Stefan Breg is chief worrier of TRIBE Restaurant Creators who have created and designed over 250 concepts
London is understandably bubbling with Olympics spirit at the moment. The opening ceremony has been a talking point as I write this half way through the games. The ceremony, designed by Oscar winning film producer Danny Boyle, featured a range of highlights from a sky diving Queen Elizabeth to Harry bl**dy Potter.
The opening ceremony had its critics in the UK, chiefly from conservative (and Conservative) politicians, who were irritated by what they perceived to be left wing bias expressed by the imagery of the industrial revolution and a celebration of Britain’s National Health System (for which Britain should be rightly proud of now as in 1948, when it was a world first).
It was notable that the ceremony didn’t focus on a new bike design or new javelin or some high technology swim suit; it focused on the people. The appearance of Muhammed Ali was a striking one; an ex-Olympic champion who had his world title taken from him when he refused to fight in Vietnam and who had thrown his medal in a river when they wouldn’t serve him in a restaurant in the Deep South. The ceremony celebrated these heroes; do we celebrate our people enough in our industry? In the UAE, Hotelier & Caterer magazines stand out with their annual awards that range from stewards to unsung heroes but do we do this on a day to day basis? If we did, perhaps our industry would be a better employer, maybe more would view it as a career choice. After all, when did you last meet a server older than 35?
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During the ceremony, Danny Boyle set out to celebrate the people behind the nation and he related it back to the Olympic ideal. This got me thinking about the people in our industry. Citius, Altius, Fortius (Latin for faster, higher, stronger) remains the motto of the Olympic Games and yet here in our industry, we seem to focus on the big & the ugly; the spin and the shiny brand. Too often, we get excited about a new arrival, a new restaurant, bar or club concept which is often a tired old brand with its origins in the mid West or some washed up European has-been.
It’s so easy to import, so easy to franchise but will these brands last? Will they really enjoy the longevity of some of our home grown talents like More Café, Lime Tree, Reem al Bawadi and Shakespeare & Co.? If you try the product at some of these imported brands, I think you’ll guess the answer. Surely its time to move on from old school burgers, donuts and brown liquid that claims to be coffee?
Arguably worse, is the effort the staff are putting in trying to flog these brands. They greet you with a big smile and genuinely try to convince customers that this is a great meal experience. I admire their spirit but imagine if these talented individuals were given something they could really be proud of.
What was most striking about the ceremony was that Danny Boyle had captured the spirit of the British; a nation that lives with its imperial past by constantly embracing the new; it tears up convention and starts afresh; it has the audacity to have Mr. Bean lampoon Chariots of Fire and make its Queen enter with a parachute. Perhaps we could learn from that in our industry; reject the stalwarts of the coffee bean, the breaded burger and the cheesy tomato bread, start anew and let our people shine.
Stefan Breg is Chief Worrier of TRIBE Restaurant Creators who have created and designed over 250 concepts, (some fresh, some in their 18th year of trading). www.tribecreators.com
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