Global Restaurant Investment Forum

11-13 February 2020 | NH Collection Amsterdam Grand Hotel Krasnapolsky

11-13 February 2020 | NH Collection Amsterdam Grand Hotel Krasnapolsky

GRIF Content Library


How Keane transformed Besh at Sheraton Mall of Emirates

Published 24 October 2018

Owners MAF challenged KEANE and the team to make the all-day dining restaurants at Sheraton Mall of Emirates work even though, it had to compete with 30+ free standing restaurants in the adjacent mall.

After extensive research and gap analysis, Turkish was chosen as the ethnic theme. KEANE worked closely with the owners, hotel team and Starwood to develop and design the concepts. This was teamwork at its best; pooling the individual talents of creative, operational and asset management.

Besh was chosen as the name which is Turkish for ‘five’, as the cuisine had five foundations; authentic breads, olive oil, fresh meats and fish and cheese

KEANE then designed the interior, the logo and supporting collateral. and art worked all of the operational collateral and marketing templates including uniforms and menus.

The space planning of this project was crucial and through this, KEANE created the ability to grow and shrink the space with decrative metal curtains providing a big enough area for the breakfast sitting and then adjusting to give a more intimate experience for lunch and dinner.

The budget was tight and the restaurant opened on time. It immediately traded impressively with dinner covers frequently above 100 when the previous number has scarcely been 5-10 at times. Guest feedback was also significantly improved in a space that regularly handles 600+ breakfast and 100 lunches and dinners every day.

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