F&B FUNDAMENTALS FROM DUBAI’S TOP RESTAURATEURS

A conversation with Fundamental Hospitality duo Evgeny Kuzin, Chairman of Fundamental Hospitality & Maxim Vlasov, Co-Chairman of Fundamental Hospitality

Fundamental Hospitality is an international ecosystem of lifestyle and dining concepts. Creators, Evgeny Kuzin, Chairman of Fundamental Hospitality and Maxim Vlasov, Co-Chairman of Fundamental Hospitality develop elevated dining and leisure brands that showcase the quality and innovation of the region. At the same time, they export brands to key cosmopolitan cities around the world.

Their approach to F&B has led to a unique and dynamic experience in each venue they own. Fundamental Hospitality’s brands include globally acclaimed concepts Gaia, Shanghai Me, Alaya, La Maison Ani, Piatti and Izu Burger. This includes international franchises of Scalini Dubai, Scalini Riyadh, Cipriani Dubai, and Cipriani Dolci UAE.

The group owns and operates venues across the Middle East and Europe, with ongoing expansion of the group’s concepts into the GCC, Europe, UK, and USA. They have confirmed an additional 5 concepts in Dubai, set to open by 2024, which will enable them to cement ourselves as a leading innovator in the hospitality sector.

Kuzin says, “When I think about it, social interac- tion and connection are my favourite parts of our industry. I really enjoy sharing special occasions and making memories over lunch, dinner, or an evening with loved ones. To me, those moments are the core of the dining industry. When we set up our first concepts in Dubai, I focused on bringing international brands to the market, and finding the right fit for our audience. I also wanted to create an environment that made people want to stay, enjoy themselves, and return regularly. Now, as the group has evolved, and our focus has shifted to home-grown concepts that appeal to an international audience, I am involved in every element of the creative process. This goes from ingredient sourcing, food tastings, research trips, to brand and campaign development. I love seeing the transition as our initial plans and ideas come to life, as well as the reaction from our clients and customersit is so rewarding.”

Both Kuzin and Vlasov value quality, craftmanship, and creativity above all else. Their shared vision is to create home-grown concepts that last and appeal to a global audience, while showcasing the strength of the regional culinary industry on an international level.

“As we scale and grow, our aim is to ensure that our standard and service remains as strong across every venue, location, and market. This ensures our clients can enjoy the same excellent experience every time they dine with us,” adds Kuzin.

Vlasov says that agility is one of the most important, and often overlooked skills required in the industry. He comments, “We analyse every decision, whether it is a new menu item, event, or activation, to determine how it affects the restaurant, the reaction of our guests, and the impact it has on our revenue.

We learn and adapt. When we need to make a change, or we notice something isn’t having the desired result, we act fast, find a creative solution, and make the needed shifts. Restaurants are incredibly fast paced, both inside and out of the kitchen. We always aim to ensure we are one step ahead, of both our competitors and our clientele. It is important for a brand to be cohesive and timeless, and appeal to an international audience. We aim to create harmony between location, cuisine, and ambiance, and develop brands with longevity, consistency, and international expansion in mind.”

Less is more is now defunct in the hospitality industry in the region today. Most venues are trying to outdo one another by adding ‘more’. Kuzin talks about the benefits of keeping things simple. He further states, “One of the most interesting things I have noticed, is that even our most discerning clientele are looking for something fairly simple. They want to feel comfortable, eat well, and relax in an environment and ambiance that welcomes them. Fine dining trends have evolved, with an increase in the popularity and prevalence of premium restaurant serving elevated, sharing plates, and nourishing cuisine. This is in opposition to traditional small portion sizes.”

He also mentions that globally, social media has become a catalyst for the dining industry itself, with many guests requesting the dishes that they have seen online. This creates massexposure for restaurant brands, with an more emphasis on plating, aesthetics, and creativity in both the kitchen and front of house.

Kuzin goes on to add, “In the UAE specifically, we have noticed a significant shift in our client expectations and values after dinner. In previous years, large-scale parties and events were the market standard and client preference. However, our customers are now seeking a more refined nightlife. Smaller, more exclusive hidden lounges or nightclubs are in high demand, which aligns with trends in key markets around the world, such as London or New York. We have also seen a rise in the popularity of luxury beach clubs and leisure destinations, especially during the cooler months, which shows a shift towards “day-life”, stay-cations and entertainment destinations.”

Vlasov says, “Fundamental Hospitality analyses data from its customer relationship management software, which has become an invaluable tool for their operations.” He adds that the insights also provide tangible evidence for trends and preferences, which are considered and implemented across our expansion plans.

“Within each restaurant, the management and staff are trained to utilize the system effectively, to the manage expectations of all our guests, and provide them with their preferred table, as well as their favourite dishes and beverages. Across all of our concepts, we ensure that our menus are inclusive of dietary restrictions and cultural preferences so that there is something for everyone at our restaurants.

We have also made changes to our aesthetic, design, musical direction, and entertainment schedules based on feedback, to maintain an inclusive approach,” as Vlasov posits.

The pair are constantly evolving and looking at new and exciting projects for the future. This year, they will introduce an imaginative dining and entertainment concept, Evie’s, to Dubai’s International Financial Centre (DIFC); Kigo, a Japanese omakase concept in the Four Seasons DIFC; Maison La Plage, a beachside escape inspired by the history of the South of France; La Petit Ani, a French-Mediterranean boulangerie in DIFC; the first Izu Burger Joint, located in Box Park, Jumeirah; and Sirene Beach by Gaia, at the new J1 Beach located in the La Mer precinct.

For their overseas expansion, they aim to solidify their reputation and showcase the strength of Dubai’s culinary landscape. Firstly is the launch of Gaia London set to open in Mayfair in 2023; Gaia Marbella, which will open within the renowned Puenta Romana Hotel; and Gaia Miami, located in South Beach. Next is Cipriani Dolci which will open within Riyadh’s Diplomatic Quarter, as well as FrenchMediterranean concept, La Maison Ani which is set to open in London, UK, in the next twelve months.