How has the performance of Table 9 changed since the contract with Gordon Ramsay ended?
KB: From a food perspective, I don’t think you could get a better meal in Dubai. It’s creative and it is not handed over as a recipe [from a celebrity chef], it’s cooked by the people with the skills.
SL: The volumes are definitely up year-round – that’s no question. We took a bit of a different strategy where we lowered the price points slightly and offered a good range of value to the guests, and that’s proven to work – so far so good. We know it’s going to perform.
Which has the highest revenue potential – franchise or homegrown concepts?
Sl: They [the franchiser] will take a percentage of revenue but you’ll find that known brands generate more volume.
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So in 80-90% of cases you see more revenues if the restaurants are franchised. The price points vary wildly but in general terms you see a higher footfall providing you have the right franchise partner.
Hilton has launched the website Hiltonrestaurantconcepts.com inviting outlet concept ideas from restaurateurs – how does the website work?
JMD: You have two different platforms: one is specifically designed for the Hilton culinary teams, the hotel owners, franchisees as well as general managers of hotels. They have the ability to communicate specific requirements such as menu frames, price points and design elements.
The website will try to match these requirements with a choice of concepts, including branded partnerships, taking into account what we’ve got across the network already and looking at a range of great concepts that suit the needs of operators and owners and offer valuable experiences for local guests.
So are there new concepts being pitched to Hilton through the site by restaurateurs?
JMD: Yes, we’ve got Ruth’s Chris Steakhouse – that’s one of them. We’re trying to develop partnerships as we go along. It’s a way for franchisers to promote and affiliate themselves with the Hilton brands.
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