Hospitality News
Web3 and NFTs to Revolutionize F&B Industry
The Integrator had an interview with Mr. Sharad Agarwal, Chief Metaverse Officer at Cyber Gear, to learn more about the company’s approach to Web3 and the future of the F&B industry in metaverse.
Can you provide a little background of your company, Cyber Gear?
Cyber Gear is a leading technology company that specializes in creating digital twins, providing immersive shopping experiences with avatars, offering phygital workshops, and helping brands transition from Web2 to Web3. Cyber Gear was the first digital agency in the Middle East region, established in 1996. The company has now started to focus on Web3 and Metaverse services, providing these solutions to global clients.
How do you envision Web3 and Metaverse transforming the entire F&B industry?
Web3 represents the next stage in the evolution of the internet. Although it is still in its early stages, many brands have begun to experiment with this medium, and it is only a matter of time before mass adoption takes place. It is an ideal time for hospitality brands to begin building communities because, without a community in Web3, success is difficult to achieve. Additionally, it is essential to note that in Web2, we have consumers, while in Web3, we must create “fansumers,” who are loyal fans of your brand, similar to brand ambassadors. They will promote your brand even when you are not actively promoting yourself. Thus, it is crucial to use your community as brand ambassadors, and the ideal time to start building that is now.
Which are some of the Brands in the F&B Industry that are Pioneers in this space?
Several international franchises are leaders in using the Metaverse and NFTs to increase their brand presence:
Burger King – ‘Keep it Real Meals’
McDonalds – Virtual Landgrab
Wendys – Virtual Hangout Space in Fortnite
Panera Bread – Online Café & Restaurant
Flyfish Club – Gary Vee’s private dining club
Pizza Hut – Food NFTs
Budweiser – NFT Heritage Collection
The Bored Breakfast Club – Direct-to-Consumer coffee subscription service
Starbucks – Odyssey Loyalty Program
When do you think mass adoption will happen for the Metaverse?
When the internet was first introduced around 1995, people connected with dial-up modems. Today, we can stream movies on Netflix with zero buffering. However, it has taken 28 years to get here, and the Metaverse is still new, so we need to be patient and allow it to evolve. According to Citibank, around 5 million people will be spending a couple of hours in the Metaverse by 2030.
What are your plans for 2023?
We are working on digital twin projects that involve creating virtual cities in the metaverse with full functionality. This means that you can get a trade license, rent an office, and hire people in the Metaverse. This is the future, and it is starting to happen now. We are at the forefront of technology and leaders in the space, but we are still learning because there are no experts.
What is your final advice to organisations in the region?
“If you have seen the Metaverse Bandwagon, you have missed it. You have to be on it!”
Hospitality
FATHER’S DAY GIFT GUIDE: HEALTHY SIPS FOR DADS WHO PUT WELLNESS FIRST
This Father’s Day, skip the usual gifts and treat health-conscious dads to something that supports their wellbeing from the inside out. UAE homegrown brand Saba Plant-Based offers a range of organic, probiotic-rich drinks crafted using fermentation, live cultures and carefully selected ingredients to support digestive wellness while delivering great taste. Convenient, refreshing and easy to incorporate into daily routines, these functional beverages make thoughtful gifts for fathers looking to prioritise healthy habits.



Water Kefir
Light, fruity and refreshing, Saba Plant-Based’s newly launched Water Kefir is packed with live probiotics that support gut health. This water-based fermented drink is caffeine-free, gentle on digestion and ideal for staying refreshed throughout the warmer months.
Flavours available in Blue Spirulina & Lemon Mint and Dragon Fruit, Strawberry & Lemon.

Apple Cider Vinegar Shots
For dads who appreciate practical wellness solutions, these convenient gut health shots are made with raw apple cider vinegar and designed to support healthy daily habits. Easy to enjoy at home, at work or on the go, they offer a simple addition to any wellness routine.
Flavours available in Cardamom & Ginger and Verbena & Orange Blossom.

Plant-Based Kefir
Made with organic coconut milk and live vegan kefir cultures, this creamy dairy-free alternative is rich in beneficial bacteria that support digestive wellbeing. It can be enjoyed on its own or added to smoothies and breakfast bowls for a probiotic boost.
Flavour available in Natural, Vanilla and Mango-Pineapple.

Organic Kombucha
As the first brand to locally brew organic-certified kombucha in the UAE, Saba Plant-Based offers a naturally refreshing fermented tea made with live cultures and organic ingredients. Raw, unpasteurised and low in sugar, it provides a flavourful alternative to conventional soft drinks.
Available in Classic, Mango, Raspberry, Peppermint, Hibiscus Basil, Cardamom and Ginger Turmeric.
Whether your father is a fitness enthusiast, wellness advocate or simply looking to make healthier everyday choices, Saba Plant-Based’s range of probiotic drinks offers a thoughtful Father’s Day gift that supports gut health, hydration and overall wellbeing.
The brand’s full gut-healthy product range can be purchased on www.sabaplantbased.ae or at supermarkets across UAE including Kibsons, Spinneys and Waitrose.
Hospitality
GAME ON: HOW GLOBAL SPORTS EVENTS RESHAPE CITIES, INVESTMENT & TOURISM
Saudi Arabia’s emergence as a global sporting destination is reshaping far more than its events calendar. As the Kingdom prepares to host a growing portfolio of international tournaments, from Formula 1 and international football to golf, boxing and e-sports, sport is increasingly recognised as a powerful driver of tourism demand, investment attraction and long-term destination positioning.
As David Thomson, Senior Vice President – Development, The First Group Hospitality, puts it: “Mega-events can put a city on the map. When managed well, they reposition a city in the minds of investors and travellers.”
Four leading hospitality executives share their perspectives ahead of the Future Hospitality Summit – FHS Saudi Arabia, taking place from 22-24 June at Mandarin Oriental Al Faisaliah, Riyadh.
Reputation before revenue
The leaders agreed that the reputational dividend far outweighs the short-term financial return. For Muin Serhan, CEO, Amsa Hospitality: “The greatest impact of global events lies in reputation. While revenue is temporary, reputation compounds over time. When executed well, a global event signals capability, safety, and cultural openness, factors closely watched by investors when they enter a market.”
Victor Abou Ghanem, CEO, Story Hospitality, frames the opportunity in similarly expansive terms: “For destinations, a mega-event is the most expensive advertising campaign you will ever run, and the only one the entire world covers for free. If you treat the event as a short-term P&L exercise, you probably won’t justify the cost. If you see it as a 10–20-year brand-building moment, the logic changes completely.”
Wael Al Sharif, Area General Manager, The Torch Hospitality, underlines the scale of the opportunity for Saudi Arabia specifically: “Brand-building dramatically outweighs immediate revenue. For Saudi Arabia preparing for Riyadh Expo 2030 and FIFA 2034, these platforms accelerate Vision 2030’s tourism diversification objectives by decades, creating irreversible perception shifts.”
Planning for the long game
The leaders agreed that engagement must begin well before the cameras turn on. As Wael Al Sharif puts it: “Engagement must begin at the master planning phase. Early collaboration with urban developers and event organisers ensures hospitality infrastructure aligns with legacy goals, avoiding siloed development and maximising post-event utility.”
Victor Abou Ghanem is direct about the consequences of arriving late: “By the time logos are unveiled and tickets go on sale, many of the big decisions – venue locations, infrastructure routes, and zoning – are already locked in. For hotel and real-estate players, the ideal is to be at the table when masterplans are drawn, and transport lines are being discussed.”
Building smart, staying relevant
On supply and long-term value, the leaders were united: build for the normal year, not the peak. David Thomson frames it simply: “Capacity decisions need to be based on long-term commercial viability, not short-term demand peaks. Good design, flexible use of space, and selecting the right locations are essential for built assets to remain relevant well after the event concludes.” Muin Serhan reinforces the point: “Operators should prioritise conversion-ready assets, mixed-use developments, and properties adaptable to evolving demand patterns after the event.” Victor Abou Ghanem shares his rule of thumb: “Owners should treat the event as a bonus, not the baseline.”
The commercial prize, the leaders agreed, lies beyond the RevPAR spike. “Short-term rate premiums are welcome, but they are not the main prize,” says Muin Serhan. “If the experience converts first-time visitors into repeat guests, the commercial impact continues long after the event.” Wael Al Sharif points to Saudi Arabia’s own mega-projects as evidence of where the broader value lands: “In KSA, projects like Qiddiya and Diriyah demonstrate [the mixed-use value] perfectly.”
Legacy over hype
The answer, the leaders agreed, comes down to one word: legacy. For Victor Abou Ghanem, “cities that win in the long run design the event as one chapter in a larger urban story. They invest in transport that locals actually use, venues that can be downsized or repurposed, and tourism strategies that run for decades.” David Thomson applies a commercial lens: “Cities that think beyond the event itself align supply with realistic post-event demand and phase development responsibly. When expansion merely aims to satisfy short-term hype, oversupply and margin pressure usually follow.” Muin Serhan adds that the human dimension matters as much as the physical: “Consistency is what ultimately turns first-time visitors into loyal guests.”
Turning two weeks into two decades
The executives were asked to distil the opportunity into a single sentence.
Muin Serhan: “Align infrastructure, hospitality supply, and place-making with a long-term economic strategy so that the global attention generated over two weeks becomes the foundation for two decades of tourism growth.”
Victor Abou Ghanem: “You turn a two-week event into a 20-year opportunity by treating it not as a party, but as a starting point for re-imagining how people live, move, stay and invest in your city long after the final whistle.”
David Thomson: “Turning a two-week event into a 20-year opportunity requires developing hotels, retail, entertainment, and other assets that will continue attracting visitors long after the final game.”
Wael Al Sharif: “By treating mega-events as transformation accelerators rather than standalone spectacles — embedding infrastructure into permanent mixed-use ecosystems, leveraging global attention for perception repositioning, and designing for adaptable post-event utility — destinations convert temporary gatherings into enduring competitive advantages that compound across decades.”
Hospitality
ZAHRA’S KITCHEN SHARES ITS GUIDE TO EASIER SUMMER EATING IN THE UAE
As summer routines shift across the UAE, Zahra’s Kitchen, the UAE homegrown premium food brand, is encouraging consumers to rethink convenience food with simple, flexible meal ideas designed to make everyday eating easier, more flavourful and less time consuming. The seasonal guide comes as the brand expands its ready meal range with three new additions and prepares to launch a limited edition single-portion collection exclusively on Noon Minutes this summer.
Created for busy everyday routines, Zahra’s Kitchen offers handcrafted ready meals, snacks and nibbles inspired by comforting recipes and familiar flavours. Made using responsibly sourced ingredients, with no artificial additives or preservatives, products are frozen at peak freshness to help preserve flavour, texture and nutritional value, while offering greater ease, flexibility and variety throughout the week.


This summer, the brand is spotlighting one of the simplest ways to approach mealtimes at home. One ready meal does not need to mean one meal. Instead, Zahra’s Kitchen is sharing how its dishes can become the starting point for multiple meal ideas, helping consumers create more variety with less effort.
Simple ways to rethink summer meals include:
- Beef Bolognese: Serve with pasta for an easy dinner, or turn it into lasagne, pasta bakes, stuffed vegetables or eggplant fattah.
- Chilli Con Carne: Use as a base for tacos, enchiladas, nachos, rice bowls or loaded baked potatoes.
- Butter Chicken: Pair with rice and naan, or fold into wraps, flatbreads, sandwiches and pizzas for a quick lunch or casual dinner.
- Plant-Based Sweet Potato and Chickpea Red Curry: Enjoy on its own, or serve alongside grilled fish, chicken or vegetables for an easy summer meal.
The expanded ready meal range now includes Lentil Soup, Chicken Freekah and Plant-Based Sweet Potato and Chickpea Red Curry, joining customer favourites including Beef Bolognese, Butter Chicken, Beef Meatballs, Chilli Con Carne and Basmati Rice.
Currently available in two-serving portions, the ready meal range has been designed to offer flexibility, value and multiple meal occasions. The upcoming limited edition single-portion range, launching exclusively on Noon Minutes this summer, has been developed for consumers looking for greater flexibility during busier days.
Alongside its ready meal collection, Zahra’s Kitchen also offers a range of snacks and nibbles rooted in Middle Eastern flavours and entertaining traditions, including Musakhan Rolls, Beef Kibbeh, Falafel and Spinach Puff Bites. Ideal for sharing platters, lunchboxes, family gatherings, casual hosting or everyday snacking, the range reflects the same commitment to quality ingredients and ease.
-
News11 years ago
SENDQUICK (TALARIAX) INTRODUCES SQOOPE – THE BREAKTHROUGH IN MOBILE MESSAGING
-
Trending8 months agoOPPO A6 Pro 5G Review: Reliable Daily Driver
-
Tech News2 years agoDenodo Bolsters Executive Team by Hiring Christophe Culine as its Chief Revenue Officer
-
VAR1 year agoMicrosoft Launches New Surface Copilot+ PCs for Business
-
Automotive2 years agoAGMC Launches the RIDDARA RD6 High Performance Fully Electric 4×4 Pickup
-
Tech Interviews2 years ago
Navigating the Cybersecurity Landscape in Hybrid Work Environments
-
Tech News11 months agoNothing Launches flagship Nothing Phone (3) and Headphone (1) in theme with the Iconic Museum of the Future in Dubai
-
VAR2 years agoSamsung Galaxy Z Fold6 vs Google Pixel 9 Pro Fold: Clash Of The Folding Phenoms


