KEY TRENDS IN KEY MARKETS THE MIDDLE EAST What are the latest trends for 2015? What do you need to know about? Hosted by: Duncan Fraser-Smith Managing Director, The Cutting Edge Agency, CEO, Global Hospitality Limited Nagi Morkos Managing Partner, Hodema Consulting Services
KEY TRENDS IN KEY MARKETS THE MIDDLE EAST Presented by Nagi Morkos Managing Partner Hodema consulting services
TABLE OF CONTENTS About Hodema The Middle East: a complex market F&B trends flow to the Middle East The 2015 F&B trends in the Middle-East
ABOUT HODEMA www.hodema.net Managing partner Nagi Morkos Team 22 hospitality professionals Date of creation 2004 Offices location Beirut, Lebanon Jeddah, Saudi Arabia Areas of coverage Middle East & Africa Sectors of intervention: Restaurants, hotels, spas, retail, real estate, tourism, leisure Services Assessment on operation, Concept development, Strategic consulting, Market studies, Feasibility studies, Quality control, Franchise support, Hospitality training, Operating manuals, Operation set-up and support, Retail development, Real estate development
THE MIDDLE EAST A COMPLEX MARKET 15 COUNTRIES* 382,783,000 INHABITANTS* CONTRASTED GDP PER CAPITA* From USD 2,500 (Yemen) To USD 102,100 (Qatar) REGION AT THE CROSSING OF CIVILIZATIONS CRADLE OF THE WESTERN CULTURES * Source: World bank
THE MIDDLE EAST A COMPLEX MARKET
TRENDS FLOW TO THE MIDDLE EAST The Middle East From the East through the West From the West From Europe The Middle East has always been an importer of food trends coming From the West (North America and Europe) From Asia through the West after being westernized The Middle East is not a trendsetter, although we are witnessing today the introduction of locally created concepts and brands
IMPORTED V/S HOMEGROWN AN UNBALANCED RATIO HOMEGROWN IMPORTED TOP Brands in the Middle East KOMAGENE (Turkey) over 200 MADO (Turkey) over 200 KUDU (KSA) around 200 HOUSE OF DONUTS (KSA) around 100 Al BAIK (KSA) around 50 *Source: Euromonitor & brands websites TOP Brands in the Middle East MC DONALD S over 900 BASKIN ROBINS over 650 KFC over 650 STARBUCKS over 600
THE 2015 F&B TRENDS IN THE MIDDLE EAST Lebanese cuisine Coffee shop AVANT-GARDE TRENDS PERUVIAN CUISINE READY TO EAT Burger joint Juice bar Healthy and organic Modernized oriental street food Local-based cuisine French cuisine Food truck Celebrity chef SAFETY BET TRENDS TRADITIONAL MIDDLE EAST STREET FOOD CHICKEN BASED CUISINE ITALIAN CUISINE SUSHI SHISHA *Source: HODEMA 2015 EMERGING TOP Homegrown trends (4) Imported trends (6)
CELEBRITY CHEF Restaurant concept based on celebrity chefs and named after them; i.e Jamie Oliver (Doha and Dubai) This trend is emerging specially that chefs are being inspired by local cuisines; i.e Pierre Gagnaire serving a camel milk pannacotta and duck liver hummus at Reflets (Dubai)
FOOD TRUCK A truck equipped to cook and sell food. These mobile restaurants serve a limited menu from fast-food to gourmet The trend started with ice cream trucks in the US and evolved to an on-board kitchen to prepare dishes from scratch This trend is emerging, previously in festivals and carnivals only, trucks are now seen all around the cities
FRENCH CUISINE A restaurant specialized in French food recipes French cuisine is emerging in the region and spreading rapidly; it caters to all budgets and operates under different concepts; i.e. Bakeries, pastries, bistros and high end restaurants Some brands are adapting their offerings to cater to Middle Eastern tastes (Cardamom macaron or burger in La Durée)
LOCAL-BASED CUISINE Homegrown concepts based on the country s local and traditional cuisine, often integrating a modern touch (i.e. Khameer, Rgag, Almarkouk, Chakchouk, Kabseh etc.) These concepts promote a modern image of the country s cuisine while remaining loyal to its roots
MODERNIZED ORIENTAL STREET FOOD Oriental street food remains popular thanks to the low price sandwich based snacks or kiosks Local chains are innovating by emphasizing on new and healthier recipes, and on branding and packaging
HEALTHY & ORGANIC Organic and healthy recipes based on ingredients, often produced locally The organic trend is growing substantially, thanks to the blooming of farmers markets, organic cafés and locally farmed products The development of this trend is the result of the awareness on risks related to unhealthy eating habits This trend translates not only in outlets solely dedicated to healthy and organic food, but also in regular restaurants integrating healthy dishes on their menus
JUICE BAR Quick service concept based on fresh fruit and vegetable juices and mixes Juices moved from being served in basic street shacks and carts to a complete health-oriented concept Today, the juices industry is growing rapidly thanks to its healthy and wellbeing connotation; i.e. detox, organic, fresh juices Drink your salad!
BURGER JOINT US born concepts, that focus on burgers as a their core product Restaurateurs in the Middle-East are now developing homegrown burger concepts and even new burger recipes i.e camel burger This trend covers all market segments from low to high end; i.e. gourmet burger
LEBANESE CUISINE Lebanese cuisine is the flagship of the Middle Eastern cuisines The spread of Lebanese cuisine in the Middle East results from several popular features: Healthy cooking, diverse recipes, varied ingredients, several vegetarian options, sharing and conviviality
COFFEE SHOP Coffee shop concepts, remain at the top at the trend whether American, oriental, European or specialty coffee shops Oriental coffee shops adapted to the local demand by adding shisha, Arabic and Turkish coffee blends along with oriental foods Coffee shops in the Middle-East are among the most popular places for socializing
Thank you