here - Food Service Europe

D 58008
INTERNATIONAL TRADE JOURNAL
FOR THE HOTEL, RESTAURANT
AND CATERING INDUSTRY
EDITION 5/2008
www.food-service-europe.com
www.cafe-future.net
Special Features: Foodservice Markets Germany, Moscow and Turkey – Hot Spots in Istanbul

C ONTENTS
4 Editorial
6 Statistics
Europe by Numbers
8 Pan European Survey
Food Festivals: Turning F&B into an Event
24 Hot Trend
Natural Winners: Leitmotifs such as Bio,
Wellness and Sustainability Are Making
Salads ever More Popular
Market Analyses
32 Germany: Top 100 Restaur ant
Chains/Companies 2007
36 Moscow: Overview on the Russian
Capital’s Blossoming Foodservice Market
44 Interview
Alan Yau, Creator of Ground-breaking
Dining Concepts from Wagamama to
Michelin-rated Hakkasan
50 Management
Ten Fundamental Ways to Control Costs
page 24 ■ ■ ■
Adaptable to any culinary level,
as well as being scalable from
snack size to a main course, salads
are a favourite with health
and pleasure conscious guests.
Major trends High quality, strictly
fresh ingredients, cross-over
recipes and customising.
Photo: Nat. Bio Fine Food
■ ■ ■ page 44
Hong Kong born Alan Yau, creator of ground-breaking
dining concepts from Wagamama to Michelinrated
Hakkasan or Yauatcha, all featuring food from
the Far East, reveals the sources of his inspiration
and intuition.
Middle East Section
51 Turkey
Market Analysis – plus a Portrait of Istanbul’s
Vibrant Fine Dining Scene
58 Hotel Dining
Atlantis, The Palm: Ocean-Themed Resort
in Dubai Boasts Four Celebrity Restaur -
ants Plus a Dozen More Dining Options
front cover ■ ■ ■
Great food is being served at Atlantis, The Palm
in Dubai: the 1,539-room, ocean-themed
resort boasts 17 different restaurants, bars and
lounges, including four celebrity restaurants
(see page 58 onwards).
Photo: Atlantis, The Palm, Dubai
62 USA
Hot Concepts Award 2008 – Five Winners
Including German-born Vapiano
66 Event Catering
Exploiting Brand and Marketing Synergies:
Germany-based Catering’s Best by
InterContinental
70 Leisure
British Pubs: Struggling with the Impacts
of the Smoking Ban and Other Adverse
Effects
73 Education
European Foodservice Seminars in
Zurich: This Summer’s 3-day event on
Branding in the Restaurant Industry
74 Contributing Authors
75 Supplier
Kitchen Equipment Brands: the ALI Group
– Setting the Pace on the Acquisition Trail
78 Show Dates
Major International Trade Fairs & Events
FOODSERVICE EUROPE & MIDDLE EAST 5/08
page 36 ■ ■ ■
Today, there are over 4,000 restaurants
in Moscow: an extremely young and explosively
expanding market, dominated
by chains – the majority of them created
and run by local entrepreneurs.
eMail address: Foodservice@dfv.de
Verlagsgruppe Deutscher Fachverlag ● Mainzer Landstraße 251
D-60326 Frankfurt/Main ● Phone +49.69.7595-1512 ● Fax +49.69.7595-1510
Please see attached inserts from
Salomon FoodWorld® GmbH
NAFEM
Sweet Street Desserts, Ltd.
Electrolux Professional S.P.A.
USA Rice Federation (HS)
Hanson Brass
3

E DUCATION
The focus of the seminar was not so
much on specific questions relating to
individual companies but rather on the
questions that are decisive for building
up a brand: what attributes does the
product embody What advantages does
it incorporate What benefits does it provide
What ‘obsessions’ does it repres -
ent And on questions such as: what
constitutes your individuality What are
your long-term goals and ambitions
What are your basic truths
Sometimes, however, unusual questions
also help to cast aside old patterns
of thought and to break out in new marketing
directions. Thus, Chris Muller
asked the 14 participants to draw up a
specification for their individual brand:
what car would it drive Which music
would it listen to What style of clothes
would it wear And in which restaurant
would the brand prefer to eat with
friends
The background: in the age of Facebook,
MySpace, ICQ and Co., restaurant
brands along with millions of internet
users, should have a clearly defined profile
that is accessible to everyone so that,
in common with users of the online communities
mentioned, they can build up
their own circle of friends. Thus, says
Muller, marketing and branding managers
must constantly ask themselves
what it is about their brand that makes it
unique for consumers. These then are
the points that they should emphasise
and build up so the brand is unmistakable
for consumers.
FOODSERVICE EUROPE & MIDDLE EAST 5/08
How to Create a
‘Fly-Paper Brand’
This August, the University of Central Florida joined forces with the Zurich-based
Gottlieb Duttweiler Institute and FoodService Europe & Middle East for the third time
to hold a seminar on Lake Zurich for foodservice professionals from all over Europe.
The subject of the three intensive days with Prof. Chris Muller (Orlando, Florida):
‘Branding in the Restaurant Industry’.
“The brand is the DNA of a company: it
carries all the information about the
product it sells,” explained Muller. Moreover,
authenticity is essential to ensure
the brand is credible and immediately
■ ■ ■
recognisable for consumers. On the way
to building up a personality for the
brand, it is helpful to observe the ‘restaur -
ant peer group’, i.e. to ask, “Where is
my target group when they are not with
European Foodservice Seminars ■ ■ ■ ■ ■ ■ ■ ■ ■ ■
This year, almost 90 foodservice professionals from Europe and the Middle East
took part in the European Foodservice Seminars given by Chris Muller and his
colleague Bob Perry. Besides the enormous input of expert knowledge, which
is unlikely to be paralleled in terms of quality and density anywhere in Europe,
the seminars also represent a great networking opportunity. Next year, with
the support of the supporting partners – Ecolab, Winterhalter, Salomon Food-
World und Metro Cash & Carry – the organising trio will once again offer three
seminars on three different topics:
● 11-13 May 2009: Successful Multi-Unit Restaurant Management: Growth &
Control (Muller)
● 13-15 May 2009: Leadership and Motivation: Strategies and Tactics for the
21st Century (Perry)
● 14-16 October 2009: Branding in the Restaurant Industry: Building Trust,
Making a Promise (Muller)
The seminars are aimed at multi-unit managers, area managers and restaurant
general managers who want to move to the next level of corporate restaurant
management (no suppliers). All class sessions will be held at the GDI, Zurich.
Fee (including all course materials, 3 lunches and 1 dinner): CHF1,800.
Pre-Booking: brigitte.fischer@gdi.ch, phone: +41.44.7246266
73

E DUCATION
me” However, the stronger and more individual
the personality of the brand, the
less important is the competition because,
as Muller put it, it sets the stand -
ards itself. “Character brands know what
lifestyle they stand for.”
This stage of brand consciousness is all
the easier to achieve the more the
unique aspects can be emphasised – it is
easier to survive as a monopolist than in
the face of competition. At the same
time, it is important to keep a close
watch on the target group, to make it
easier for them to identify with the product.
“The higher the brand affiliation, the
higher the brand effect.”
“A brand has a meaning which is made
in the customer’s mind. Your task is to
make the customer fall in love with your
brand. How By creating more value for
them than any other person or company
they could
!
have discovered. Create a
Character brands know
what lifestyle they
stand for.
sticky brand, like fly paper.” In other
words, customer loyalty is enhanced by
forging the customer’s personal associ -
ation with the brand and increasing the
frequency of use. And finally, the market
value of a hospitality brand is reflected in
the firm’s ability to capture price pre -
miums above the intrinsic value of the
product it sells.
If a company has more than one brand,
the individual brands should be kept
clearly separate from each other so each
can be positioned effectively. To this end,
it is firstly necessary to understand the
market and its needs. What do my potential
customers need daily, what on special
occasions, what gives them a feeling
of security What helps them find fulfilment
Ideally, every brand in the port -
folio should cater for different needs – especially
those that have not yet been
adequately satisfied by a competitor.
A successful brand consists of quality
products and services, as well as flawless
execution of service delivery to guarantee
that the products meet or exceed the expectations
of the consumers. On top of
that, there is the symbolic imagery and
the story a brand tells by its logo, graphics
and design. All in all, a successful brand is
a promise kept every time it is purchased.
Because branding is not about this purchase,
it’s about the next time. BM
INTERNATIONAL TRADE JOURNAL FOR THE HOTEL, RESTAURANT &
CATERING INDUSTRY 5/08
Published by: Deutscher Fachverlag GmbH
Address: Mainzer Landstrasse 251,
D-60326 Frankfurt am Main
Mail address: D-60264 Frankfurt am Main
Supervisory Board: Klaus Kottmeier, Andreas
Lorch, Catrin Lorch, Peter Russ
Management Board: Dr. Rolf Grisebach, Peter
Kley, Michael Schellenberger
Executive Board: Peter Esser, Florian Fischer,
Markus Gotta, Holger Knapp
Phone: +49.69.7595-01, fax: -1510
eMail: foodservice@dfv.de
Editor-in-chief: Gretel Weiss (-1511). Editor
in charge according to German press law.
Managing editor: Marianne Wachholz (-1513)
Editors: Susanne Corinth (-1799), Heike
Hucht (-1506), Barbara Mecke (-1503),
Jutta Pfann schmidt-Wahl (-1514), Katrin
Schendekehl (-1512), Katrin Siebel (-1798)
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FoodService Europe & Middle East
Copyright by Deutscher Fachverlag GmbH
All rights reserved. ISSN 1436-4379
Other hotel & restaurant publications by
Verlagsgruppe Deutscher Fachverlag:
Germany: food-service, gv-praxis.
In our affiliate Matthaes Verlag:
AHGZ with supplement Der Hotelier.
Austria: Österreichische Hotel & GV Praxis,
Verlagsbüro Salzburg, Schrannengasse 2,
A-5020 Salzburg, phone: +43.662.877108,
fax: +43.662.877108-3, office@hgvpraxis.at
Poland: food service polska; Polnischer
Fachverlag GmbH, ul. Jadzwingwo 14,
Pl-02-692, Warsaw, phone/fax:
+48.(0)22.6442180, pwf@pwf.com.pl
Czech Republic and Slovakia: Food Service
CR/SR, Tschechischer und Slowakischer Fach -
verlag, Drtinova 10, 15000 Prague 5,
phone: +42.(0)2.27018418-420,
fax: -2701401, e-mail: food@con-praha.cz
Russia: Mojo Delo Restaurant.Food Service,
Russ. Fach verlag, 2-nd Zvenigorodskaya 2/1,
123100 Moscow, phone/fax: +7.095.748-0103,
lud@moyo-delo.ru
When an article presented by an author is accepted
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either electronic or non-electronic data bases.
Contributing Authors
Sarah Campbell, Larnaca/Cyprus
Mario Cañizal Villarino, Business on Food
Service, Barcelona/Spain
Flavia Fresia, HoReCa Magazine, Milan/Italy
Katja Hassenkamp, Paris/France
Puck Kerkhoven/Karel de Vos, Hilversum/
Netherlands
Daniel Majonchi, Leaders Club International,
Paris/France
Peter Odrich, Bishops Stortford/UK
Michael Schaefer, Euromonitor International,
Chicago (IL)/USA
Jim Sullivan, Sullivision, Appleton (WS)/USA
Bruce Whitehall, Wallington/UK
Translation Richard Hockaday, Frankfurt (M)/
Germany
74 FOODSERVICE EUROPE & MIDDLE EAST 5/08