The Future of Hotel Dining Will Be Branded
Photo Credit: With backing from hospitality conglomerate Accor, SBE is planning to open 100 Umami Burger locations by 2026. SBE
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But are branded chain restaurants or food halls what today's diners really want? Or do they not care, just as long as the food's good and so is the overall dining experience?
Paris-based Accor is one of the world's largest hospitality companies, with more than 4,500 places to stay (homes and hotels) in 100 countries and 10,000 dining outlets that — according to Accor CEO of food and beverage and lifestyle, Amir Nahai — generate more than 5 billion euros, or $5.7 billion U.S. dollars, in revenue on an annual basis.
And now that SBE, the Los Angeles-based hospitality group whose hotel and restaurant brands include the Mondrian, SLS, Delano, Cleo, Katsuya, and Umami Burger, is partly owned by Accor, you can expect to see more of those thousands of restaurants and bars being rebranded under SBE.
Over the next seven years, Accor and SBE plan to open at least 100 Umami Burger restaurants worldwide, as well as focus on opening other SBE dining and beverage brands such as Carna, SkyBar, and Dandelyan within Accor properties.
Why start with Umami Burger? SBE CEO Sam Nazarian said that the brand, which can be easily adapted to fast casual and quick-service mo
