Richard Cowling, director of operations at Gates Hospitality, has spent the last 13 years opening and operating restaurants in the region. He has, on occasion, even closed some. In this article, he talks candidly about why some enterprises flourish while others don’t.

Indeed, some restaurants I expected to excel in have fallen short, while others struggling elsewhere have found their niche in the UAE. Moreover, the region’s rapid changes strongly impact a restaurant’s long-term success, as market relevance can quickly diminish if brands fail to innovate regularly.

Location

Location is crucial for any successful restaurant, particularly in terms of its alignment with the concept and the local demographic. The location needs to cater to the target audience while offering sufficient footfall to support the concept’s success. Additionally, we have observed shifts in guest behavior as the city has evolved. Previously, guests would travel to dine in an exceptional restaurant. However, increased quality options have reduced their desire to travel. Consequently, new developments and shifting city districts present additional challenges for maintaining success.

Authenticity

Authenticity is central to the success of any restaurant, regardless of its cuisine, culture or genre. It must be evident in every detail, including recipes, ingredients, design, uniforms, and brand collaterals. Furthermore, incorporating relevant fun and quirky touchpoints strengthens both the restaurant’s authenticity and its longevity. This commitment ensures that the brand and concept remain true to their essence, continuing to resonate with guests effectively.

Dining experience

In today’s market, diners face numerous quality options, making genuine value a significant factor in their decision-making. This trend spans across QSR, casual dining and high-end fine dining establishments. Although diners remain willing to pay a premium, they are increasingly conscious of the value behind the product. Consequently, factors like ingredient traceability, sustainability practices and employee welfare all contribute to the overall value of the dish served.

Marketing

The best restaurant concepts can fail if they lack visibility, making marketing crucial for initial success, especially in our region. Furthermore, the art of storytelling and brand building has become more important than ever due to the city’s growth. As a result, it is harder to stay updated, so restaurants with the loudest voices and strongest stories stand out. Additionally, social media now provides a powerful platform, influencing design, team appearance, service nuances and food presentation.

People 

Ultimately, the restaurant industry thrives on its people and their passion. Recruiting and training the best personalities to entertain guests is fundamental. Additionally, management philosophies and example-setting are crucial, requiring active engagement in service and building meaningful guest relationships. Although many bookings are made online, the personal touch of a welcoming maître d’ and a consistent team remains irreplaceable by technology.