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Worth forking out for

by ArabianBusiness.com staff writer  on Sunday, 19 August 2007
Eternum.

Although cuisine will constantly evolve during the dining experience, a restaurant's flatware collection plays a huge part in creating a positive first impression and remains on the table exposed to examination.

Neil Sneyd, director of international sales for Corby Hall underlines the significance of matching flatware with certain criteria, for example whether the outlet is striving for a traditional or contemporary feel. He adds that an outlet should consider whether it has an adequate team of staff to maintain the look of silver, or whether they should opt instead for stainless steel.

Restaurant concepts will also determine the final flatware selection, such as the preference for robust styles at steakhouses.

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Increasing flatware spend allows restaurants to promote the fact that they have focused on their tabletop presentation, and factors such as quality, design, thickness, polish and steel - with 18/10 stainless steel proving a low maintenance selling point - proves a key attraction point. But common requests for contemporary designs with clean lines are also vital.

"In recent years, restaurants have become more willing to invest in quality cutlery to set a statement and maintain standards, as fine food cannot be paired with low-cost cutlery, so poor design cannot enter the equation when diners place pieces of flatware in their hands and mouths," comments Carlo Trobia, marketing manager, Tavola Trading.

According to Trobia, it looks as though stainless steel is set to remain a firm favourite, yet Asian fusion designs are decreasing in demand, with "New York styles from the 60s and 70s" currently leading the market.

Standing apart from other restaurants with unusual designs, quality, cost, the opportunity to customise pieces with logos and colours and replacement possibilities are all crucial elements in the buying process, according to Raphaël Saxod, managing director, Restofair RAK.

Saxod adds that most restaurants are now looking towards flatware collections with PVD coating - a vacuum treatment - which gives pieces a strong surface durability and resistance to scratching, food acids and corrosive elements to permit daily use.

Choosing the right flatware and maintaining its appearance could result in an increase of turnover stemming from its added value presence, repeat business and strong word of mouth.

"Flatware sets are the main items that diners hold, so overlooking this aspect of the table setting could have quite an impact, particularly as ergonomic and beautiful items will compliment any great meal, and even become a talking point among a group of diners," comments William Welch, founder of Studio William Welch.

Additional pieces of specific items should always be included, he says, such as fish knives and forks, with restaurants perhaps also ordering bespoke designs to stand out. For example, the company has introduced the stand up knife, which sits vertically on the table or plate.


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