Dial & Dine festival proves a flyaway success

Thousands of gourmets in dubai have already taken part in Dial & Dine’s two-month long international food festival.

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By  Sarah Campbell Published  October 2, 2005

Thousands of gourmets in dubai have already taken part in Dial & Dine’s two-month long international food festival. Dubai’s toll-free restaurant search and reservation service, Dial & Dine, embarked on the festival to promote cuisines from around the world in August. Diners using the service to book restaurants offering one of four cuisines have the chance to win holidays to the destination of their cuisine. “Food is the most visible icon of a region,” said Hyder Haniffa, managing director, Dial & Dine. “We decided to offer this unique concept to dining out aficionados in the UAE so that they not only have the opportunity to enjoy great food — which they do in any case — but also get to travel to places where these cuisines originate from. If you love Chinese food, wouldn’t it be great to travel to the place where this great selection of cuisines originated, sample them in their native surroundings and also absorb the whole cultural experience of that place?” he added. The festival started on August 16 with a two-week Asian festival, partnered with five restaurants specialising in Asian cuisines, including Spice Club at the Le Meridien Fairway, Handi at the Taj Palace Hotel, Ashiana at the Sheraton Dubai Creek, The Rupee Room and Khana Khazana. This was followed by the European Food Festival, September 1-15, and the Far Eastern Theme from September 16-30. The last segment, from October 1-15, will feature Middle Eastern cuisine, involving restaurants that specialise in the region’s delicacies. “No one has ever brought regional delicacies from so many different places on a single platform,” Arvind Prasad, marketing manager, Dial & Dine, told Caterer Middle East. “This event has not just done that, but it has also brought together different restaurants too. From the consumer’s perspective, this presents an opportunity to sample cuisines from several different regions, and win a chance to try the local food in its original setting.” The two-month promotion should realize around 8,000 entrants to its four prize draws. Approximately 2,200 diners entered during the Asian weeks, followed by 1,400 entrants during the European festival.

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