Page 36 - #189 March 2024

RLI FOOD FOR THOUGHT
Red or Black – the Global Gamble

Jonathan Doughty, the “RLI Food Guy” is a “C level” executive in the foodservice and
leisure industry with 45 years of experience and leadership in restaurants, hotels and
global consulting. In his latest article, he discusses the increasing presence of the Saudi
Arabian market.

have just returned from another trip to Riyadh, enjoying the Sea projects, by the almost daily announcements of projects by
I warm and gracious hospitality that the city has to offer, as NEOM and many others in Riyadh, Jeddah and beyond. The scale
part of the RLI MENA Connect and Awards event. It was a really is unprecedented, the speed is breathtaking and the commitment
busy few days, but incredibly worthwhile. is without question. The answer that most people seek is whether
I am often asked by brands, colleagues, and financial backers it will happen? It is right under your nose, every day.
about KSA and everything that is going on there at the moment. The logic is inescapable as to why they are doing it but still there
Many are contemplating a move to the region or extending will be failures as well as successes. This is important to realise
their existing reach from Dubai or other parts of the GCC and and there is currently enormous elasticity in the relationship
they want to know more about the people, the culture and the between the supply and demand models at play in the region.
projects. I am at great pains to point out that I am no detailed Information suggests that restaurant turnovers are softening as
expert in the region and that trying to keep up with the numerous new openings continue, without the massive increases in tourism
projects and giga-projects that are under way, to be announced or population yet coming on stream. That is inevitable as there is
or are still under wraps is a tough job, but an enjoyable one. always a game of “catch up” to be played. Some projects will not
I was fortunate to be a delegate at the RLI event and a judge of be good enough but others, like Via Riyadh can rightfully stand on
the awards in Riyadh which felt special as it is such an interesting a global stage and claim “best in class”. For me, this is one of the
place to be right now. Despite having travelled thousands of most impressive projects I have seen in a long time.
kilometres, I met tenants who I am working with in Berlin, new If you are under any doubt if it is real or somehow faked, look at
prospects for Germany and several businesses that are going to the hotel rates, the Uber availability, or the seat prices on airlines
be inbound into Europe shortly. It certainly was not GCC and and that will point very clearly to strong demand and sometimes
Arabia region specific, but that is one of the amazing things about totally inadequate supply for some events and occasions.
RLI and its reach all over the world and testament to the massive The gamble is huge, calculated and fully supported. The odds
effort that Jayne Rafter and the team put in to make it all happen. are unknown but the commitment to trying to win is also huge.
I found myself one evening with some friends and colleagues The prize of becoming a global player in tourism, commerce and
dining in Gymkhana at Via Riyadh. It was on the evening that business is firmly in their sights and the country is moving at such
Gymkhana in London was awarded 2 Michelin stars and the speed.
mood was buoyant. The food, service and ambience were as What I cannot easily describe is the gentleness, kindness and
good as London, really. If you don’t believe me, go. It will be an graciousness that I encountered throughout this trip and all my
expensive round trip, but it will be worth it! Talk quickly moved previous travels to the region from the Saudi nationals. I got
to the region and I tried, in a respectful way to describe what was to meet fashion designers, restaurant operators, coffee shop
happening in Saudi Arabia. It is a gamble, for sure. The leadership supervisors and some amazing food hall professionals and they
of the country, under the guidance and direction of MBS is were all the same. They all had time, they all were pleased to
making a huge global play to move away from “black”, the black share, and they all really cared about what they were doing. It
gold that is oil, to “red” the burgeoning and fast-growing tourism was truly uplifting, and you can see how the world is changing for
industry that is so beautifully demonstrated by some of the Red them all. I wish them luck, they deserve it...

VIA Riyadh, Riyadh, Saudi Arabia

36 RETAIL & LEISURE INTERNATIONAL MARCH 2024