MARRIOTT INTERNATIONAL NURTURES F&B ENTREPRENEURS IN THE REGION
The hotel company announces first-of-its kind program enabling entrepreneurs in the food and beverage industry in the Middle East
Dubai, UAE – 9 June 2015 – Marriott International has launched its international campaign, Project Canvas in the Middle East, in a move to harness the passion of food and beverage entrepreneurs to create home-grown brands in the region. The program which launched earlier in the year in Bethesda has made the dreams of food and beverage entrepreneurs a reality using Marriott International as a lab. The concept builds on Marriott International’s entrepreneurial heritage dating back to 1927 when the company’s founder J. Willard Marriott opened a nine seat A&W root beer stand in Washington, DC
Marriott International prides itself on entrepreneurship, experimentation and local community. By drawing from inspirations around the world the company has been able to create this platform which invites passionate, local entrepreneurs to test their new food and beverage business ideas in Marriott International’s concept labs.
The campaign kicked off with the JW Marriott Shenzhen (China) and Renaissance Phoenix Downtown (US) and the opportunity has now been introduced to the Dubai market starting at Nawwara at the JW Marriott Marquis Hotel. Following presentations by many talented entrepreneurs, two winners were chosen and given $50,000 each by Marriott International to execute their business plan at two of Marriott International hotels outlets in Dubai.
The winning entrepreneurs are solely responsible for the creation and launch of new and exciting concepts for the individual outlets, focusing on a distinctive food and beverage experience in order to attract Gen Y travelers and guests - a key audience for the hotelier. By being able to demonstrate their creativity and business plans the winners are bringing their vision.
The first entrepreneur that has embarked on the project has launched the first phase of the project with a new chic outlet titled ‘Square’ at Nawwara in the JW Marriott Marquis Dubai. Square opened earlier this month and is the first phase of the project that is transforming Nawwara into three new concepts. The latest outlet showcases the best of both the local and international scene with an underground music scene influenced by Berlin’s legendary club culture.
“By working with local entrepreneurs we can marry the best talent with Marriott International resources, space and capital and transforming this into something guests and travelers will be able to enjoy and benefit from,” said Markus Roeder, Senior Director Operations, Marriott International Middle East and Africa. “This concept positions Marriott International as a facilitator of local talent and a platform for home-grown brands to shine in this region.”
Project Canvas allows Marriott International to focus on the next generation of travelers that enjoy discovering local and foreign cultures in their travel and everyday life. According to Forbes, Millennials will comprise half of business travel spending by 2020, and via its many campaigns and Marriott International brands such as Courtyard by Marriott, the company is capturing the rapidly growing millennial purchasing power.
Details of the second revived outlet will be announced soon.
About Marriott International – Marriott International, Inc. (NASDAQ: MAR) is a leading global lodging company based in Bethesda, Maryland, USA, with more than 4,100 properties in 79 countries and territories and reported revenues of nearly $14 billion in fiscal year 2014. The company operates and franchises hotels and licenses vacation ownership resorts under 18 brands. For more information or reservations, please visit our website at www.marriott.com, and for the latest company news, visit www.marriottnewscenter.com.