According to Wilby, the Dubai market is so far ahead of its field, that the product differentiator comes before the meal starts and after it finishes. She explained: "Give every customer the best product and the best service.
"Above all, give them an experience that affects more than just their taste buds and that they don't get anywhere else.
"I don't mean this in the cliché that all five-star restaurants claim they are suddenly offering something new: after all, a steak is a steak. I mean that hoteliers and restaurateurs need to think out of the box on promotions and value-added benefits as well as constantly over-delivering on product and service."
To this end, Le Royal Meridien has launched the Royal Dining Club, an invitation-only members club that celebrates the art of fine dining.
Wilby explained that the Royal Dining Club will be about a way of life, encompassing invitation-only gourmet evenings and wine-tastings, and will provide members with an exclusive understanding into the makings of award-winning five-star kitchens.
The benefits of dining at any of Le Royal Meridien Beach Resort & Spa's five signature restaurants are not just restricted to Royal Dining Club members, however. Anyone can experience the Royal Treatment when reserving a table.
By calling Jane on (+971 4) 3165550 to book, diners can arrange complimentary transport to the restaurant, and then back home again.
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Wilby says creativity in restaurant marketing is essential
- United Arab Emirates: Tuesday, July 22 - 2003 at 10:19
- PRESS RELEASE
'The ever-increasing number of top restaurants in Dubai has forced hoteliers to be flexible in marketing their product in order to maintain business levels,' says Pam Wilby, general manager of Le Royal Meridien Beach Resort & Spa.
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Notes: Le Méridien is a global hotel group with a portfolio of more than 135 luxury and upscale hotels (36,000 rooms) in 56 countries worldwide. The majority of its properties are located in the world's top cities and resorts throughout Europe, the Americas, Asia Pacific, Africa and the Middle East. The company also enjoys a strategic alliance with JAL-owned Nikko Hotels, providing loyal guests access to an additional 44 properties around the world. Headquartered in London, Le Méridien Hotels & Resorts Group was formed by the Principal Finance Group of Nomura International plc. The Principal Finance Group has since become independent and is now known as Terra Firma. The Terra Firma Group manages Le Méridien for Nomura International plc. Details from www.lemeridien.comFurther information for Le Royal Méridien Beach Resort & Spa from Strategic Solutions,
Tel. 971-4 391 5390
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