The right promotions are critical in keeping up with the latest competition, such as the new Hakkasan Dubai The right promotions are critical in keeping up with the latest competition, such as the new Hakkasan Dubai

UAE consumers are spoilt for choice when it comes to dining out. From local shawarma stands to international celeb-chef eateries, the culinary scene is as diverse as the population; but while the emirates’ reputation as a dining destination is on the ascendant, there’s also a less appetising side to the business — the cult of hotel F&B promotions.

For those of us who’ve been here a while, the all-you-can-eat offers, daily Living Social and Groupon discounts and endless carousel of theme nights are the magazine ad you casually flick past, the morning email that’s given a cursory glance, and the throwaway flyer cheekily tucked under your windscreen wiper.

Creativity in an increasingly competitive F&B environment is crucial, but all too often it’s regarded as a fast-acting panacea to bolster seesawing revenue streams at the expense of serving up great food and offering good old-fashioned value for money.

Discounting is definitely in the UAE hospitality psyche, tenuously linked to the old souk mentality and our love of a good deal, but you don’t see Prada and Louis Vuitton offering a two-for-one handbag promotion on YallaBanana, so why do the same with your signature restaurant?

Weak spot

One area where hotel restaurants continually fall down is not knowing their customer and instead becoming reliant on promotions to do the work. But wouldn’t you prefer to cultivate your repeat diner as well as enjoy the short-term high that promotions can offer? And here’s where we need a shift in mindset. Hotel operations are being managed by F&B directors who are hoteliers rather than restaurateurs and true F&B professionals see what they do first and foremost as a service to the client, rather than simply as the way to get ahead in a competitive business environment.

A blend of hard-headed businessman and customer-focused professional is therefore vital for success as, whether it’s food or foundations, investors and owners want to talk IRR and ROI before they wax lyrical about concept and passion.

Ultimately, this all relates back to knowing your customer; as with restaurants springing up from Ras Al Khaimah to the Abu Dhabi borders, the average UAE diner is becoming increasingly educated and looking for hip, cool environments with good-quality food and presentation — whether it’s a neighbourhood café or the latest five-star chef. By addressing each individual customer in a way that appeals and responds to their needs you have the tools to craft a personalised experience that leaves them wanting more — and that may well include promotions for certain segments of your target market.

With the advent of a new breed of star quality standalone destinations such as Hakkasan and La Petite Maison, hotel F&B teams have reached a culinary crossroads as trend-driven diners pull strings or join waiting lists for a taste of the latest hotspot. But don’t sign off on that promotional flyer just yet. If you are targeting local residents and tourists as well as your in-house audience, there are two roads to follow.

Take the simple route of renting out the space and let the professionals do the job, or, for those who love a challenge, unleash the entrepreneurial spirit of your F&B team and task them with running the hotel’s signature venue the same way as an independent restaurateur. The onerous but, let’s face it, hugely exciting job of transforming a restaurant spawned from an umbrella hotel brand into a brand in its own right is a question of following the three Ps — hiring the right people with the requisite passion who are performance driven. Add an up-and-coming chef who is eager to make a name for himself, and that’s a fourth P thrown into the mix — profit share — to spread the risk.

The next step

A-team hired? Check. Brand identity established? Check. PR person getting the GM and chef face time? Check. Asparagus, mango and oyster promotion ready to go? Stop right there. As a destination where strawberries are available year-round (never mind the flavour), smart restaurateurs avoid the herd mentality and instead focus on creative combo promotions that marry food with local events, or tailor-make campaigns with high face value, such as guest chef weeks and new menu taster offers.

A tried-and-tested promotion won’t guarantee customers, but the overall experience will, and it’s all about making noise for the restaurant. By all means go with the promotional flow and get that marketing grey matter brainstorming over a morning latte but, if your money, time and resources translate to nothing more than a tabletop tent card, you’re simply talking to yourself.