We recently had the privilege of interviewing Ezzeddine Zammel, CEO of Property Gate Facilities Management and the Co-Founder of The Sailors UAE. Ezzeddine has been providing outstanding results in the F&B market for over two decades. Moreover, Ezzeddine has a track record of successfully planning and implementing F&B initiatives, and his journey is a testament to his abilities.
In this interactive session, the CEO speaks about his professional journey, overcoming the challenging phases, addresses some common industry myths, and plans for his business, and offers valuable suggestions for aspiring entrepreneurs.
Spark Behind The Journey
We started the session by asking, “What ignited your passion and led you to embark on your professional journey in this particular field?”
Ezzeddine Zammel shared, “As a seasoned CEO with over 25 years in the food and beverage (F&B) industry, my passion for crafting memorable dining experiences and innovating industry standards has been unwavering. Over the years, I’ve honed my skills, built relationships, and navigated challenges, all fueling my commitment to excellence and growth in F&B.
My journey has been marked by a pursuit of culinary mastery, customer satisfaction, and sustainable success, driving me to continually redefine gastronomic boundaries, exceed expectations, and champion responsible practices. Grateful for the opportunities, I remain dedicated to propelling the F&B industry forward with creativity, community, and culinary delight.”
Adding A Unique Value
We were eager to learn about the advent of Ezzeddine Zammel’s business and how it has a unique approach in the market. So, we asked, “Share more about your background and the unique story behind the inception of your business. What sets it apart in the market?”
Ezzeddine replied, “With a culinary career spanning over 25 years, the love for food ignited within the confines of my family kitchen. Much like many, the joy of preparing meals for loved ones was a cherished aspect of my life, one I yearned to share with the world. Dining out, I believe, should encapsulate the warmth and satisfaction of home-cooked meals, without the hassle of preparation and cleanup.
Having spent two decades in the vibrant culinary scene of the UAE, I endeavored to infuse the essence of familial gatherings into our business venture. This vision prompted us to approach our establishment from various perspectives. Our establishment boasts family-friendly zones, featuring both outdoor and indoor play areas where young patrons can revel in amusement while their guardians relish their meal.”
He added, “For sports enthusiasts, our sports bar broadcasts a myriad of local and international events, ensuring an electrifying experience. Moreover, we offer a café-style ambiance, perfect for intimate gatherings or family outings. And let’s not forget our alfresco dining area, providing breathtaking vistas of the local harbor and Arabian Sea, rendering it a picturesque spot regardless of the season. Central to our ethos is community engagement. Collaborating with local enterprises, we curate events that cater to the diverse interests of our patrons. Our menu, meticulously crafted, ensures a delightful dining experience for all.
In a world where dining out has become a personal affair, our establishment endeavors to bridge the gap between restaurant dining and the comforts of home. With a commitment to culinary excellence and community integration, we invite all to savor the essence of home away from home.”
Busting Common Myths
Every industry has some common industry myths that need to be addressed by an expert. So, we asked, “Identify a prevalent misconception about your industry or role that you believe needs clarification. How would you address and rectify this perception?”
Ezzeddine Zammel passionately responded, “One prevalent misconception about the F&B industry is that it is easy to succeed and make a profit quickly. In reality, the F&B industry is highly competitive, with thin profit margins and numerous challenges such as high operating costs, changing consumer preferences, and intense competition. To address and rectify this perception, it is important to educate people about the realities of the F&B industry.
This can be done through transparency in sharing the challenges and complexities of running a successful F&B business. Providing insights into the hard work, dedication, and strategic planning required to thrive in this industry can help dispel the misconception that success comes easily.
Additionally, showcasing success stories of F&B businesses that have overcome obstacles and achieved sustainable growth can help demonstrate the rewards of perseverance and strategic decision-making in the industry. By highlighting the efforts and strategies that lead to success in the F&B sector, we can help change perceptions and foster a more realistic understanding of the industry among aspiring entrepreneurs and the general public.”
Navigating Through The Hurdles
While every journey has its set of obstacles, overcoming them efficiently counts the most. To learn how Ezzeddine overcame the challenges in his business, we asked, “Reflecting on your journey, what significant challenges have you encountered in your business, and how did you successfully navigate and overcome them?”
He shared, “Navigating a global recession and addressing customer concerns about going out to dine presents significant challenges for our restaurant. Here’s how we’ve approached and managed these hurdles. Amid the global recession, our restaurant has taken steps like cost-cutting, supplier contract renegotiation, and inventory management optimization to maintain revenue during reduced consumer spending.
In a tough economy, consumers save money by choosing affordable dining options and dining out less. So, we’ve adapted by offering budget-friendly meals, without compromising quality and taste. We also provide promotions and loyalty programs to encourage dining with us. Recession may also impact diners’ confidence. To fix this, we prioritize transparency, communication, sanitation, social distancing, and contactless options to ensure safety.”
He added, “To counter less in-store customers, we’ve expanded takeout and delivery, tapped into new market segments, explored catering and local partnerships, and opened food trucks for brand promotion and diverse income streams. Furthermore, engaging with the local community is vital in tough economic times. We connect with customers through social media, newsletters, and events to show dedication and gather feedback. Our community events, like choir and art classes, help us reach diverse segments. While, to survive a recession, we prioritize adaptability and innovation through new menu concepts, creative marketing, and streamlined operations.
Overall, navigating a global recession and addressing customer hesitancy to dine out requires a multifaceted approach that combines financial prudence, strategic marketing, operational excellence, and a customer-centric mindset. By proactively addressing these challenges and adapting to evolving situations, we can position our restaurant for long-term success despite the economic headwinds.”
Plans We Asked Ezzeddine Zammel
Eager about Ezzeddine’s goals and aspirations, we inquired, “Outline your professional aspirations and goals. What strategic initiatives are you implementing to achieve these objectives?”
He responded, “Our aspirations and goals encompass creating multiple outlets for our restaurant while diversifying into the food nutrition and event management markets, reflecting a vision for expansion and diversification within the F&B industry.
- Expansion of Restaurant Outlets: Our primary goal is to expand the restaurant brand by opening outlets in strategic locations, targeting high-demand markets, and adapting to local preferences and demographics.
- Diversification into the Food Nutrition Market: We are planning to launch nutritious food products for health-conscious consumers, including meals and snacks.
- Expansion into Event Management Market: We are expanding into event management by utilizing our restaurant’s infrastructure, expertise, and services to offer comprehensive event planning and catering.
- Synergies and Cross-Promotion: To reach our goals, we plan to cross-promote by hosting nutrition events and offering catering services to showcase our expertise.
- Commitment to Excellence and Innovation: We are dedicated to excellence, innovation, and customer satisfaction, continuously striving to lead in the F&B and event management industries.
With all these visions for the brand, we are looking forward to establishing a strong position in the market.”
Encouraging Collaborative Practices
We further asked Ezzeddine Zammel, “Collaboration and teamwork are integral to success. Could you elaborate on the methods and practices you employ to foster a culture of collaboration within your organization or group?”
He shared, “To foster collaboration within our organization we encourage open communication. We value our employees’ feedback and understand the role they have in developing the business. Our team also has well-defined objectives and guidelines for individuals, ensuring alignment towards a common goal and clarity in contribution.
Living in a multicultural setting, we value the diverse perspectives that we have in the team. We have team members from over 8 different countries in a team of 25 employees. We actively listen, and acknowledge contributions to create a culture of psychological safety where team members feel comfortable sharing ideas and taking risks. Besides that, we have invested in training opportunities to enhance team members’ capabilities and improve overall performance, as it will foster longevity and investment from the staff for the business.”
He further added, “Above all, we never forget to celebrate successes and learn from failures. We have a clear structure in place to celebrate employee of the month and have a clear system in place to support staff in case of mistakes made. Finally, we strive to create an inclusive environment through team-building activities and social events that promote camaraderie and collaboration, through team outings and staff gatherings at least twice a year to celebrate the successes of the team.
By implementing these simple yet effective practices, individuals can cultivate collaboration, leading to improved teamwork, innovation, and success.”
Envisioning The Future
To understand the perspective of Ezzeddine Zammel on the future of the F&B industry, we asked, “How do you foresee the evolution of your industry or field over the next 5-10 years? Are there emerging trends or innovations that you anticipate playing a pivotal role?”
He responded, “The food and beverage (F&B) industry is constantly evolving, influenced by changing consumer preferences, technological advancements, regulatory shifts, and societal trends. Several trends that I see increasing over the next 5-10 years may include plant-based and alternative proteins. Environmental sustainability and health concerns are driving demand for plant-based and alternative protein sources, with innovation expected in meat substitutes, dairy, and insect-based proteins.
Also, AI and wearable devices allow personalized nutrition recommendations based on health profiles, genetics, and lifestyle, making customized meal plans and functional foods more prevalent. The rise of food delivery apps and online ordering platforms has transformed the way consumers access food. Technology-driven solutions, including cloud kitchens, ghost kitchens, and autonomous delivery vehicles, may further streamline food delivery processes and enhance customer convenience.”
He continued, “The F&B industry is adopting sustainability initiatives like reducing waste and sourcing local ingredients, with circular economy principles gaining popularity. Concerns for food safety and transparency drive demand for improved traceability systems. Blockchain and IoT sensors will enhance food traceability and ensure authenticity.
Furthermore, the demand for healthy and clean-label food products is increasing, driving innovation in low-sugar, low-calorie, and functional ingredients. Experiential dining concepts with immersive experiences and the use of AR and VR are on the rise. There is also a growing interest in fusion cuisine and authentic international flavors. Embracing cultural diversity and offering ethnic cuisines can cater to diverse palates.
Overall, the F&B industry is likely to undergo significant transformation over the next decade, driven by evolving consumer preferences, technological innovations, and societal trends. Businesses that adapt to these changes, embrace innovation, and prioritize sustainability are poised to thrive in the dynamic F&B landscape of the future.”
A Glimpse Of The Services
We further asked, “Take a moment to introduce our visitors to the standout services and products your business offers. What unique value do they bring to the market or consumers?”
Ezzeddine enthusiastically replied, “Nestled within the picturesque marina of Fujairah, our establishment stands as a beacon of culinary excellence, boasting unparalleled vistas of the Arabian Sea. Situated amidst this serene backdrop, we offer a myriad of services tailored to elevate the dining experience to unprecedented heights.
Our distinctive locale not only affords breathtaking views but also allows us to extend unique offerings to our esteemed patrons. Among these offerings is our innovative ‘You Hook, We Cook’ service, a pioneering endeavor in our region. Guests, many of whom hail from distant locales, have the opportunity to partake in exhilarating fishing expeditions along our coast.”
“Upon reeling in their prized catch, our expert chefs seamlessly transform the freshly harvested fish into delectable culinary delights, ensuring a gratifying dining experience. This innovative service has garnered widespread acclaim, becoming a hallmark of our establishment and a testament to our unwavering commitment to culinary innovation.
Our bespoke services offer a diverse range of promotions tailored to our discerning clientele. We prioritize freshness by sourcing the finest ingredients from local markets and purveyors. We also value community engagement, collaborating with fishing groups and businesses to strengthen local ties. Our establishment represents a fusion of culinary ingenuity, unmatched hospitality, and a commitment to community enrichment. Join us on a gastronomic journey that exemplifies our dedication to excellence.” He added.
Suggestions For Startups
Lastly, addressing the beginners, we asked, “Drawing from your experience, what valuable advice would you offer to individuals who are just embarking on their journey in this industry? What key lessons have shaped your professional perspective?”
Ezzeddine concluded, “In the labyrinth of life, one undeniable truth emerges: the unwavering commitment to one’s own vision is paramount. Amidst the cacophony of well-meaning advice, it is imperative to cling steadfastly to one’s aspirations and objectives. A clear vision not only sets individuals apart but also propels them towards the zenith of success. Belief in one’s vision and relentless pursuit thereof are foundational requisites on this journey. The inception of any vision often entails arduous dedication with seemingly minimal progress in the initial stages.
Yet, it is the unwavering faith in oneself and the envisioned path that sustains momentum. Along this path, obstacles loom large, challenging the very essence of one’s determination. It is in navigating these hurdles that true achievers are separated from the rest. Confronting decisions head-on, rather than succumbing to the allure of evasion, becomes imperative.
Indeed, the journey to success is riddled with trials, but it is precisely these challenges that imbue the destination with value. Those who persevere tenaciously through adversity, surmounting obstacles with unwavering resolve, ultimately ascend to the pinnacle of achievement. As we navigate our paths, let us remember that it is the clarity of vision, coupled with unyielding perseverance, that guides us through the darkest of times towards the brilliance of success.”
Find Ezzeddine Zammel on LinkedIn.
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