How do you plan to adapt to and recover from the Covid-19 pandemic and what do you expect to be the ‘new normal’ in its aftermath?
We believe that from all the sectors, the F&B industry has suffered the most damage from the current situation. Our clientele will be increasingly cautious, probably share less and practice social distancing, which might increase catering services and deliveries or takeaways. When it comes to staff, we’ve always implemented strict hygiene measures and will now also introduce social distancing in the kitchen, with fewer employees and probably more shifts to minimize contact.
What is your motto for life?
It’s not called being picky it’s called not compromising your standards, through perseverance, leadership and attention to details.
What is the highlight of your year?
Opening more Em Sherif Restaurant and Em Sherif Café outlets in the GCC countries
How is your restaurant going green?
We’ve started to reduce our plastic consumption with cardboard straws and takeaway packaging. We’re currently recycling shortenings and cardboard, and working on recycling organic waste.
What trends do you forecast?
Clean food, high quality and value for money. Our clients are increasingly looking for a culinary experience rather than a simple meal.
What are your upcoming projects?
Expanding Em Sherif Restaurant in Europe and opening Em Sherif Sea Café in KSA and Abu Dhabi soon.
About author
Rita Ghantous
Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.
