assessment task assignment help<\/a> (Baidawi, 2020, para. 7). The name is riff on the diaspora of North Africans arriving in France, in Mazouz\u2019s mind all the immigrants arrived in a \u2018Peugeot 404\u2019, at the time a popular model of car across North Africa (M. Mazouz, personal communication, May 22, 2020).
\nIn France at the time, and to some extent even now, North African restaurants were viewed as only serving traditional North African cuisine – couscous and tagines. He wanted something that reflected his roots, still serving those traditional dishes but to elevate the offering; more of its time – cooler, sexier and modern compared to his contemporaries. More recently, the venue can be experienced with its next-door cocktail bar, \u201cAndy Wahloo\u201d.
\n\u201cAndy Wahloo\u201d, a clever play on words in North African Berber meaning \u201cI have nothing\u201d is a nod to the Pop Art design of the venue itself and the famous Pop Art artist, Andy Warhol. The bar was originally designed to allow people to sit and have a drink whilst waiting for a table at the 404. This bar first opened in 2004 and had a revamp in 2013 refreshing the kitsch design, including neon pink lights spelling out the name of the fictitious character the bar is based around. Mazouz teamed up with Hassan Hajjaj, a London based Moroccan artist for the design revamp of Andy Wahloo.
\nHajjaj is heavily influenced by the club, hip-hop, and reggae scenes of London as well as by his North African heritage. His work includes installations, fashion, interior design and furniture made from recycled utilitarian objects from North Africa, such as upturned Coca-Cola crates as stools and aluminium cans turned into lamps. His design aesthetic works perfectly at Andy Wahloo (Hassan Hajjaj & Mourad Mazouz Join Forces to create a Moroccan inspired Pop Up Bar, 2018, para. 2).
\nLondon
\nMazouz moved to London in the late 90s and opened the critically acclaimed North African restaurant \u201cMomo\u201d. The restaurant was the place to be and in its early days hosted a plethora of \u2018A List\u2019 celebrities including a birthday party for Madonna. Naturally, it received a lot of publicity due to its clientele and this put a spotlight on the venue. The restaurant commanded an air of exclusivity and this was further bolstered by the addition of special Momo keyrings that gave access to a members-only basement bar, where decadent parties took place (McCoy, 2019, para 2).
\nMomo restaurant is situated on Heddon Street in London, this falls within the wealthy Mayfair district and just tucked away in a small, quaint street; just off the posher Regent Street shopping area. Mayfair has over 5,100 permanent residents from more than 42 nationalities and the highest representation of the residents sits in the 30-44 years of age category. This part of the city also boasts London’s largest concentration of luxury hotels and restaurants. Rents are among the highest not only in London, but in the world (City of Westminster, 2018, p.2).
\nOne particular demographic very drawn to this restaurant is wealthy Arab visitors. Although tourists from the oil-rich United Arab Emirates, Kuwait, Saudi Arabia and Qatar make up only a small percentage of total visits to the UK, compared with their counterparts from the U.S. and Europe, they are lavish spenders. Figures show that Middle Eastern tourists ranked just 19th in terms of visitor numbers but were high yielding tourists in 2014 as they were second in total spend of \u00a3888 million (Hui, 2015, para. 5).
\nThe d\u00e9cor and menu offering have remained largely consistent since it first opened. Despite a recent refresh in 2019 (McCoy, 2019, para. 4), the d\u00e9cor is that of an elegant and eclectic North African souk. The space consists of brass trays, burnished terracotta and vibrant blue accents. Meanwhile the lighting is dimmed and at varied levels for a diffused effect and Moroccan lanterns disperse different colours. A luscious and secluded garden space with tables on the terrace. The venue has retained a unique offering and a lasting point of difference throughout the years.
\nThe original basement bar beneath Momo relaunched in 2019 to great acclaim teaming up with award winning mixologist Erik Lorincz. Lorincz made his name at the Savoy’s American Bar, propelling it to the top space in the World’s Best Bars. This new venture coming in at number 47 of the World\u2019s 50 Best Bars in 2019 within five months of opening (Kwant, n.d.). \u201cKw\u00e3nt\u201d, pronounced quaint, has a cream lounge, bamboo ceilings and palms evoking the 1940s classic Casablanca era all put together by top French-American interior Designer Bambi Sloan (Hanly, 2019, para. 3). Experimental drinks using fermented pineapple and spirulina served in fine glassware, served by white-jacketed professional staff. The food offering consists of classics with a Maghrebi twist such as oysters with tahini, smoky foie gras and scallop carpaccio with cauliflower tabbouleh.
\nIn the same year, and set right next door to Momo, Mazouz created a diner called \u201cMO Diner\u201d after reading an article in the NYT about the slow death of diners; \u201cIt made me think how these were popular canteens with an extensive menu \u2013 and always a warm familiar feeling when entering\u201d (Baidawi, 2020, para. 13). The menu is a fusion of North Africa, the Med, and Los Angeles: hash browns with pomegranate and brown sauce, Berber pancakes, and bouillabaisse, served throughout the day. The design consists of yellow handmade Moroccan tiles, beachy wicker baskets lined in palm-print fabric whilst the lights along the bar are those found in the French \u201cTGV\u201d trains. The diner nods not only to his Algerian roots but to the classic French brasserie, with yellow glass screens between the booths that line one wall, and a row of framed mirrors (Roux, 2020, para. 7).
\nMazouz\u2019s most iconic venues launched over a decade earlier. In 2005, the restaurateur launched \u201cSketch\u201d, merely a stone\u2019s throw away from his first London venue in Mayfair. At the time, it was very much a disrupter on the London fine dining landscape – the design was so out there. Many fine dining restaurants at the time were very \u201cvanilla\u201d in their d\u00e9cor and lacked personality. In contrast, this place injected colour and a sense of fun. In Mazouz\u2019s words, he wanted \u201cto provoke\u201d (Prince, 2018, para. 7). The venue is admired for its design elements – in 2018 was nominated by GQ for Best Interior category in their Food And Drink Awards (Prince, 2018, para. 1) and is often frequented by influencers sharing their dining experiences on their platforms.
\nHe joined forces with Michelin-starred chef Pierre Gagnaire and introduced a uniquely designed all day dining room. However, Sketch was not accepted by the critics at first (Jaques, 2013, para. 6). This was partly due to the immense hype surrounding the launch, along with what was deemed an extremely frustrating and overly engineered booking website, accompanied by an extreme air of pretentiousness when the venue was launched (Haler,2005).
\nThe food has been highly rated and whilst Mazouz is no stranger to accolades, the now iconic Sketch was the only restaurant in the UK to move up from two Michelin stars to the coveted three in 2019, making him the first African restaurateur to receive three Michelin stars (Kaabi, 2019, para 1). For a cutting-edge restaurant that\u2019s now well over a decade old, it remains a \u201cmust see\u201d dining attraction in London and there are calls to see a Sketch outpost in Dubai (Kerr, 2019).
\nThe Middle East
\nWhilst Mazouz hasn\u2019t yet introduced Sketch to Dubai, he has established a restaurant concept in the Middle East. His first foray was in Beirut, Lebanon. Beirut had a thriving culinary scene in the 2000s. Whilst the restaurant worked at first, the war had made things difficult. Lots of regulars left and there were no tourists. This inevitably took its toll and the venue closed (Lutrario, 2014, para. 10).
\nUndeterred, and having observed the popularity amongst his Middle Eastern clientele at Momo in London, he saw the opportunity to expand further afield. Mazouz adapted the Momo concept and gave birth to \u201cAlmaz by Momo\u201d – ‘Almaz’ meaning diamond in Arabic. The aim was to balance tradition with modernity, and the menu is a mix of Maghrebi style of cuisine, Lebanese and modern dishes, which are not always Arabic (Saeed, 2014, para. 4) and reflect the myriad of cultures represented in the region (United Arab Emirates Population Statistics, 2020). As in all United Arab Emirates restaurants, no alcohol is served, and the concept is targeted predominantly to families.
\nThe d\u00e9cor of these venues includes a starry sky ceiling with Moroccan lamps hanging low over brass trays and low, embossed metal tables in keeping with the theme. Described as comfortable, these venues effectively blended North African craftsmanship with a contemporary edge (Long, 2016, para. 2). The style is described as decorative, vibrant and intricate. The Abu Dhabi restaurant, in the heart of the financial district, opens up to a shisha cafe, which is housed in a covered terrace. This is accessed through large glass bays letting in natural light and provide views of the cityscape (Sherry, 2014, para. 6).
\nSummary
\nMazouz is someone that is drawn to arts and culture, noted for his hospitality passion, human insight and perfectionism. He thrives working on restaurant and brand design, often analysing how a business will survive when the fashion moment passes – something he admits to spending hours brainstorming over coffee in London (Singleton, 2020). Mazouz has the luxury afforded to few in that he\u2019s his own shareholder, he will design and open when he\u2019s ready and not before. He will look through a microscopic lens at the business ensuring everything his guest will see, feel and remember are perfectly orchestrated. All his concepts have a striking style and timelessness. All his venues are design, theatre and experience driven – whilst they may all be different, at their core remains the sense of theatre, design and stimulation of the senses.
\nReferences
\n\u2022 Baidawi, A. (2020, March 1), The Eternal Hype Of Restaurateur, Mourad Mazouz, GQ Middle East, Retrieved from https:\/\/www.gqmiddleeast.com\/travel-eats\/the-eternal-hype-of-restaurateur-mourad-mazouz
\n\u2022 Bellwood, O. (2020, January 14). Most exciting bar openings of 2019. The spirit Business. Retrieved from https:\/\/www.thespiritsbusiness.com\/2020\/01\/most-exciting-bar-openings-of-2019\/
\n\u2022 City of Westminster (2018). West End Ward Profile 2018. Retrieved from https:\/\/www.westminster.gov.uk\/sites\/default\/files\/west-end-wardprofile.pdf
\n\u2022 Hanly, G. (2019, May 22). Kwant is a hot new cocktail bar by Erik Lorincz underneath Momo. Hot Dinners. Retrieved from https:\/\/hotdinners.com\/201905228400\/Gastroblog\/Latest-news\/kwant-cocktail-bar-london-momo-mayfair-eric-lorincz
\n\u2022 Hassan Hajjaj & Mourad Mazouz Join Forces to create a Moroccan inspired Pop Up Bar. (2018, September 25). Something Curated. Retrieved from https:\/\/somethingcurated.com\/2018\/09\/25\/hassan-hajjaj-mourad-mazouz-join-forces-to-create-a-moroccan-inspired-a-pop-up-bar\/
\n\u2022 Hayler, A (2005, March 1), Sketch Gallery Review, Andy Hayler\u2019s Restaurant Guide. Retrieved April 30, 2020 from https:\/\/www.andyhayler.com\/restaurant\/sketch-gallery
\n\u2022 Huda (2020). What Is Iftar During Ramadan? Retrieved from https:\/\/www.learnreligions.com\/the-ramadan-iftar-the-daily-breaking-of-fast-2004620
\n\u2022 Hui, S. (2015, December 3), London luxury shops welcome wealthy Arabs visiting for a pre-Ramadan shopping spree. Fox News. Retrieved from https:\/\/www.foxnews.com\/world\/london-luxury-shops-welcome-wealthy-arabs-visiting-for-a-pre-ramadan-shopping-spree
\n\u2022 Kaabi, A. (2019, October 10), Mourad Mazouz Becomes First African to Get Three Michelin Stars- The legendary Algerian restauranteur continues to kill it, Mille. Retrieved from https:\/\/www.milleworld.com\/mourad-mazouz-three-michelin-stars\/
\n\u2022 Kerr, E. (2019, September 26), 3 International restaurants we\u2019d love to see open in Dubai. What\u2019s on UAE. Retrieved from https:\/\/whatson.ae\/2019\/09\/international-restaurants-wed-love-to-see-in-dubai\/
\n\u2022 Kwant (n.d), The World\u2019s 50 Best Bars. Retrieved from https:\/\/www.worlds50bestbars.com\/the-list\/kwant.html
\n\u2022 Long, N. (2016, June 28). Iftar review: Almaz By Momo. Gulf News. Retrieved from https:\/\/gulfnews.com\/food\/iftar-review-almaz-by-momo1.1853946
\n\u2022 Lutario, J (2014, April 3). Mourad Mazouz: Pearls of Wisdom. Big Hospitality. Retrieved from https:\/\/www.bighospitality.co.uk\/Article\/2014\/04\/04\/Mourad-Mazouz-interview-Restaurant-magazine-April-2014
\n\u2022 McCoy, F (2019, March 13). Momo is coming back: The Chiltern Firehouse of the nineties is undergoing a revival. Evening Standard Magazine. Retrieved from https:\/\/www.standard.co.uk\/lifestyle\/esmagazine\/momo-restuarant-a4091001.html
\n\u2022 My Life In Food: Mourad Mazouz (2012, June 8), The Independent. Retrieved from https:\/\/www.independent.co.uk\/life-style\/food-anddrink\/features\/my-life-in-food-mourad-mazouz-7827836.html
\n\u2022 Prince, B (2018, April 19), Is this the best-looking dining room in the UK?, GQ. Retrieved from https:\/\/www.gq-magazine.co.uk\/article\/sketchlondon
\n\u2022 Roux, C. (2020, March 3), The American Diner Gets a Mediterranean Makeover by a Famed London Restaurateur, Surface. Retrieved from https:\/\/www.surfacemag.com\/articles\/mourad-mazouz-mo-diner-london\/
\n\u2022 Saeed, S (2014, February 5), What to expect at Almaz by Momo, Mourad Mazouz\u2019s modern Arabic caf\u00e9, N Lifestyle. Retrieved from https:\/\/www.thenational.ae\/lifestyle\/food\/what-to-expect-at-almaz-by-momo-mourad-mazouz-s-modern-arabic-cafe-1.457359
\n\u2022 Sampson, A. (2019, July 8), The world\u2019s most dazzling loos (according to Instagram), Tatler, Retrieved from https:\/\/www.tatler.com\/gallery\/theworlds-most-glamorous-bathrooms-according-to-instagram
\n\u2022 Sherry, K (2014, July 11), Almaz by Momo, Abu Dhabi, Hospitality Interiors. Retrieved from https:\/\/www.hospitalityinteriors.net\/project ( help with nursing paper writing from experts with MSN & DNP degrees)s\/articles\/2014\/07\/1156917064-almaz-momo-abu-dhabi
\n\u2022 Singelton, D. (2020, April 10), Comment: Knowing what you don’t know, Hotelier Middle East. Retrieved from https:\/\/www.hoteliermiddleeast.com\/people\/116895-comment-knowing-what-you-dont-know
\n\u2022 Speaker Profile: Mourad Mazouz (2020, February 11), Global Restaurant Investment Forum. Retrieved from https:\/\/www.grif.com\/speakers\/mourad-mazouz
\n\u2022 United Arab Emirates Population Statistics 2020 (2020, April 28), Global Media Insights. Retrieved from https:\/\/www.globalmediainsight.com\/blog\/uae-population-statistics\/
\nAssessment ?2: Case Study \u2013 Marking Rubric
\nCriteria HD (85-100) D (75-84) CR
\n(65-74) PASS
\n(50-64) FAIL (0-49)
\nQuestion 1 Content 25% Content is very recent, relevant and accurate, demonstrating a deep
\nand thorough understanding of the impact of target markets on restaurant concepts.
\nThe suggested concept demonstrates a deep
\nunderstanding and sound
\nreasoning backed up by research and analysis in an original and sophisticated way. Content is recent, relevant and accurate demonstrating a very
\ngood understanding of the impact of target markets on restaurant
\nconcepts. The suggested concept demonstrates a very good
\nunderstanding of the target market and how that works with the
\ntheme. Research is synthesised and interpreted well to support reasoning. Content is accurate, mostly relevant and recent demonstrating a good understanding of the
\nchosen restaurants concept and somewhat explaining the
\nimplications of target markets,
\nThe suggested concept demonstrates an understanding of the target market and how that
\nworks with the theme. Research is evident and some interpretation is present to support the answer. Content is partially accurate, some content may not be recent or relevant, demonstrating a
\nsuperficial understanding of the chosen restaurant concept and limited explanation around the implications of target markets.
\nThe suggested concept demonstrates some understanding of the target market and how that works with the
\ntheme. Reasoning is superficial
\nand needed further application of class content. Content is either questionable or incomplete. A very limited
\nunderstanding of the chosen restaurant concept is
\ndemonstrated and lack of
\nexplanation on the implications of target markets.
\nThe suggested concept demonstrates minimal
\nunderstanding of the target
\nmarket and how that works with the theme. Or, there was no
\nsuggested theme for the new location. Lack of evidence of reasoning or application of class content.
\nQuestion 2 Content 25% The design outline is highly sophisticated, thorough and detail orientated. The mood board is
\nappropriate and sophisticated. It
\ncomplements the suggested theme beautifully balancing aesthetics and practicality.
\nA thorough analysis of the design, layout and equipment requirement principles.
\nThe design outline is very good containing thoughtful details. The mood board is appropriate and
\nvery good. It complements the suggested theme well with
\nconsideration for aesthetics and practicality.
\nA very good analysis of the design, layout and equipment requirement principles. The design outline is good containing some of the required
\ndetails, but some are missing. The mood board is mostly appropriate and good.
\nDesign is appropriate for the suggested theme and some
\nevidence of consideration for aesthetics and practicality.
\nA good analysis of the design, layout and equipment requirement principles but in parts needed greater detail. The design outline is satisfactory however, a number of the required details are missing. The mood
\nboard is partially appropriate and satisfactory.
\nDesign is satisfactory for the suggested theme but could have
\nbeen further adapted and refined aesthetically with practical considerations applied.
\nSome analysis of the design, layout and equipment requirement
\nprinciples applied but needed to be more extensive and detail orientated. The design outline is incomplete with a number of required details missing or absent. The mood board is either inappropriate or missing.
\nDesign does not complement the theme and needed to consider aesthetics and practicality.
\nMinimal or lack of application of the design, layout and equipment requirement principles.
\nQuestions 3 Content 25% Exceptional insight and shows deep understanding of the risks,
\nthreats, strengths and opportunities to the suggested new venue. The SWOT analysis content shows a high level of application of theory
\ncovered in class, refined reasoning and justification of the content demonstrated throughout.
\nThe content presented is highly original and insightful whilst clearly related back to the subject matter. Excellent insight and shows a very good understanding of the risks, threats, strengths and opportunities to the suggested new venue.
\nThe SWOT analysis content shows a very good application of theory
\ncovered in class, logical reasoning and justification of the content demonstrated throughout. The content presented is original and clearly related to the subject matter. Good insight and shows a good understanding of the risks, threats, strengths and opportunities to the suggested new venue.
\nThe SWOT analysis content shows a good application of
\ntheory covered in class, some
\ngood reasoning but some of the
\nevidence to support the analysis
\nneeded greater depth with some
\nareas needing further exploration.
\nThe content presented is mostly original, but may lack focus in relation to the subject matter Satisfactory insight and shows some understanding of the risks, threats, strengths and
\nopportunities to the suggested new venue.
\nThe SWOT analysis content is sometimes inaccurate or
\nincomplete. Needs further
\nexpansion, explanation and
\nreasoning. Greater justification of the areas identified required. The content is satisfactory but not
\noriginal and loosely connected to the subject matter. Lack of or minimal insight and understanding of the risks, threats, strengths and
\nopportunities to the suggested new venue demonstrated.
\nThe SWOT analysis content is inaccurate, incomplete or overly
\ngeneral. Needs considerably
\nmore detail and evidence of
\nreasoning. Content confused and
\nare not connected to the subject
\nmatter
\nPage 7 of 8
\nContent
\nPresentation and
\nWriting 15% All required information is presented in a logical order and
\neasy for the reader to follow in a fluid manner.
\nNo spelling, grammar, or punctuation errors in the text. All text is in the student\u2019s own words. Minor omission of required information and\/or not fully
\npresented in a logical order and easy to follow.
\nA few (1-2) errors in spelling, grammar or punctuation. Majority of text is in student\u2019s own words. Some required information is missing and\/or not presented in a logical order but is still generally
\neasy to follow. A few (3-4) errors in spelling, grammar or
\npunctuation. Most text is in student\u2019s own words. Required information is missing and\/or not presented in a logical Writing and Presentation 15% All necessary information is presented in a logical order that the reader can easily follow.
\nThere are no errors in the text’s spelling, grammar, or punctuation. The entire text is written by the student. Minor omission of required information and\/or incomplete presentation of information in a logical and easy-to-follow order.
\nA few (1-2) spelling, grammar, or punctuation errors. The majority of the text is written in the student’s own words. Some required information is missing and\/or is not presented in a logical order, but the overall flow is simple. A few (3-4) spelling, grammar, or punctuation errors. The majority of the text is written in the students’ own words. The necessary information is missing or is not presented in a logical order, making it difficult to follow.
\norder, making it difficult to follow.
\nNo more than 5 spelling, grammar or punctuation errors. Several
\ninstances where the text is not in student\u2019s own words. Information is not presented in a logical order, making it difficult to follow. More than 5 spelling,
\ngrammar or punctuation errors.
\nText is copied or not included.
\nResearch and
\nReferencing
\n10% Evidence of wide academic and industry relevant research beyond
\nunit materials supports the subject themes in a thoughtful and
\ninteresting way. Conclusions
\nreached are well synthesised from
\nresearch. Referencing complies with Style Guide throughout. Wide research is evident reflecting an excellent understanding of
\nsubject themes. More than five
\nappropriate academic and industry relevant articles\/ resources used. Referencing complies with Style Guide. Solid research including at least four academic and industry relevant articles enhancing
\ncommunication of subject themes.
\nReferencing contains minimal errors and is mostly compliant with The Style Guide. Satisfactory research although only three academic and industry
\nrelevant articles used; relevance and significance are variable.
\nSome inclusions of subject themes evident. Referencing contains
\nsome errors reflecting a lack of compliance to The Style Guide. Inadequate research with little or no connection to subject themes.
\nReferencing is non-existent or does not comply with Style Guide.
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