Business brunch

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Two GCC-based hotels talk about how they have managed to build successful brunch concepts in increasingly competitive markets.

Friday brunch has become an institution in Dubai, with hundreds of consumers pre-booking events weeks in advance across the city's landscape of F&B outlets.

With such a dedicated crowd of weekly brunch-goers it has become an important revenue stream for F&B outlets, representing up to 30% of a property's weekly profit margin according to some of the region's F&B professionals.

As a result of the growing consumer demand for brunch events, properties in other GCC countries such as Bahrain are also cashing in on the brunch trend explains Mövenpick Hotel Bahrain's executive chef, Kim Gates.

"Many hotels are starting to offer Friday brunch, although their menus are very basic."

"Our brunch is one of the most popular because we have such a vast selection of food available and people enjoy having the choice."

But in a highly competitive market, making an impact is not an easy task says Fairmont Dubai director of F&B, Sunny Joseph.

"In a city with more than 1500 restaurants, it can be challenging, although we were one of the first to popularise the Friday brunch culture, which has always proved a success with our guests."

The Bahrain market is still developing in contrast to Dubai's booming brunch scene, but that is all set to change, according to Mövenpick Hotel Bahrain's F&B manager, Alfonso Machleidt.

"We're expecting more competition when  the new five-star hotels open in Bahrain next year and introduce their own brunch concepts."

Standing out

Understanding the target market is the first step to creating a popular brunch event says Machleidt.

"We have a high percentage of westerners as well a high volume of Asians and Bahrainis, so a large element of our food offering reflects their tastes.

"We also receive a large number of group bookings for parties and anniversaries," he adds.

In Dubai, the growing trend for group bookings is accommodated by offering three different private dining room options, which add a more intimate touch to the whole brunch experience says the Fairmont's Joseph.

Meanwhile, in Bahrain, the Mövenpick relies on customer feedback to improve its offering, as the majority of its brunch business is generated via returning guests and recommendations.

"Approximately 75% of our brunch guests are regulars and it's increasing every week."

With such a multicultural customer base to cater for, and an increased demand for unique flavours, a large selection of different cuisines is essential says Fairmont Dubai executive chef David Hammonds.

"Our format for the Friday brunch is quite unique. We have eight interactive kitchens that represent six inter-national cuisines and offer more than 300 signature items."

Machleidt comments that guests "love variety and interaction", so the Mövenpick Bahrain's brunch set-up contains a mixture of live cooking stations, buffets and self-selection options to keep the offering varied.

"In Bar Flamingo we have a live sushi station as well a Christoffle trolley with prime rib cuts available."

"In the Lobby Gallery there are several live cooking stations, as well as a booth where guests can help themselves to mojito cocktails, freshly prepared by our resident mixologist."

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