Appetite grows to Dh42.9b F&B sector

The UAE's F&B sector is expected to grow to Dh48.5 billion by 2018. - KT file photo by Shihab

The consumer is spoilt for choice in the UAE's food and beverage (F&B) space. With dining out being a constant in the lives of UAE residents, it is no surprise that the UAE F&B sector was worth Dh42.9 billion in 2015.
These figures were published in a KPMG food and beverage survey. With upcoming malls, themes parks and an expected increase in tourists, the UAE's F&B sector is expected to grow to Dh48.5 billion by 2018 at an annual growth rate of nearly four per cent.
However, promoters of F&B outlets face an uphill task to make their brands gain visibility in the crowd.
A thorough and consolidated marketing approach can make the difference, says Bahaa Fatairy, managing director of BR Communications, a PR consultancy firm in Dubai. Speak of marketing campaigns today and social media comes to mind.
In the UAE, running a social media campaign to raise awareness of a new F&B outlet is insufficient as websites and apps such as Tripadvisor.com, Zomato.com and Talabat.com are used to search for F&B outlets.
Social media marketing campaigns should be conducted with a specific goal and well-defined marketing plan in mind, suggests Fatairy.
"We try to understand the brand's core values, what the client wants the brand to be known for and which marketing channels will communicate those values. We usually recommend a cross-channel marketing solution involving social media and traditional media," he adds.
Creating a buzz and brand awareness is important for start-up F&B outlets as they are competing with larger franchises.
- business@khaleejtimes.com