Comment: Recipe for success

Building an F&B brand in the Middle East is no easy task, especially when there are so many well-known, international brands occupying the market. However, more and more investors are choosing to do just that — to build restaurant brands from scratch and really put Middle Eastern home-grown brands on the global map.

As the demand to build new concepts grows, so does the demand for those who help create them. This is where F&B consultancies come in, to provide their expertise on concept creation and implementation. With a strong passion for great food and even greater concepts, F&B specialists are determined to create some epic brands that the region’s food scene will be proud to call its own.

Now, most people would assume that the investors hand over a lump sum of cash and a new F&B brand can be bought; however, this is far from the case, as in actual fact the process is long and gradual.

Many investors have a basic concept in mind, which they have seen or liked before, and the team tailor this and perfect it into something that is practical, unique and makes financial sense.

The team starts off by conducting practical ‘on the ground’ research, which helps them understand and formulate the competitor landscape, and make sure they develop a brand that is unique to the customers’ experience. Building a successful brand from scratch is not easy and with so much competition out there, the concept and brand really needs to be executed in a flawless manner.

The most important thing is to be original. Research and an innovative culture are key to make sure that the concept that is about to be created will really stand out in the market, with the goal being to open a restaurant that automatically attracts customers who will return again and again. However, before arriving at this end goal, the journey is laced with challenges and difficult situations.

The most challenging part of all, apart from securing the right amount of capital, is finding the right location. There are a number of fantastic locations, especially in Dubai, but finding one that matches the brand’s needs, target market and, of course, budget, is not easy. This part of the journey takes a lot of patience and negotiation to make sure the rent makes sense when plugged into the financial forecasts.

The next challenge to face is how to find and hire great employees who understand and are aligned with the brand’s vision. Unfortunately, the service industry in the Middle East has quite an impersonal, robotic feel and this kills a restaurant concept dead, especially one without a well-known name.

Finding people that bring out the life of the brand is crucial and something which is worth spending extra time and effort on.

Overall, a lot of background and planning goes into opening an F&B brand in the Middle East, and is nowhere near as simple as just ‘opening a restaurant’.

A thorough and transparent financial feasibility study should be presented prior to starting the concept development, and the team must assess whether the investment will match the industry benchmarks and market’s expectations.

Depending on the concept and scope of work, creating an F&B brand can take anywhere from six to nine months, and sometimes even longer.

With a lot of homework to do before starting, and many sleepless nights throughout the journey, the business of building brands is not for everyone, but if you have the passion and love for the Middle East’s F&B industry, then the satisfaction and rewards are endless, and the hunger for new home-grown restaurants can finally be satisfied.

Nicholas Couvaras is the founder and managing director of Kroma, a dedicated F&B advisory consultancy which offers the entire ‘kitchen sink’ of services, from new concept development to optimising existing portfolios, as well as assisting international brands to localise concepts to the Middle East market.