The world of food and beverage has grown by leaps and bounds in the Sultanate of Oman. With a host of new openings catering to tourists and locals alike, we discover what’s on the menu and how the F&B landscape is likely to develop.
Current market conditions
In recent years, Oman’s hospitality scene has evolved considerably. A slew of new developments and international brand names have enriched the F&B sector. Robert Maclean, principal of Oman’s National Hospitality Institute (NHI), has witnessed the evolution firsthand, having arrived in Muscat in 1995. “Back then, there was not much to choose from. Hospitality was still in its very early stages,” he said.
According to Nabiel El Nakib, executive assistant manager food and beverage at Shangri-La Barr Al Jissah Muscat, the variety of concepts in Muscat is impressive, with visitors able to choose from a much broader range of cuisines.
The most recent resort opening, The St. Regis Al Mouj Muscat Resort, promises to elevate Muscat’s culinary offering even further. Property F&B director Deniz Kinali said that Oman presents many opportunities. Indeed, St. Regis Al Mouj Muscat Resort has a plethora of dining concepts, including the acclaimed Novikov Café, its homegrown Greek restaurant, Zorba, and Karibu, the first Omani-African experience in a five-star hotel. In the pipeline are Em Sherif, Hakkasan, Coya and Roberto’s.
F&B trends
As consumer tastes become more sophisticated, so too do the offerings at restaurants. At The Chedi Muscat, Deepak Sharma, the food and beverage director, believes it is imperative to provide what guests want and to keep up with needs. This includes accommodating very specific dietary requirements and plant-based alternatives.
Guests at Shangri-La Barr Al Jissah Muscat have unique needs, whether they are on a wellness break or a family holiday. Therefore, the resort must ensure all options are available. El Nakib pointed out that that expectations are higher in the luxury sector, so it is essential to operate with even greater transparency, mentioning all ingredients, where things are sourced, calorie content and so forth.
Shrey Mehta, food and beverage director at Sheraton Oman, agreed that sustainability and championing local ingredients and suppliers has become increasingly important.
Talent and recruitment
Whereas guests used to have to follow the rules of the hotel, now the client has much greater say. Maclean said that at NHI, they continuously monitor the market and see what’s happening. He mentioned that the program offered to students has changed to take into account allergens and how to deal with special requests.
In terms of the attitude toward hospitality among young Omanis, this has also changed. Maclean noted that there is much greater respect for the profession and far less suspicion.
Indeed, the arrival of iconic and international F&B brands has certainly made a difference, making the industry more appealing. Furthermore, young entrepreneurs are launching food and beverage startups.
El Nakib and Mehta agreed that there has been an increase in the number of talented Omanis due to investment in training and more programs to cultivate young talent.
At The Chedi Muscat, Sharma said that there is ongoing investment in talent through training. He adds that the interaction between Omani staff and guests is invaluable, as travelers are seeking an immersive and authentic experience.
Challenges
In recent years, Oman’s F&B industry has struggled with securing certain raw ingredients, such as flour. There has also been a delay in orders and price fluctuations, making it difficult for restaurants to set the cost of dishes.
Kinali said that at St. Regis Al Mouj Muscat Resort, the emphasis is on quality and reliability from suppliers. With a big account at stake and renowned international brands, suppliers feel the pressure to deliver on time.
El Nakib said that taxes have gone up in Oman, placing a greater strain on F&B. He also added that it is a team effort to ensure consistency in delivery and maintain a high standard.
Maclean added that given the rapid growth of F&B in Oman, more warehousing is required and there are more trucks delivering ingredients to restaurants across the city.
The future of F&B in Oman
Variety is key, and Oman is an exciting proposition for food and beverage concepts. There is certainly room in the market to accommodate a greater number of restaurants and venues.
The F&B experts said that we are likely to see more homegrown concepts that do not necessarily specialize in Omani cuisine. Sharma said that the farm-to-table trend is also gaining traction, especially since this trend focuses on local ingredients, like honey and frankincense. At The Chedi, menus revolve around local products.
At St. Regis Al Mouj Muscat Resort, Kinali said that Karibu and Zorba are homegrown concepts, with the former celebrating the spice route and culinary history of Oman.
Taste of Shangri-La returns to Shangri-La Barr Al Jissah Muscat in September 2024, celebrating gastronomy and bringing something fresh and new to the table.
