Three Questions to Norman Cescut

Three Questions to Norman Cescut

Norman Cescut, CEO of DESITA — a strategic consultancy and design company specialized in creating and developing concepts and business formats franchising in foodservice and retail — is known for his eye for design. Besides his role as the head the DESITA Award Jury, Cescut is a speaker at several renowned forums and conferences, including: TEDx Milano, BIFEX Beirut, Franchising EXPO Dubai, Detrop Thessaloniki, Franchising Nord Piacenza and Salone del Franchising Milano.

What are the latest F&B and retail design trends?

Physical retail has been forced to upgrade its role in the market. Going to stores is no longer about buying products but about being serviced by dedicated and competent staff. Nothing is the same as before. The real F&Btrend lately is the ability to create things from scratch.

How will restaurants elevate the home-dining experience for their clients?  

More than ever before, home dining and professional dining are merging. They are connected by delivery services, and delivery is the new tool to lead clients back to restaurants. 

In your opinion, what makes a design stand out in retail?  

Design is only one factor that enhances the whole retail experience; it’s all about balance, coherence and consistency. Design helps to sustain the business and its profitability.

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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.

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