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WHY HOTELS ARE BETTING ON PREMIUM BEEF AS A BRAND DIFFERENTIATOR IN 2026

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A man wearing a dark pinstripe suit, white shirt and navy tie standing for a professional portrait next to a sliced herb‑crusted rack of lamb served on a cutting board with a wooden‑handled knife.

Exclusive interview with Darren Watson, Regional Manager, Europe, Middle East & Africa, Meat & Livestock Australia.

Premium beef is no longer limited to white-tablecloth dining. How are hotels today integrating premium beef sourcing across different F&B formats, from luxury restaurants to all-day dining and casual concepts, without compromising margins?

    Hotels are no longer sourcing beef purely on price. Instead, they are prioritising consistency, yield and eating quality across all F&B formats, from signature restaurants to all-day dining and casual outlets.

    Premium beef is now being used far beyond fine dining, particularly in burgers, grills and sharing concepts, where guests are willing to pay for quality. Grain-fed and Wagyu beef are increasingly appearing in casual formats because they deliver flavour and reliability without adding complexity in the kitchen.

    Australian beef allows hotels to manage margins by using a wider range of cuts, including secondary cuts and smaller portions, while still delivering a premium experience. Consistent eating quality, traceability and provenance give chefs confidence that the product will perform across multiple outlets, helping hotels balance quality, creativity and commercial returns.

    You lead Meat & Livestock Australia across multiple regions and verticals. What drew you to this industry in the first place, and what keeps you motivated to drive premium Aussie Beef and Lamb adoption in the UAE and MENA region?

    I joined MLA in 2025 with over 25 years’ senior executive experience in global business, specialising in the international marketing and business development of Australian agricultural products across the Middle East, Africa and the Subcontinent, supported by extensive cross cultural leadership experience.

    What attracted me to this role and what continues to drive me is the immense opportunity I see here for Australia’s high quality, consistent, and sustainably produced Aussie Beef and Lamb. Over the past five years Australia’s red meat export volume growth has been faster to the MENA region than the rest of the global markets combined (10% vs 7%) and value growth has been more than double to the MENA region (14% vs 6%), which speaks to its reputation not only in the MENA region but around the world.

    Consumers are looking for responsibly farmed, high quality meat, and Aussie Beef and Lamb is leading the way in meeting those expectations.

    Chefs are increasingly shaping purchasing decisions rather than simply executing them. How are fine-dining concepts and chef-led menus influencing demand for higher-grade beef cuts across the region?

    Chefs are now central to purchasing decisions, driving demand for premium cuts, consistent eating quality, and trusted provenance. They want confidence in where the beef and lamb they buy comes from and how it’s produced, and that it’s going to meet their customers’ expectations, every time.

    Australia’s grain-feeding programs are carefully designed to support each animal reach their quality potential, delivering that signature rich and deep flavour that high marbling, premium beef is known for. Combined with Australia’s ideal environment, strong biosecurity measures, and rigorous processing standards, you get a consistently premium product that can be supplied 12 months of the year to the highest global standards.

    Additionally, Australia is home to the second largest Wagyu herd in the world behind Japan and is the largest exporter of Wagyu beef. Combining traditional Japanese Wagyu bloodlines with innovative and sustainable farming techniques, Aussie Wagyu delivers exceptional marbling and flavour all year-round.

    Innovation is a major focus for Meat & Livestock Australia at Gulfood 2026, with five pioneering brands showcasing next-generation solutions. How important is innovation, from oxygen-elimination packaging delivering chilled shelf life beyond 120 days to supply-chain efficiencies in futureproofing the red meat industry for hospitality?

    Innovation is critical. Advances in packaging shelf life and cold chain efficiency are transforming how Aussie Beef and Lamb is stored, shipped and utilised, reducing waste, improving consistency and giving hospitality operators greater flexibility without compromising quality. Innovation supports premium positioning, rather than replacing product quality.  

    Australian beef exports to the region are seeing average unit values grow nearly twice as fast as the global average, signalling that buyers are paying more for quality, marbling, and consistency. How have chef and buyer expectations evolved over the past few years, and what does this mean for suppliers?

    Buyers are far more informed and discerning than they were even a few years ago. With growing affluence among the MENA region households, and continued strong growth forecast to 2030, particularly in Saudi Arabia and the UAE (US $50,0000 + annual household disposable income), they’re paying for reliability, eating quality, and brand trust.

    With its world class traceability and eating quality grading systems, premium Australian grainfed beef delivers this trust from farm to fork, every animal is tracked, ensuring top tier food safety and transparency.

    Sustainability credentials and provenance are an increasingly part of supplier selection and brand storytelling, not a “nice to have”.

    What’s one thing you want hospitality leaders in the UAE to understand about premium beef in 2026 that they might not be thinking about yet?

    Premium beef is no longer just a luxury ingredient; it’s a brand and experience differentiator. Those who integrate it into their broader food story, will see the strongest returns. As a brand, Aussie Beef & Lamb logos now have high awareness and strong associations with quality, safety and trust. Australian red meat is widely viewed as the “most superior” among imports by affluent MENA region consumers.

    Looking ahead, what should hotel groups and F&B leaders be paying closer attention to when it comes to premium beef sourcing in the next three to five years?

    Over the next three to five years, premium beef sourcing will be less about individual cuts and last-minute substitutions, and more about long-term, reliable partnerships that deliver consistency, flexibility, and eating quality across multiple dining formats.

    In 2026, some 128m tourists are expected to arrive in the region and spend around US$ 151.3bn. An additional 27m tourists are forecast between 2025-2030 with Saudi Arabia, UAE and Egypt leading the growth. An additional 560 new hotels (and associated dining venues) are forecast to be built over the same period, boosting food and red meat consumption.

    Visitors to the UAE are more informed and adventurous diners; they expect high quality and menus designed for international tastes. Aussie Beef and Lamb are a trusted choice across all international cuisines from fine dining, to casual and all-day menus. As expectations around sustainability, transparency, and supply-chain reliability continue to rise, operators will increasingly favour suppliers that can support menu engineering, yield optimisation, and storytelling.

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    Hospitality

    Keeta Kicks Off the First Keeta Karnival Across All Seven Emirates

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    Keeta, the international on-demand food delivery platform, is kicking off Keeta Karnival, marking the first edition of its signature food celebration in the UAE. Running from 15 October to 31 October 2026, the campaign will connect customers with thousands of restaurants across all seven emirates through special offers, limited-time deals, competitions and on-ground experiences.

    True to its promise of “Epic Deals, Endless Cravings”, Keeta Karnival invites customers to explore more of the UAE’s food scene, from neighbourhood favourites to restaurants they have yet to try. During the peak promotional period from 15 to 31 October, customers can enjoy discounts of up to 50% at participating restaurants, while restaurant partners gain more ways to reach new customers.

    “Food brings people together in the UAE, and the variety of restaurants here is remarkable,” said Lucas Xie, General Manager of Keeta UAE. “Keeta Karnival is our way of celebrating that variety, giving customers more reasons to try something new while helping participating restaurants reach new audiences. As we enter our second year in the UAE, the campaign reflects our long-term commitment to the customers and restaurant partners we serve across the country.”

    More ways to discover and enjoy

    The campaign’s offers are brought together in the Keeta Karnival hub within the Keeta app. Keeta Around You will spotlight curated restaurant picks across UAE cities, with up to 50% off at participating restaurants. Flash Deals will offer selected deals at AED 19 with free delivery, Monday to Friday between 2:30 pm and 5:30 pm.

    From 18 to 31 October, Keeta Week – The Karnival Edition will offer 50% off the full menu, including promotional items, plus free delivery at participating restaurants. The celebration also takes to the skies with Keeta Drone, extending the Karnival promotion to its service areas in Dubai Silicon Oasis. Customers at Dubai Land, Rochester Institute of Technology, Dubai and Dubai Silicon Oasis Headquarters can enjoy the campaign’s offers through drone delivery, bringing together food discovery, value and delivery innovation.

    Every eligible order above AED 100 placed between 15 October and 14 November will also be automatically entered into a draw to have the chance to win a Jetour T2, with the winner to be announced on 16 November. Customers paying with eligible Emirates Islamic Visa cards can also save up to AED 20 on their orders until 1 November.

    Bringing Keeta Karnival into the community

    Alongside the in-app campaign, Keeta Karnival is coming to life across the UAE. At Global Village in Dubai, the Keeta booth at Happiness Plaza 2 will host games, voucher giveaways and restaurant sampling over two weekends, 16–18 and 23–25 October. Over the opening weekend, visitors to Al Forsan Mall in Abu Dhabi can also join interactive games and win vouchers.

    By combining restaurant discovery with experiences beyond the app, Keeta Karnival gives participating restaurants more ways to connect with customers, building on Keeta’s presence across all seven emirates and its long-term commitment to the UAE’s food scene.

    Keeta Karnival runs from 15 October to 31 October 2026. Customers can explore participating restaurants, offers and activities in the Keeta Karnival hub in the Keeta app, available on the App Store and Play Store.

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    Hospitality

    AL RAHA BEACH RESORT & SPA ABU DHABI INTRODUCES FOUR NEW EXPERIENCES TO ENJOY THIS SEASON

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    As the cooler months arrive, Al Raha Beach Resort & Spa, Abu Dhabi is giving residents and visitors four new reasons to step out and enjoy the season. With a line-up of experiences across Black Pearl, La Piscine and Azur Restaurant, guests can look forward to everything from lively ladies’ nights and golden-hour gatherings to relaxed al fresco evenings and sophisticated jazz nights, with packages starting from just AED 85 per person.

    Black Pearl Ladies’ Night – Every Tuesday, Starting 20 October

    Tuesday evenings are getting a little more exciting at Black Pearl with the introduction of its new Ladies’ Night. Perfect for catching up with friends or enjoying a midweek evening out, the experience brings together good company, a lively atmosphere and a little midweek indulgence. For AED 85 per person, ladies can enjoy free-flowing house beverages accompanied by a bar bites platter, making it an ideal excuse to gather the girls and enjoy the evening. The offer is available every Tuesday from 7 PM to 10 PM.

    La Piscine Sundowners – Every Friday, Starting 16 October

    Friday evenings are all about golden-hour moments at La Piscine. As the sun begins to set, guests can unwind by the pool, enjoy the relaxed atmosphere and ease into the weekend with refreshing drinks and delicious bites. Priced at AED 99 per person, the Sundowners package includes two selected drinks and a bar bites platter, offering a laid-back way to enjoy Abu Dhabi’s cooler evenings. The offer is available every Friday from 5 PM to 7 PM.

    Jazz Nights at Black Pearl – Every Thursday, Starting 22 October

    For those who enjoy a more sophisticated evening, Black Pearl introduces Jazz Nights, bringing together smooth jazz, whiskey and cigars in an intimate setting. Whether it’s an after-work gathering or a relaxed night out, the experience offers a refined way to unwind as the week draws to a close. Priced at AED 99 per person, the package includes two selected drinks and one selected cigar. Jazz Nights take place every Thursday from 7 PM to 10 PM.

    Azur Al Fresco Aperitivo – Every Saturday, Starting 17 October

    With the return of outdoor dining season, Azur Restaurant invites guests to embrace the Italian tradition of aperitivo with its new Al Fresco Aperitivo experience. Designed for leisurely early evenings, the offering is perfect for catching up with friends, enjoying the pleasant weather and unwinding over drinks and light bites. For AED 99 per person, guests can enjoy two selected drinks accompanied by an antipasti platter. The experience is available every Saturday from 5 PM to 7 PM.

    With these four new offerings, Al Raha Beach Resort & Spa Abu Dhabi brings together a variety of experiences to suit every occasion. Whether it’s a midweek ladies’ night, a relaxed Friday sundowner, an evening of jazz or a Saturday aperitivo, the resort offers plenty of ways to make the most of the season.

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    Hospitality

    From the MICHELIN Stage to Delhi Street Food: Chef Pradeep Khullar and Saubhagi Veer Launch One Dish Venture – Bhaturewala in Dubai

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    After years of building restaurant experiences and working in Dubai’s fine-dining hospitality industry, Chef Pradeep Khullar and Saubhagi Veer have partnered up to turn their attention to their own passion venture, Bhaturewala — a focused One-Dish food concept dedicated to the flavours of Delhi.

    Following Chef Pradeep Khullar and Saubhagi Veer work at Nazaara, which was selected for the MICHELIN Guide Dubai 2026, the duo are embracing something deliberately simpler: bringing Delhi-style chole bhature and mutton bhature to Dubai through a takeaway and car-dining concept built around a love for the food, rather than an expansive restaurant format. Opening on Friday, October 16, at Shop 7, Lamcy A Building in Oud Metha, Bhaturewala will serve a tightly focused menu featuring Bhature in two signature flavours – Chole & Mutton accompanied by lassi. There will be no sprawling menu, conventional dining room or full-service restaurant setup. Instead, the focus will remain firmly on the food, with customers able to collect their orders or enjoy them in their cars.

    The concept will operate on Friday evenings and on Saturday and Sunday mornings and evenings, with a limit of just 200 plates per day.

    For Khullar, the venture is a personal tribute to the city where his culinary journey and love for food took shape.

    “Delhi is not just where I grew up; it is a part of who I am as a chef. Some of my strongest food memories are rooted in the streets, neighbourhoods and flavours of that city. Having spent years cooking in fine dining, I wanted to bring something much more personal to Dubai — a little piece of the Delhi I know and love, right here in the neighbourhood I call home. Bhaturewala is my way of sharing those memories through food that is honest, familiar and full of character. It’s not about reinventing Delhi street food; it’s about doing justice to it,” said Chef Pradeep Khullar, Co-founder of Bhaturewala.

    For Veer, whose experience spans restaurant leadership and brand building, the opportunity lay in creating something distinctive in a city where chole bhature is already widely available.

    “Dubai already has plenty of places serving chole bhature, and we never set out to be just another one. We wanted to build a concept around a simple belief: you don’t need a hundred things on a menu if you can do two things exceptionally well. Specialisation is at the heart of Bhaturewala — getting the food right, staying true to what we set out to serve, and making every plate count. The limited menu and 200-plate-a-day approach are deliberate. We want people to come to us because they know exactly what they’re coming for, and they know we care about getting it right. For us, this is about choosing focus over scale, and quality over quantity from day one,” added Saubhagi Veer, Co-founder of Bhaturewala.

    The idea for Bhaturewala took shape after years of conversations, planning and the familiar refrain of kabhi toh karenge — someday, we will do it. The founders have now decided to take that step, building a business of their own on their own terms, alongside their established careers in hospitality.

    The approach is intentionally uncomplicated: a focused menu, a limited number of plates, and a casual, neighbourhood-friendly way for customers to enjoy Delhi-inspired food without the ceremony of a traditional restaurant experience.

    At its heart, Bhaturewala is guided by one simple thought: Dilli Se Direct, bringing a taste of Delhi to Dubai, straight from the city’s food traditions to the neighbourhood they call home.

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