The Global Restaurant Investment Forum (GRIF) 2024 gathered the industry’s top deal makers, taste makers, and decision makers in the historic city of Edinburgh for a two-day event filled with insightful discussions, study tours, and much more
For the past decade, GRIF (The Global Restaurant Investment Forum) has been the ultimate gathering spot for the biggest movers and shakers in the restaurant world. To celebrate its 10th anniversary, GRIF whipped up something truly special - an exclusive event in the cultural hub of Edinburgh from October 7th to 8th, where restaurant operators and investors got a taste of the UK’s vibrant culinary scene. As technology and sustainability become key ingredients in reshaping the future of dining, this event offered the perfect recipe for delicious discussions on where the industry is headed next.
Serving up a feast of discussions for industry leaders from around the world, this year’s gathering had everyone buzzing about the Middle East’s rising influence in the global F&B scene. At Katch, we’re no strangers to the vibrant restaurant industry in the GCC, so this year’s event was right up our street. Grab a seat at our table as we dish out the top highlights from GRIF 2024 and catch a sneak peek at what’s on the menu for GRIF 2025.
Celebrating a Decade of GRIF For 10 years, GRIF has been the ultimate playground for dealmakers and F&B visionaries, stirring up a recipe for success with over 90 deals under its belt, from global expansions to franchise agreements and everything in between. Serving as a platform for industry innovation, where hotel F&B partnerships, strategic alliances, and investment ventures are crafted to perfection, GRIF has hosted conferences, briefings, and study tours in hot spots like Saudi Arabia, Dubai, Amsterdam, London, Nairobi, and beyond.
The most recent event in Edinburgh, under the dynamic leadership of Jennifer Pettinger-Haines, signified an exciting new chapter for GRIF, marking its 10th anniversary by gathering the trailblazers who’ve been key to its success, alongside fresh faces ready to shake up the industry.
GRIF Edinburgh 2024
Tucked away down narrow alleyways and winding cobblestone streets, Edinburgh reveals a world of culinary enchantment, making it the perfect stage for GRIF 2024. The two-day gathering fully embraced Edinburgh’s dynamic culinary scene, inviting attendees to embark on a gastronomic adventure through the city. The event kicked off with a welcome lunch at the iconic Balmoral Hotel, a grand landmark clock tower where Old Town meets New, setting the tone for the exceptional hospitality and valuable insights ahead.
From there, attendees sipped creative concoctions at The Alchemist, an experiential bar and restaurant known for its theatrical flair, and explored venues like Somewhere by Nico, a conceptual cocktail bar by the award-winning team behind Six by Nico. The tours continued through Dean Banks’ celebrated restaurants and into the vibrant spaces of Virgin Hotels Edinburgh, Kimpton Charlotte Square Hotel, and W Edinburgh. Edinburgh’s culinary diversity shone brightly with visits to quirky spots like Panda & Sons, The Tigerlily, The DogHouse by BrewDog, and Cardinal, each offering its unique take on the city’s rich food and drink culture.
The event featured panel sessions at the Edinburgh International Convention Centre and roundtable discussions at Virgin Hotel Edinburgh, covering key topics like data utilisation, emerging markets, and global expansion. Additionally, GRIF 2024 welcomed an impressive lineup of key industry figures to give talks while the 2024 think tank focused on setting the agenda for GRIF 2025.
New Frontiers: Global Restaurant Growth in the Middle East
A hot topic at this year’s gathering was the exciting challenge of expanding restaurant concepts into new regions, with the Middle East taking centre stage. In a lively panel discussion, three industry leaders shared their insights on how the region is quickly becoming a global powerhouse in hospitality, driven by its dynamic growth, innovation, and commitment to culinary excellence.
Kicking off the conversation, Roaya Saleh, Founder of Villa Mamas, shared her experience with Bahrain’s market, noting lower operational costs and the growing demand for homegrown concepts that cater to evolving consumer tastes. Building on this, Faisal Shaker, the CEO of Modern Food Company, pointed out Saudi Arabia’s appetite for unique dining experiences, where thoughtfully curated entertainment plays a crucial role.
Luigi Battista, CEO of Kuuru Restaurant, echoed this idea, stressing the value of partnering with local operators and citing Kuuru’s success in blending international flavours with regional expertise. While some cities in the Middle East face market saturation, the panel agreed that understanding local tastes and delivering standout experiences leaves the door to exciting growth opportunities.
Cracking the Hotel Dining Code
In an additional group discussion, four industry leaders came together for an insightful lunch, addressing ways to elevate hotel dining. Chris Miller, Founder and CEO of White Rabbit Products, Wayne Brown, Global VP of F&B Development at Ennismore, Marc Antoni Ledesma, Senior Director of F&B Design and Development, EMEA, Marriott, and Lydia Forte, Group Director of Food and Beverage at Rocco Forte Hotels,agreed that hotel restaurants have historically struggled to attract guests.
Brown emphasised the importance of early involvement of F&B teams in planning as a possible fix, while Antoni Ledesma highlighted the need for market-specific concepts and Forte stressed the importance of collaboration across departments. Of course, they didn’t forget the most important meal of the day – breakfast – agreeing that it can make or break a guest’s stay, meaning seamless teamwork between the hotel and F&B teams is a must to nail that perfect morning experience.
Transforming Data Utilisation in Global Hospitality
Amongst the industry leaders who took the stage, Simon Farrow, Global Business Performance Director at Tao Group Hospitality, shared his fresh take on transforming data utilisation in the global hospitality sphere. Managing over 100 venues worldwide, he highlighted how the company simplified data access, turning it from a bureaucratic mess into a real-time, mobile-friendly tool that adds real value. By integrating over 150 data sources, Tao Group has created a streamlined platform, using insights from competitors and market trends to shape a smarter, data-driven future for hospitality.
Investment Firm Overview in Food Service and Technology
On the investment side, Harry Goss, Partner at McWin Capital Partners, gave an exciting update on the firm’s rapid rise in the food service and food tech sectors. In just three years, McWin has rapidly built a portfolio of ten notable restaurant investments, including the bakery chain Gail’s, high-end Asian concept Sticks and Sushi, and their largest investment, the value pizza-pasta chain L’Osteria in Germany. Goss outlined their investment strategy, focusing on strong operators, compelling brands, and scalability, with an eye on long-term growth rather than fleeting trends, urging fellow investors to think the same way.
Hooking New Markets
Kurt Zdesar, Founding Partner of Chotto Matte, shared lessons from Nobu, stressing the importance of localising 30% of each venue to connect with the local culture, including the upcoming Chotto Matte in Riyadh. He also emphasised the importance of local partnerships and adaptable menus for success.
GRIF 2024 was bursting with ideas, debates, and insights, where no topic was off-limits, tackling everything from innovative restaurant concepts to market expansions and data-driven strategies, the event was a true melting pot of inspiration. GRIF remains the ultimate platform for forging connections, making deals, and diving into what’s next for global hospitality. As we look ahead, the excitement continues with GRIF 2025, set to take the stage in the vibrant city of Istanbul, with the next gathering promising even more impactful conversations, groundbreaking ideas, and plenty of opportunities to network with the best in the business.
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