The team expects Trader Vic?s, which is opening at the new Hilton Doha, to be a popular concept in the Qatar capital.
Hilton Worldwide recently announced ambitious plans to open 500 restaurants in three years, how many of those can we expect to see in the region?
SL: The overall strategy depends entirely on the market and customer needs. We match concepts to the market, so strategy-wise it’s open. We currently have 52 hotels and 41 in the regional pipeline with an average of five outlets in each new hotel.
That comes to about 200 new outlets within the [upcoming] hotels in this region over the next three years. We also have several renovations and refurbishments underway in the region.
Jean-Michel Dixte: We have a range of new builds, master plans and renovations globally. Within the Middle East and Africa, the F&B solutions we offer range from bespoke concepts to prototype concepts, partnership deals and also trying to promote brands we want to get affiliated with, as well as celebrity chefs.
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Are you using the period of reduced demand in Cairo as an opportunity to revamp outlets?
SL: In Egypt especially it is prime time to do it and our owners recognise we’re capitalising on it. In the Ramses Hilton, for example, we’re soon to enter into a massive refurbishment of everything from rooms through to restaurants.
The refurbishments are not across all our hotels in Egypt as there are still some properties doing quite well, but in Cairo it’s the perfect time.
Jarrett Beaulieu: Cairo’s a bit of a different animal for obvious reasons. There’s a challenge with price points — it’s more sensitive — and there’s less footfall in the hotels.
So for us to get our market share we’re doing some creative and innovative promotions, and ensuring that the quality is better than that of our competitors’. Tourism is certainly down, so we’re focusing more on trying to attract the local market.
How many refurbishments are currently underway in the region?
AJ:: There are around 20-25.
How often would you say a restaurant in this region should be refurbished to stay competitive?
JMD: It depends on the type of property and the city. The cycle can last up to seven years for a good solid concept -sometimes it is four years — but five to seven is the most common cycle.
How many of the 200 new restaurants in the region will be bespoke concepts and how many partnership deals?
JMD: We’re trying to give some bespoke solutions to each individual property according to the local market and the demand in each city. So for instance in Dubai we would like to implement 30% Hilton original concepts.
SL: We will be much more focused on bringing branded outlets to key markets like the UAE, and not ruling out cities like Cairo and so on. If the brand is right we will put it in.
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