2. Keeping it casual
Smart casual dining has steadily gained popularity in recent years. and even in Michelin-starred restaurants, service is becoming less formal and dress codes more relaxed. One of the many reasons thought to be behind this shift is the fact that going out to eat at a restaurant is no longer a special treat, saved just for birthdays and anniversaries.
Tom Aikens, who recently confirmed he will opening more casual dining restaurants in Dubai, acknowledged this trend last October in conversation with Caterer Middle East. He said: “I wouldn’t want to do anything typically high end [here]. I don’t think there is much appetite for that.”
Van Den Bussche agrees: “Everyone has taken out half of their silver, tablecloth — all the clutter which became the very Swiss style of fine dining. All the big guys with Michelin stars are doing more casual places today.”
One of the advantages of of keeping it casual is the greater likelihood of repeat business, as Gicquel explains.
“You don’t want to attract one person once or twice a year. You want to attract them more regularly and the price has to create repeat customers — not only a one off wedding anniversary or birthday,” he says.
Robinsons sees potential in a compromise falling between casual and fine dining: “Dubai is coming to understand the mid-casual dining now. There’s a glut of amazing stuff sitting within that, it’s not hot towels and jasmine scented teas anymore. It’s a greater focus on the product itself rather than the fanfare that goes around it.”
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