After Dubai bar and restaurant Zuma scooped a spot in the 2011 World’s 50 Best Bars list, Ajaz Sheikh director of operations at Zuma & Roka Restaurants in the Middle East speaks out about what makes an award-winning bar.
Is winning an award something you have to work hard towards, or will the quality of the outlet win it for you?
It is a mixture of both. Any well-known brand carries a level of expectation and it is important to maintain consistency in the offering. This brand provides a platform and raises the profile of the UAE. Any standalone bar is competing against the hotel bars and outlets. What we have done is try to educate the market and create a destination bar, and we’ve done it thanks to the hard work and dedication of the whole team.
Do bars face extra challenges when competing in international competitions because they’re based in the Middle East?
In the UAE, selling alcohol is challenging. There are very strict laws on advertising and promoting alcohol. New products are not readily available as they have to be imported in via a supplier, and you cannot buy directly from the brand. Also, the market lacks easy access to development tools such as books, training courses and specialist equipment. All in all, in the Middle East the emphasis is put on the skills of the barman to interact with the guests to educate and promote.
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Is it an international accolade an important thing to achieve?
International recognition is very important to us, as it shows that Zuma is truly an international brand and you can expect the same consistency and quality in whichever country you visit. Awards wins like this one also help elevate the profile of the UAE.
Do you think there are there enough of these types of competitions and accolade lists?
I don’t think it is about the quantity of awards, it is more about the credibility of the award. This one is compiled by people who understand the bar business, and it also gives other bars, especially in the region, something to work towards as they know it is not unachievable.
What do accolades like this bring to the industry?
They bring healthy competition, and recognition to the brand and to the team. They also confirm that we are heading in the right direction in terms of our bar concept.
What do you predict for the future of Middle East bars and restaurants?
With the Middle East continuing to be recognised in major international awards, it forces all bars and brands to raise the bar and compete on an international platform. It shows that the quality has improved and the influx of international bar tenders in the Middle East helps knowledge spread across the region.
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