Middle East F&B 'more fashion conscious' than US

Supplier - region's F&B staff take more risks than Euro counterparts

It's not just food that is well-presented in the Middle East's kitchens.
It's not just food that is well-presented in the Middle East's kitchens.

Chefs and restaurant staff in the Middle East are willing to take more fashion risks than fellow F&B workers in other markets, according to Emile Rassam managing director Elie Rassam.

“On the whole, the Middle East’s F&B outlets are far more fashion-conscious than their counterparts in Europe and the United States,” said Rassam.

“The wardrobe worn in many F&B outlets in Europe tends to be very conservative by comparison to the risks the Gulf region is prepared to take.”

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Rassam attributed this modish approach to F&B uniforms down to the fact that many hotels and outlets were looking for a way to differentiate themselves from other operations.

“Everyone in the Middle East, from small restaurants to hotels, wants to develop their own brand identity and our clients seem very keen on ensuring their wardrobes reflect their brand positioning,” Rassam explained, adding that the majority of the firm’s clients placed innovative design at the top of their list of wardrobe requirements.

“If I had to pinpoint an area of the hospitality industry where uniforms are continuously evolving, and as important at the design stage as front-of-house attire, it would be the kitchen,” Rassam continued.

“This is because nowdays, so many chefs are in open kitchens and visible to the guest.

“I believe this region’s F&B workers are the best dressed,” he added. “Certainly when compared to Europe and the States.”

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