tuEsday 18tH marcH 2014, thE ritZ-caRlton, Difc, dubAi, uae
Sponsorship opportunities ASSOCIATE SPONSOR
EXHIBITOR
EXHIBITOR
MEDIA PARTNERS
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Thank you for inviting me to be a part of this event. Congratulations on staging the event. It looked like it was a very successful day. It was also great to see so many F&B and Chefs who had travelled some distances to join the conference.
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Mark Patten, Vice President Culinary, Atlantis the Palm
OVERVIEW On the 18th March more than 150 of the leading F&B Directors and Executive Chefs from across the Middle East will attend the Caterer Middle East: Food & Business Conference 2014. Now in its third year, the event is a unique platform for culinary professionals from hotels, independent restaurants, catering companies and quick service restaurants to network, learn and discuss and debate the state of the industry. Attendance is by invitation only, and is strictly managed to ensure all attendees are running their restaurant or kitchen. This provides delegates with an unrivalled networking opportunity and the chance to discuss the issues of the day with their peers.
WhyATTEND?
For attendance enquiries please contact Amanda.Elisha@itp.com
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LEARN FROM THOSE DIRECTLY INVOLVED IN SHAPING THE FUTURE OF THE REGION’S RESTAURANT SCENE Hear about the initiatives that are driving the future direction of the Middle East’s culinary development as the biggest names in the region’s F&B scene take to the stage. HAVE YOUR SAY DURING THE PANEL DEBATES AND DISCUSSIONS A main feature of the event is the lively panel discussions that bring experts and practitioners together. Once the panelists have outlined their arguments, and defended their points, the discussion is opened up to the audience for Q&A.
MOVE BEYOND THE THEORY DURING THE INTERACTIVE WORKSHOPS The breakout workshops are a unique opportunity to delve into the nuts and bolts of industry issues. The workshops will create a practical and interactive learning environment, with an emphasis on delegate participation. INVITATION ONLY EVENT FOR F&B DIRECTORS AND EXECUTIVE CHEFS The event is only open to F&B Directors and Executive Chefs allowing attendees to learn from the best practice of 150+ peers in a mutually supportive environment. Everyone you meet at the event will be at the same stage in their career path.
FREE DELEGATE PASSES SPECIAL INVITES WORTH US$995 AVAILABLE FOR F&B DIRECTORS AND EXECUTIVE CHEFS CALL AMANDA ON +971 4 444 3463 TODAY TO SECURE YOUR FREE PLACE
DATE: 18 MARCH 2014 LOCATION: THE RITZ-CARLTON DIFC, DUBAI, UNITED ARAB EMIRATES FORMAT: ONE-DAY EVENT WITH KEYNOTE ADDRESSES, DEBATES, DISCUSSIONS, WORKSHOPS AND NETWORKING OPPORTUNITIES ATTENDEES: F&B DIRECTORS AND EXECUTIVE CHEFS FROM HOTELS, INDEPENDENT RESTAURANTS, CATERING COMPANIES AND QUICK SERVICE RESTAURANTS CONTACT: DIARMUID O’MALLEY ON +971 4 444 3568 OR +971 50 559 7339 DIARMUID.OMALLEY@ITP.COM
It’s was great to be among colleagues and great professionals, exchange ideas and share thoughts on common issues that touch us all in the UAE market. Particularly, I like the feeling of authority that Caterer Middle East gives to these events, as its main goal is in the best interests of all delegates. Vasileios Oikonomopoulos - Director of Food And Beverage, Fairmont The Palm outlets across the Atlantis The Palm resort, including offerings from world-class chefs including Nobu, Giorgio Locatelli, and Michel Rostang. Patten oversees the sourcing of produce and suppliers required for the 15,000 daily covers, including those specific requirements of the three world-renowned chefs which vary from the required seasonal products from Italy for Giorgio Locatelli and the fresh seafood from Japan for Nobu. Patten’s previous experience includes three years at the Shangri-La Hotel in Singapore as the area executive chef for South East Asia.
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JASON MYERS - GENERAL MANAGER, JUMEIRAH FOOD & BEVERAGE & MANAGING DIRECTOR, JUMEIRAH RESTAURANTS Jason Myers joined Jumeirah Group in May 2012 as Operations Director of Jumeirah Restaurants, relocating to Dubai from London, United Kingdom. In January 2013 he was promoted to Managing Director of Jumeirah Restaurants and joined Jumeirah Group’s Global Leadership Team. In February 2013 Jumeirah launched Jumeirah R&B (Restaurants and Bars), its dedicated food and beverage division which draws together all of its worldwide restaurants and bars under one umbrella. Jason now works on the strategic direction of Jumeirah R&B as part of the executive team. Prior to joining Jumeirah he gained a wealth of experience in the restaurant and bar industry in London. Jason held senior positions working with Ignite Group, Gondola Group, Greene King Plc, Barracuda, S&N and Greenalls. Jason holds a BSC Honours in Hospitality Management and an HND in Hotel and Catering. MARK PATTEN - SENIOR VICE PRESIDENT, FOOD & BEVERAGE, ATLANTIS THE PALM Patten is responsible for a team of more than 400 chefs and manages the 18 major restaurant and numerous smaller food and beverage
ANDY CUTHBERT - GENERAL MANAGER, MADINAT JUMEIRAH C&I AND JUMEIRAH HOSPITALITY, JUMEIRAH GROUP Cuthbert joined the Emirates Culinary Guild in 1992 and for the last twelve years he has been its chairman. His current employer is Dubai’s Jumeirah Group, where he is general manager within Madinat Jumeirah in charge of conference and events, as well as working for Jumeirah Hospitality. His multifarious duties include catering outdoor events, with up to 5,000 covers. He is grateful to the hospitality industry as it has given him a great career, a beautiful family (he met his wife, Josephine, when she was hostess at Hilton Dubai’s fine-dining restaurant) and the chance to travel the world and meet and work with people of many different nationalities. MARKUS THESLEFF - FOUNDER, WHISSLE LIMITED Co-Founder of Dubai headquartered full service boutique hospitality company, and multi-award winning OKKU Luxury Japanese Res-
taurant and Lounge, Markus has more than 16 years of international expertise in the fields of hospitality, F&B, marketing and brand consultancy. Following its success in launching OKKU, a home grown brand with international standards and an international reputation, Whissle has also launched Sophie’s, a gastro-cafe concept on the Palm Jumeirah. Another outlet in the Whissle portfolio is RIVA Ristorante, Bar and Beach. It offers an innovative and unique dimension to Dubai’s beach scene by being the first standalone independent destination in addition to offering guests à la carte facilities. A new concept by Whissle launched in 2013 is CLAW BBQ, Crabshack & Grill, which is located in Souk Al Bahar and is the incarnation of America’s favourite style eatery featuring Southern hospitality at its best. NAIM MAADAD - CHIEF EXECUTIVE OFFICER, GATES HOSPITALITY The Australian CEO of Gates Hospitality, Naim Maadad, has had a good year. The company has recently launched the local branch of London’s Reform Social & Grill, billed as Dubai’s “premier gastro pub”, and has also created and launched Ultra Brasserie as a concept. Maadad’s hands are full with Reform, two branches of Ultra Brasserie and the entire F&B of Six Senses Zighy Bay in Oman. Maadad has also revealed that two more branches of Ultra will open in the UAE, and two new lifestyle F&B brands will be launched. Maadad has previously assisted with bringing Gordon Ramsay to the Hilton Dubai Creek, as well as Bice to Hilton Jumeirah, served as senior consultant for Roberto’s DIFC’s preopening and initial operations, and finalised the Asia De Cuba contractual agreement with St Regis Abu Dhabi.
DUNCAN FRASER-SMITH - MANAGING DIRECTOR, THE CUTTING EDGE AGENCY Fraser-Smith has more than 20 years experience in the hospitality industry, spanning Asia, Australia and the Middle East. He recently launched The Cutting Edge Agency, a freelance consultancy which will be opening a number of high profile outlets including: Marina Bay Social by Jason Atherton, Whisky Mist and La Patisserie Par Pierre Gagnaire. Prior to this he was group director of design, food & beverage for Middle East, Africa and Asia at IHG, and his role involved creating and developing over 150 different F&B concepts for the chain. RUSSELL IMPIAZZI - CULINARY DIRECTOR, LAFAYETTE GOURMET, GALERIES LAFAYETTE Impiazzi has had a lifelong passion for food and the hospitality industry, and with more than 20 years experience as a chef, his passion has allowed him to travel extensively from New York, South Africa, South America, Indonesia, India, Europe, Caribbean and the Middle East and Dubai – which he now calls home. Over the years, he has opened more than 20 restaurants and tasted some amazingly varied food, all of which continue to inspire him to keep evolving his processes, vision and approach as a chef. CYRILLE TROESCH - EXECUTIVE CHEF, CAPITAL CLUB DUBAI Troesch began his career as he meant to go on: working with culinary legends. As a young commis in France, he
worked alongside 3 Michelin starred Gerard Boyer before moving to “Les Crayeres” in Reims. He also worked at L’Auberge Royale in Luxembourg, where his skills were instrumental in obtaining them 3 Michelin star. SIMON LAZARUS - VICE PRESIDENT FOOD & BEVERAGE, HILTON WORLDWIDE, MIDDLE EAST & AFRICA As vice president of food & beverage for Middle East & Africa, Simon Lazarus is responsible for devising and implementing F&B strategy for the company’s 60+ hotels as well as developing plans for those properties currently under development. Under his leadership, the F&B division has successfully developed into an award winning operation and, with over 300 outlets, is now one of the largest restaurant providers in MEA.
The 2013 Caterer Middle East Conference was a rare gathering of high-caliber industry executives, speakers and exhibitors. It was a great opportunity to catch up with and share ideas with industry peers and veterans. I look forward to next year’s event. Ian Ohan, GCC Area Developer/Owner, NKD Pizza
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AGENDA 08.30 Registration & Morning Coffee 09.00 Keynote Address
09.15 OPENING PANEL DISCUSSION: The Search for a Middle Ground – The Mid-Market Restaurant Revival During the UAE boom we saw an influx of high-end establishments open and flourish, however the market is now saturated with exclusive restaurants with only a small percentage of the total population able to frequent such expensive eateries on a regular basis. The UAE needs more affordable restaurants that can still deliver quality food – but how to go about re-vamping the mid-market venue? Discussion Point 1: What does the average customer want from a mid-market restaurant? Discussion Point 2: How can we attract quality independent restaurants to the Middle East Mid-Market bracket? Discussion Point 3: How can you create more affordable restaurants without compromising on quality of food and service?
09.55 PANEL DISCUSSION: The Rise of ‘Chef & B’s’ In recent years we have seen a number of executive chefs promoted to F&B Director positions in the UAE, ergo the birth of ‘Chef & B’s’. This has arguably seen a model for business and creative success, but is it possible for chefs to handle and succeed at the business side of running a restaurant or should Executive Chefs remain in the kitchen and leave the F&B Directors to the administration? Discussion Point 1: Can the merging of the two roles create a more efficient operation or should there be a more traditional separation of roles? Discussion Point 2: Some would argue that chefs are in the ideal position to handle both the front and back end of a restaurant considering their high level of product knowledge and understanding of how a kitchen and restaurant should work – but is this enough? Discussion Point 3: What are the disadvantages to having a chef lead the whole operation from a business perspective?
“[My] culinary colleagues and I appreciated the senior level of participants in the Caterer Middle East Conference, and especially the meaningful networking opportunities. Harald Oberender, Director of Kitchens - Event and Hospitality Services, Dubai World Trade Centre
fuel costs, natural disasters, suppliers and management to battle against, as well as a responsibility to observe ‘sustainable food’ practices, how can the industry tackle these issues and keep their business afloat? Discussion Point 1: Global retailers are increasing focus on direct sourcing of fresh produce in order to optimise the supply chain. How will bypassing suppliers affect the F&B industry in the Middle East and would an ‘ordering cooperative’ streamline the process? Discussion Point 2: Quality over Quantity; or the other way around? A constant battle occurs within establishments as to who should be responsible for the ordering and receiving of produce. Who is most qualified to do so, the chef or the procurement team? Discussion Point 3: What would be the best way to cultivate an efficient relationship between the suppliers and restaurants in order for everyone to get the results that they want? Discussion Point 4: How can the F&B industry work with the government to set clear and comprehensive guidelines and regulations in terms of produce so that outlets can avoid potential wastage and loss of revenue due to current ambiguous legislations?
10.40 Morning Break 11.10 PROJECT CASE STUDY: Catering the Abu Dhabi Grand Prix 11.30 PANEL DISCUSSION: 99 Problems: Produce, Suppliers, Chefs and all the Challenges..... Rising food costs continue to present a problem for chefs across the world and in this region. With droughts,
from selecting suppliers to hiring and training staff, but one crucial factor is design - how does the design of a restaurant affect the overall atmosphere and in turn make for a successful business venture.
WORKSHOP B: Reaching for the Stars - Preparing to be Judged and Rated There have been whispers of an international rating system such as Michelin taking more of an interest in the region. With the successful wins for Dubai Expo 2020 and the World Cup 2022 to take place in Doha, the Middle East is set to be the next big tourism hotspot; and with more and more chefs who have worked in Michelin starred restaurants now coming to the Middle East and boosting the standard of food in the region, the addition of a Michelin guide could be well timed if introduced in the near future. So how can restaurants prepare to qualify for the inevitable rating system when it arrives in order to achieve international recognition and be up there with the best? 12.50 Lunch
12.10 WORKSHOP A: Pre-Launch – The Factors Leading the Way to Success In such a thriving market, how do you differentiate your restaurant from the rest? Creating a winning concept and arresting menu are just the beginning. Prior to launching a restaurant, a lot needs to be decided,
13.50 PANEL DISCUSSION: Home-Grown vs. International It is commonly believed that the Middle East F&B industry will only really achieve excellence on a global level through the opening of more independent venues, but are we underestimating the power and international recognition that global brands can bring to the Middle
East’s table? Discussion Point 1: Why are international brands so favoured over local initiatives? Do global brands receive better opportunities and therefore achieve immediate success? Discussion Point 2: It has been argued that the Middle East is a great place to develop and launch home-grown brands, but how can this be achieved? Discussion Point 3: How can the industry work together to encourage more home-grown talents to take the plunge and develop an original concept? Discussion Point 4: How will the development of new locally created concepts that push the current boundaries of repetition and replication help cement the Middle East as a culinary destination of the future? 15.10 PROJECT CASE STUDY: Step by Step Guide to Creating a Concept
15.30 PANEL DISCUSSION: The Importance of Quality Service Standards & Staff Training The region is full of quality chefs and restaurants, but lacks the ample number of well trained staff that the rest of the world has. This is being reflected in the poor service standards currently on offer and steadily dropping. Developing and nurturing the skills of young hospitality professionals should be a matter of priority in order to achieve excellence on a global level, but why is it so hard to find good quality service staff locally – and keep them?
Discussion Point 1: The industry is consistently seeing high levels of staff turnover in the market – why is this? Discussion Point 2: Restaurants have been known to ‘promote in an emergency’ and internally advance staff without ensuring proper experience and qualifications as they are short staffed. How can this be avoided? Discussion Point 3: The poaching problem – how can you secure your labour force and foster loyalty in order to avoid your staff being poached by a competitor and to ensure staff retention? Discussion Point 4: With Dubai’s recent winning of the Expo 2020 bid and once again being in the world’s public eye, how can the industry work together to convince the government to offer quality service training to staff to benefit the tourism industry and achieve global hospitality excellence? 16.10 Conference Close
There was a lot of positive feedback during and after the event from all my industry colleagues… I thought it was great. Mabrouk to the whole team. Chef Uwe Michel, Director of Kitchens, Radisson Blu Dubai Deira Creek, and President of Emirates Culinary Guild
The Caterer Middle East Conference was a success, it was very well organised and the exposure of my product was great! I believe I reached most of the attendee’s and got them to taste my product. The feedback I received was perfect, and it was good to get all these people in the same room. Jason Bassili, Sales Director, Salmontini Trading L.L.C
SPONSORSHIP Direct access to culinary decision makers
WhySPONSOR? 1.
The Caterer Middle East: Food & Business Conference 2014 provides sponsors with direct access to the best of the region’s culinary community. As such, it is an ideal place for sponsors to position their brand, meet potential customers and existing clients and gain access to the F&B Directors as well as Executive Chefs who are the key decision makers signing off budgets and driving their businesses forward. The event facilitates face-to-face contact during the pre-event stand-up breakfast networking, the various coffee breaks, and the lunch. Sponsors will make an impression on potential customers immediately, and can start building those ever important relationships or exchange business cards for later follow up.
Breakdown of attendees from the past two Caterer Middle East: Food & Business Conferences
2012 - 146 delegates comprising of:
2013 - 162 delegates comprising of:
Golf and Beach Club Managers: 2%
Golf and Beach Club Managers: 3%
Miscellaneous: 14%
Hotel F&B Directors: 36%
Nightlife and Bar Managers: 5%
Miscellaneous: 15%
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Hotel F&B Directors: 28%
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Nightlife and Bar Managers: 5%
Independent Restaurant Executive Chefs: 6%
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Independent Restaurant Executive Chefs: 8%
6. Independent Restaurants Managers: 8%
Hotel Executive Chefs: 29%
Independent Restaurants Managers:10%
Hotel Executive Chefs: 31%
Network and build relationships with 150+ potential customers and gain direct access to high profile industry leaders who are shaping the future of the culinary industry. Remember, Caterer Middle East conferences are not like other commercial conferences or exhibitions. They are private events, only open to the sponsors and senior decision makers that fit the delegate profile. Delegates attend based on whether they are the right people, not on whether they can pay to attend! Meet key decision makers from the biggest hotels, the most popular QSRs and the hippest new restaurants, including Atlantis The Palm, Jumeirah Hospitality, Jumeirah Banqueting, OKKU Luxury Japanese Restaurant & Lounge, The Capital Club, and Reform Social & Grill. Raise the profile of your organisation and key personnel in a learning environment, thus enhancing your credibility with prospects by contributing to the debate and positioning your firm as a thought leader
Standard SPONSORSHIP - Exhibitor Dedicated Editorial Coverage (Digital) • HotelierMiddleEast.com • Editorial coverage highlighting sponsor involvement in the conference • 1 Article Announcing sponsor support and participation in the event • 1 Article Q&A with sponsor • 1 Article Event preview • 1 Article Live blog during event, including pictures of exhibition stands
Benefit from increased visibility for your brand before, during and after the conference, as once you become a partner your firm is highlighted to the magazine’s 100,000+ readers in print and online as the multi-medium marketing campaign kicks in
Dedicated Editorial Coverage (Print) • Caterer Middle East Editorial coverage highlighting sponsor involvement in the awards • 1 Article News story/round up of new sponsors announcing support and participation in conference • 1 Article Logos and name checks in event preview • 1 Article Logos and name checks in event review
Take part in the editorial discussion surrounding the Caterer Middle East: Food & Business Conference 2014 in the run-up to the event both in the magazine and online at HotelierMiddleEast.com/food-beverage in order to reinforce your industry credentials
Dedicated Conference Adverts (Including sponsor logo) Full page adverts promoting the conference Sponsor logo appears on each advert once they have committed to supporting the conference
Align your brand with a ‘must read’ magazine that has led the industry for the past nine years, enabling you to leverage the community loyalty the Caterer Middle East brand enjoys.
USD$8,000
Dedicated Email Blasts Sponsor logo appears on each email blast once they have committed to supporting the conference. The email blasts are sent to the HotelierMiddleEast. com database, the Caterer Middle East database of 15,000 contacts, plus past speakers and attendees. Three emails 1. Save the date email 2. Invitation to attend email 3. Last chance to register email Event Website Logo appears on microsite with link through to sponsors website Event Guide Logo and 100 word company profile in event guide given to every attendee Onsite Branding Sponsor logo appears on on-site collateral in and around the conference
For more information or to book your sponsorship package please contact: Diarmuid O’Malley Publishing Director +971 4 444 3568 dom@itp.com
Silver SPONSORSHIP Silver sponsors benefit from showing an increased commitment to the region’s F&B industry. They also benefit from increased editorial support in the lead up to, and post event. In addition to the activities covered in the Previous SPONSORSHIP PACKAGE, they also receive: Enhanced Branding Logo appears above exhibitor logos on all branding Pre-event email to delegates Email inviting delegates to visit you at your exhibition stand during the event Post event email to delegates Logo on email thanking delegates for attending
USD$20,000
Gold SPONSORSHIP Gold sponsors benefit from all of the Previous SPONSORSHIP PACKAGE activations, as well as the following additional benefits: Editorial support Gold sponsors are interviewed about the event and featured both online and in print Enhanced Branding Logo appears above exhibitor and silver sponsor logos on all branding Raffle draw opportunity Opportunity to conduct an onstage raffle prize draw to collect business cards Event Guide Advert in event guide TVC during breaks Opportunity to play television commercial during the breaks
USD$30,000
Nick Clowes Sales Manager +971 4 444 3548 nick.clowes@itp.com
Platinum SPONSORSHIP
Charlotte Ringrose Sales Manager +971 4 444 3207 charlotte.ringrose@itp.com
USD$35,000
Platinum sponsors benefit from all of the Previous SPONSORSHIP PACKAGE activations, as well as the following additional benefits: Editorial support Platinum sponsors are tied to the event name. Therefore any mention of the Caterer Middle East: Food and Business Conference will name the platinum sponsor alongside the event name. Platinum sponsors are interviewed about the event and featured both online and in print Enhanced Branding Logo appears above all other logos on all branding Location of Exhibition Stand First choice in location of exhibition stand Distribution of marketing collateral Marketing brochures/corporate literature placed on every desk Event Guide Advert on back page of event guide Business Card Insertion Business card inserted in every event guide Stand alone email to delegates Email sent to all attendees and any leads generated will be passed on to the platinum sponsor
The Caterer Middle East Conference was interactive and [it] was a very good chance to showcase our product and meet the who’s who in the hospitality industry. It paved way for us to know our competitive landscape and was successful because we receiving a number of leads at the conference. Thaddeus Nebe, Barista & Sales Executive, Technical Supplies & Services Company
Amanda Stewart Int’l Sales Manager +44 7908 117 333 amanda.stewart@itp.com
Other PACKAGES
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For sponsors looking to take a different approach to marketing their products, services and know-how to delegates at Caterer Middle East: Food & Business Conference 2014, there are a number of bespoke sponsorship opportunities on offer.
the first things delegates look at as they introduce themselves, and is worn throughout the event. Your brand could be part of this, and seen by every Executive Chef and F&B Director throughout the entire conference.
Workshop SPONSOR $12,000 A basic workshop sponsorship package sees a sponsor brand and sit-in on a workshop organised by the Caterer Middle East team. Such a sponsorship not only entitles the sponsor to the broader based branding opportunities through the conference, but it also allows them to spend more time with an audience that is interested in a topic closely aligned to their business.
Bag SPONSOR $10,000 With workshops, key note speeches, magazines and other collateral, delegates to the Caterer Middle East Conference will leave with armfuls of information. This sponsorship opportunity sees you make their life easier by providing a branded bag they can take everything home in. It also gives you the opportunity to pre-include your brochures and company information in the bag, which is ideal for firms with either multiple product lines or offerings that need a more detailed introduction.
Lunch SPONSOR $10,000 The lunch at a Caterer Middle East event is always full, as delegates take a well-earned break and catch up on some serious networking. The sponsorship opportunity is perhaps the most all inclusive as everyone attends lunch, and for suppliers it is also a prime opportunity for you to showcase just what can be achieved with your product. Lanyard SPONSOR $5,000 Each of the 150+ delegates and 20-plus speakers on the day of the Caterer Middle East Conference is issued with a name badge and lanyard. It is one of
Create Your Own PACKAGE Although Caterer Middle East offers a wide range of sponsorship opportunities, certain firms may wish to engage our creative services to develop something specific for either their brand or a particular product. By clearly understanding your objectives and available budget, we believe we can help you achieve a fantastic return on your investment by tailoring a campaign for you that starts before the conferences, excels on the day, and finish long after the delegates have gone home.
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