CUISINE FOCUS: Japanese

The statement interiors of Nobu restaurant created by US designer, David Rockwell.

Quick and easy solutions
Quick-service restaurants are also experiencing good trade both in and outside of Dubai, according to Marek Maitland-Walker, head of marketing at Hotbrands International. Sugoi! is one of six quick-service restaurant concepts developed and operated by Hotbrands International (HBI), the first opening at Ibn Battuta Mall in Dubai 2005.

There are now a total of five Sugoi! outlets located in mall food courts in Dubai, Abu Dhabi and Bahrain, which account for approximately 10% of HBI’s turnover. Although, this is expected to grow, says Maitland-Walker, as Japanese cuisine continues to increase in popularity.

“The food offered by Sugoi! is quick and convenient and can be perceived as a healthier, innovative option for customers,” he explains. “The market has grown due to the entrance of new restaurants targeting the casual dining and quick service segments, making it much more accessible to a wider market.”

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“Sugoi! serves a range of dishes including robatayaki (a Japanese style barbecue menu offering meats and seafood on skewers), which is most popular, as well as authentic teppanyaki and teriyaki dishes, sushi and sashimi, soups and starters,” Maitland-Walker explains.

But Sugoi!’s success hasn’t come without its challenges.

“Since the earthquake in Japan last year, supplies have been erratic and we have had to source ingredients from around the world to compensate for this shortfall. This said we have managed to do it successfully without much impact on the menu offered to guests,” he says.

Roy Matanguihan, specialty outlet chef at Benihana restaurant, Beach Rotana Abu Dhabi experienced a similar problem.

“We had to be extra careful to procure the correct and safe product for our guests,” he explains. “We made sure that every ingredient we bought was certified free from radiation, and we paid a premium price to get it.”

Benihana first opened in 1964 in the US, and since has become a world famous brand. It’s the teppanyaki table theatre that the restaurant is most renowned for, Matanguihan explains.

“Our main goal is to maintain the reputation of being one of the most hospitable services – we’re not just serving or entertaining our guests, we make sure we host them like one of our family members, serving good quality of food by trained teppanyaki chefs, who are something like modern ninjas when it comes to working with knives, spatulas and forks.”

So while Japanese dining continues to have its roots embedded in tradition, it seems its soaring popularity, the availability of international ingredients and the importance of restaurant theatre will prompt the emergence of new, forward-thinking concepts.