- Key differences between NYC, Middle East, and European dining scenes
- Adapting service models to different cultures
- How AMG navigates global expansion while keeping brand DNA intact
Taking a hospitality brand from its home city to the international stage is the ultimate test of its strength, adaptability, and vision. It’s a journey that requires more than a successful formula; it demands a deep respect for new cultures, an agile business strategy, and a clear-eyed commitment to the brand’s core identity. At Altamarea Group, our expansion from our New York City roots to dynamic markets across the Middle East, India, and Turkey has been a masterclass in the art of global hospitality.
A World of Flavor: Contrasting Global Dining Scenes
A concept that thrives in the demanding market of NYC must be thoughtfully translated to resonate in Riyadh or Mumbai. Understanding the nuances of each dining scene is the foundation of our international strategy.
New York City: The heart of our company, NYC is arguably the most competitive dining market in the world. Here, excellence is the price of entry. Diners are discerning, globally aware, and demand flawless consistency. Success requires both the refined luxury of concepts like Marea and Ai Fiori, the innovative energy of 53, and the soulful neighborhood appeal of brands like Osteria Morini and Nicoletta Pizzeria. It’s a market that rewards authenticity and relentless operational precision.
The Middle East (UAE & Saudi Arabia): In vibrant hubs like Dubai and Riyadh, dining is a premier social event. Our brands in this region – including the Michelin starred 11 Woodfire, the celebrated Indian cuisine of Mohalla, and the Italian elegance of Ristorante Morini – cater to a clientele that values brand prestige, spectacular design, and an atmosphere of sophisticated luxury. The experience is paramount, with an expectation for highly attentive, formal service and a setting that feels both exclusive and grand.
India & Turkey: Altamarea Group has expanded into India through its subsidiary, Atelier House Hospitality (AHH). In March 2023, AHH launched INJA, an Indian-Japanese fusion restaurant, at The Manor Hotel in New Delhi. This marked AHH’s first international venture outside the GCC region. Looking ahead, AHH has partnered with InterContinental Hotels Group (IHG) to open four additional restaurants in 2025 at the InterContinental Marine Drive in Mumbai. This collaboration underscores AHH’s commitment to expanding its presence in India.
India and Turkey represent a thrilling intersection of deep-rooted culinary traditions and a modern appetite for new, world-class experiences. In India, SoBo 20, Camillo’s, and Inja are tailored to a dynamic, multi-layered market. In Turkey, bringing the Morini brand to Istanbul required us to honor a rich local food culture while introducing our specific style of Italian hospitality. In these regions, success is about building a genuine connection and demonstrating a respect for local tastes while offering something new and exciting.
The Art of Adaptation: Calibrating Service for Culture
While our core philosophy of exceptional hospitality is universal, its expression must be culturally fluent. A service style that feels warm and engaging in New York might feel overly familiar in a more reserved society.
Therefore, we meticulously adapt our service models. In the Middle East, our teams are trained to provide a formal, anticipatory style of service that respects customs around privacy and group dining. In India, service is infused with a vibrant warmth that mirrors the local culture. The constant is our AMG standard of excellence; the variable is how we deliver it to make our guests feel most comfortable and respected, wherever they are in the world.
One Brand, Many Homes: Keeping the Altamarea DNA Intact
How does an experience at Morini in Istanbul echo the soul of its sibling in New York? How does Mohalla in Riyadh connect to the same standard of excellence as Marea? The answer lies in protecting our brand DNA while allowing for intelligent, local adaptation.
This strategy rests on three key pillars:
- Strategic Partnerships: We partner with local leaders who possess deep market intelligence and, crucially, share our DNA-level commitment to quality and hospitality.
- Cultural Ambassadors: For every new international venture, we deploy a core team of our own culinary and operational leaders. These “brand ambassadors” live and breathe the Altamarea way, meticulously training our local teams to ensure our standards are embedded from day one.
- Core Identity, Local Flavor: The soul of our brands – signature dishes, our service philosophy, the unwavering commitment to quality – is non-negotiable. However, we do empower our international teams to innovate. This might mean incorporating a prized local spice into a new dish at Mohalla, sourcing a unique regional vegetable for a special at INJA, or creating a bespoke event menu that speaks directly to the local lifestyle.
Successful global expansion is a delicate balance of confidence and humility. It’s about being proud of the brand you’ve built while having the wisdom to listen and adapt. By honoring local cultures and remaining steadfast in our commitment to excellence, Altamarea Group continues to successfully share our unique hospitality with diners across the globe.