The art of standing out: our guest columnist Rudolf Segers talks about the importance of creating memorable dining experiences through details and listening to your customers:
As a chef and a diner, the UAE is an exciting place as it offers a melting pot of international cuisine and there is a real opportunity for chefs to experiment with flavours and concepts, but how does a restaurant really stand out from the crowd?
Creating a memorable dining experience for your customers can be a challenge especially in the UAE where foodies are, I believe, truly spoilt. I believe that the secret to leaving a lasting impression on your diners comes down to four main things — passion, consistency, innovation and above all, detail.
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For example, at the Waldorf Astoria Ras Al Khaimah we bring something new to the table. The location of the hotel attracts a large crowd of Dubai residents and luxury travellers who are looking to get away from city life and these seasoned diners have become accustomed to a certain standard when it comes to food.
We pride ourselves on offering inspirational settings, impeccable service and exclusive experiences and this is mirrored throughout the hotel’s restaurants. I oversee all 10 food and beverage outlets and have worked closely with my team of 80 talented chefs to develop menus and fine tune our signature dishes.
We have taken inspiration from the world renowned kitchens of the Waldorf Astoria New York where dishes are created with complexity and panache but have developed our own menus that offer twists.
The Waldorf Astoria brand has a proud and rich culinary history; the immortal Waldorf Salad for example was created at the Waldorf New York and was first served during the 1900s. This dish has since evolved through various twists and reinventions but remains a firm favourite with guests all over the world.
Of course, being located in the Middle East, our menus could not ignore the rich flavours of the local culture and so we have added our own innovative details along the way.
I collaborated with Lebanese-born chef Joe Barza, master celebrity chef on the creation of our menu for Marjan, our Middle Eastern restaurant. At Marjan we serve Arabic fusion cuisine and so have experimented with traditional Arabic flavours and cooking methods to come up with something a little more modern. Our hummus, for example, boasts a hint of saffron which adds a subtle sweetness and our potato salad, batata, has a unique flavor brought about through the use of lemongrass.
Small details are equally important in the service and in order to create a dining last impression, our team members work hard to understand their guests and offer a tailored experience.
The Waldorf Astoria brand prides itself on impeccable service and so we strive to live up to the standards and heritage set before us. Our vision is for the Waldorf Astoria Ras Al Khaimah to become one of the best hotels, not only in the UAE, but in the world.
We aim to please here; however, a single rave review is meaningless without consistency and this comes from having a strong team. Regularly challenging the team through training and development builds confidence in individuals and encourages team work and this is how we are able to offer true service every day.
A key ingredient in this industry is passion and I have already experienced passion running through this hotel, whether it is in the kitchen or front of house. My entire kitchen teams, for example, were involved in the menu creation for each outlet, working together to experiment and bounce ideas off of each other.
Creating a menu involves some trial and error and I’m happy to say that my team’s enthusiasm is in every dish we serve. This is translated to the front of house staff where every waiter and waitress intimately understands the dishes which enable them to advise diners and identify personal preferences.
Our guests are also a source of information and inspiration for us and help us remain consistent. We listen to our guests, we take on feedback and we adapt to ensure we are creating unforgettable moments for every individual that walks through our doors.
Rudolf W. Segers started his culinary career in 1987 in Germany, and currently is executive chef at the newly opened Waldorf Astoria Ras Al Khaimah.
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