Q&A: MMI-ELR's CEO Andrew Day on Dubai F&B project

What is the most exciting thing about the launch of the new outlets at Dubai International Concourse A at Terminal 3?

Whilst Emirates Leisure Retail already operates more than 30 outlets across nine domestic and international airports, including several outlets at Dubai International, Concourse A at Terminal 3 was the largest airport project that we have ever undertaken – opening six new outlets simultaneously in the challenging, 24/7 environment of one of the world’s busiest international airports.

It’s not just the scale of the project but also the ambition that is so exciting. The brief challenged us to innovate and we responded with the very simple aim of creating the world’s best airport culinary and beverage experiences through innovative F&B concepts, delivered in world class environments and supported by outstanding customer service, 24-7.

Initially, we reviewed literally dozens of different F&B options and then refined these down to the final selection, using our international F&B and travel retail experience, our international brand relationships, and our marketing and operations capabilities.

How long did the whole process take to execute, from contract win to opening?
We submitted our initial proposals in 2011 and were delighted to be awarded the concessions by Dubai Airports after a very competitive bidding process; then the hard work really began.

Cross functional teams worked intensively to develop the new outlet concepts to meet the airport’s opening deadlines, which was a challenge given the fact that all these six outlets are either unique or innovative in some way, from the fundamental concept to the store design and service. Of course, we also had to recruit and train staff to operate the outlets 24/7 and deliver customer service and an experience that was worthy of both the concept and F&B offering.

The partnership with Dubai Airports worked very well and the cooperation and support we received was excellent, which helped us deliver the full portfolio from day one, in line with their opening schedule.

What will the launch mean for MMI-ELR, Dubai International Airport and Dubai as a destination?

For MMI-ELR, we have the opportunity to demonstrate our abilities to innovate in the travel F&B and retail environment and deliver world class stores in a major, high profile project. Concourse A is a great showcase for us in the travel F&B and retail sectors, on which we aim to build further, and a great example of what close team work coupled with passion and energy can deliver.

Dubai is getting F&B and retail innovation on a truly global scale – our outlets, such as Jack’s Bar & Grill, Le Lounge by Moët & Chandon, are unique; and of course Giraffe restaurant is the first outside the UK; whilst the Heineken Airport Lounge is our second at Dubai International and only the second outside North America. In addition, our own Le Clos finest wines and luxury spirits store – our third and biggest store for this award winning retail innovation – contributes to creating an overall experience for customers that we believe can match or exceed any airport in the world.

For Dubai International, the crossroads of the world and the third busiest for international traffic, the concourse is a major commitment and represents the scale of ambition in Dubai; we are very proud to support this by creating some of the most innovative and high quality experiences for travellers anywhere in the world, associated with some of the most recognised and prestigious global brands.

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How is the offering at DXB different?

Emirates Leisure Retail operates more than 30 airport outlets but Concourse A is different - very simply because of the scale of the project and the fact that every outlet is unique in some way. From the world’s only Le Lounge by Moët & Chandon and the first Jack’s Bar & Grill to the first Giraffe restaurant outside the UK, and the first Costa Metropolitan in a Middle East airport. The new Le Clos flagship store offers a host of innovations from its dramatic design, incorporating the decommissioned whisky still, to the customer experience which includes instore tasting and interactive whisky journey, bottle engraving and a bottle your own option.

What can we expect from the new collection of brands?
The attention to detail in design, menus and service has been a major part of our efforts in launching these six new stores, working closely in collaboration with the airport, brand partners, our own start up and operations teams, and bringing all this together to focus on the customer experience, with a strong focus on training to ensure service quality

So, we see a raft of new options for customers across all the outlets – from the rare servings of select Jack Daniel’s offerings and bottle personalisation options at Jack’s Bar & Grill; to the interactive whisky journey housed in a decommissioned whisky still at Le Clos; to top cuvées served by the glass at Le Lounge by Moët & Chandon. And all of this delivered in an airport – and so truly innovative.

When considering the range of food, both within each and across all our outlets, we offer something for everyone. Giraffe provides a marvellous, comfortable dining experience with dishes to suit every palate from customers aged from 8 to 80. With ingredients and recipes from around the world, there is a wide variety of traditional favourites and more exotic items. At the Heineken Airport Lounge and Le Lounge by Moët & Chandon, customers can enjoy light bites, finger food and delicious canapés. Jack’s Bar & Grill offers a true taste of the American south with great meat dishes such as the Beef Short Rib combined with authentic marinades to make your mouth water. And there are fresh, lighter options available throughout.

Have we been brave? Certainly - but that’s how innovation happens and given the customer feedback and response already, we are very confident that these innovations will prove to be very successful and add a really unique element and high quality travel experience at Dubai International.