• Magazine Archive
  • Advertise With Us
  • Subscribe
  • Contact Us
Tuesday, March 2, 2021
  • Login
Hotel News ME
  • Hotels
  • Catering
  • Reviews
  • Suppliers
  • People
  • Videos
  • Events
    • GM Leaders Conference
      • Conference 2020
    • Leaders in Hospitality Awards
      • Awards 2021
    • Leaders in F&B Awards
      • Awards 2019
    • The Big F&B Forum
      • Forum 2019
    • Executive Housekeepers Conference
  • Business Connect
No Result
View All Result
Hotel News ME
  • Hotels
  • Catering
  • Reviews
  • Suppliers
  • People
  • Videos
  • Events
    • GM Leaders Conference
      • Conference 2020
    • Leaders in Hospitality Awards
      • Awards 2021
    • Leaders in F&B Awards
      • Awards 2019
    • The Big F&B Forum
      • Forum 2019
    • Executive Housekeepers Conference
  • Business Connect
No Result
View All Result
Hotel News ME
No Result
View All Result
Home Catering

Spill the Beans: 4-Front

Crystal Chesters by Crystal Chesters
July 2, 2017
in Catering, F&B, Interviews & Features
A A

Ian West, group general manager of 4-Front unveils ambitious growth plans for the group behind The Scene by Simon Rimmer.


Ian West, group general manager of 4-Front

You recently joined 4-Front as group GM – what’s your previous experience?

I began my career in the UK working as on-trade category manager and business development manager for AB Inbev, the parent group for several beverage brands. Eager to pursue the international beverage sector further, I moved to the Middle East with Heineken (Sirocco) in 2005 and successfully developed the brand’s presence in the region by managing both the Heineken brand and later the Dubai on-trade sales team. I successfully implemented the commercial and channel strategy of the sales team before moving to 4-Front as group general manager in January 2016. I now oversee all aspects of the multi-unit F&B organisation.

What attracted you to the role?

With a wide range of international involvement across sales, trade marketing and brand management, I was eager to channel my decade of knowledge and experience across the Middle East into a hospitality management company. I was instantly drawn to the 4-front vision to create outlets that target the expat community on a worldwide scale with diverse and unique mid-scale, casual concepts. I was particularly excited about the company’s ambitious growth plans and eager to bring my own skill-set to continue to create a company that people not only admired, but wanted to be a part of.

Please offer an overview of 4-Front’s concepts?

The company’s first venture, The Scene by Simon Rimmer, became an instant hit when it opened in 2014. The Scene, situated against the picturesque Dubai Marina backdrop, is an award-winning British restaurant serving pub classics and comfort food with a retro twist. After the huge success of its first outlet, 4-front went on to open La Cala, a Balearic beach bar located 20 minutes outside of Dubai in Ghantoot Marina, which has grown to be a consumer favourite for its Balearic Brunch and after-hour’s events. Then we introduced Jekyll & Hyde to DIFC, which has had a fantastic response and has already developed a loyal following for its hearty pub grub, great beverage offerings and heavy focus on sports.

The Scene
The Scene

What is the latest concept to launch from 4-Front?

Mr Miyagi’s Asian street food restaurant and bar on Level nine of Media One Hotel in Media City is opening this summer. It’s probably our most creative and flamboyant project yet and there’s definitely nothing like it in Dubai. We’ve been very determined to ensure we deliver authentic Asian street food, funky drinks, kitsch décor and a guaranteed good time. Hailing from the streets of Asia, fictional sensei, Mr Miyagi, heads up an outlet like no other, bringing recipes, trinkets and entertainment from his travels across Japan, China, Thailand and Vietnam. There will be a unique concept party brunch, larger than life entertainment on a bi-weekly basis and a great value business lunch menu.

What makes 4-Front stand out from its competitors?

What differentiates us from our competitors are two key elements; authenticity and people. No matter what the concept, we firmly believe that creating an experience that allows consumers to connect to the concept origin is paramount for success. Whether that is Kho San Road or Abbey Road, we want guests to really feel as though they’ve left Dubai, through our décor, branding and food and beverage. Secondly, people are the foundation of our business, be it our clients, staff or the customers we serve in our outlets. We recognise that we need to have the best staff in place to achieve our mission and we are passionate about nurturing our employees to facilitate their growth and development in a proactive environment. We also know that treating every customer like they matter and gaining their loyalty is the backbone of our business.

What are the plans for the company over the next 12 months?

The company has an ambitious growth plan, with a mission to launch 100 new outlets across four continents in the next decade. Later this year we plan to add three exciting new concepts to the portfolio, so stay tuned for more on those!

Tags: 4-FrontThe SceneThe Scene by Simon Rimmer

Related Posts

Dubai Food Festival announces new dates for 2021
Catering

Dubai Food Festival announces new dates for 2021

March 1, 2021
The Nine Gastropub introduces exclusive pie menu
Catering

The Nine Gastropub introduces exclusive pie menu

March 1, 2021
Lucky Fish restaurant opens on Dubai’s Palm Jumeirah
Catering

Lucky Fish restaurant opens on Dubai’s Palm Jumeirah

February 28, 2021
Please login to join discussion

Trending

Conrad Abu Dhabi Etihad Towers appoints new executive team
Appointments

Conrad Abu Dhabi Etihad Towers appoints new executive team

by Dina Maaty
February 23, 2021

Read more
sbe names general manager for SLS Dubai Hotel & Residences
Appointments

sbe names general manager for SLS Dubai Hotel & Residences

by Dina Maaty
February 24, 2021

Read more
InterContinental Dubai Marina appoints F&B operations manager
Appointments

InterContinental Dubai Marina appoints F&B operations manager

by Dina Maaty
February 21, 2021

Read more

Digital Magazine

Hotel News ME

Copyright © 2021
BNC Publishing. All Rights Reserved.

Navigate Site

  • About
  • Advertise
  • Privacy Policy
  • Contact

Follow Us

No Result
View All Result
  • Hotels
  • Catering
  • Reviews
  • Suppliers
  • People
  • Videos
  • Events
    • GM Leaders Conference
      • Conference 2020
    • Leaders in Hospitality Awards
      • Awards 2021
    • Leaders in F&B Awards
      • Awards 2019
    • The Big F&B Forum
      • Forum 2019
    • Executive Housekeepers Conference
  • Business Connect

Copyright © 2021
BNC Publishing. All Rights Reserved.

Welcome Back!

Login to your account below

Forgotten Password?

Create New Account!

Fill the forms below to register

All fields are required. Log In

Retrieve your password

Please enter your username or email address to reset your password.

Log In