown

Rory Jossel, co-owner, Wakame

Michael: The numbers show you that something must be done. After seven to 10 years you need to put a bit of fresh air in, but a lot can be done with just passion and motivation.

In Ajman we have a different position as we have less competition.

Andrea: In Dubai room rates are dropping and the type of people coming to Dubai are different. If you have a concept that works 28

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In the future maturity may disappear altogether in five years because you have start up, growth, and then its thrown away to start a new concept. ” and you believe in it and plan, it will work, but too many open with no thought behind them and close as quickly.

Everyone believes they can do an F&B business in Dubai, but there are very few restaurants like Ravi, which is very simple, but full every day. Or the fish restaurant Bu Qtair, opposite Jumeriah Beach Hotel - there is a queue every day.

Rory: You are as good as your last meal at the end of the day, you can spend millions and get the biggest brands but if nobody comes it means nothing. Or you spend a few thousand, have great food and atmosphere and make sure you service is right, and it can be busy all the time. It’s important to get the core right rather than redesigning to fit. If the core is right it evolves slowly so by the fifth year you are right with the times and current trends.

What is the typical life-cycle of an outlet’s design?

Bernard: Around 20-30 years ago outlets looked for 10 years from a design, until it was

dying, then ten years ago we moved to five to seven years and now we are at five years and moving to three to five years rapidly. The cycle of restaurants must move with the times.

Andrea: It could potentially be 18 months and new concepts open.

Rory: It is better to get individual restaurants in, run by people with the knowhow, who can drive and run businesses, rather than a hotel where a chef must fit into a concept you are creating.

Andrea: Hakkasan has changed its head chef three times and its GM four times, La Petite Maison the same, Roberto’s the same. It is even difficult for standalones to maintain the number one or two position for up to 10 years, as it’s a fast moving city.

Mohammed: In the future maturity may disappear altogether in five years because you have start up, growth, and then its thrown away to start a new concept.

Samer: I believe you must keep changing from day one to ensure you entertain customers. Never sleep on it or lose appreciation for customers. The Bu Qtair restaurant has no design, just someone frying fish, but it’s been a success for many years because it appreci-

IN ASSOCIATION WITH

ates its guests and the concept is good food for value. So many things, like ambience, relationships, must take priority over design.

If you appreciate customers and add value it will remain but if you don’t build on it and rely on existing trade it will disappear.

Alameer: Partnerships are the key today. If you do long term partnerships with standalone restaurant operators and your partner can get you access to the market you are left

Forum

to run the hotel together on a 5+5 year basis, and it works very well. As hotels there is too much bureaucracy for change but standalones can change as they please. Here in Sofitel Dubai Downtown we have three restaurants in partnership and I encourage everyone to follow. Whether you like it or not this is the trend, a hotel can never run a restaurant like a standalone.

Bernard: A couple of months ago I had a dis-

cussion over a 500sqm shell and every three to four months a new chef comes in as this is a very interesting concept and I can see it growing.

Andrea: Dubai has changed a lot. The fact that outlets in malls could stay open during Ramadan was a surprise but it shows the change. I don’t think we will see any more hotels with five to eight F&B outlets, or any more areas like DIFC with 150 bars in the same area. Moving forward we will have more people from Europe and America and they think twice before going out. Today people are a lot more cost conscious. Perception and value for money are prevalent in most areas, unless the décor and ambience is exceptional.

Rikhsibay: People are increasingly looking for value for money. Today there are lots of families and kids in Dubai and there isn’t enough for them to do or places to go. Today there are a lot of offers like Entertainer, Groupon, buy one get one free, this is the growing trend.

Samer: Never mind the lifecycle of the restaurant we must look at the life cycle of the cus-

barprosuae

December 2015 Catering NEWS ME

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Forum

tomers. In two to three months you will have different clients and this will determine how long your concept or design will last.

Alban: If you maintain good relationships with customers you first get feedback about what makes them happy and what they want to see in terms of change. In Amwaj Rotana we have refurbished after five years on the strength of customer feedback so guests see you are investing in them without changing your base concept.

Mohammed: Guest profiles really matter. Recently we changed our Italian restaurant with a few soft changes here and there – we never changed the concept, but the guest response was amazing. That was after 15 years.

Rory: If you are self-standing and involved you won’t be really getting into the business before three years, you need to get the most out a brand, never mind moving with the trend, stick to what you do well.

Andrea: Look at Tom & Serge, it is basically a shop in an industrial area, but now the entire road has been developed around its success. And hotels with large F&B offerings are suffering at its expense so they say “let’s invest and change” and when profit doesn’t come they panic. You have to stop the wheels and focus on a shift of business.

Here, a hotel should limit its own outlets and let the rest out.

Michael: Do I really need to bring in Gordon Ramsey? If I can’t do it alone, what am I doing wrong?

Alameer: It is about free hands and partnerships – nobody is alone and we want partners to be successful too. We have people book in our hotel because of their outlets and they come to me for breakfast. Plus, the routine of a hotel will not allow you to do the change standalones can do or to hire the personalities in staff, like celebrity chefs.

Andrea: F&B in a hotel is run by the owner not the general manager in this market. In the best case the GM used to run the business but now the owner dictates. So if I lease out I lose all that headache.

Michael: In Ajman we make 60% with F&B and 40% with rooms, so we have a very different position. I don’t see why we should give one of the restaurants away.

Who is typically involved in creating the design concept?

Samer: We set the concept brief with the chef and the management, then designers 30

Catering NEWS ME December 2015

and consultants get involved and the owner comes in later when there are plans in place.

Mohammed: The designer must meet F&B professionals as they are the ones that will use the space. You can’t change the bar without speaking to bar manager or the kitchen without the chef.

Rikhsibay: First, look at the demographic and restaurants around you. The appointment of the chef and F&B director are crucial, then get market research and guest feedback before formulating plans.

Rory: Conceptually there is a bit of stigma to a hotel restaurant. Before we took over Wakame we scrutinised what was next door, what was on offer elsewhere in the hotel and the local vicinity? What was here before felt part of the hotel but people today want a new experience. Conceptualisation is to take the restaurant as if it’s independent even if the

hotel will do it themselves. Make it stand out and with that comes the chef, bar managers and all F&B staff.

Andrea: It starts with the vision then operations in terms of kitchen placing. Will the concept fit in the building or its location?

There is a lot more involved than what type of cuisine or restaurant you want.

Mohammed: In Kempinski the pre-opening team really helps the property in ironing out mistakes.

Bernard: It is a totally different world between hotel and standalones. In hotels the corporate office is involved and has the expertise to do that, those on the ground are only involved later down the line when the concept is planned out. What’s important is concept, concept, concept, the story must fit from beginning to end. But when too many people get involved the story can get dissolved.

IN ASSOCIATION WITH

Forum

Andrea: Our aim for the coming years is to create at least one brand in the hotel environment that can be exported anywhere in the world.

Ensuring it’s successful to be exported this is the vision we must have.

What are the current hot trends in venue design?

Andrea: In Dubai popup and causal concepts are hot like Tom & Serge.

People are tired of fine dining and getting dressed up. The trend is on value for money.

Mohammed: Dubai is fast moving and we must focus on time and money – diners expect to eat within a set time and at a set budget and we can’t ignore that.

Rikhsibay: Casual dining is taking over, including the food trucks and QSR and fast food. Fine dining can take many hours when it comes to travel, valet, etc. But the biggest player in the market is value for money.

Bernard: You can have casual dining with fine food – a relaxed casual experience with top service and quality food. If you manage that you will have a successful concept.

Rory: We are relaxed with sophisticated food. It is important that clients walk in feeling relaxed and attached to the venue.

Bernard: Transparency is also a growing trend. It’s about honesty and authenticity – showing the guests what you have and how you work.

Michael: Plus, people are still looking for healthy food today. On the beach they want to relax without gaining 5kgs on the scales.

Bernard: Healthy eating is moving faster today. Years ago we all had a healthy option on the menu but it would never sell, today it sells out.

Every venue should offer a few healthier options.

Michael: Also, the menu today can be too complicated because of the allergies and dietary concerns with every individual ingredient listed with a catalogue of warnings.

How do you pair menus and concepts to create an authentic theme?

Michael: If things should be authentic then the concept must carry through everything from furniture to waiters to chefs to menus, so as to bring a real authentic experience.

Samer: You start with the concept and go all the way to the uniforms, staffing, etc.

Alban: The menu is the concept and it gives you the direction for the rest like uniforms, staff, design, etc.

Andrea: In Dubai people follow people and go to places to be seen.

They follow the media and bloggers. They don’t go for the food but go for the atmosphere. If you get the PR or marketing campaign right you will be full. This is a shift versus the food.

Alameer: The menu should send you a message and be used as a promotional tool. It should be entertaining and appetising and used to complement the concept – it sets the scene.

Rory: The menu must meet expectations and the food must deliver on the promise.

Bernard: People look for authenticity today. We have been messing around with cuisines for years - what does international cuisine mean?

At the end of the day it has no flavour or character. Even all day dining should move away from this concept. Move away and offer a true experience. Fusion cuisine is the worst thing that ever happened, we need real taste of the product and authentic cooking styles.

Michael: The chef needs the passion and freedom to cook what he likes for success. Happy chefs make happy customers.

December 2015 Catering NEWS ME

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The

Secret of French Cream

The umbrella organisation for the dairy industry in France, CNIEL, has embarked on a three-year global campaign to raise awareness for its domestic dairy cream, as Michael Gordon discovered in a Tarte TropĂŠzienne masterclass

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Catering NEWS ME December 2015

Case Study

Laurent Damiens (left) and Sebastien Gaudard

P

astry chefs around the world, in particular those French or Frenchschooled, will use only French cream, because of its unique taste and texture.

With a rising global interest in French pastry and a surge in new French bakeries around the world, producers are experiencing an unprecedented increase in demand for their cream.

Also known as European cream, this dairy product is immediately recognisable when sampled by its texture and highly developed aromas. It is characterised by its roundness, smoothness, and a bright and fresh taste that can sometimes let out hints of cooked milk, sweet biscuits, fruitiness and freshness.

Whether used in cooking or in pastries, European cream responds perfectly to the creative demands of chefs and pastry chefs. The delicate taste and its outstanding performance in cooking, or any preparation, are especially appreciated.

It is a cream that, beyond its exceptional aerating, holding, texture, consistency and stability qualities, primarily embodies a tradition and an authenticity that has no equivalent in the world.

The culinary success of cream is due to the multiple roles it plays in improving taste, texture, binding and even pre-

sentation. Its silky, creamy, smooth and shiny texture is why the term “creamy” is so widely used by tasters to describe the smoothness of a product.

Cream enhances aromas and reveals flavours without dominating, and respects the subtlety of food. By mixing hot or cold cream with another ingredient, it will either thicken or soften the consistency of that ingredient while giving off a tangy note. It also binds and stabilises hot preparations: it will soften stuffing and egg dishes, making them more cohesive.

Other advantages of cream: it reduces the bitterness of cocoa, the acidity of lemon, and tempers the pungency of certain fruit and the astringency of others. It improves the fondant used on pastries, turns fruit into mousse, and coats the mouth to give a lasting quality to pastries that no other raw material can. Finally, its willingness to be worked results in a voluptuous cloud when whipped.

Last month, CNIEL, the French Dairy Interbranch Organisation (the umbrella organisation for the dairy industry in France) launched a three-year global campaign for dairy cream across the Middle East, which will include pastry trainings dedicated to young chefs in Dubai as well as Riyadh and Jeddah in Saudi Arabia.

Created in 1973 by French milk producers and processors to meet two key objectives, CNIEL facilitates relations between dairy producers and processors to promote a positive image of milk and dairy products across the world. Recognising the importance of this organisation the French State supports its action by making the implementation of all agreements reached by CNIEL compulsory for all dairy professionals.

Laurent Damiens, CNIEL director of communications, explains: “French, or European, cream has been exporting very well for the last five years, because of the French pastry trend that started in Japan and grew to South Korea, Taiwan, Singapore and now the Middle East - especially Dubai.

“In fact, most East Asian countries open a new French pastry style outlet almost every day.”

According to Laurent, the reason behind the success of French cream is that for more than 250 years French farmers and pastry chefs have worked together to create the best cream – one that is fatty, good in the mouth, is a great taste enhancer, has staying power and is something that can whip well. This began with Louis XIV. Pastry Chef Sebastien Gaudard, one of today’s up-and-coming pastry chefs and owner of the famous Pâtisserie des Martyrs in Paris, worked all around the world when employed by Fauchon. For him French cream is unique because it is 100% natural, so it melts very quickly in the mouth and leaves no greasy residue. Like butter and milk, cream is a flavour enhancer. The cream comes behind the flavour of the dessert – it doesn’t cover it. It also brings a freshness to a dish.

He states: “When we say 100% natural it means 100% milk cows and because of that the qualities are really natural, and the way it’s pasteurised today doesn’t change the flavour or quality of the cream at all.

“Plus, the cream has been developed over years with chefs in house, working side by side with the creamery. It is specifically blended for French gastronomy. Milk, butter and cream are central to French patisseries and gastronomy around the world and so they are essential.”

Laurent adds: “Chefs have worked with industry to ensure the flavour and consistency remains the same after long-life pasteurisation. Some other creams are made December 2015 Catering NEWS ME

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Case Study

with vegetable oil and this changes the taste and consistency considerably.”

It is impossible to produce or replicate French cream outside the country because of the “La Terroir”, according to Laurent.

The terroir concept suggests that in a specific area, you produce a specific milk, with specific cows, and specific people, environment, atmosphere, etc. Together they create the characteristic. “Many countries try to copy camembert but it is never the same,” argues Laurent.

Currently, Dubai imports around 2,500 tonne/year of French cream, with around 90% going to the HORECA trade, whereas in Saudi Arabia it is around 5,000 tonne/ year, sold predominantly in retail. The boom in UAE imports is driven by the growth of the hotel and tourist trades, whereas Saudi Arabia has had a much more steady and even growth, in line with its population.

In China no cream was imported until three years ago and now they import 15,000 tonnes/year. Laurent says: “It has literally been an explosion. For many years Taiwan was the first to take up the trend of 34

Catering NEWS ME December 2015

“Most extreme East Asian countries open a new French pastry style outlet almost every day” French pastry, for the last seven years, and it’s still increasing, but today South Korea, China and Singapore have all surpassed it.

“Exports are increasing to the US, in line with the foodie movement, and the South American market of Brazil was beginning to boom until the economic crisis. Going forward the next growth cycle will be in Africa – it is starting from a very low level now but will be rates for the future.”

You may ask how the increased demand is being met, but in actuality European farmers have had production stifled for many years to control the market and price.

As Laurent explains: “In the EU there was a quota regulation on milk for more than 20 years where production was limited to regulate the price to farmers. That quota system stopped in February this year so farmers could produce more and more –

and we have seen a huge rise in production.

“Now, this is driving down the price of milk globally, but it allows more cream to be produced. Also for the last one and a half years Russia closed its doors to EU dairy products, and as it used to be a big importer there is now a surplus that we can export East.”

As part of its awareness campaign CNIEL undertakes regular training sessions for chefs and schools, both in the UAE and Saudi Arabia. “We explain how to whip cream and how to bake with it – showing different qualities of cream and different origins to show that better quality makes a difference in the end product,” says Laurent.

He adds: “One huge hurdle we face is that here [the UAE] they use blended cream with vegetable oil as it’s cheaper.

Every hotel wants to reduce costs so this is competition to us, so it’s a battle. The chef can recommend European cream, but the buyers push for cost savings.”

In terms of health Laurent says: “First cream is not very fatty compared to butter or oil. The dogma of don’t eat fat has been proved wrong – there is a reverse tendency between dairy fat and heart disease. All the

Case Study

dietary guidelines for the last forty years were wrong – fat is not the enemy. If you don’t eat any it’s no good, as its needed for your brain, cells and muscles, but if you eat too much you are not well either. However,the right amount is absolutely necessary.

“In France we have known for many years that there was a paradox, as we eat a lot of butter, cream and cheese and we drink wine and eat bread, and yet we have lowest cardiovascular disease in the world. Then, the way we eat fat is in a food nutritional environment.

“The principal concern today is the use of

palmitic oil in blended cream – in a process were the fat is taken from cream and replaced with cheap oil, which is not natural and highly processed.”

Over the next three years CNIEL will be doing a lot of demonstrations across the Middle East in a bid to educate young local chefs, and also incorporating the buyers to educate them to. We want French pastry to remain the highest quality all over the world – this is our mission. “Immediately, we will take the summit to Riyadh and Jeddah next, and later we will visit the Emirates Culinary Guild, SCAFA and ICCA.”

“The Tarte Tropézienne for me is an iconic dessert that marked the 50s era, all the while being a regional landmark: that of the south of France.

The incredibly simple recipe is in my opinion, what turned it into this long-lived success…: The flavours of Madagascar Vanilla, a hint of orange blossoms, the textures, the cream, the brioche and those sugar pearls…”

Tarte Tropézienne

Sixty years ago, Alexander Mick, a pastry Chef from the South of France created the famous sugar topped brioche with a subtle scented cream, that would be named Tarte Tropézienne upon suggestion of the no less than iconic movie star Brigitte Bardot, while starring in the film “Et Dieu Créa la Femme” (And God Created Woman) in Saint Tropez.

On the occasion of its 60th birthday, CNIEL in partnership with the European Union, organised an exclusive event, at Vida Downtown Dubai, for professionals to discover and taste unique Tarte Tropézienne recipes interpreted by six famous pastry chefs: Chef Elias Abou Diwan from Dalloyau; Chef Ludovic Audaux from Al Habtoor City Complex; Chef Izu Ani from La Serre; Chef Spencer Lee Black from Vida Hotels & Resorts; Chef David Croiser from Wonder Bakery; and Chef Sebastien Gaudard, one of today’s up-and-coming pastry chefs and owner of the famous Pâtisserie des Martyrs in Paris.

Three of the Michelin starred chefs adapted the recipe to a Middle Eastern palette, with David Croisier infusing dates and camel milk, Ludovic Audaux infusing rose water and orange blossom and Izu Ani infused praline, cinnamon and ginger. Sebastien Gaudard, however, chose to keep it simple with a classical recipe, as close as possible to the original. Sebastien says: My intention is not to revisit the tradition, but rather to reborn a tradition of French pastries which tends to disappear and lose its fundamentals.”

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Catering NEWS ME December 2015

Following the launch of the Cream of Europe campaign, CNIEL in partnership with the European Union hosted an exclusive master class to share some of the Tarte Tropézienne best kept secrets.

Zairah Molina, head pastry chef at La Serre Bistro & Boulangerie, gave delegates A to Z instructions in recreating a version of the Tropézienne, developed with Chef Izu Ani. Born and raised in the USA, and formally trained at Le Cordon Bleu School of Culinary Arts in Los Angeles, Zairah went on to complete two pastry programmes at The French Pastry School in Chicago. She has been honoured as one of Los Angeles’ “30 under 30” in the 2013 Zagat guide Awards, which distinguishes her amongst a selection of the most talented young professionals in LA. Chef Zairah created cakes and pastries for A-List celebrities such as Jennifer Anniston, and VIP guests of the Academy Awards’ Grovenors Ball, before joining La Serre in March 2015.

The Workshop was held at Top Chef Cooking Studio, on Jumeirah Beach Road in Dubai, on November 2.

FOOD navigator.com

From C l i n t o n St r e e t to Downtown The Clinton Street Baking Company and Restaurant founders visit their latest international opening, in Dubai, and stop for a chat with Catering News ME

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Catering NEWS ME December 2015

Interview

W

hen Neil Kleinberg and DeDe Lahman, chef-husband and wife, opened their first store in April 2001, their only mission was to make the best baked goods in New York City.

So they were in awe when murmurs began to build and grow louder throughout the local community, with loyal customers returning daily to sample Neil’s bread, hand-mixed in small batches, and his simple yet delicious omelettes, sandwiches and soups. And their awe turned to shock when New York magazine voted Neil’s blueberry pancakes best in the city – not once, but twice!

In line with that demand, the company has now expanded to Tokyo, Singapore and most recently the UAE. Last month the family bakers invited Catering News ME to an exclusive dinner in their latest store in Burj Views, Downtown Dubai, and DeDe gave us an insight into their recipe for success.

You are both foodies but when did your passions begin?

Neither of us use the term “foodies”- it’s not a category we identify with – but Neil was always cooking from an early age, and I was fascinated by the restaurant life. Neil was forced into a life of food at home because he felt he had to rescue his family from his mother’s cooking. I on the other hand, was taken out to many fancy restaurants by both my grandmothers who were independent sophisticated women with great taste.

How did you meet and how was the partnership formed?

Neil and I met randomly as patrons at a restaurant in Greenwich Village. Ten months later we were married, and four months after that we had a restaurant.

Why Clinton Street – what is the story behind the name?

Clinton Street Baking Company is named after the street on which it sits. We wanted a name that was easily identifiable. Neither of us is into cute or catchy and at the time we were literally planning to run and operate a small wholesale baking company with a cafe retail front.

When and where did the brand begin?

What really happened once we opened the cafe is that neighbourhood locals kept December 2015 Catering NEWS ME

39

Interview

streaming in looking for things. First it was soups, sandwiches and burgers, then it was brunch and then it was dinner. So we took what Neil did best, which is savoury classics, and applied them to what the neighbourhood seemed to crave. This was a very organic way to build the business. The brand started to take off after year five when people started to seek us out for our pancakes, French toast, egg dishes and fried chicken.

First we became one of New York’s best, then the attention got national and then one day we were international, which was a total honour and really blew our mind. We owe a lot to chef Wylie Dufresnes who put Clinton Street on the map.

Neil Kleinberg

How difficult was it to get Clinton Street established?

Neil was a seasoned restaurant professional and chef with over two decades cooking in New York when we started so that wasn’t very difficult. It did, however, take us about six years before people understood that we were much more than a bakery.

What has been central to the success of the brand?

We know exactly what we do best and we know what our customers love most and we work hard to consistently marry the two. We also use the highest quality ingredients we can find, made with love… and butter!

What is the ethos of the company?

We always function under the aegis of being a family neighbourhood restaurant with a cosy vibe, unpretentious service and the most elevated version of any American classic you can find. We pride ourselves on being the kind of food that’s unfussy and not fancy- just totally delicious and satisfying with every bite.

Why did you chose to bring this brand to Dubai and at that time what experience did you have of the local market?

Our partner, Hisham Samawi, convinced us that Clinton St. Baking Co. would be embraced in Dubai, where he lived. He was totally and utterly devoted to our food and our style and he really understands our identity.

Even better he wanted to create a partnership where he would operate the restaurant with his brother. A family partnership on the other side of the world with our food was in40

Catering NEWS ME December 2015

Neil Kleinberg, Hisham Samawi and DeDe Lahman triguing and exciting to us. And now we love Dubai, especially the food scene. I am blown away by the Lebanese, Syrian and Indian food I have eaten in Dubai.

What were the key challenges in setting up your business in the UAE? Construction is hard in any city, Dubai included. It has also been a challenge to get people to understand our lane, which is casual luxe. Our food is casual and comfortable but it is not cheap. We use chef techniques and quality that match 5-star restaurants, but we do it in a very casual setting. This is confusing to some abroad, but in NYC, this casual luxe chef approach is common and understood.

How do you source ingredients in this region – are you able to remain local, sustainable and seasonal?

We are sourcing all organic ingredients wherever it is possible. Obviously being in

Dubai most of that has to come from abroad but we do source the best ingredients we can. We are getting our organic chicken and eggs from France and our butter comes from France, also.

Our fruit comes from different regions of the world at different times depending on seasonality. We have deliveries coming all the time as we don’t prep and freeze anything; we prep everything fresh to be served to customers and the only thing frozen is the ice cream.

What are your plans for expansion and growth within the region?

We are still working that out. We pledge not to move too fast so that we do not compromise quality and focus.

Visit our website at www.hotelnewsme.com

Viewpoint

Too many cooks spoil the broth Editor of Hotel News ME, Sophia Soltani imparts home-truths about the landscape of the F&B industry and questions whether the culinary scene is overcrowded.

I

t’s entirely too easy to mistake a good idea for a good business. That’s probably why the F&B start-up landscape is riddled with stories of dashed hopes and prematurely bankrupted businesses.

Today’s marketplace is not just overcrowded it also breeds cut-throat competition. And without ensuring that your product is unique and of the finest quality possible complemented by a reasonable price point, you will not have the necessary edge to compete, no matter how many big budget, brute-force marketing campaigns you dress it up with.

The F&B sector has recently morphed into a hotbed for start-ups. This can be traced, in part, to healthy eating trends. The consumer faction is constantly growing to include a younger generation that is a lot more conscious about its diets, fitness levels and overall health.

Additionally, when launching a start-up in the F&B sector, one has to pay special attention to the distribution channel, especially when marketing a nutritional product. There cannot be a break in the integrity of the delivery chain, or this might affect the quality of the product.

From 2003 to 2013, the worldwide consumption of fresh foods grew by 20%. according to Nielsen’s latest Global Health and Wellness Survey nearly nine out of 10 adults feel fresh foods are healthier, with 80% believing they are tastier and 78% making a strong effort to eat more fresh versus processed foods.

In the Gulf, with its significant food imports, the fresh food trend presents a particular opportunity for F&B manufacturers. With the rise in availability of regionally grown or produced food products, fresh food is finally

becoming an option for consumers. A growing population base and rising tourist inflow within the GCC are some of the major factors fuelling demand on the F&B industry.

Backed by macro-economic drivers, food consumption is expected to grow at a 3.5% compounded annual growth rate between 2014 and 2019. Food consumption in Qatar and the UAE is expected to grow the fastest across the GCC. Saudi Arabia, meanwhile, is the largest food-consuming nation in the GCC. Spurred by the emirate’s business-friendly and efficient regulatory and legal environment, its favourable demographic profile, its high tourist density as well as its culture of dining out, the F&B sector in Dubai, and in the UAE as a whole, is seeing steady growth.

As per Euromonitor International, about 19,000 extra F&B outlets are expected in the UAE by 2019.

Luxury Gourmet Olives from around the world

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CHEF T O T HE CROWN

Michelin starred Swedish chef, Stefan Karlsson, visited the newlyrefurbished White Orchid Restaurant in Dubai last month to cook a special one-night only seven course menu, and Catering News ME was privileged to be invited to meet the master

L

ast month Michelin Star Chef, Stefan Karlsson joined the team at the newly re-vamped White Orchid Restaurant at Jebel Ali Golf Resort, in Dubai, to prepare an appetising seven course meal, combining his Swedish heritage with the venue’s existing Asian-fusion concept.

Hailing from Sweden, Chef Stefan prides himself on working with fresh and local produce to prepare heritage dishes with a modern and simple flare. It was this beautiful concept, nurtured in the traditional Swedish restaurants called Toso and SK Mat och Människor he runs in Go42

Catering NEWS ME December 2015

thenburg, which he brought with him to Dubai last month.

Fredrik Reinisch, general manager of Jebel Ali Golf Resort, said: “This was truly a fantastic experience to bring to Dubai and of great interest to the gastronomic residents of the city. It was a true honour to welcome Chef Stefan to our White Orchid restaurant and we look forward to having him back in the near future.

“Due to the popularity of the event we hope to welcome other known chefs from around the world in order to offer our guests the chance to experience trends and

flavours otherwise not found in Dubai.”

Stefan Karlsson began his extensive career at the young age of 14 years in the South of Sweden. He says: “I’ve always had a great interest in food and raw materials and as a young lad I wanted to be a farmer.

Fishing and cultivating one’s own raw materials were part of my childhood. I began in the kitchen for the first time when I was 13 as a practical period in school and afterwards I continued to work extra on weekends and during my holidays.”

It was that passion and inert ability that gifted him the ‘Rising Young Chef in Swe-

Interview

den’ award just a few years later. Chef Stefan regales with delight: “When I was 17 I completed my hotel and restaurant training and in the same year I won the Milda Stipendium, a competition for future promising chefs, equivalent to today’s Chef of the Year in Sweden.

“I was one of four young chefs considered to be promising and this resulted in much media attention. I also got to go on a food trip for inspiration and to meet wellknown figures in the business.”

Over the last 20 years, he has efficiently stepped up the ladder and is today popu-

larly known and loved in Sweden and even received the ‘Chef of the Year’. He has received several accolades and also had the opportunity to cater for the Nobel Prize for five years.

Today, Stefan is proud of many worthwhile achievements including a Michelin star, country representation, and cooking for royal events and Noble Peace Prize dinners, all the while remaining true to his roots and heritage.

Chef Stefan adds: “I love the Swedish cuisine, the Swedish food traditions and the local raw materials. I develop my Swed-

ish taste heritage by combining it with other influences together with modern techniques.

“I would describe my style of food as urban. Swedish combined with what I experience and am inspired by. I stand for down-to-earth Swedish cooking with both feet firmly on the ground. I suppose I’m a modernist, but very well acquainted with European cooking traditions.”

“I cook traditional Swedish food and I want to pass on my taste heritage to my family. At home I cook traditional home cooked food such as Swedish hamburgers, December 2015 Catering NEWS ME

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“I cooked the King’s dinner during his traditional Eriksgata journey to the region when we, among other things, made a churned butter that the King became very fond of.” scollops and veal with dill. Dishes that my mother and grandmother cooked have had great influence on me; in those days they were housewives and cooked everything from the ground up. When potatoes were firm enough, they made potato dumplings with a filling of onions or meat, and they grew berries so that they could make their own fruit juice.

“My favourite restaurant dishes to cook depend on the season, but as a restaurateur on the West Coast of Sweden it’s always something from the sea, such as fish and shellfish.”

When it comes to ingredient sourcing, Chef Stefan believes that seasonal and local go hand in hand. “We follow the local seasons. In Sweden, the seasons are clearly defined and very short; strawberries, for example, are available for only three weeks.

Everything grows more slowly here, everything ripens slowly, which means that the raw materials also have much more taste and are of higher quality.” This is in stark contrast to the Middle East, where very little grows, but most things are available all year round, despite the season, from all four corners of the globe.

Chef Stefan adds: “The UAE is a food culture that’s open to everything, and everything is available there. What is possibly missing is food with a Swedish undertone in combination with another culture, for example, Asian. During my visit in Dubai, we presented, among other things, tastes from a Swedish crayfish party, which included beer and dill. One of the things we prepared was a dumpling with lobster.”

While in Dubai Chef Stefan prepared an exceptional seven-course set menu, paired with five different wines throughout the 44

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evening, encouraging foodies to find their perfect pairing. However, seven courses could be considered a mere snack in comparison to some of the banquets he has prepared in the past; on several occasions for the royal family.

Chef Stefan elaborates: “The royal family is, just like me, proud to be Swedish and I’m more than happy to emphasise the Swedish food from the region I come from. They like Swedish food so it’s easy to please them.

“To date, I’ve prepared five Nobel banquets, and in the case of our Swedish royalty, I’ve participated in both Crown Princess

Viktoria’s weddings, where I cooked the food for the reception the day before, and then at the City of Gothenburg’s banquet, which was a wedding gift to the couple and was held at Vinga Lighthouse.

“I also cooked for Princess Madeleine’s wedding reception and I’ve met Prince Carl-Philip in conjunction with Bocuse d’Or. I cooked the King’s dinner during his traditional Eriksgata journey to the region when we, among other things, made a churned butter that the King became very fond of. It was a lightly churned butter using fermented cream into which melted butter is dripped.

Interview

“But I rarely get nervous; for me, cooking food is quite natural. It’s as simple as that. Of course, there can be a bit of extra tension, for example, in conjunction with the Nobel Banquet. Nothing must go wrong with 1,500 guests and media coverage from more than 50 TV channels from all over the world.”

Unfazed by anyone he has cooked for thus far, it was interesting to learn who his ideal dinner guests would be, given the opportunity to cook for anyone dead or alive.

“Maybe I’d arrange a private dinner, a ‘peace dinner’ for Putin and Obama,” he says.

Speaking about the acknowledgements

he has amassed so far, Chef Stefan says: “As a chef, I’m incredibly proud of being awarded a Michelin-star for the second time, but as a restaurateur, the most important thing is satisfied guests. My focus is always on the guest. Getting a star in Guide Michelin has been one part of my career but my approach to cooking has remained the same. However, I’ve become more confident, daring to continue to believe in what I do. It has also resulted in greater international success.”

Of all the accolades, Chef Stefan says he is most proud of succeeding in creating three completely different restaurants, “which are all doing very well, have attract-

ed a lot of publicity and are popular”.

He adds: “Cooking food isn’t a job, it’s an interest. I’m also proud of being able to travel all over the world and cook food and share my Swedish taste heritage, and that we’ve created jobs for more than 100 dedicated employees.”

But would he ever export his work to Dubai? “One should never say never if the conditions are right. Dubai is a modern city with modern food and I absolutely believe it would fit in. It would be a restaurant with a modern flavour and cooking techniques with inspiration from all over the world.”

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From Russia with Love

Known in London for its chic clientele, dynamic menu and elegant atmosphere across the Asian Room, Italian Room and Lounge, Novikov's opening in Dubai was greatly anticipated, as Michael Gordon discovered

R

ussia's most famous and successful restaurateur, Arkadiy Novikov, who heads an empire of more than 50 restaurants throughout Moscow, partnered with the Bulldozer Group to bring the high-end fine dining Novikov restaurant, and famed London hotspot, to the Middle East.

Situated in the Sheraton Grand Hotel located on Sheikh Zayed Road, the Dubai outpost of Novikov features high ceilings and trademark Novikov design features.

The entrance opens into a bright, invit-

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ing gallery-like area, featuring daedal dĂŠcor.

Guests step into a glass elevator which takes them one floor up and opens onto a balcony overlooking the restaurant entrance.

Lamps resembling fishing traps hang along the balcony, lining the way to the welcome desk. The main area of the restaurant is displayed as an internal courtyard, resembling a woodland-like bungalow, and the use of teak and white stone is prominent throughout the venue.

The bronze walls create depth, with accompanying bronze prints in the shape of

small leaves portrayed on the glass adding a delicate embellishment.

The restaurant features a number of decorative aspects, including the large dinosaur egg-like hanging structures, with a rough wooden finish, that act as a centrepiece to the restaurant and inspiration to its design.

These structures contrast well against the Teak wood finishing, and noble leather and cement columns.

The restaurant features a range of both subtle and prominent Asian artefacts, delicately blending into and complementing

Décor

the space. The project is a mix of noble, natural, and traditional materials, diluted by soft cosy details.

Catering News ME spoke with Yann Chevris, Novikov general manager, to understand how the décor was designed and implemented.

Chevris says: “We wanted to keep the design as organic as possible, highlighting the essence captured throughout both the London and Moscow venues through the use of natural materials, which provide a calming influence to offset the fast paced, manic lifestyle that is Dubai.

“Key elements of our design include the unique seafood and vegetable markets, where guests can select their own fresh fish, seafood and vegetables and have them prepared and cooked to their preference.

“In terms of our décor, the bespoke wooden sculpture in the entrance of the venture complements the hall, and the world-first purple transparent concrete feature wall, from LitraCon Classic, is a combination of optical fibres and fine concrete.

“Three significant design features of the venue include the dinosaur eggs, which act as creative lights to set the ambience day or night, the wine and cigar cellar, and the lobby with its understated elegance, deep red velvet sofa and marble chandelier,” adds Chevris.

Geometry Design, a Russian venture, designed, developed and delivered the project. The relationship with this developer stems back to both the London and Moscow stores, and has allowed the design and interior structural elements to remain fluid and consistent, giving the restaurants around the globe their unique feel.

From the start to the end of the process, the total duration of the project was roughly two years, including the planning, and due to the size and sourcing of materials, the project was delayed in completion, according to Chevris.

Materials for the restaurant were sourced from a variety of suppliers. Fritz Kohl Middle East provided the wooden tables, LitraCon Classic was the mastermind behind the concrete wall. “Challenges at hand were more so in replicating the restaurant from country to country and finding partnerships which correctly allowed us to position and leverage the venue to the same standard as previously attained in

“Challenges at hand were more so in replicating the restaurant from country to country and finding partnerships which correctly allowed us to position and leverage the venue to the same standard as previously attained in London and Moscow”

London and Moscow,” says Chevris.

He adds: “Whilst there were no specific requirements for the kitchen design, we needed to make sure the overall design would ensure a smooth, efficient and effective service throughout the operating hours, and that the kitchen was of an industry leading safety standard.”

Novikov Dubai contracted Emirates Kitchens to deliver the project, with additional guidance from a selection of international Novikov chefs in both London and Moscow.

Kitchen equipment includes a Sichuan fiverange wok burner, and three Sichuan dim sum steamers. Novikov used a selection of bespoke kitchen equipment suppliers, including Schenzhen, Rosinox, Lainox, Tiger and Ginox.

Chevris expands: “As with any large restaurant, equipment is sourced internationally, from countries including China and Singapore. As such, ensuring the chosen equipment was durable, long lasting and easily accessible with regards to spare parts

was one of the tougher challenges. With a large restaurant, things are bound to break and therefore require quick replacement.

Novikov approached a number of forums in order to better understand the best equipment used in the region, gaining valuable insight and knowledge from the industry.”

According to Chevris, the restaurant has been a huge hit so far. He adds: “We have been graced by the presence of a number of celebrities, influencers and VIPs, and have recently launched our lunch menu due to the fast growing popularity of the restaurant.”

When asked whether this restaurant model will be replicated going forward, Chevris says: “We hope so. Novikov Dubai is a restaurant in its own league. The more kitchens opened as a group, the more you learn from the experience obtained in each process. We certainly learnt a lot with Novikov Dubai, and are extremely proud of the outcome. From this experience, Novikov is set to grow in leaps and bounds in whatever the future holds.”

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NEWS

S p e c ialtie s f r o m the

Mediterranean garden

Known as the garden of the Mediterranean, Cyprus has a booming agricultural market and a wide array of specialist produce, with annual exports valued in the region of $101m

C

yprus is a country with a long and rich history, a proud heritage and an ideal climate for growing. The island also has a reputation for the quality, diversity and all-round excellence of its fresh produce.

There are more than 30 fresh produce exporters, most of whom are substantial growers in their own right, and the capacity to export greater volume and range continues to develop. The country has focused on implementing vigorous policies on food safety and hygiene to comply with all EU and international standards, while exporters strictly adhere to European regulations on production, packaging and storage.

Many also offer specially tailored labelling to meet the needs of supermarket and wholesaler buyers. It all leads to Cyprus, particularly in these challenging times, being labelled the garden of the Mediterranean.

Exports of fresh produce amounted to over $101m in 2014, a 25% increase on 2010. The most significant lines of which are potatoes, citrus, fruits and vegetables. In 2011 exports to the UK of potatoes, vegetables and citrus fruits were $9m, $6, and $5 respectively.

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TASTE CREDENTIALS Potatoes Cyprus potatoes are widely acknowledged for their unique taste, grown in the famous red soils of the island. In addition, the climate means the fresh crop is available virtually all year round. The main varieties grown are Spunta, Nicola, Cara, Anabelle, Charlotte, Marfona, Diamant and Arabel. There has also been an unprecedented investment in grading and packaging plants which has translated into a total export value of over $44m in 2014.

Potatoes

Vegetables in a salad

Express vegetables In recent times there has been further major expansion of out-of-season ranges. Key products in value terms include artichokes, aubergines, beans, beetroot, capsicums, chillies, courgettes, cucumbers, endives, okra, pumpkins, rocket, spinach, onions, chard, taro and tomatoes. Exporters are well geared to pack these to specifically meet buyer needs, as the greatest proportion of vegetables is airfreighted and exported within a time frame of 12 to 24 hours to ensure its extra freshness.

advertorial

Salads Continued innovation and development brings forward ever more choice, no more so than in pre-packed salads where there has been major growth in exports. Cyprus exporters have certainly responded to the irrepressible increase in global demand for convenience products and continue to open up opportunities. Producers have also expanded their facilities and established new markets.

Citrus fruits

Citrus fruits Citrus fruit represents a key export market.

Mandora accounts for more than half of citrus exports and the country also produces soft-citrus varieties like Nova, Minneola and Ellendale, grapefruit varieties including the white-fleshed Marsh Seedless and the redfleshed Rio Red and Star Ruby, lemon varieties such as Lapithiodiko, Eureka and Lisbon and orange varieties like Navel, Shamouti and Valencia.

Herbs The use of herbs in Mediterranean cooking is well known and highly appreciated.

In recent years, there is clear evidence of a growth across Europe with consumers and restaurants more willing to use both fresh and dry herbs in their cooking and to explore different tastes. Again the range of product on offer is wide ranging from the all-year-round parsley, coriander, thyme, dill, basil and mint, to the sea-

sonally available methi and sage and, of course, the uses of herbs is not restricted to eating but is also important as medicines and in cosmetics.

The Cyprus Trade Centre in Dubai is backing the industry by fielding enquiries, helping establish contacts, and arranging visits to the island for importers. Further information is available via www.ctcdubai.org

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NEWS

Asia Asia, Pier 7, Dubai Marina

F r an c hi s in g i s the Future Over the past 15 years, the Solutions Leisure Group has worked to become one of the leading entertainment and nightlife groups in the Middle East, and now hopes to build on its record with a series of franchise agreements, as Michael Gordon discovered

T

he Solutions Leisure group built its foundations firmly in the hospitality and leisure industry in Egypt; providing world-class venues for the rapidly expanding tourist market.

On New Year’s Eve 2005, the group opened The Beach, the first open-air concept for the Ministry of Sound brand, in the picturesque tourist destination of Hurghada. This 3,500 capacity beach-side nightclub, placed on the 50

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shores of the Red Sea, changed the face of Egypt’s clubbing scene overnight.

In March 2008, Solutions Leisure took on the task of bringing a 120,000sqm Marina development in Hurghada to life. The Solutions team was solely responsible for the development and marketing of the Hurghada Marina brand, tenant blend, site placement and contracts.

Over 7,000sqm of retail space was negoti-

ated and signed in less than three months, with over $18 million revenue secured for a five year period, making the Hurghada Marina the city’s top tourist attraction. Again, Solutions Leisure oversaw the entire build process of over 120 bars, restaurants and shops; designing, building and opening several of their own venues in less than three months.

But in August 2011, following the revolution in Egypt the group relocated to the UAE.

Interview

Solutions Leisure director, Paul Evans, says: “I had a business with 18 operating places and 650 people on 13 January and by 20 February I had six places left and 200 staff. I made the decision that I couldn’t continue.”

Four years later and the group’s unique and diverse portfolio of venues has been strategically developed to cater to the cosmopolitan demographic of the UAE, welcoming in excess of 40,000 customers every month across its current three venues.

Paul regales: “I spent six to eight months doing a recky in Dubai to see what sector we wanted to get involved in. I knew the Hed Kandi and Ministry of Sound people very well and knew they were keen on Dubai, but I felt that the nightclub industry was quite saturated.

“Then I stumbled upon what would become the Q43 bar in Media One hotel in Media City, and knew the general manager Mark Lee very well. I walked in and was blown away by the space and view. I had no concept but knew I had to have it. We sat here for weeks strategising about how to fill such a space – it’s too big for a restaurant and the ceilings were too low for a nightclub.

“Eventually we came up with the Q43 concept, a multitude of seductive sins that offered something for everyone, built on our belief that it’s your responsibility as an operator to get guests to stay longer by creating an environment and experience, while entertaining guests for as long as possible.”

The Success Story First year sales were double the initial budget.

In year two they are trending to be 12% up on year one, bucking the current industry trend.

Paul says: “We welcome 30,000 guests every month, and 2,000 to 3,000 people on ladies night and the venue only holds 1,000, so we turn three tables every night, which is unheard off in a late night venue like this.

“We tried something new to what everyone else in the industry is offering. Q43 in the afternoon is a great place for business lunch, professional, punctual, and fresh food, then it’s a great place for a sunset beer after work at 5pm, at 8pm it is a casual restaurant lounge and then a full on nightclub at 12AM. We wanted something very unique and fluid that morphed depending on the time and day of the week you come.”

Building on the strength of Q43, the Solutions Leisure group purchased the franchise

Karma Kafé, Souk Al Bahar

He adds: “Lock Stock will be ready to open in December but we won’t. Instead we will wait until January as our target demographic will leave Dubai over the festive period, and teams will be killing themselves to fill the venues on New Year’s Eve, so why make it hard for ourselves.”

Paul Evans, director, Solutions Leisure to Raymond Visan’s Karma Kafe, which is a sister to the globally recognised Buddha-Bar concept. Acquiring this pan-Asian diner gave the group the expertise to develop its second proprietary concept in the UAE, with the launch of Asia Asia in Pier 7, Dubai Marina.

Currently the group is building on its third proprietary concept, Lock Stock & Barrel, which will open mid-January 2016 in the Grand Millenium hotel in TECOM, Dubai, and it has concluded a second franchise deal to bring Melbourne’s seafood concept Atlantic to the Souk Al Bahar in Downtown Dubai, sometime in September 2016.

Paul explains: “Lock Stock & Barrel is a party bar, that will feature quiz nights, ladies nights, sports nights and a resident five-piece European live band. We want to be the top level venue in TECOM. We are not interested in being like the other high end high spend venues in the market. We are building something that is accessible and unpretentious.”

Expanding the Portfolio Meanwhile, with 14 different concepts across Melbourne, the Atlantic Group has struck a franchising agreement with Solutions Leisure, which will initially bring its seafood concept The Atlantic to the UAE. Backed by celebrity chef Donovan Cook, The Atlantic is described as rustic, urban and quirky.

The Atlantic is the brainchild of hospitality and events entrepreneur Hatem Saleh and building magnate Tony Schiavello, the duo behind Atlantic Group of Companies and its transformation of Central Pier in Melbourne’s Docklands.

Aside from the Souk Al Bahar outlet, Solutions Leisure will be the worldwide franchise partner for The Atlantic.

“Also, Hatem will assist on our developments. We will go out and business develop it and then together we will develop the concept with the franchise partner,” explains Paul.

On developments outside of the UAE, Paul adds: “Hatem will help us develop our concepts across Australia. Together we are talking to two people about putting Asia Asia into Melbourne and Hatem has introduced us to partners in Hong Kong to put Q43 on the top of one of the towers they are building there.

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Interview

Q43, Media One Hotel

Solutions Leisure group Q43 When establishing Solutions Leisure Group in Dubai, a huge gap in the market was immediately identified; a venue that offered something in between the mega glitzy and the low key.

This New York loft style venue offers a combination of business lunch, dining and lounge areas, where you don’t need to spend a fortune to feel like a superstar at Q43.

In December 2013, Q43 opened its doors on the 43rd floor of the Media One business tower in Media City to rave reviews from customers and media alike.

Karma Kafé Karma Kafé restaurant and lounge is a concept designed

by Raymond Visan, the creator of world renowned Buddha-Bar. With a 120 cover large terrace overlooking the Burj Khalifa and the Dubai Fountains, as well as an indoor restaurant, lounge, DJ booth and bar, Karma Kafé is famous for its pan Asian fusion cuisine as well as music events. It was first opened in 2009, and purchased

by Solutions Leisure in 2014.

Asia Asia “Hatem has access to our brands if he comes across the right opportunity, but it is not an exclusivity agreement. We will not invest in Hong Kong or Melbourne ourselves, but we will go in set up the business, recruit the staff, design the menu, design the site, pre-open it and check it on a monthly and quarterly basis, in a similar way to the deal we have signed to take Asia Asia to Iran.”

The Franchise Model The Iranian restaurant will open in February 2016 in Tehran, next to the embassies with a backdrop of the mountains. “Our partners are extremely ambitious and will do a good job with us holding their hand all the way.”

Solutions leisure provides a turnkey franchise solution from design, build supervision, key staff training and other vital support right through to the launch party.

Paul add: “We are a lot more involved than many franchised companies as we are extremely dedicated to ensuring our partners are able to deliver the same level of service that we provide day in and day out in Dubai.”

Paul believes that the three concepts the group has built continue to have potential throughout the region and globally, including Moscow, London, Azerbaijan, Singapore, Hong Kong and Thailand.

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sector and we are currently discussing sites in Jeddah and Riyadh for Asia Asia in 2016,” he adds.

Looking to the Horizon Having created three concepts and bought the Karma Kafé franchise, Paul is confident the group will choose to franchise over creating proprietary concepts going forward. He says: “What it takes to own and operate as a standalone in one territory is quite difficult – businesses gets more interesting with scale.’

“Whether or not we develop anymore new proprietary concepts depends largely on the spaces we are offered. We would love to get involved with beach clubs if I can get the right location. Otherwise, I will try to fit one of our current concepts in as we already know their language. And, they are all award winning venues, having amassed 13 awards in two years.

“In 2016 we will solidify Lock Stock & Barrel in the marketplace, get Atlantic open, get Asia Asia open in Tehran, get two more franchises and two more locations in Dubai.”

Supported by MMI and Heineken, Solutions Leisure is backed to open five Lock Stock & Barrel outlets across Dubai in the next three years, with targets on JBR, JLT and Business Bay.

The pan-Asian concept, Asia Asia opened in the end of 2014 in the prestigious Marina district, in the EMAAR development Pier 7.

The venue encompasses semi private lounges, a bar, dining area, sushi bar and a terrace overlooking the Marina yacht bay. The multiple design award-winning interior of the venue is one of the factors that sets Asia Asia apart.

Lock, Stock & Barrel This venue was inspired by the trend of casual, industrial and live music venues that are buzzing hotspots in trendy cities across the world. The flagship 8,000 sqm venue is casual and completely unpretentious, with a very industrial American feel to its design. Weekly events include live football on the big screens, quiz nights, Friday brunch, ladies night and acoustic sessions.

The Atlantic The Atlantic will be the ultimate seafood dining experience. Opening in Souk Al Bahar in 2016, with unparalleled views of the Burj Khalifa and the Dubai Fountains. The Atlantic concept comes from its flagship restaurant in Melbourne, Australia which has been awarded critical acclaim in the Australian dining scene since opening in 2011. In Dubai the mood is captured in edgy, industrial finishes, seascape colour schemes and bespoke netted chandeliers, with glimpses of industrial, raw, distressed wood and turquoise paintwork, and an ocean to plate philosophy infuses every aspect of the restaurant, from its design and ambience to service and of course its cuisine.

Viewpoint

Why grains should not be part of the human diet Dr. Graham Simpson, the chief medical officer and founder of Intelligent Health in Dubai, outlines the latest trends in nutrition

F

rom the beginning of our history until about 12,000 years ago, we were hunters and gatherers. Our diet was pure. We were eating how we were genetically programmed to eat – fuelling our body instead of slowing it down and making it sick.

So what changed 12,000 years back?

The Agricultural Revolution took place.

Humans started growing grain seeds in a manner that allowed them to put aside their hunter-gatherer ways and now feed large populations with ease. But it was a very different way of eating than we had been doing for hundreds of thousands of years prior.

Grains are just about everywhere today and in all our favourite foods. These include the breads and pastas and breakfast cereals and tortillas and pastries and cakes (AKA “empty calories”) that so many of us eat as part of our regular diet.

Why grains make us sick and fat There are many reasons that grains are bad for us. One of the more significant negative effects is due to the phytic acid they contain, which will prevent our bodies from absorbing essential minerals such as calcium, magnesium, and iron. The effect grains have on calcium absorption is in fact one of the reasons osteoporosis is such a common problem today.

And then there is the biggie: The insulin response and the effect grains have on this.

Chronically high blood glucose levels lead to chronic insulin spikes, which is the main cause of silent inflammation – the number one killer of our time. And yup, those grains which are part and parcel of our Western diet drive up blood sugars to ugly levels, which is the start of the process that leads to diseases including diabetes, cardiovascular illnesses, cancers, Alzheimer’s, and many others.

You may have also heard of “leaky gut”

About Dr. Simpson Graham Simpson, MD is chief medical officer and founder of Intelligent Health, located in Dubai, UAE. Dr. Simpson graduated from the University of the Witwatersrand Medical School in Johannesburg, South Africa, and is board certified in internal medicine and emergency medicine. Dr. Simpson is a founding member of the American Holistic Medical Association (AHMA) and is also a licensed homeopath. You can read about Dr. Simpson’s health programs at www.intelligenthealth.ae.

syndrome. We now know that all autoimmune disease is caused by leaky gut, which has its roots in grain and dairy consumption. Leaky gut is a condition whereby gaps occur in our intestinal membrane, allowing undigested food and bacteria to escape your gut and “leak” into your bloodstream.

These undigested foods and bacteria then “cross react” with different tissues to cause various autoimmune diseases.

And of course grains lead to obesity. It is almost impossible to beat this one. Regular grain consumption (and regular does not necessarily even mean large amounts) leads to extra glucose floating around in the body, which, when not immediately used for energy, is stored as fat.

Just say no Research has revealed an instant change in our health since the start of the Agricultural Revolution. Those early farmers were not as healthy, nor did they live as long, as the hunters and gatherers they replaced.

Now many will say well sure, but in the 21st century we are living longer, right? Yes we are, but this is due mainly to improved hygiene and medical science developments in the past century or two that have al-

lowed us to master the art of “plugging the holes in a very damaged ship.” Medications may buy you more years, but living with these types of illnesses is not living much at all. Nor is living with the massive number of side effects that come with taking all those pharmaceuticals.

I always challenge my clients to go grain free – and yes, this means whole grains as well as the refined ones. I know it is hard at first, and I prepare them for this. Grainbased foods are after all so delicious in part because that blood glucose spike is followed by the brain releasing dopamine – that hormone and neurotransmitter that plays a major role in reward-motivated behaviour. Drugs like cocaine and heroin and nicotine all go to work on the dopamine centres of your brain in the same manner as grains do. So of course our bodies “think” grains taste amazing.

But cut back on grains – and eventually eliminate them – and you will be part of the minority that lives a much healthier and more enriched life. You will have more energy, better moods, nicer skin and a generally younger appearance, less body fat and more muscle, and a longer lifespan with far less risk for chronic illness.

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HOT STUFF Catering News ME takes a look at some of the hottest F&B products on the market

Teema

Bateel Artisan Honey

Designed by one of Iittala’s most iconic design heroes, Kaj Franck, Teema is a versatile collection with endless combinations of shapes, sizes and colours. Capturing the essence of Scandinavian design thinking, each Teema piece is derived from three simple forms: circle, square and rectangle. Functional, durable and refined, Teema is the perfect tableware for everyday use. Plates, platters, cups and bowls, each and every Teema piece is oven, freezer, dishwasher and microwave safe. So not only will they look beautiful on your dining table, but they’ll make cooking, serving and clean-up easier. www.iittala.com

Bateel launched a collection of premium honeys, across all stores in the GCC from November, each one promising outstanding health benefits. The flavours range from fresh walnuts and herbs to delicate aromas of lemon blossoms and hints of marmalade, and can be used as toppings on a range of desserts including pancakes and ice-cream.

Several of the variants are being introduced to the UAE for the first time, including the Lemon Blossom, Verbena, and Rose. Lemon Blossom, produced from lemon groves on the French coast, is a refreshingly zesty yet delicate honey, with a creamy texture that melts in the mouth.

It also contains antiseptic and antibacterial properties, which makes it an ideal remedy to soothe sore throats. The Verbena has a calming effect, ideal as a good night treat, while the Rose honey is enriched with rose essential oils for a fine, distinct taste. www.bateel.com

Nordaq Fresh Nordaq Fresh is served in beautifully designed glass bottles, which can be used over and over again and their water system contributes to a cleaner planet as there is no fossil-fuelled transportation, no one-use plastic bottles, and no waste, as it is bottled on-site. Local tap water passes through a patented proprietary filter system, which removes impurities and unwanted flavours, while maintaining the water’s natural salts and minerals for a balanced, neutral, rounded taste. The system cools the water and produces high quality still or sparkling branded water that can be sold at the same price as international branded waters.

Today, this product is served in restaurants with a total of 122 stars in the Guide Michelin – and is appointed preferred supplier to Starwood Hotels and Resorts globally. www.lamarquise.ae

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Fürstenberg BLANC In close cooperation with German star gourmet chefs Sven Elverfeld, Nils Henkel and Tim Raue as well as top designer Mikaela Dörfel, Fürstenberg has developed a new gourmet tableware line called BLANC. Designed to excel in all the demanding rigours of upscale cuisine, this range has a noble design, is made of the highest quality and has extraordinary functionality. It was these characteristic properties that won the range the iF product design award 2012, the German Design Award 2013 and the Design Plus Award 2013.

The plates with their various depths, radii and rim sizes, and the innovative cloche, allow for an impressive staging of foods. www.fuerstenberg-porzellan.com

Rue Flambee Italia Rue Flambée Italia has two brand divisions: Palais du Chef offering a selection of healthy and gluten free pastry, gelato and ingredients for HORECA professionals, and Madame Loulou with its health home baking products, free from palm oil, trans fat, GMO, preservatives, azo colours and especially gluten, with some products even lactose free and free of eggs. www.lamarquise.ae

The products below are available at

Nisshoku Cornflakes Nippon Food Manufacturer (Nisshoku) is bringing its hot and cold ready-to-eat breakfast cereals, first introduced in Japan, to SIAL 2015. Located in Hokkaido, any area renowned for its maize and oats, Nisshoku is a manufacture of oatmeal, flakes and canned foods, without the use of preservatives or additives, and the only certified organic cereal producer in Japan. The plain flavoured cereal is organic, while the other flavours are made from natural ingredients. www.nihonshokuhin.co.jp

LORINA: a premium adult soft drink Lorina is a uniquely all-natural and artisanal French soda, manufactured in France since 1895. This carbonated beverage is made with the finest ingredients: pure crystal sugar, pristine water from the Vosges sandstone and all natural flavours. Distributed in more than 40 countries, Fresh Express has now brought Lorina to the UAE in two distinct flavours: Sicilian and Pink Citrus Lemonade. Get in touch with Fresh Express Beverages and order your samples to try: beverages@freshexpressint.com

La Cimbali M100 coffee machine The La Cimbali M100 coffee machine displays design elegance, reliability, functionality, energy savings and high performance. The Italian company Gruppo Cimbali has been producing espresso and cappuccino machines since 1912 and the eye-catching M100, a new professional machine for the bar, was born to celebrate the first hundred years of success for the company, while keeping an eye to the future. As the regional distributor, La Marquise will be demonstrating this machine at SIAL 2015. www.lamarquise.ae

Cafes Richard BOLIVIA – Fairtrade and Organic Alain Milliat Beetroot Juice Made from fresh raw materials, sourced from South West Germany, Alain Milliat presents its new beetroot juice. Made from 96% organic beetroot juice and 4% lemon juice, beetroot juice delivers an aromatic freshness and sweetness sensation. As the regional distributor Fresh Express will be showcasing Alain Milliat at SIAL 2015. www.freshexpressint.com

This single origin, 100% Arabica coffee is produced

by Aymaras Indians, on the slopes of the Andes, in the Yungas region. The richness of the Bolivian earth, tropical climate, altitude and manual harvest, are important factors for the culture of organic coffee. This extremely refined organic coffee, which exalts subtle notes of dried fruits and toasted wheat, should optimally be brewed using an Espresso, Syphon, Chemex or V60. Fresh Express will be showcasing this Fairtrade coffee at SIAL 2015. www.freshexpressint.com

December 2015 Catering NEWS ME

55

Marketplace

Sweet

Under the Microscope Jan Bijsterbosch Founding partner and CEO, Savarin Purveyor of sweet treats to as diverse a clientele as boutique hotels and global airlines.

Chef Sanaa Katir Executive chef, Choc’oa This family-owned manufacturer and retailer of chocolate products and confectionery was founded in Dubai, UAE in 2004.

Alia El Alami Founder, Looshi’s As an independent baker, Looshi’s offers freshly red macarons and cakes.

Gaile Ann Eula F. Bahinting Sales and marketing- social media, Mimoza This confectionery and cake shop in Dubai offers cakes, chocolate, cookies, cupcakes and many more kinds of sweets.

Fady ElKhoury Brand manager, Paul Bakery and Restaurant Middle East. Paul is a French chain of bakery/café restaurants established in 1889 in the city of Croix, in Northern France,

by Charlemagne Mayot.

Zeyneb Larabi Area manager – India and MEA, Valrhona. This French premium chocolate manufacturer is based in the small town of Tain-l'Hermitage in Hermitage, a wine-growing district near Lyon.

Yannis Toutziaridis Business development director, Europe, Middle East and Africa, Sweet Street Desserts Today, Sweet Street is a leading innovator in the dessert industry, baking for restaurants in over 60 countries, on every continent.

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Catering NEWS ME December 2015

Today, customers are looking for innovation and creativity in their desserts, yet they remain firmly focused on price and value for the money, as Catering News ME discovered The Middle East is known to like its treats, with the sweet factor often turned up to eleven, so it’s a good place to start if you want to see what trends are emerging in desserts.

Last year we inherited the Kronut from the US, and it seems we are not tired of innovation

yet; in fact change and innovation are the key concerns of our region’s dessert manufac-

turers, with price and value for money a close contender. With 2016 around the corner, Catering News ME spoke to several dessert makers to see what treats we have in store.

What are the latest trends in desserts?

Jan: The trends we are recording are for clean

lined desserts, smaller portions, intense flavours, and the pairing of sweet and savoury.

Sanaa: The consumers are currently more adventurous and like to experience something

different and unique. This surge has boosted

chefs to try different combinations and fla-

vours - like the dark chocolate with blue cheese which we did last month.

Alia: We have noticed a rise in the demand for innovative desserts like naked cakes, cake in a jar, cronuts and pie pops.

Gaile: The classic cakes will always be there, but

we also see demand for creative mixes like cake

in a jar, cake in a cup, or cake pop and cupcakes.

Fady: Refined portion sizes and new offerings

are definitely growing in popularity within the

region. Consumers more than ever are seeking quality offerings, rather than the quantity served. At Paul Bakery, we very much pride

ourselves on serving up the most exquisite desserts and pastries, with presentation and delicious flavours being key. We even run a

dedicated chocolate menu each year serving

limited edition chocolate dishes for one month.

Zeyneb: Nowadays, cuisine is being reinvented

and reinterpreted with simplicity, authenticity

Looshi's

Marketplace

Savarin

and friendliness in mind. This gives free rein to

the world of gastronomy through its focus on beautiful, high quality, approachable prices and a human touch.

Chefs are putting a contemporary spin on tra-

ditional dishes, serving gourmet food at afford-

able prices in a cosy bistro atmosphere. New

creativity is focused on the essentials - good food and fresh ingredients

Yannis: Individual desserts, gluten free des-

serts and Arabic sweet flavour profile, like

dates, rose water, pistachio and honey. In general there is a trend towards higher qual-

ity desserts made out of premium ingredients.

This is particularly true in the whole Middle East region as customers are less price sensitive than Europe.

What are the most important specifications for your catering clients when placing new orders?

Jan: We are frequently asked, ‘Can you deliv-

er tomorrow?’, and most of the time we can.

Mimoza

Cost is of course a great consideration for our clients. We are therefore happy to work with them to ensure we provide the best value for

cused on adaptation to the latest technological

sent what the brand is all about. The quality of

tremely important as each of our clients must

house management and supply chain system

In addition to the exquisite chocolate prod-

their catering dollar. Consistency is also exreceive the same high quality.

Sanaa: Clients are now very much quality and

health oriented. So preferences are more for healthier options like dark chocolates, sugar

free products and gluten free cakes. With the

current economic conditions, clients as also price selective.

Alia: Clients always comment on our flawless presentation and freshness; our desserts are baked daily. We also get requests for more per-

sonalised portions and small sizes instead of large cakes that need to be sliced.

Gaile: The most important specifications for

our catering clients in placing new orders is

the specification on colours and details on theme decorations.

Fady: As much as possible, we try to ensure we

reflect the atmosphere of Paul Bakery and Res-

taurant in our products when we cater outside our shops. This includes everything from the

branding of the delivery boxes, the presenta-

tion of the food within these boxes, the quality of the food, and of course, the superior taste.

Zeyneb: Our clients are focused on quality, reli-

ability, innovation and service. Our unique product range offers the perfect blend of quality and value that is sourced from around the world.

Our network of distributors in the region is fo-

innovations such as the state-of-the-art ware-

which has streamlined client portfolios and renowned food brands at the same time.

Yannis: When customers are coming to Sweet

Street Desserts they are looking for gourmet

frozen desserts with consistent quality and a three to four day shelf life. They are also looking for a range of different options to make a balanced dessert menu.

How do you create a strong business USP with desserts?

Jan: We are a dessert supplier specifically for the volume market segment that requires high

quality dessert solutions. We create dessert solutions that are of a gourmet quality, made

from scratch with no pre-mixes and high quality and natural ingredients. No e-numbers are added by us and we use significantly less re-

fined sugar in the majority of our desserts, by between 30 to 50%.

Sanaa: At ChoCo’a, all of our chocolate products are artfully hand-made and presented. Our packaging and branding reflects the exclusivity

and elegance of the products offered. In addi-

tion, ChoCo’a uses the finest Belgian milk chocolate couvertures, while all of our accessories are imported from Germany, Italy and France.

The branding and packaging is meant to repre-

the product is the most important factor.

ucts, ChoCo’a creates individually designed cakes to suit every need and occasion, and a sophisticated range of elegantly designed cor-

porate gifts to suit all clientele. We also offer private labelling options for any business seeking their very own branded chocolate delica-

cies, creating that “one stop shop” experience for our clientele.

Alia: We set ourselves apart by being the neighbour’s favoured bakery, by always connecting

with the local community and catering to their local events; focusing on the quality and fresh-

ness of our offerings, which costs us a lot of

money to maintain, but this is the core of our offerings; by staying innovative, and always of-

fering new products to our clients on a monthly basis, while maintaining our core offerings; by listening to customers and adapting to their

needs; and through open communications be-

tween the founder and the customers so they can voice out their feedback directly.

Gaile: We can offer whatever accessories the client prefers, including 24 carat gold powder, shavings or leaf/leaves and even Swarovski crystals.

Fady: At Paul Bakery, the most distinguished product is the handcrafted French bread. The range offers everything from rye bread, to “ancien” bread loaf and more. Paul Bakery is a per-

December 2015 Catering NEWS ME

57

Marketplace

fect breakfast destination for a refined selection of freshly baked viennoiseries prepared using

authentic French recipes, yet modified to suit the multicultural diversity of the region.

Guests are also welcome to indulge them-

selves in the never ending pastry selection, which offers everything from freshly baked

croissants, delectable cakes, and traditional French macarons.

Zeyneb: Valrhona sources explore the world to

discover the finest cocoas, to produce varieties embracing that unprecedented, unique flavour, working hand-in-hand with local planters.

Over time they became aware that to produce

extraordinary cocoa three essential qualities need to be united: that of the trees, of the en-

vironment and of the people who nurtured the plants. To excel in this quest, Valrhona created sourcing: tracking down potentials, identifying aroma uniqueness, specifying origin profiles, checking constancy, and strengthening skills and knowledge by sharing expertise and powers of analysis with planters and producers.

What is your largest market geographically and what are the global trends in terms of supply and demand?

Jan: Our largest market is the UAE market in

the hospitality and catering segment. Our products can travel all around the world.

Savarin

“Chefs are putting a contemporary spin on traditional dishes, serving gourmet food at affordable prices in a cosy bistro atmosphere.”

Sanaa: We are exporting to different coun-

tries globally including the UK, Morocco,

South Africa, and all GCC countries. In terms of exporting, our largest market surely would

be the GCC countries when we launch our franchise concept.

Valrhona

With the current economy situation, buyers are

UAE serve to reinforce our commitment by re-

price-sensitive. Considering this fact, ChoCo’a

to experience a wider variety of options on an

more cautious and the market is definitely more offers flexible options on private labeling and corporate servicing to our clients.

Alia: Our primary market is Dubai with our baking facility. However, we’ve been getting a lot

of orders from Kuwait and Qatar for personal events and corporate events too.

Global demand influences us at Looshi’s, our

customers keep up with new trends and make orders/requests based on what they see online and they ask us to do it for them.

Fady: The UAE is Paul Bakery and Restaurant’s

largest market within the Middle East. By tak-

ing steps to change and refresh the menu twice a year, our objective is to highlight the ongoing

commitment and involvement of Paul Bakery towards customer demands. Moreover, the

restaurant’s bi-monthly promotions across the

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Catering NEWS ME December 2015

warding our loyal customers by allowing them ongoing basis.

Zeyneb: Valrhona created Haute Chocolaterie.

The biggest names in gastronomy, chefs, pastry

chefs, confectioners, and chocolatiers around the world choose Valrhona for their creations.

The expertise of Valrhona is world-renowned

and the company has a network of 20,000 customers spread throughout 73 countries. Valrho-

na is also an official partner of Bocuse d'Or and a co-founder of the World Pastry Cup.

Yannis: In the region our largest markets are

Saudi Arabia and the UAE, and across the world

Where are your products manufactured, and what are the logistics issues you face importing to the GCC? Jan: Our products are designed and produced

at our IMPZ facility in Dubai. We are utilising part of the state of the art Bakemart facility, as Bakemart is our sister company.

Sanaa: The manufacturing process takes place in the ChoCo’a Factory in Al Quoz, Dubai. All of ChoCo’a’s production takes place in a fa-

cility where a strict adherence to the highest international standards of quality is applied.

State-of-the-art technologies are used to ensure an exquisite final product.

Chocolates are highly temperature sensitive

we have been selling very successfully in UK,

and hence deliveries within UAE as well as

is the leading cheesecake manufacturer and one

controlled vehicles which will protect the qual-

Scandinavia, and Italy. In the US the company of the most recognisable brands in the whole foodservice market.

other GCC countries are done in temperature ity of the products. Shipping in a temperature controlled environment via air freight is very

Marketplace

expensive when compared to exporting as a

ChoCo'a

regular cargo.

Also, each country is becoming more stringent

with the food safety and import laws which makes exporting a tedious task.

Alia: Our products are all baked in our Dubai-

facility, located in Jumeirah Lakes Towers, so we don’t face issues with logistics. However, issues do sometimes arise with the price of shipping finished good to neighbouring coun-

tries, like Kuwait and Qatar, which also affects the freshness of the products.

Gaile: All our products are sourced locally in the UAE.

Zeyneb: Production takes place exclusively in Tain L’Hermitage in France.

Yannis: Our bakery is based in Reading, Pennsylvania and we employ over 800 people. We

have been dealing with logistics for the region for over ten years.

Sanaa: Chocolate sales across the UAE have

How have recent enhancements in food safe-

increased greatly in the last two years, exceed-

ty legislation affected your operations?

Jan: Thankfully Dubai Municipality has a good

ing estimates. The industry is growing further

grip on the food production market in Dubai,

every year in terms of value and volume.

and they are adapting their legislation to inter-

In years to come, we believe that the choc-

national, European and US standards, which we

olate market will become more competitive

larations and nutritional panels to our clients.

the bar for ChoCo'a. With an evolved market,

already operate to. We provide ingredient dec-

and more selective, which definitely raises

Sanaa: There are no major changes in the leg-

brands will have to work on creating special

islation within the UAE. However, food laws

product selections to maintain an edge from

are changing tremendously over time in many

the competition.

and South Africa.

ing and supporting their local bakeries and prod-

country’s food safety laws and labeling and nu-

they eat, so Looshi’s vision is to become Dubai’s

other countries including the UK, Saudi Arabia

Alia: Customers are leaning more towards buy-

This calls for us as manufacturers to study each

ucts. They want to form a connection with where

tritional requirements before entering those

first choice when it comes to dessert treats.

markets and distributing our products there.

Gaile: We see the market leaning towards cakes

Sweet Street Desserts

What is new in your portfolio of products?

Sanaa: We launched our new corporate cata-

logue last month. With it we aim to make the

fruity chocolates developed through 10 years

ents, hotels and catering companies.

Yassin: Our newest additions are the individu-

Also, in connection with our celebrations for

national chocolate day, three new lines of choc-

olates were created with the thought of blending strong flavours with an equivalently subtle

taste to give refreshing and unique chocolates.

The three new flavours are apricot compote

with biscuit spread, raspberry jelly with vanilla ganache, and water chocolate ganache.

Zeyneb: To be released officially during Gulfood 2016, our partners will be delighted to

discover an exclusive new range of naturally

Fady: While trendy, alternative cuisines are currently enjoying the limelight, I believe mar-

process of choosing corporate gift boxes much easier and pleasurable for our corporate cli-

mass production in future.

of close collaboration with growers.

ally wrapped products and our soft baked all butter cookies using high end ingredients.

How do you see your market changing in the future?

Jan: I believe the market will demand healthier desserts. People want clean food – back to basics with clear information and better labelling.

Caterers and restaurants will look at more out-

sourced solutions to specialist companies that only do desserts, if the cost remains in check.

ket popularity in future will slowly shift back to

more refined, authentic cuisines. These types of offerings are timeless, whereas people often

grow tired of quirky concepts which become

old very fast. Throughout its 125 year history, Paul Bakery has truly stuck to its roots, and still offers handcrafted, pure and simple recipes that can be enjoyed anytime, anywhere.

Zeyneb: For Valrhona, the future means com-

mitment: co-creation, sustainability, and a responsible and committed company, involv-

ing people, environment, communities, and partners.

Yannis: We see a significant growth in the hotel and airline channels.

December 2015 Catering NEWS ME

59

Le Clos receives three awards Le Clos, the Dubai based fine wine and luxury

Eric Lanlard goes Stratos-Pheric for Afternoon Tea presenter and author Eric Lanlard presented

a bespoke ‘Soir D’Orient’ afternoon tea at Le Royal Meridien’s Stratos – the UAE capital’s only revolving lounge bar and grill.

tive of the Year - Dubai Airports & Le Clos

• Drinks International Travel Retail Awards

for Best Luxury Drinks Launch of the Year – Ledaig 42 Year Old

for Best Partnership Initiative of the Year Collection

Marek Sheridan, managing director, Le

UAE and the region.

Clos, commented: “We are truly honoured to

before guests settled into the gastronomic

and travel retail industries. Receiving these

experience, we asked them to close their

eyes, take a deep breath and enjoy the subtle

fragrance of a specially-created cardamom edible perfume which transported them

right into the middle of the Al Ain Spice Souk,” said Eric.

The menu was a savoury and sweet tribute

heights in Abu Dhabi last month.

to Arabia with flavours of saffron, rose water,

the award-winning, celebrity patissier, TV

len and caraway seeds.

For one afternoon only, on 9 November,

• Frontier Award for Best Partnership Initia-

– Retailer and Supplier – Penfolds Grange

“To establish the right atmosphere, and

celebrated afternoon tea skills to whole new

Clos was presented with:

and beverage director Justin Galea, the inspi-

menu that owed much to the heritage of the

stars, super models and even royalty took his

el retail industry over the past 12 months. Le

• Drinks International Travel Retail Awards

rational culinary artiste designed a stand-out

baked for the weddings of pop and movie

recognising its game changing role in the trav-

Working closely with the 5-star hotel’s

own award-winning executive chef and food

The renowned French patissier who has

spirits retailer, recently received three awards

dates, cardamom, cumin, pistachios, bee pol-

be recognised for our work by both the drinks awards is a testament to the strong partner-

ships that Le Clos has developed not only with

Dubai Airports, where we will be opening our 6th outlet in 2016, but also with the world’s leading wine and spirit producers. Our desire to change transactions into exceptional con-

sumer experiences and the dedication of our team to constantly go the extra mile in deliver-

ing world-class standards is what drives us to always want to be better.”

RAW Coffee Company Identified As Top-Performing 100 SME Founders of RAW Coffee Company, Kim

Matt Toogood and Kim Thompson

Thompson and Matt Toogood were hon-

oured to receive congratulations from Sheikh Ahmad Bin Mohammed Bin Rashid Al Maktoum, Chairperson of the Moham-

mad Bin Rashid Foundation and President

of the UAE National Olympic Committee, on RAW’s identification as a top-performing 100 SME in Dubai.

Honouring owners and executives of

small and medium businesses that made

it into the Dubai SME100 ranking in its third cycle, RAW Coffee Company was recognised for it’s sustained growth performance,

and

and innovation.

investment

in

people

RAW Coffee Company is a boutique

roastery founded in 2007 by Kim Thomp-

opened its very first café inside Emirates Academy of Hospitality.

As members of the Specialty Coffee As-

son and Matt Toogood. Located in Al Quoz

sociation of Europe (SCAE), the UAE na-

100% organic and ethically traded, RAW

trainers for the SCAE, both Kim and Matt

and freshly roasting Arabica beans that are

supplies cafes, restaurants, hotels and homes across the UAE, and has recently

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Catering NEWS ME December 2015

tional chapter and authorised specialty are invested in supporting the growth and awareness of specialty coffee in the region.

From Milan to Dubai for C House Lounge Café C House Lounge Café, a unique, luxury concept born on the streets of Milan, is bringing its concept to the boulevards of Dubai.

The new Dubai based lounge, set to open its doors to Dubai’s Festival City at the end of the year, will feature the brand’s signature styling of White, Black and Gold married with a touch of drama and a healthy dollop of grandeur.

With three concepts under the same umbrella, C House Lounge & Restaurant Milano, C House Cafè Milano and C House Express Milano, we can expect to see four more outlets dotted around the city in some of the most prominent communities.

Avantcha has launched its first-ever festive tea collection

The UAE premium tea retailer Avantcha has launched a trio of seasonal flavours; created especially for gifting over the Christmas and New Year period.

A trio of flavours is being retailed both online at avantcha.com and at select outlets across Dubai, including Organic Winter Apple, the signature Avantcha Noel blend and a heartwarming Cocoa Orange Masala fusion.

“From the cinnamon and spice-infused scent of a traditional European Christmas market to the rich aroma of orange and chocolate that is sure to conjure up images of fireside conversations and social occasions, we love the symbolism behind our Winter Blends collection, ” said Marina Zbinden, co-founder, Avantcha.

December 2015 Catering NEWS ME

61

Final thought

HE SAID WHAT?

“In Dubai people follow people and go to places to be seen. They follow the media and bloggers. They don’t go for the food but go for the atmosphere. If you get the PR or marketing campaign right you will be full. This is a shift versus the food.”

Andrea Strim, executive assistant manager food and beverage, Kempinski Hotel, Mall of the Emirates

Wacky Races

Dinesh Warnakulasuriya, a 28-year old waiter at the Ristretto Café in Golden Tulip Al Th-

anyah, beat off stiff competition to finish first in the inaugural TIME Hotels Dubai Waiters

Race, which took place on 20 November 2015.

The NoMad Cookbook

by Daniel Humm, Will Guidara, Leo Robitschek

starting point for the fun run was the TIME

ner Will Guidara are the proprietors of two

Co-ordinated by Festivities Dubai, the

Oak Hotel and Suites in TECOM, with the 35

eager participants racing around a set 1.5-kilometre course.

Runners faced a unique challenge with

Hair Raising Challenge

READER'S CORNER

speed and dexterity the order of the day as

they were required to complete the run carrying a loaded tray containing two full glasses and a bottle of water.

Sponsored by Fresh Farm, Pepsi, Pan Out-

door Media and Green Leaf Air conditioning services, the 8am start didn't deter entrants

Chef Daniel Humm and his business part-

of New York's most celebrated restaurants:

Eleven Madison Park and The NoMad. The team behind this venues are renowned for

their innovation and execution, and this book attempts to transcribe the magic that is per-

formed daily in their kitchens. This inciteful

book also hides a secret cocktail recipe collection, to add a little sparkle to your creations.

Together you have wonderful assortment of

sweet and savoury food and cocktail recipes.

with a total of seven competing hotels, each Two senior executives at Abu Dhabi’s Jannah

fielding a waiters-only team of five runners.

Speed, agility and balance were challenged

Hotels and Resorts are going head-to-head to

at every turn as they raced as fast as possible

Chief research and development officer Mar-

pating hotels including TIME Hotels, Atana,

see who can grow the best moustache.

tin Persson and director of legal affairs Ashraf

Ahmed, challenged each other following a lunchtime argument over who would look better with facial hair. Now the pair are taking part in Movember to determine a winner.

To up the ante, Jannah Hotels and Resorts

has called upon its Facebook followers to

choose the type of moustache they would like

to see Martin and Ashraf sport throughout

along the 1.5-kilometre course, with partici-

Golden Tulip, Gloria Hotel, Boutique 7, Auris and First Central.

Commenting on his win, Dinesh Warnaku-

lasuriya said: “It was great to win, we train

every day as it is our job to provide good quality service, so it is always fun to put our skills to the test and compete against peers.”

The waiters were judged on the amount of

water lost, waiter standards (posture, grooming and smile) and timing.

Benu

by Corey Lee

lot of requests from followers.

munity together, overall it was a great success

three-Michelin starred restaurant Benu, pres-

and Resorts Facebook page, the group will

year’s event, so we look forward to making it

November. From The Connoisseur and The

Trucker to The Wisp, they have been seeing a For every new 100 likes for Jannah Hotels

donate AED100 to the Movember Founda-

tion, which runs the annual worldwide event involving the growing of moustaches during

the month of November. The funds raised

“The Waiters’ Race really brought the com-

and we are already receiving entries for next an even bigger, better and more competitive race,” said Mohamed Awadalla, CEO, TIME Hotels.

The Individual Race was won by Golden

through this hair raising challenge will be do-

Tulip, with Atana taking second place, and

raise awareness of men’s health issues, such

was won by Atana, followed by Golden Tulip,

nated on 1 December, helping the foundation as prostate cancer.

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Catering NEWS ME December 2015

TIME Hotels coming in third. The Relay Race with Gloria Hotel in third place.

Corey Lee, the chef behind San Francisco’s

ents his unique culinary stylings in this his first book. Hailed by television personality David Chang as “one of the best chefs on earth”,

Corey Lee has crafted his own cooking style

that seamlessly blends his South Korean heri-

tage with his upbringing in the United States.

Lee details the cultural influences, inspirations, and motivations behind his East-meets-West approach as he walks readers through one of his 33-course tasting menus.

© Jérôme Bryon / Les Gens de l’Atelier

Valrhona, Aux Sources du Grand Chocolat

Valrhona is a French chocolatier that has been providing exceptional chocolate since 1922. Created by and for pastry makers, Valrhona has dedicated all its expertise, high standards and passion to culinary professionals, making each taste an exceptional experience. Chosen by the world’s most prestigious chefs and craftsmen for its vast range of aromas continually enhanced by innovation, Valrhona’s ambition is to broaden people’s culinary horizons by offering a variety of unique and recognizable chocolate flavors, in an effort to continuously create more pleasure and excitement.

26600 Tain l’Hermitage - FRANCE valrhonapro.com