Counting the covers (and the cash)
“Compared to the previous month, we see an increase of about 10% to 15% in covers if we combine restaurants and the outside catering events we do during the holy month of Ramadan.”
Ralph J. Hayes, director of food and beverage, Jebel Ali Golf Resort & Spa
“Revenue increased on average by around 12% in 2010 as well as the number of covers increasing [in 2010 vs 2009] by around 17% for both food and beverage and banqueting.”
Thierry Perrot, general manager, InterContinental Cairo Citystars
“Ramadan is the best month as it represents approximately 24% of the total budget of food and beverage. The average spend increases by 35% and the number of covers increase by nearly 200% when comparing iftar to dinner normally. [There is also a] 70% increase in room service business.”
Sameh Elnashar, general manager, AKMC Al Shohada Hotel in Makkah, Saudi Arabia
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“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.”
Nick Hancock, assistant F&B director, AMZ Group, which manages Margaux in Dubai.
“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.”
David Lescarret, operations manager, Cavalli Club, Restaurant and Lounge
How to survive the slump
“We create a five-hundred-seat outlet so that helps easily with the closure of the other outlets. We’re working with a local company and we have some sponsorship lined up. From a profitability standpoint, we analyse the Ramadan tent in line with our normal outlet budget profitably percentages and it delivers about the same.”
John Philip Rees, executive assistant manager, food and beverage, InterContinental Dubai Festival City
“We are preparing a special take away menu for our restaurants and also a home delivery menu for Burj Al Hamam. This will undoubtedly lead to an increase in business. We will also be serving shisha at the restaurant for the first time during Ramadan, since shisha plays an integral part within Arab culture, and is in particular demand during this period.”
Walid Maalouf, general
manager of acquisitions and development, HDC, Qatar
“For Köşebaşı, we do delivery at the Jumeirah Beach Residence (JBR) location and we open until 3:00 am. Normally we open until 12 midnight but we have significant business between 12 midnight and 3:00 am — I would estimate 20% during this time.”
Rudy Haddad, F&B operations manager, Azadea
“There are a lot of things we buy — not for one night or one month but we buy them for years, so with regard to costs, they’re covered. We cannot do business without it making financial sense. Now we focus on the concept and the theme to go with the occasion and that’s what attracts people to us.”
Abdin Nasralla, vice president, Meydan Hotels & Hospitality
The Spirit of Giving
Many organisations in the region look for ways to give back to the community during Ramadan. Below are some ideas:
1. Use a ‘food bank’ for excess leftovers which will be given to people in need.
2. Take part in Ramadan of eta’am which means ‘feeding’ where meals are prepared and donated to those less fortunate.
3. Donate a percentage of restaurant revenue to a worthy cause.
4. Associate with a charity and join efforts to promote that charity to your customers.
5. Distribute bottled juices and packaged dates to those in need for iftar.
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