afternoon tea

1. INTERNATIONAL TRADE JOURNAL
FOR THE HOTEL, RESTAURANT
AND CATERING INDUSTRY
D 58008
EDITION 4/2013
www.food-service-europe.com
www.cafe-future.net
Special Features: Foodservice Markets Austria, France, Sweden and USA
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2. ■ ■ ■ page 46
Martin Kuczmarski, operations director at Soho
House Group, explains the philosophy of the
members’ club concept with outlets in major cities
of Europe, North America and soon, Asia, including
an innovative approach towards foodservice.
Verlagsgruppe Deutscher Fachverlag
Mainzer Landstrasse 251 | 60326 Frankfurt/Main | Germany
Phone +49.69.7595-1512 | Fax +49.69.7595-1510
info@food-service-europe.com
page 22 ■ ■ ■
Where dreams come true …
In our Hot Trend Section, we
visit selected, sought-after
locations for wedding events
throughout Europe. It’s all
about an unforgettable,
unique experience for the
couple and their guests,
imbedded in a distinctive,
atmospheric setting.
3FOODSERVICE EUROPE & MIDDLE EAST 4/13
page 58 ■ ■ ■
Inspiring views on table decor-
ation: Meyer, a Frankfurt-based
company focusing on the event
business, has developed
a highly distinctive style of
its own, combining flowers
and vegetables to create
stunning looks.
front cover ■ ■ ■
Flower power signed by Meyer Catering, Frankfurt:
breath-taking, opulent table top orchestration –
variety tamed by a strictly defined colour code.
Photo: Ernst Stratmann, www.photx.de
CONTENTS
4 Editorial
6 Statistics
Europe by Numbers
8 Pan-European Survey
Restaurants at Universities: Green,
Healthy & Affordable (Part I)
22 Hot Trend
Wedding Locations: Distinctive,
Atmospheric Settings for the ‘Best Day
of Your Life’
Market Analyses
28 Austria
Facts and Figures, Top Players, Profes-
sionals’ Views on Market Characteristics
36 France
Sales Ranking: Top 51 Foodservice
Players 2012
40 Sweden
Sales Ranking: Top 25 Fast Food
Players 2012
42 USA
Sales Ranking: Top 100 Foodservice
Chains 2012
46 Interview
Martin Kuczmarski, Operations Director
of London-based Soho House Group
Middle East Section
54 F&B in Hotels
Afternoon Tea Is Flourishing: Concepts
of Selected Luxury Hotels
58 Event Design
Highly Creative Table Top Orchestrations
by Frankfurt’s Premium Restaurant and
Catering Company, Meyer
60 Take-away
Three Exemplary Formulas in Profile –
from Austria via Germany to the UK
62 Quickservice
McDonald’s: An Analytic Glance at
the World’s Biggest Foodservice Player’s
Latest Global Figures
64 Quickservice
Yum! Restaurants International:
2012 Sales Growth Stronger than Unit
Growth in Europe
66 Travel
Munich Airport: Foodservice at
Germany’s Second largest Airport
Banks on Local Brands
69 Contributing Authors
70 Suppliers
Major Contribution to Fresher, Healthier
Eating: Vitamix, a US-based Manufacturer
of High-spec Blenders
72 Suppliers
Top Trend Products: Suppliers Present
their Latest F&B and Equipment Solutions
74 Show Dates
Major International Trade Fairs and Events
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3. Tea is deeply rooted in many Arab cul-
tures with a tradition that goes back until
some 1,200 years ago. It plays a key role in
the Middle East for ceremonies and social
gatherings when it is more than usual that
guests of a household are offered tea.
While in Europe only an average of about
5% of tea is consumed out of home, the
Middle Eastern tea houses, shisha cafes
and restaurants have a considerable share
of the market. Along with the expansion of
modern coffee shops, particularly visible
in the countries of the GCC, tea has bene-
fited as well albeit to a lower degree than
the sales of its big competitor coffee. Tea is
the second most popular drink after water,
and the region’s tea market is flourishing.
However, the increase of high quality tea
products is very much driven by Western
lifestyle and consumption patterns. Tak-
ing afternoon tea in the fancy environ-
ment of a five star hotel is a relatively
young phenomenon in the Middle East
that has been promoted by F&B oper-
ators who need to fill the lull between
lunch and dinner. Moreover, it helps to
offer a point of differentiation from a ho-
tel’s key competitors.
Maintaining the customer
base
“The afternoon tea is an important source
of revenue on weekends and for special
events,” says Petra Zsok, Assistant Man-
ager of the Tea Lounge at the Four Sea-
sons Doha. She adds: “It helps us to main-
tain a steady customer base as well as to
introduce new guests to our Lounge.” For
around ¤30 guests can experience a typi-
cal English afternoon tea with a contem-
porary twist. Mini sandwiches, tea pas-
tries and bakery selection are presented
on a three-level stand while the condi-
ments set for jam and cream is served on
the side. On average, 200 guests are
served per day.
“Food is very important,” says Zsok. “The
menu is changed on a regular basis. Visu-
al presentation of the afternoon tea items
FOODSERVICE EUROPE & MIDDLE EAST 4/13
It’s Tea Time!Gone are the days when afternoon tea in a lavish hotel was seen as a
stiff event, catering to a predominantly female clientele in their 50s and
60s. In today’s hospitality industry the tea business is growing steadily
and the tradition of taking afternoon tea has become popular among
families and the younger generation as well. In the Middle East tea has a
long tradition and the F&B offers from the five star hotels play an import-
ant role on the local scenes. Bettina Quabius explores the afternoon tea
concepts of some of the major hotel players in the region and discovers
what makes the experience so special.
54
Madinat Jumeirah
St. Regis
Madinat Jumeirah, Fayrooz Lounge
Four Seasons
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4. is equally important as the quality
and taste of the offerings.” Typical
items at the Tea Lounge are
scones, crumpet, mini sandwiches,
choux pastry, macaroons and Eng-
lish fruit cake. For special occa-
sions such as Christmas, Valen-
tine’s Day or the Arabic Mother’s
Day, the hotels offers theme-relat-
ed afternoon tea sets and once in a
while some Arabic treats are a part
of the sets. However, since the lo-
cal clientele – mostly Qatari ladies
and expats from the UK – prefers a
more Occidental style of the after-
noon tea, most items are inter-
national.
Tea drinking habits in the region
have evolved over the years with a
much wider variety of teas and the
discovery of the health benefits of
tea, particularly Green Tea. “Most
of our teas are loose leaf and are
supplied by Canadian purveyor
Tealeaves,” says Zsok. “Green Tea
is our top seller, including Moroc-
can Green Tea. Our guests’ tea
choices relate to both their cultural
background and personal prefer-
ence. Most guests directly ask for
their preferred tea, without looking
at the menu.” Compared to previ-
ous years, guests are more willing
to try new flavours. True ‘tea lov-
ers’ therefore are offered a selec-
tion of organic teas and special tea
flavours and blends that can only
be found within the Four Seasons
Hotels & Resorts.
www.fourseasons.com/doha
Presentation and at-
mosphere
Afternoon tea at The Ritz-Carlton,
Bahrain Hotel & Spa is served from
4 to 6 pm in the Ritz Gourmet
Lounge. It’s all about presentation
and atmosphere: the authentic
French interior design of the
lounge is inspired by the Parisian
‘Salon de The’ and the Cesar Ritz
legacy, featuring wooden panels,
marble flooring, rich wooden fur-
niture and classic curtains. The
‘Afternoon Tea Experience’ costs
¤30 and includes finger sandwich-
es, scones, French mini gateaux
and a choice of tea, alternatively
the guest can choose from the à-la-
carte menu. Imported leaf teas
from Sri Lanka, China and South
America are on offer from the tea
trolley, freshly cut in front of the
guest and served in silver pots.
www.ritzcarlton.com
At Madinat Jumeirah in Dubai, trad-
itional afternoon tea at both, the Al
Samar Lounge in Mina A’Salam
and the Al Fayrooz Lounge in Al
Qasr, is very popular among in-
house-guests and local female ex-
■ ■ ■ Food Collection ■
– Typical items included in Madi-
nat Jumeirah’s Afternoon Tea –
Raisin Scones – traditional scone
with raisins served with strawber-
ry jam, lemon curd and Devon-
shire cream
Plain Scones – traditional scone
served with strawberry jam, lem-
on curd and Devonshire cream
Toasted Tea Cake – ‘freshly toast-
ed’ sweet roll with currents and
lemon peel with a sweet glaze
English Fruit Cake – a light fruit
cake filled with raisins, currants
and candied cherries and citrus peel
Spiced Gingerbread Cake – a moist cake infused with cloves, cin-
namon, nutmeg, ginger and vanilla
Blueberry Mille Feuille – layers of crisp puff pastry sandwiched
together with rich custard, fresh blueberries and topped with
sweet fondant
Fresh Strawberry Tart – sweet pastry filled with custard, fresh
glazed strawberries and surrounded with coconut
Chocolate Éclair – Choux pastry filled with chocolate filling and
glazed with chocolate fondant and edible gold leaf
FOODSERVICE EUROPE & MIDDLE EAST 4/13
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5. pats alike. “It’s perfect for catching up
with friends or an alternative way to host
an informal meeting,” says Felix Hart-
mann, Mina A’Salam F&B Manager. “And
it is a dignified and elegant way to spend
an afternoon. Our classical piano player
creates a relaxing, refined, and calm at-
mosphere for guests to feel comfortable
and enjoy their afternoon tea.”
Club Executive Guests can take their tea
in the Club Lounge, it is complimentary
as part of their room package. Prices
range from ¤35 for a regular afternoon tea
package to ¤50, inclusive of champagne.
Special flavours
While English Breakfast and Earl Grey are
still the most popular teas at the Madinat
Jumeirah venues, new varieties and
healthy solutions such as Green Tea and
Jasmine Tea are more and more in de-
mand. Organic tea and herbal infusion
with a large variety of flavours are also
growing in popularity as is the semi-fer-
mented Oolong Tea. Children are taken
care of as well: they can order specially
made tea with bubble-gum/hibiscus fla-
vour and coloured organic sugar along-
side.
A selection of dainty finger sandwiches,
delicate cakes and scones are a must for
every afternoon tea offer. “You cannot
have an afternoon tea without food,” says
Hartmann and continues: “It’s all part of
the history, the presentation, the ritual
and the whole experience. Our selection
(see box on page 55) is adapted during the
year, and we have themes such as Valen-
tine’s, Halloween, Festive. In the coming
weeks, a fully stocked trolley will be added
to afternoon tea. It will include a combin-
ation of miniature cupcakes in a range of
classical flavours, homemade candies
and chocolates all included in the after-
noon tea price.”
www.jumeirah.com/madinatjumeirah
Tradition with a modern
twist
At the newly opened St. Regis Abu Dhabi
the tradition of afternoon tea is part of the
brand’s legacy dating back to the 1900s
when Lady Caroline Astor would host at
The St. Regis New York intimate gather-
ings of her high society friends with an in-
dulgent selection of sweet and savoury
treats. Her tea-serving occasions quickly
took on and developed into an estab-
lished ritual at St. Regis locations across
the globe. In Abu Dhabi, renowned celeb-
rity and Michelin-starred chef Gary Rho-
des designed an afternoon tea concept
that ensures the authenticity of the Eng-
lish tradition. Paul Laupton, Head Chef of
Rhodes 44, explains: “When guests come
to the St. Regis Abu Dhabi for an after-
noon tea, we want them to become im-
mersed in the same seductive and sophis-
ticated sensations that they could expect
to find in the grand hotels of London.”
Rhodes created a menu that adheres to
the classics such as homemade scones
with Cornish clotted cream and strawber-
ry jam, Dundee cakes, crumpets and Ea-
ton Mess. “Afternoon tea is more about
the experience, a way in which we estab-
lish a bond with our guests through the
offering of a bespoke ritual,” Laupton
says. “One of our integral team members
is a highly experienced tea sommelier,
Ting-Ya Chuang, who prepares signature
infusions according to each individual
“Afternoon tea is a dignified and ele-
gant way to spend an afternoon. Per-
fect for catching up with friends or an
alternative way to host an informal
meeting.”
Felix Hartmann, F&B Manager
Mina A’Salam, Madinat Jumeirah,
Dubai
“The afternoon tea is an important
source of revenue in the weekends and
for special events. It helps us maintain a
steady customer base as well as to in-
troduce new guests to our Lounge.”
Petra Zsok, Assistant Manager
Tea Lounge, Four Seasons Hotel,
Doha
“At St. Regis, we celebrate three daily
rituals: The Bloody Mary Ritual, The Tea
Ritual, and The Evening Ritual. Each
symbolically celebrates our unique her-
itage and brings key elements from our
storied past to life for our guests.”
Paul Laupton, Head Chef of Rhodes 44,
St. Regis, Abu Dhabi
“The subtle lounge music, the perfect
ambiance add to the unique Phoenicia
tea ceremony experience – indulgent
and glamorous, promising to take you
to another world where you soon will
become a regular visitor.”
Ahmad Oraibi, Cascade and Wok Wok
Manager, Phoenicia Hotel, Beirut
Phoenicia Hotel The Ritz-Carlton
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6. guest’s preference and palate.”
Ting Ya-Chuang and her team are
working with different suppliers all
around the world instead of one
single supplier: “We have scoured
the world looking for the best qual-
ity, premium tasting teas and have
partnered with a number of high-
grade, professional suppliers to en-
sure that the quality of tea we pro-
vide is the best it can be,” says
Chuang. While Green Tea has been
the leader in the tea drinking mar-
ket for the past ten years, the tea
sommelier has noted a growing
trend towards Oolong and Pu-erh
Tea thanks to an increasing under-
standing of their superb health
properties, benefits and their
unique taste.
Plans are to provide daily trad-
itional tea ceremonies from around
the world, which will last 10-15
minutes and take place at 4 pm
during the middle of the afternoon
tea serving period. In addition to
the ‘Classic Afternoon Tea’ which
starts at ¤30 per person, a ‘Cham-
pagne Traditional Afternoon Tea’
(¤42) is served in the Crystal
Lounge on the mezzanine level of
the hotel. Ladies who wish to so-
cialize in privacy could have ar-
ranged a service in private rooms.
The setting also plays an import-
ant role: “In every service interac-
tion we examine in detail what we
communicate with the five senses,
with the visual aspect being an in-
tegral part of this experience,” chef
Laupton points out. “In addition to
being aesthetically pleasing, the
tableware – such as crockery, cut-
lery, glassware and napkin holders
– should enhance and facilitate the
experience for the guests.”
www.stregisabudhabi.com
Health benefits
between the meals
At the Phoenicia Hotel Beirut tea is
the most popular drink in the ho-
tel’s lounges. “Afternoon tea is a
relaxing and social activity that is
regularly enjoyed as part of the cul-
ture, explains Ahmad Oraibi, Man-
ager of the Casacade Lounge and
the Asian restaurant Wok Wok. He
adds: “The market has shifted from
coffee to tea for quite a few rea-
sons, such as having less caffeine
than coffee and also for its digest-
ive benefit and for many other
health benefits. It is becoming a
habit that people try to adopt in or-
der to save a few calories until it is
time for dinner.”
The afternoon tea menu includes
finger sandwiches, delectable
freshly baked scones accompanied
by sweet preserves and clotted
cream and beautifully made cakes.
Price per serving is from ¤25 in-
cluding a choice of freshly poured
tea and ¤48 including a glass of
Champagne. While the customers’
budgets generally are not too
much of an issue in the GCC coun-
tries, the regular guests at the Cas-
cade Lounge expect the highest
quality and at the same time abso-
lute best value offerings.
Cultural preferences
The guests’ preferences vary ac-
cording to their cultural back-
ground. Oraibi says: “It all depends
on the clientele. Our Arabic guests
mostly request Black Tea while
Lebanese prefer Green Tea for
health benefits reasons. Herbal in-
fusions are very popular among
Europeans, especially the French.
Our British guests like Earl Grey
and Breakfast Tea.”
On offer are a great variety of Black,
Green, and White Tea and a selec-
tion of herbal infusions from the
French tea company Dammann.
Both, loose leaf tea and tea bags
are served, depending on the pack-
age offered. “During the summer-
time, we offer an especially created
light menu range taking into ac-
count low calorie, fat and salt con-
tent combined with deliciously
tempting weight watchers cock-
tails,” Oraibi says. The Phoenicia
team pays much attention to cre-
ate the right ambiance: “We have a
live pianist who has become one of
the main attractions for our guests
and visitors. The winning combin-
ation of the luxurious surround-
ings of the Cascade Lounge, the
sociable atmosphere, and the ro-
mantic and calming fountains with
the gentle tones of the pianist cre-
ate a haven of pleasure.”
www.phoeniciabeirut.com ■
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