Column: Kitted
Ornaments
‘Each and every piece in the cabinet was imported from Bangkok to maintain the authentic Asian ambiance created at Stone Fire Pizza Kitchen,’ says Alam.
Floral Fixtures
‘I had artificial flowers brought over from Bangkok because they’re very difficult to source here in Dubai,’ explains Alam.
Oven Fire Pizza
Alam comments that ‘people love live cooking and the authentic fire oven is an impressive focal point for guests to see their pizza being cooked personally for them.’
Open Kitchen
The kitchen is in view of the dining area to provide a ‘theatre-like effect, so patrons can see the chef prepare meals with care and passion,’ explains Mouawad.
Pizza perfection
Stone Fire Pizza Kitchen offers shoppers at Dubai Outlet Mall ‘a signature gourmet pizza experience in a casual/smart dining environment’
Stone Fire Pizza Kitchen is a new player in Dubai’s smart/casual dining market, offering gourmet dining options to shoppers at Dubai Outlet Mall.
The Stone Fire concept is one of nine brands under operation by Global Franchise Architects <GFA> and is the first to be launched in the Middle East.
‘We realized a gap in the market in Dubai for a premium dining experience that had a continental offering in a comfortable site-down environment,’ explains GFA Middle East operation head Naseem Alam.
The restaurant has been designed to encompass the far eastern style of Stone Fire Pizza outlets already present in Asia.
‘We’ve worked hard to create an authentic Asian and international theme in the décor, fixtures, lighting and floral displays.
‘This was done to add a different texture to the F&B landscape of Dubai that was lacking before.’
Centered around the hearth baked pizza theme, the restaurant features an open kitchen to showcase the cooking action and give customers an insight into the outlet’s fresh approach explains Alam.
‘People like to see food being created personally for them; it adds flair to the experience but also created an intimate chef-to-guest relationship because the chefs can see customers enjoying their food.’
Operating in a saturated pizza market is a challenge, but fresh produce and service sets the Stone Fire concept apart from competition, explains Global Franchise Architects founder, chairman and chief executive officer Fred Mouawad.
‘Pizza restaurants are usually in the quick-service restaurant or casual dining categories. ‘However, none of these have the breadth of our menu or the high standard of service we offer.’
Alam adds that GFA’s priority is to provide quality service to the customer, with consistency in the presentation of dishes.
‘Pizza needs to be served hot, but the type of traditional pizza we make has a thin crust. So it cools quickly.
‘It’s very important to get the timing right between courses and we conduct regular training sessions with staff to get this right.’
Stone Fire Pizza has developed an international menu to diversify its offering to Dubai’s multicultural market explains Alam.
‘We have adapted certain dishes to appeal to the local market but we’re also developing new cuisines to extend our selection.’
Alam says that the Stone Fire Pizza ambience has been given an international flavour to maintain the style of the franchise globally.
‘We want to develop a quality brand that is easily recognizable. I think that consistency is the key to achieving that strong connection with the customer.’
Attracting people to the mall, which is approximately 25km away from the city, is a big challenge explains Alam.
‘With all of the malls and shopping centres available in Dubai, getting people out here is sometimes difficult.
‘However, we have a very good brand and as a sale comparison, we are the most popular outlet in the mall according to the statistics released by the mall operators says Alam.
‘I’m battling with the mall management right now to provide us with an area that is cooler for my quests because at the moment a few of our outer seating areas get a little warmer around midday due to the glass dome roof.
‘However, our feedback monitoring system from the customers indicates that this is not a great concern.’
Alam believes that the smart/casual dining concept appeals to the changing demands of today’s shoppers, both those from Dubai and from aboard.
‘People allocate more time to eating proper meals these days and to be competitive you need to bring something new to the market.
‘We see a great potential for us to keep growing in the region, ‘he adds, revealing that the company will soon be opening in Muscat, Oman through a franchise partner, and ‘adding a few more stores within Dubai.’
