Hilton to launch own-brand F&B concepts

International hospitality group Hilton Worldwide is focusing its energies on developing the brand’s F&B portfolio, with plans underway for own-brand outlet concepts, a top company representative has revealed.

Speaking exclusively to Caterer Middle East, Hilton Worldwide area director F&B, Middle East and Africa Simon Lazarus explained: “We are looking at really making our F&B product exciting and competitive.

“We’re doing a lot of research on that right now — Hilton just formed The Hilton Restaurant Group, which is based in the States, and what that team is doing is solely focusing on coming up with regional and global concepts. They’re putting a lot into market study.

“I’m working with them to devise basic concepts which are pan-regional in their appeal, concepts from a single bar to a massive all-day dining,” he continued.

“There will be several concepts which are unique to Hilton, and they will pop up worldwide. There will be some announcements about that shortly.”

Lazarus added that the placement of such concepts was key, as an outlet that worked in one region may not work elsewhere, but said the idea of the project was to “keep up with restaurateurs, who have really left hoteliers behind”.

“They started creating fantastic concepts and took over from the hotel market about 20 years ago, so we’re now trying to get back into that arena,” he said.