Hospitality
Adapting to Consumer Shifts with GMG’s Strategic Vision
Exclusive Interview with Roy Nasrallah, VP of Marketing, GMG

With GMG overseeing a diverse portfolio across multiple sectors, how do you ensure each brand maintains its unique identity while aligning with the broader company vision?
At GMG, we believe in nurturing the distinct character of each brand while staying true to our overarching commitment to quality, innovation, and consumer-centric growth. Our approach starts with data-driven insights: we collect and analyze consumer feedback and market trends specific to each sector, ensuring our brand teams understand the nuances of their audience. From there, we encourage each brand to use these insights to craft unique strategies, while still adhering to group-wide principles such as a focus on well-being, sustainability, and community engagement. By championing open communication between different brand teams and the broader leadership, we strike a balance—preserving the individual brand’s personality yet ensuring all efforts contribute to GMG’s long-term vision.
In 2024, Farm Fresh introduced the ‘Shnax’ sub-brand for Zillennials. What was the motivation behind tapping into this space with a healthier snacking option?
The idea for Shnax emerged from a deep dive into changing consumer behaviors among Gen Z and younger millennials—what we like to call the “Zillennials.” Our research showed that this demographic was looking for snack products that balanced fun, flavor, and health. We noticed a significant gap in the market for products that met these three criteria in one offering. Shnax is our response: a range of convenient, tasty, and better-for-you snacks that cater to a generation wary of traditional junk food but unwilling to compromise on flavor. We see it as an evolution in snacking—meeting the consumer where they’re at today, and anticipating where they’ll be tomorrow.
The ‘Ultra Crispy’ range was created with the gaming community in mind. What insights drove this decision, and how did the team tailor the product to suit this niche?
We’ve been closely observing the meteoric rise of the gaming sector—once a niche pastime, it has grown into a worldwide cultural phenomenon. Through consumer analytics, we discovered that gamers often want convenient, shareable snacks that don’t interfere with gameplay (less mess, easy to eat). The ‘Ultra Crispy’ range was developed to fulfill these exact needs. Our product research and development teams worked collaboratively with consumer panels of casual gamers, streamers, and e-sports enthusiasts to refine everything from flavor profiles to packaging design. This approach ensured that not only does the product taste great, but it’s also practical for long gaming sessions. Ultimately, ‘Ultra Crispy’ is a testament to how we at GMG adapt existing product lines—or create entirely new ones—based on emerging cultural trends and in-depth consumer insights.
Leading a high-performance marketing team across multiple markets is no small feat. What principles guide your leadership style?
My philosophy revolves around three core principles: empowerment, diversity, and accountability. First, I believe in empowering team members to take ownership of their projects. When individuals feel trusted and supported, they’re more likely to bring fresh ideas and push creative boundaries. Second, I prioritize building a diverse team. Different backgrounds, skill sets, and perspectives lead to well-rounded decision-making and more inclusive campaigns. Finally, accountability is key. We rely on data-driven metrics and well-defined objectives so every team member understands how their role contributes to the bigger picture. By fostering a culture of open communication and recognition, we create an environment where high performance thrives naturally and consistently.
With GMG’s broad reach, how do you evaluate which categories or consumer trends to invest in next?
We rely heavily on data and analytics to shape our investment decisions. First, we track macro trends: shifts in consumer lifestyle, health considerations, and economic indicators that suggest emerging areas of opportunity. Then we layer in industry-specific insights—from analyzing competitor landscapes to engaging with retailers about shelf performance. Importantly, we also keep an ear to the ground through social listening tools and direct feedback channels, allowing us to gauge real-time consumer sentiment. Once we gather these insights, our cross-functional teams—spanning R&D, marketing, and finance—evaluate potential product or category expansions against GMG’s strategic objectives, such as sustainability, affordability, or premiumization. If a new opportunity aligns with our long-term vision and demonstrates strong consumer demand, we commit resources to explore it further.
What are some of the biggest shifts you’re seeing in food preferences across the region, and how is GMG adapting to meet these evolving needs?
Over the last few years, we’ve witnessed a convergence of health-consciousness and convenience across nearly every demographic. Consumers are increasingly interested in clean labels, functional foods, and nutritious snacks—but they also need those products to be easily accessible. Recognizing that beverages are the second-fastest growing category after snacking, we recently announced BePerly Vitamin Water—our foray into the healthy beverage space—catering to consumers who want both hydration and wellness in one offering. By listening to our consumers and closely tracking real-time market data, we adapt quickly to these shifts, ensuring GMG stays aligned with the most current lifestyle preferences.
Hospitality
“HOSPITABLE” LEADERSHIP STARTS WITH EMPATH
Because service quality can never rise above the culture behind it


By Nives Deininger, Cluster Director of Sales, STORY Seychelles and Fisherman’s Cove Resort
Hospitality has always been a people business. We talk a great deal about guest expectations, service standards and commercial performance – and rightly so.
But behind all of that sits something more fundamental: how people are led. In my experience, empathetic leadership is not a soft extra or a nice-to-have. It’s a practical, commercially relevant way of building stronger teams, more resilient cultures and better guest experiences.
In hospitality, business value is created every day through human interactions. We see motivated employees who feel supported approaching guests differently from those who feel overlooked or undervalued. And when leaders take time to understand their teams, listen to concerns and respond with honesty, it creates an environment where people are more engaged in their work and more confident in how they deliver it.
That clearly has a direct impact on service quality, team stability and, ultimately, revenue.


Proactive, thoughtful and personal
This is especially important in a luxury environment, where the guest experience depends on authenticity as much as efficiency. Five-star hospitality is not only about polished processes. It’s as much about the proactive, thoughtful and personal touches that guests remember. And those moments are much easier to create when employees feel respected and trusted. Empathy, in that sense, is not separate from performance, it supports it.
It also shapes the way departments work together. In hotels and resorts, no team operates in isolation. Sales, revenue and operations need to be aligned if the business is to grow without compromising the guest experience. Empathetic leadership encourages stronger communication and collaboration across those functions.
It helps people understand one another’s pressures, priorities and constraints, which leads to better decisions and more joined-up strategies. Over time, that strengthens not only internal trust but also guest loyalty, client relationships and repeat business.
Connecting with your teams
In high-pressure hospitality environments, empathy is even more important. The pace can be intense, and performance expectation remains high across seasons, segments and business cycles.
As a Director of Sales, I believe leadership in this setting means more than setting targets or leading by example. It means connecting with the team as individuals, understanding that each person brings different circumstances, strengths and pressures to work, and finding ways to bring out the best in them, while making sure they feel valued.
My team in Seychelles includes Seychellois women who are strong-willed, highly capable and well used to working under pressure. That strength is an asset, but it still needs the right environment around it. People perform best when they know they are appreciated, when expectations are clear, and when challenges can be discussed openly rather than hidden. Honesty and transparency matter here. They build trust, and trust allows teams to keep performing even when conditions are demanding.
This is a good reason why the conversation around women in hospitality leadership is so important. The industry is making progress, but there is still more to do if we want to see more women move from operational and administrative roles into executive leadership positions.
One of the biggest needs is for clearer leadership pathways and stronger mentorship earlier in women’s careers. Many talented women are already in the industry, but too often they are not given the visibility, support or structured development needed to progress with confidence.
Outcomes, strength and flexibility
There is also a broader cultural issue to address. Senior roles in hospitality have traditionally been designed around long, inflexible hours and a strong emphasis on physical presence.
That model can make progression harder for women, particularly at different stages of life. The industry needs to become more thoughtful about how leadership is measured and supported. A greater focus on outcomes, collaboration and the strength of leadership teams, rather than simply time spent on site, would help retain and promote more talented women across the sector.
This is not only about fairness, it’s as much about what kind of leadership the industry needs for the future. Hospitality is evolving, with guests increasingly expecting personalised service, emotional intelligence and experiences that feel genuine, rather than scripted.
At the same time, employees are placing greater value on wellbeing, inclusion and workplace culture. We know empathetic leadership is well suited to both these shifts, because it keeps people at the centre of the business.
Looking ahead, I believe empathy will play an even greater role in shaping hospitality, from employee wellbeing to guest experience and the way hotels build workplace culture. When leaders understand the needs, motivations and pressures of their teams, they are better placed to sustain the service levels that premium hospitality requires.
Employees who feel heard and supported are far more likely to create the authentic and personalised moments that today’s guests increasingly value.
Focus on wellbeing
Internally, we will continue to see hospitality workplaces place more emphasis on wellbeing, flexibility and inclusive culture. Hotels and resorts that do this well will be in a stronger position to attract and retain talented people. That matters, because service quality can never rise above the culture behind it. In a competitive market, a supportive workplace is not separate from brand reputation. It helps protect it.
Empathy is sometimes spoken about as though it sits outside hard business reality. I would argue the opposite.
In hospitality, where people shape every outcome, empathetic leadership is an integral part of the operating model. It creates better environments for employees to bring their best, helps teams navigate pressure with honesty and transparency, and supports the kind of service that builds long-term value.
Hospitality
HOP INTO EASTER AT MCGETTIGAN’S WITH FAMILY ROASTS, EGG HUNTS AND CLASSIC SUNDAY FAVOURITES


This Easter, McGettigan’s is bringing together hearty roasts, family-friendly activities, and laid-back celebrations across its venues in Dubai. From lively family days with quizzes and egg hunts to traditional Sunday roasts for a relaxed gathering, there is something for everyone this Easter Sunday.
Easter Family Roast & Quiz at McGettigan’s Ibn Battuta Gate
Expect a lively Easter Sunday packed with family-friendly entertainment, including a quiz and activities for all ages, alongside McGettigan’s signature roast. Younger guests can also enjoy an Easter egg hunt, adding to the festive atmosphere and making it a perfect day out for families.
- Who – Families and groups
- What – Easter Sunday Roast with family quiz, entertainment, and egg hunt
- Where – McGettigan’s Ibn Battuta Gate
Easter Sunday Roast with Egg Hunt at Souk Madinat Jumeirah and Expo City
For a more relaxed Easter celebration, McGettigan’s at Souk Madinat Jumeirah and Expo City will host a laid-back family roast with a light touch of festive fun, including an Easter egg hunt for younger guests. Ideal for those looking to enjoy quality time with family in a more casual setting.
- Who – Families and casual diners
- What – Easter Sunday Roast with egg hunt
- Where – McGettigan’s Souk Madinat Jumeirah and McGettigan’s Expo City
Traditional Easter Roast at McGettigan’s JLT and DWTC
For those who prefer to keep it classic, McGettigan’s JLT and DWTC will be serving up their traditional Easter Sunday roast, complete with all the hearty favourites and signature dishes the brand is known for. A perfect option for a relaxed gathering with friends or family.
- Who – Friends, couples, and groups
- What – Traditional Easter Sunday Roast
- Where – McGettigan’s JLT and McGettigan’s DWTC
Hospitality
CELEBRATE EASTER WITH A FAMILY-FRIENDLY BRUNCH AT LA PISCINE,AL RAHA BEACH RESORT & SPA

Al Raha Beach Resort & Spa invites guests to celebrate Easter with a lively beachfront brunch at La Piscine. Taking place from 1:00 PM to 4:00 PM on April 5, the Easter Brunch brings together great food, feel-good music and a vibrant, family-friendly atmosphere by the sea.
Set against La Piscine’s relaxed poolside and beachfront backdrop, the afternoon’s culinary offering features an international buffet with live stations, brought to life with a DJ and saxophonist spinning upbeat sets throughout the day. For younger guests, the experience leans into the spirit of Easter with great kids’ activities, including egg hunting, glitter face painting, and a dedicated kids’ corner.
Guests can also make the most of the long afternoon with complimentary access to the resort’s pool and beach, along with a Spa voucher, making it more than just brunch, but a full day out in the sun.
Easter Brunch Details
Location: La Piscine, Al Raha Beach Resort & Spa, Abu Dhabi
Time: 1:00 PM – 4:00 PM, April 5th
Kids Policy
Ages 5–12: 50% discount
Below 5: Complimentary
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