Paul Aoun, CEO of SAX International sits with QH to explain their business philosophy, how the evolution of customer tastes is shaping the way SAX gears up to meet those and the impact that the host country has on the restaurant.
QH: What led you to the F&B and entertainment sectors, and how does this shape your vision for SAX?
Paul: My career started in international banking where I remained for 15 years. My extensive travelling during that period exposed me to various F&B concepts, building up my curiosity and passion towards this sector. My first steps in F&B occurred in 2006 when I acquired shares in the Iconic Beirut night club SKYBAR. In 2008, when the global economic crisis happened, I made the career leap from a restrictive banking environment to the exciting world of F&B. My vision of SAX emanates from a combination of corporate and entertainment experiences. SAX offers consistency, quality and integrity living up to our guests’ expectations, in a vibrant, dynamic, passionate, dreamy Room with Soul.
QH: Which trends do you see redefining customer experiences in F&B?
Paul: Guests are no longer satisfied with good food and cocktails alone. They are constantly searching for immersive experiences engaging all their senses. An eye-catching design with attention to detail, a story telling food and drinks menu coupled with matching elements of entertainment. The challenge is to keep the guest interested in coming back by constantly evolving on all levels.
QH: What unique challenges have you faced in expanding SAX globally?
Paul: Adapting the concept to local culture and habits is the primary challenge. You need to make this happen while keeping the identity of the concept unchanged. Finding local talent and expertise is another challenge; it increases the running costs restricting flexibility in the product you provide.
QH: Why did you choose Qatar for SAX’s expansion, and what sets this location apart?
Paul: We were lucky to partner up with Al Fardan Hospitality, providing us with an opportunity to set foot in the Gulf. Qatar is an interesting market; it presented us with the challenge of adapting and constantly innovating in a rather unique challenging market. It was a chance to test the brand’s flexibility without losing identity.
QH: What strategies ensure memorable dining experiences at SAX?
Paul: I say these are very fine details that the guest never sees but always feels. These details have been acquired through years of experience in Guests’ experiences; from the time they drop off their car, to the time they take it back and everything in between. This is what sets us apart in terms of providing memorable experiences at SAX.
QH: What are your growth plans for SAX over the next five years?
Paul: The plan is to add three more locations – of which two in the GCC and one in Europe.
QH: How does SAX stay innovative while respecting local flavors and culture?
Paul: SAX as I mentioned is a flexible concept, while keeping the DNA of the brand intact. This is evident in the different menus created according to location, taking into consideration local eating habits and flavours. There is always a touch of the hosting country and culture in our menu and entertainment. We highly value our social responsibility and always act accordingly.
