‘Ambiente 2020’ a ‘must-attend’ for Qatar’s hospitality industry

As Qatar’s vibrant hospitality sector gears up for the epic 2022 World Cup show, a top-rated global trade show managers are here to help enhance the country’s HoReCa (hotel, restaurant and cafe) experience.

“Ambiente”, billed as the world’s largest consumer show, will be showcasing a variety of industry products from over 160 countries at the mega event. The event will witness a dedicated HoReCa Hall showcasing a wide spread of futuristic product groups including  buffet & presentation, chafing & transport, plateware, tabletop, café & coffee bar; from oven to table, kitchen and utensils, menus, signs and display, tablecloths, professional clothing and waiting equipment.

Stephan Kurzawski, Senior Vice President of Messe Frankfurt Exhibition,  which organises Ambiente, is in Doha to encourage the nation’s hospitality industry,  interior designers, retailers, distributors and wholesalers to visit Ambiente 2020, scheduled to be held in Frankfurt from February 7-11.

Kurzawski said the 2020 show would be more important than ever for hotel, restaurant and catering professionals as it will feature the launch of Ambiente’s  dedicated HoReCa hall. “The focus here will be on products and topics associated with front-of-house business, i.e everything that concerns the work and experience within hospitality space, which is key development area for Qatar”. Major industry players such as APS, BHS Tabletop, Picard & Wielputz, RAK, Revol and Zieher have committed to take part.

At Ambiente’s previous edition, around 30,000 trade visitors, including many important decision-makers in the hospitality industry-expressed interest in HoReCa products with 80 percent coming from outside Germany.

The Ambiente 2020 is important for Qatar’s hospitality sector, which is getting ready to host  a massive number of international guests.  The world’s “dine language” is fast changing.  Eating experience is no more about just foods. It involves the shape, weight and colors of the plateware/or cutlery, among other factors; Erdmann Kilian, Director, Marketing Communication,  Messe Frankfurt Exhibition told The Peninsula.

 Visual influence of cutlery and changing plateware can affect the perceived taste and flavour of food. The colour of plates, dishes and bowls are important in the modern dining experience.  The properties of the cutlery can indeed affect people’s taste perception of everyday foods. A large number of   countries will be showcasing their  trendy, futuristic  dining service products at Ambiente 2020, he said.

Recent studies have found that the properties of the cutlery can indeed affect people’s taste perception of everyday foods. The colour of the tableware can affect the flavour of a dish. If a glass has a ‘cold’ colour, a beverage served from it may well be rated as more thirst-quenching . The colour of the plateware can also affect the perceived saltiness and sweetness of the food tasted from it.

“Interesting factor is that we did a research with the help of an Oxford professor.   He discovered that people would pay for the same dish done in the same way in food on different dishes on different prices. The guests were ready to pay more for food served on black dish than when the same very dish served on white dish for example.  So colors are very important.  But apart from this, we need to understand what kind of brand you want to create yourself for your restaurant.”

“ Ambiente 2020 will be a vital trend-forecasting forum for Qatari visitors. We are looking forward to seeing a large number of buyers from Qatar.  Qatar’s buoyant and luxurious hospitality sector will find inspiration from new gastronomy and customizing concepts which will be showcased at the event”,  Kurzawski added.

Consumer trends are maturing in Qatar, leading to demand for sophisticated and high-end design appetite. Opportunities will arise from the country’s imminent hosting of series of major sports events, including FIFA World Cup 2022, he added.