The biggest achievement of Chefs of Qatar Virtual Food Festival, which began on April 1 and runs until May 12, is “the increased level of accessibility and exposure for Qatar’s fine dining restaurants to a much wider audience,” a leading hotelier has said.
“At the property level, we’ve seen a significant uplift in social traffic with people wanting to learn about our Ramadan offering and collaboration with Chef Noor al-Mazroei, in particular. We couldn’t be happier with the results to-date,” Park Hyatt Doha Sales and Marketing director Shane Douglas told Gulf Times.
He thanked and lauded the efforts of Qatar National Tourism Council’s (QNTC) marketing team and consumer familiarity with talabat. Park Hyatt Doha partnered with al-Mazroei, a renowned Qatari chef who specialises in healthy food, Qatari food, and international cuisine, as part of this one-of-its-kind festival.
The event, organised by QNTC in collaboration with talabat and Qatar Airways, is featuring world-class Qatari and international chefs from the country’s top (fine-dining) restaurants and hotels.
“This past 12 months has seen the industry evolve and reinvent itself to survive, including home delivery for high end restaurants and/or the introduction of night kitchen concepts.
“Those unwilling or unable to adapt will, unfortunately, fall by the way side. Both Covid-19 and the periodic restrictions in operation have necessitated a review of our value proposition to consumers,” Doubles noted.
“Do we offer real value for money (and by that, I don’t mean cheap)? Is it unique enough? Does it allow us to stand out from our competition or are we playing it safe at the risk of getting lost in marketing noise? To be frank, I believe a glut had developed in some sectors of the industry over recent years that will stand to be corrected as a result of Covid,” he said.
According to Douglas, those in the industry that survive (and possibly even thrive) will be those who are the most responsive and innovative.
“I think we’ve seen a great example through the proactive leadership displayed by QNTC, Qatar Airways and talabat with the creation and execution of Qatar’s inaugural Chefs of Qatar Virtual Food Festival. The response from consumers has been tremendous, showing that the initiative was astute, timely and relevant,” he stressed.
As part of the festival, customers in the country can order exclusive 3-course means, including a starter, main and dessert, prepared by world-renowned chefs in Qatar with prices capped at QR200, making fine dining affordable.
QNTC noted that 23 fine dining restaurants with 19 prominent Qatari and international chefs are participating in the festival.