Hospitality

Adapting to Consumer Shifts with GMG’s Strategic Vision

Published

1 year 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

SAN CARLO, THE ITALIAN RESTAURANT UAE TRAVELLERS ARE BOOKING THIS LONDON SUMMER

Published

3 hours ago

July 23, 2026

Integrator Web-Admin

As Dubai residents pack their bags for a London summer, San Carlo is quickly becoming the go-to booking for UAE travellers craving authentic Italian food, with two London locations ready to welcome them.

Tucked just steps from Harrods on Hans Road, San Carlo in Knightsbridge has been a staple part of London’s Italian dining scene for over three decades, loved for its glamorous dining room, classic menu and warm, family-run hospitality. On the edge of Mayfair, Cicchetti brings its Venetian-inspired, all-day small-plates menu to Piccadilly, with a fresh new interior that’s perfect for sharing good food and good company. Whether travellers fancy a classic, glamorous dinner or a laid-back share-plate evening, both spots sit just minutes from Knightsbridge and Mayfair’s favourite hotels and boutiques.

For the many UAE visitors who make London home for the summer, both restaurants offer something special, a dining experience that feels instantly familiar, like catching up with an old friend. In addition, both restaurants also offer private dining for those travelling with family or friends, making them a lovely choice for group bookings this summer.

Founded by the Distefano family in Birmingham back in 1992, San Carlo Group has won over food lovers across the Gulf through sister restaurants Signor Sassi and Cicchetti, with locations in Dubai, Doha, Riyadh, Al Khobar and Jeddah. The same spirit, authentic Italian food, genuine hospitality and no pretence, runs through every restaurant in the group, whether it’s in London or the Gulf.

Hospitality

SERENITY – THE ART OF WELL BEING CELEBRATES ITS 10TH ANNIVERSARY

Published

3 hours ago

July 23, 2026

Integrator Web-Admin

Serenity – The Art of Well Being is celebrating its 10th anniversary this year, marking a decade devoted to the art of caring, to continuous innovation and to building a new vision of well-being. Over the past ten years, the brand has established itself as one of Portugal’s most prestigious names in the world of luxury well-being, distinguished by an approach that elevates well-being to its fullest, most transformative expression.

Founded in the Algarve in 2016, Serenity embarked on a journey defined by sustained growth and a relentless pursuit of excellence, expanding its presence both nationally and internationally to destinations such as Lisbon, Cascais and Dubai. In 2024, the brand marked a significant milestone in its international expansion with the opening of Serenity at Fairmont The Palm, Dubai, bringing its distinctive approach to well-being to one of the city’s most iconic destinations. In 2026, Serenity is preparing to open three new spaces – two in Portugal and one in Dubai – reinforcing its mission to make deeply meaningful well-being experiences increasingly accessible across different geographies.

More than a spa, Serenity represents an integrated 360° well-being ecosystem, designed to meet the physical, mental and emotional needs of the contemporary individual. Its offering brings together complementary concepts such as ACTIVE by Serenity, dedicated to movement, performance and recovery, and the healthy restaurant ZEST, where mindful nutrition plays a central role in promoting health and vitality.

In a decade marked by profound shifts in the way we understand self-care, Serenity has stood out for its ability to anticipate and set trends, introducing new concepts and innovative approaches to the national market. From longevity to physical recovery, from health optimisation to nervous system regulation, the brand has continually integrated experiences and therapies that address the challenges of modern life, fostering a deeper balance between body and mind. Intravenous therapies, ice baths and specialised recovery programmes are just some examples of a vision that sees well-being not as an isolated moment, but as a continuous and conscious practice woven into clients’ lifestyles.

Today, more than ever, true luxury lies in the ability to slow down, recover, reconnect and invest in one’s own health. It is within this space of balance, presence and longevity that Serenity continues to assert its identity, creating experiences designed to restore energy, promote mental clarity and cultivate a lasting state of well-being.

“We celebrate these ten years with deep gratitude and a sense of purpose, proud of a journey shaped by our ability to anticipate the future of well-being. This path has been built by the team members, partners and clients who believed in our vision from day one and who, every day, entrust us with their well-being. Throughout this decade, we have sought to contribute to a new way of living well – more integrated, more conscious and profoundly human. More than following trends, our commitment has always been to create transformative experiences that bring physical and mental health together and enable people to care for themselves in a genuine and sustainable way. It was with the conviction that well-being has the power to change the way we live that we built Serenity – The Art of Well Being. After a decade of continuous innovation, that purpose is more alive than ever. We look to the years ahead with a strong ambition to grow, determined to keep redefining the standards of excellence and to lead the future of this industry,” says Maria d’Orey, Founder & Global Director of Serenity.

Internationally recognised through numerous awards and a reference in the well-being and hospitality sectors, Serenity has been honoured over the past decade, among others, at the World Luxury Spa Awards, with distinctions including World’s Best Luxury Wellness Centre and World’s Best Spa Development Group.

10 Years | 10 Days | 10 Offers Campaign

As it celebrates its 10th anniversary, Serenity is turning the tables and sharing the gifts with those who matter most: its clients. Because the best way to celebrate is to share the journey with those who have always been there, the brand has created an exclusive July campaign: 10 days filled with 10 well-being experiences. The anniversary line-up includes unmissable offers such as complimentary access to the pool and beach, 50% off on the Matcha menu at Mashrabiya lounge, personalised physical assessments and a complimentary experience in the Aurum Suite when booking a couple’s treatment, among many others. Prior reservations are required through the spa WhatsApp number.

This initiative marks the start of a special anniversary program that reflects the brand’s ongoing commitment to the evolution of well-being and to creating experiences that are ever more emotional, conscious and personalised.

Hospitality

FIRE AND FLAVOUR: RODEO DRIVE IBN BATTUTA GATE TEASES THE LAUNCH OF ITS NEW FOOD MENU

Published

4 hours ago

July 23, 2026

Integrator Web-Admin

Rodeo Drive, Ibn Battuta Gate is set to launch its revamped food menu that reenvisions that homely, authentic All American grill house feeling. Brought to life by a chef whose cooking draws on decades spent across Mexico, Texas and Dubai.

Built around the restaurant’s centrepiece Asado Grill, especially imported from the U.S.A., to cook over open flame, flawlessly seasoned meats and seafood. A new introduction to Rodeo Drive’s kitchen is its succulent, slow-cooked smoked meats prepared painstakingly inhouse by our chefs.

The new menu offerings trades predictability for something more authentic, a menu that reads like a road trip along America’s Deep South to its border with Mexico. Alongside familiar favourites such as it’s Cowboy Tomahawk Steak, 1.3kg’s of mouth-watering Black Angus meat perfectly catered to be shared amongst friends, Rodeo Drive’s new menu journey starts with smoke and flames.

The Rodeo Drive Mix Grill Plater is a generous assortment of tender meats such as 1kg of tender 15 hour slow-cooked brisket, 7 day cured Pastrami meats, delectable sausage and juicy Blackened Half Chicken served with home-made BBQ sauce and two sides of your choice. The new menu’s range stretches beyond red meat too, with a Whole Blackened Seabream and Cajun Tiger Prawns bringing a coastal, herbaceous counterpart seasoned lightly enough to let the fire do most of the talking.

That same instinct carries through the smaller plates. The Nashville Hot Chicken Burger offers butter-milked fried chicken, dressed with Nashville hot glaze sauce, tangy coleslaw, melted cheddar cheese and served in brioche buns. A sure-fire favourite being introduced is the Roasted Heirloom Tomatoes and Burrata Skillet, a dish with a sensory assortment of textures and flavours with blistered roasted tomatoes, fermented spicy honey, rich and creamy burrata cheese drizzled with chilly basil oil and served with toasted grilled sourdough bread.

Nothing on the menu reads as an imitation of a genre. It feels closer to raw material, reworked.

Behind that instinct is Head Chef Walter Melo, a Mexico City native whose 23 years cooking across Mexico, Texas and Dubai inform what he calls Cocina de Autor, a personal style built on curiosity and restraint in equal measure. Formal training at Mexico’s Colegio Superior de Gastronomía sharpened that instinct early, and years spent across demanding kitchens since have only deepened it. “I cook the way I grew up eating, honest and full of flavour,” said Chef Melo. “This menu is simply that instinct on a plate, nothing dressed up, nothing hiding behind the fire.”

That philosophy shapes the whole dining room, not just what lands on the plate. Rodeo Drive’s live fire cooking takes centre stage in its theatre. Deliberately visible, the Asado Grill is positioned as the heart of the space, so the drama of the flames becomes part of the experience itself. It is a menu built on decades of cooking across cultures, brought together on one plate rather than kept apart.