Trend 9: Blurring of boundaries
As Franck Fortet, head of international development at George V Eatertainment, told Caterer Middle East in December: “The concept specifically designed with equal parts restaurant/bar/lounge/club is the way outlets are heading in the Middle East.” These venues, like Gaucho, the Buddha Bar and Toro Toro in Dubai, and soon-to-be-launched Roberto’s (see page 16 for full details) offer ‘lifestyle solutions’ for the upmarket diner, and at the same time, capitalise on a guests’ visit.
Fortet’s idea of blurring the boundaries of restaurants is set to become huge this year, especially in the Middle East. “The restaurants are not restaurants any more, the clubs are not just clubs. We’re glad because we had a vision that began when, as customers, we grew frustrated at being stuck in one environment,” he says.
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