01. Duncan Fraser-Smith


Director - Global Food and Beverage, The First Group

Duncan Fraser-Smith has worked in Australia, Asia and the Middle East in senior management roles; developing and operating leading-edge, brand-defining High Street and hotel-based outlets, ranging from deconstructed bars, cafes and lifestyle outlets through to traditional steakhouses and contemporary fine dining.

At The First Group as director – global food and beverage, he has created and executed outlets for the group’s newly formed stand-alone food and beverage division, including Local and Barbary at TRYP by Wyndham, Alloro Ristorante and The Blacksmith at Wyndham Dubai Marina. Fraser-Smith works closely with the hotel operators to create disruptive industry concepts that provide  character and value for money.  Price positioning is key for him, with restaurants and bars that disrupt standard pricing structures, so more people can have the experiences more often.

For the coming year, Fraser-Smith is focused on delivering concepts in the premium casual sector that engage the consumer on an emotional level whilst simultaneously delivering exceptional hospitality and ROI.


Number of years in the F&B industry: 26

Employees: 100

Number of Outlets in the Middle East: 10

Coming soon: Six new concepts in Dubai in 2018

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