Licensed Approach
While cafés and restaurants that don’t serve alcohol may have an easier time adapting to local customs, how are licensed restaurants and clubs affected?
Nick Hancock, assistant F&B director for AMZ Group which manages Margaux in Dubai, explains the impact: “We open from sunset to midnight and covers decrease approximately 8–10% in the summer months during Ramadan because we have fewer hours to fit them in.
The average cheque doesn’t change much as we have our full menu on offer.”
Hancock goes on to say that adapting to local customs has a positive effect on business: “With all of the publications printing iftar and Ramadan guides, it gives us the opportunity to advertise and get our name out in the public whilst celebrating a local tradition.”
Yet there’s no doubt that an aggressive plan for post Ramadan and beyond is a must. He continues: “We have been working hard to set things up such as our Friday Brunch, Ladies Night which is already a real hit and a new concept call ‘BBM Saturdays’ which is basically a ‘bloody mary’ brunch concept that has taken off in New York and London.”
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Cavalli Club, Restaurant and Lounge also adapts its operation for the holy month by shifting its focus from the partying scene to its restaurant which provides an iftar buffet in addition to its à la carte menu.
Operations manager, David Lescarret, explains the venue’s strategy: “Ramadan is a time that can be utilised by companies to cater to corporate needs such as company events and staff iftars.
The number of restaurant covers is actually higher during Ramadan than throughout the rest of the year. An increase of 25% is noted during this period, testament to the steady stream of followers the venue commands for its cuisine alone.
As no doubt is the case with all licensed venues across the UAE during Ramadan, there will be a reduction in the sale of alcohol which will obviously affect our monthly revenue.”
Perfect Planning
With so many factors to consider, teams across the region have to work harder than ever to make their offering as attractive as possible in competitive conditions.
Hotels, as opposed to independent restaurants seem to be best placed to provide a variety of options yet stand-alone restaurants have proven that careful analysis of potential revenue streams and strategic use of resources will do much to soothe the nerves of company finance directors.
When the planning is done, then we can all take the time to step back and appreciate the meaning of Ramadan as hotels and restaurants play an integral part in bringing friends and family together.
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