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After a competitive bidding process led by JLL, the selection of Orange Hospitality Group was confirmed to develop and operate a new Parisian restaurant named Josette at ICD Brookfield Place, located in the DIFC.
Josette was the winning bidder out of 30 domestic and international brands that were invited to the tender, and three were nominated for the unit. Over a period of four months, JLL evaluated operators based on 50 registration criteria including holding company, proposed concepts, finance, branding strategy, operating strength as well as fit within the building and other F&B operators.
Alexis Marcoux-Varvatsoulis, Head of Food Services Consulting, Middle East and North Africa at JLL“Global food service sales were growing at about four percent annually prior to COVID-19 and this rate was expected to continue, if not slightly increase to less than five percent,” he said.
“ Given the challenges facing traditional real estate operating methods in the current landscape and with nearly 11,000 restaurants in Dubai, operators need a new perspective, with an emphasis on resilient and sustainable hospitality-led assets that rely on technology to build resilience and shape a future with the introduction of the DIFC. Global for one of the highest density of the city’s most fabulous dining establishments (18 percent of total supply in the DIFC), JLL has ensured that the chosen concept will be of par and complement the vision and spirit of ICD Brookfield Place. Future market trends will present successful operations in the future, ”added Marco-Varvatsolis.
Omar Saeedat Orange Hospitality Group He said, “We’ve created an original concept with artistic flair specially designed for ICD Brookfield Place.”
Designed by Foster and Partners, ICD Brookfield Place is the region’s premier lifestyle and business destination, with over four acres of dining, retail and community spaces along with 990,000 square feet of premium workspace. Among the major tenants within the destination are the multinational corporations, Ernst & Young, Julius Baer, Natixis, UPS, and the 65,000-square-foot private member club, The Arts Club.
Ben MacGregor, Investment Director at ICD Brookfield Place He said, “We set out to find a restaurant that offers a vibrant, best-in-class experience, on which an operator with a proven track record of success builds on. Josette from Orange Hospitality addressed all these criteria with its new and exciting concept that is scheduled to open its doors in the fourth quarter of 2021. “.
Throughout the process, JLL has supported Brookfield Place ICD by compiling a Request for Proposal (RFP) document and ensuring that it is shared with potential operators to invite them to bid. After the bidders made the relevant offers, JLL scored the respondents according to various criteria with varying weights of each depending on their importance in the RFP. After a thorough analysis, Orange Hospitality has been selected by JLL to be the best for the ground floor unit at ICD Brookfield Place.
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