Hospitality

Adapting to Consumer Shifts with GMG’s Strategic Vision

Published

10 months ago

April 9, 2025

Integrator Web-Editor

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

JOE’S CAFÉ DUBAI ELEVATES THE RAMADAN EXPERIENCE WITH ICONIC BURJ KHALIFA VIEWS

Published

23 hours ago

February 13, 2026

Integrator Web-Editor

A table at JOE’S CAFÉ DUBAI set for Iftar, featuring assorted dishes including lentil soup, avocado quinoa salad, grilled skewers, a beetroot and greens starter, slow‑cooked lamb shank with rice, bread slices, and a mint drink, all arranged on a patterned red tablecloth with small lanterns and warm natural lighting.

This Ramadan, Joe’s Café Dubai invites guests to gather for a moment of togetherness in one of the city’s most elegant dining settings. Nestled within Fashion Avenue at Dubai Mall and overlooking the Burj Khalifa and Dubai Fountain, Joe’s Café presents a luxury Iftar experience that blends British heritage with the warmth and spirit of Ramadan.

Built around the theme of “A Moment of Togetherness”, the Ramadan experience at Joe’s Café is thoughtfully designed for families, friends, and corporate groups to break their fast at sunset. The specially curated Iftar menu reimagines British classics with Ramadan warmth, featuring a selection of premium and balanced flavours.

Joe’s Café’s specially curated Ramadan Iftar menu is priced at AED 320 per person and showcases a refined selection of signature dishes designed for both comfort and indulgence.

Guests can begin with warming lentil soup, followed by starters such as Calamari Fritti or a fresh Avocado Quinoa Salad. The main course highlights include the slow-baked Lamb Shank served with aromatic lamb rice and yoghurt, perfectly grilled salmon with pea purée and ratatouille, garlic-flavoured grilled chicken with steak fries, and the much-loved Risotto Al Mare featuring calamari, prawns, and hammour in Joe’s signature pink sauce. Traditional Ramadan beverages including Jallab, tamarind, mixed dates and dry apricot drinks complement the experience.

As the call to prayer marks the end of the day, guests are welcomed into an atmosphere of refined comfort, attentive service, and understated luxury, where Iftar feels both elevated and familiar. With its fashion-heritage roots, skyline views, and lifestyle-led dining philosophy, Joe’s Café Dubai stands out as a must-visit Ramadan destination for those seeking an Iftar that is both culturally resonant and luxuriously composed.

Hospitality

Love Is on the Menu at Luciano’s

Published

23 hours ago

February 13, 2026

Integrator Web-Editor

This Valentine’s Day, be transported to the heart of the Mediterranean at Luciano’s, where romance meets vibrant coastal flavors in an atmosphere brimming with charm and warmth. Celebrate love with an unforgettable dining experience that captures the true essence of Mediterranean cuisine, thoughtfully crafted to delight the senses and set the mood for a magical evening.

Guests will enjoy a specially curated sharing-style Valentine’s menu, starting with an amuse-bouche of Pescado Rojo salsa with tuna, spicy salsa, and avocado purée, followed by ricotta ravioli with pumpkin, feta, hazelnut, and crispy leek. The main course features slow-cooked ribs with beetroot, parsnip, and wild mushroom jus, while dessert showcases Valrhona raspberry chocolate with hazelnut cake, fleur de sel, feuillantine, and mignardises.

Adding a romantic touch to the evening, each lady will be presented with a rose and chocolate, making the occasion even more special. Whether raising a glass of bubbly or soaking in the lively ambiance, Luciano’s offers the perfect setting to celebrate love in style.

The Valentine’s Day experience is priced at AED 595 per couple, inclusive of soft beverages, or AED 695 per couple, including a glass of bubbly upon arrival.

Date: Valentine’s Day
Location: Luciano’s, Al Habtoor Grand Resort, Autograph Collection.

Hospitality

FOUR POINTS BY SHERATON – VALENTINE’S DAY

Published

1 day ago

February 13, 2026

Integrator Web-Editor

Skyline Symphony: A Love Story in 360° at Level 43

Celebrate Valentine’s Day high above the city at Level 43, where romance unfolds against breathtaking 360° panoramic skyline views. Designed for romance and exclusivity, the evening pairs elevated cuisine with premium sparkling selections, offering couples a choice of three thoughtfully curated packages, each crafted to create unforgettable moments as the city lights come alive.

Valentine’s Night Dining | Skyline Symphony Packages

The Horizon Classic: Four-course fusion menu with a bottle of house sparkling wine | AED 1,100 per couple

Venue: Level 43 Sky Lounge, Dubai

For more information, please contact +971 56 414 2213

Candlelight & Strings: Valentine’s Day at Publiq

Set the mood this Valentine’s Day with Candlelight & Strings at Publiq. Enjoy an intimate evening featuring a specially curated three-course Valentine’s set menu, complemented by live string music and a bottle of sparkling wine. A perfect setting for couples to celebrate love in a warm, romantic ambiance.

Details:

Date: 6:30 PM – 10:30 PM
Venue: Publiq European Bistro, Four Points by Sheraton Sheikh Zayed Road, Dubai

A Playful Valentine’s Night at Purani Dilli, SZR

Celebrate Valentine’s Day with a vibrant and quirky twist at Purani Dilli, SZR. Known for its lively atmosphere and gimmicky, Instagrammable food and beverage experiences, the venue sets the stage for a fun-filled evening that’s perfect for couples who love bold flavours and share-worthy moments. The special Valentine’s dinner features a four-course set menu, complemented by a glass of bubbly, served in an energetic and colourful setting that blends nostalgia with modern flair.

Details:

Time: 6:00 PM – 11:00 PM
Price: AED 279 per couple (including a glass of bubbly)
Venue: Purani Dilli, SZR

Valentine’s Night with 90s Romance at Purani Dilli, Bur Dubai

Step back in time this Valentine’s Day with a nostalgic twist at Purani Dilli, Bur Dubai. Enjoy a live 90s romantic song performance while indulging in a specially curated Valentine’s buffet made with premium ingredients. Each couple will also receive two glasses of bubbly, making it the perfect way to celebrate love in a lively yet intimate setting.

Details:

Time: 7:00 PM – 11:30 PM
Venue: Purani Dilli, Bur Dubai

DJ Valentine Bash at Tipsy Tikka

Turn up the energy this Valentine’s Day at Tipsy Tikka with a high-octane DJ Valentine Bash. DJ Pepz will spin a mix of romantic, Bollywood, and commercial hits, creating the perfect soundtrack for couples and friends alike. Open to singles and groups, the night comes with unlimited alcoholic beverages and cocktails, promising a fun-filled, lively celebration.

Details: