Is F&B turning into a fashionable sector?

Has the food and beverage (F&B) sector ever been so on-trend and fashionable? From celebrity managed restaurants to a proliferation of dining out websites and blogger commentary, those in the industry are, quite rightly, enjoying their time in the spotlight right now.

However, as trendsetters know, while styles may come and go, there will always remain a number of solid staples which defy time and fashion. In F&B, Italian food would be a great example of this. The longevity and popularity of this cuisine won over the tastebuds of the world some time ago and in any global city you will find a wealth of restaurants offering traditional hearty Italian dishes recognised by all; pizza and pastas and the like. So why is Italian food so widely enjoyed and deemed the “safest” of restaurant options? Consumers know what to expect from the simplicity of Italian cuisine. Its use of basic yet flavoursome ingredients and traditional dishes largely keep the whole experience basic yet satisfying, relaxed and casual.

And that perhaps is the key to what we are experiencing across a range of restaurant styles, which is a “back to basics” shift in the market. Since the global economic downturn, casual dining has become a key growth area in the UAE F&B market. The most restaurant-engaged consumers seek out casual dining options looking for restaurants offering great value for money, the use of premium fresh ingredients and an entertaining environment.

Currently, we are journeying our way through three casual-dining concepts; fast-casual, casual and mid-casual. Fast-casual remains popular with on-the-go, finger eating food available at every turn in Dubai. But even in Dubai, we are starting to see the emergence of a market sub-sector for growing numbers looking for gourmet, healthy and innovative fast food.

Meanwhile, casual and mid-casual dining offers consumers an all-encompassing experience. This is one of the biggest growth areas of casual dining and is a result of heightened expectations from consumers; they want to taste quality food, experiment with innovative culinary creations but without the formality and correctness generally associated with quality dining.

The rise of the casual diner has even started to influence classic fine dining as, even in this regard, we can see casual touches starting to appear in certain restaurants. So, it’s probably safe to predict that while the gradual evolution of fine dining may see its traditional identity becoming more ‘casualised’, the key demands of this market remain. Premium, high end dining experiences with top quality service and products enjoyed in a great atmosphere are timeless requirements for an all-round enjoyable experience.

Consumers in the UAE have grown wiser and are more conscious of their food choices, a market we call ‘educated dining’. This discerning audience are keen to know the origins of ingredients, as well as their sustainability, and it’s an area that Hilton Worldwide is officially addressing with the launch of Hilton Organics and the introduction of organic-led weekend lunches across the UAE.

The UAE, particularly Dubai and Abu Dhabi, is already globally recognised as a vibrant dining hub with a wide range of restaurant styles to suit every preference and taste. What has been missing, up until recently, is more homegrown concepts but thankfully, in this market, we are now seeing more restaurants opening up which have originated here, not overseas.

As a nation with one of the highest eating out averages per week, we are fortunate to be surrounded by a plethora of dining out temptations and options and the road ahead is an exciting one. F&B is acknowledged as a stimulating, motivating, dare I say fashionable, industry to work in and to be involved with. We can feel proud of the UAE’s impressive advancement in the F&B sector and, in particular, the manner in which it continues to put this region well and truly on the global gourmet map.

— Rudi Jagersbacher is the President of Hilton Worldwide, Middle East and Africa