About 2

A Food and Beverage Development Expert Christian Abell is a highly skilled and experienced food and beverage development expert, with over 30 years of experience in the hospitality industry. Beginning his career as a chef, Abell honed his craft in Michelin-starred restaurants in Europe, earning the prestigious “Global Chef of the Year” award at Marriott International. Abell’s passion for excellence and creativity led him to increasingly challenging executive positions within Marriott, including the role of Vice President of Experience Design. Then onto serve as Vice President of Food and Beverage for the Middle East and Africa. Leveraging his vast knowledge and decades of experience, Abell founded Architaste, a food and beverage development company that specializes in building restaurant concepts and developing operational enhancements, and marketing strategies for restaurants and bars. In just three years, under Abell’s leadership, Architaste has become one of the leading food and beverage development companies in the Middle East and has expanded its project runway globally. As the Founder and CEO of Architaste, Abell continues to inspire and lead his team to deliver innovative and successful food and beverage venues that exceed customer expectations and drive growth in the industry. His extensive industry experience, coupled with his creative vision, has positioned him as a respected senior leader and influencer in the food and beverage development field.

“I don't work. I spend my time doing what I love and if I can share just some of that with others, nurture them, enable them to be relevant, consistent and driven by their soul, then I have achieved my goal “- Duncan Fraser-Smith

  The author of CREATE TO PLATE, Duncan Fraser-Smith, a passionate accomplished Australian, boasts an impressive reputation as a dynamic innovator, disruptor and creator in the regional and international food and beverage scene. With over twenty-five years’ success in key management roles within the hotel and restaurant industry across the Middle East, Asia, Europe and Australia include Hyatt, IHG, Fairmont / Raffles and he is also the founder of, The Cutting Edge Hospitality Agency. In 2008, Duncan left Australia and a progressive career in restaurant and bar operations, to take up his appointment as General Manager of Hospitality Operations at Qatar Sports City. Based in Dubai, UAE since 2010 and voted the No1 Influencer in the Food and Beverage Industry in the Middle East, his journey began as Group Director of Design, Food and Beverage for InterContinental Hotels Group (IHG) creating and developing food and beverage concepts for the group across the Middle East, Europe, Africa and Asia In 2013, Duncan founded The Cutting Edge Hospitality Agency FZ LLC and was involved in some of the region’s most dynamic projects. He was instrumental in bringing acclaimed Michelin-starred chef Jason Atherton to open Marina Social in Dubai. He led the launch of CLE Restaurant and Bar with Michelin-starred chef Greg Malouf and executed one of Dubai’s most high-profile openings. He created the unique Intersect by Lexus concept, the second to open world-wide and launched Pierre Gagnaire’s Choix Patisserie to name a few. Duncan’s entrepreneurial spirit also led him to create a preferred partnership with Endemol Shine Group, the TV production company for MasterChef and The First Group to successfully launch “MasterChef the TV Experience” ‘screen to plate’ restaurant concept that creates an emotional connection between the consumer and the MasterChef Champions from across the globe. His contribution is sought after and well respected and he has been involved in the creation of over 200 hospitality concepts in the region. Duncan is an expert operator, forum moderator, panelist and an on-going contributing writer of some of the leading industry publications in the Middle East. His passion, vision, innovation and collaboration has brought many new hospitality concepts  and brands to life and is an indication of his commitment to be in an industry that he loves.  

With 18 years as a chef in a multitude of kitchens and disciplines Andrew brings a wealth of product and operational knowledge to any concept, from quick service and fast food to fine dining and mass catering. This back of house experience was compounded by an additional 10 years of operations experience from concept development to venue management and ownership within such organizations as Kempinski Hotels, Star Corporation, Roya International and the Geocon Group. Tomorrow Hospitality Agency brings to clients Andrew’s overall experience supported by a team of experienced designers, project managers, and industry heavy weights.

Sarah-Jane, Managing Director of LXA’s Dubai studio is a highly respected leader in the Middle East Design and Hospitality industry, who is regularly called upon to speak in the UAE’s many industry conferences, and participate in judging panels. Her contact book speaks volumes about her charisma and effervescent energy; an innate professional charm, coupled with a savvy business mind has led to LXA developing into one of the most reputable multidisciplinary companies in the region. Sarah-Jane spearheads the new business strategy division at LXA and has been instrumental in the growth of the Dubai office over the past ten years, to a point where expansion across the GCC and Asia are now reality. During this time, she has also overseen the development of a team of diverse design and project management talents who are mentored by her approach and motivational leadership. Her creativity and ability to develop trusted and profitable client relationships has been critical to the success of the team in the Middle East. Her personal love of the food industry, paired with her naturally exuberant approach has seen LXA carve out a reputation for creating the most innovative and sought-after restaurant interiors in the region. Sarah-Jane and LXA’s successes and goals lie within a talented team, creativity in all things, and bringing together like-minded individuals to achieve dynamic success and opportunity.