Cooking for kids

They may be small, but kids mean big business: F&B operators from family-friendly outlets around the Middle East explain why targeting the ‘little bosses’ when it comes to food means their parents will follow

Boasting beautiful beaches, picturesque mountains and culture-filled capitals, as well as a multitude of inviting hotels, the Middle East has naturally become an extremely popular destination for families.

But activities and attractions only go so far: to be a real hit with this client base, operators have to keep the kids happy: and this is where the F&B department must step up.

At Shangri-La’s Barr Al Jissah Resort and Spa, executive chef Beat Enderli typically sees 70% to 80% of the clientele made up of families with children during peak holiday season, while the remainder of the year sees that figure average out at 30-40%.

Le Méridien Al Aqah Beach Resort director of F&B Gian Raffaele Sabbatucci sees similar figures, noting: “This has always been a family-friendly resort and all the outlets here were introduced based on our customers’ feedback, so this element was taken into consideration in the development of every offering.”

At Doha Marriott, executive chef Reinhard Fuchs says about 60% of his clientele is made up of families.

“Usually the kids make the choice about where to eat; the parents will follow them,” he observes.

Caprice Holdings Dubai executive chef Chris Lester, who heads up the kitchen at Souk Al Bahar’s Rivington Grill, agrees.

“We developed our kids menu right at the start — we knew who our clientele would be,” he says. “Accommodating the children was essential, because their parents are our customers.

“In the development stages of the menu, we looked at it from a wellbeing angle, but also at things that children like. It’s all very well putting on things that are good for them, but they’ve got to want to eat it.

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“At the end of the day, the children can often influence the parents about where they go to eat; if they’re happy and comfortable with the food, the whole family will come back — and that’s what it’s all about, repeat business,” he points out.

It seems targeting children can pay off — but with so much competition in this field, operators are continuously vying for custom by introducing new and unusual promotions and attractions.

Sheraton Abu Dhabi Hotel and Resort director of F&B Julide Nuss-Ozbilge notes that in addition to offering family packages for rooms which include a free meal for children below 12 years when eating with an adult, the property has established a dedicated children’s corner at its Friday brunch, with games, DVDs and face painting.

“Kids love that and parents are quite happy about the ‘alone-time’ they can spend with each other,” she notes.

Kids staying at Kempinski Hotel Ajman are all offered a glass of bed-time milk free of charge, while Shangri-La’s Barr Al Jissah Resort wins its kiddie clientele over with timely treats.

“Upon check-in we provide little ice-cream treats for the children, and we have plans to introduce a hot chocolate station during breakfast as well as a strolling cotton candy and popcorn cart,” explains Shangri-La’s Enderli.

“Of course, dedicated children menus are available at various dining outlets and as a standard practice, dishes are prepared free of trans-fat with reduced salt, pepper and chilli,” he adds.

At Le Méridien’s Penguin Club for youngsters, it has initiated a ‘Make Your Own Pizza’ programme, which Sabbatucci says has proved “very popular with the junior chefs”.

Meanwhile Doha Marriot has its Just for Kids Catering scheme, which was created “to provide busy mums and dads with nutritious alternatives to junk food”, says Fuchs.

“This menu can be tailor-made to any party theme,” he explains. “We will accommodate special dietary requirements, including requests from parents for fun yet healthy party goodies.”