4. Duncan Fraser-Smith
Founder, The Cutting Edge Agency
Fraser-Smith has spent the past 25 years in hospitality, spanning Australia, Asia, and the Middle East, holding senior management roles. He founded The Cutting Edge Agency to introduce, integrate and innovate the key pillars for success in F&B operations. With concepts like Choix Patisserie and Restaurant par Pierre Gagnaire, Intersect by Lexus, Strata, Prime, Hive and Roux — the latter of which opened on December. Last year, Marina Social by Jason Atherton opened, a project for which Fraser-Smith laid the groundwork, almost four years ago, and Intersect by Lexus in DIFC, which paved the way for other car manufacturers to enter Dubai’s F&B market; at present, Fraser-Smith — a familiar face on the conference and awards circuit — and his team are working on two new concepts for different high-end automotive brands. Across all types of clients, the team is currently engaged in over 45 different region-wide projects and has 38 F&B concepts in the pipeline across the UAE, Qatar and Saudi Arabia, indicating the scope of Fraser-Smith’s impact on the culinary scene.
Bite-sized facts:
Number of years in the F&B industry: 25
Number of years with this company: 4
Number of years in this role: 4
Number of years working in the Middle East: 10
Number of people you are responsible for: 5 directly, 105 indirectly
Number of F&B outlets in the Middle East: 7
Nationality: Australian
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