Travel Retail and Duty Free Business Intelligence    Sunday 21 December 2014

THE FOODIE REPORT

Emirates Leisure Retail opens world's first Jack’s Bar & Grill in Dubai

Published: 05/02/13

Source: ©The Moodie Report

By Genevieve Knevitt, Editor, The Foodie Report*

UAE. Emirates Group subsidiary Emirates Leisure Retail (ELR) has opened the world’s first Jack’s Bar & Grill, a new F&B concept developed specifically for Dubai International Terminal 3 Concourse A, which opened on 2 January.

The new 272sq m concept was developed by ELR with sister company Maritime Mercantile International (MMI) in collaboration with Jack Daniel’s brand owner Brown-Forman. The concept is managed and operated by ELR.

The Concourse A Jack’s Bar & Grill is located on the Departure level between Gates A15 and A16. It features a contemporary design showcasing a range of sustainable natural materials, such as hardwoods and smoked glass bricks, to create a warm atmosphere.

Emirates Leisure Retail opened the world's first Jack's Bar & Grill at Dubai
MMI & ELR Group CEO Andrew Day
The drinks list showcases the Jack Daniel’s family of fine whiskies, such as the ‘Sinatra Select’ poured by the glass at the bar – the only bar in the world to do so. Unique features include limited and special editions otherwise available only at the Jack Daniel's Distillery in Lynchburg Tennessee, America’s oldest registered distillery.

Personalisation of Jack Daniel’s bottles purchased at Dubai Duty Free is a special option for travelling customers at the outlet, alongside the Jack’s Bar & Grill range of merchandise, also unique to Dubai.

The new outlet offers a Tennessee-style menu featuring steaks, Cajun dusted wings, JD Grill Sliders (burgers), JD style meatloaf, and some creative fusions and interpretations, such as Cajun Jambalaya. Dessert options include Mississippi Mud Pie and the outlet serves breakfast 24 hours a day.

“Jack Daniel’s – the man and the whiskey – has always evoked a spirit of excitement and adventure which makes putting the first bar and grill to carry his name a perfect fit for Dubai’s new Concourse A in Terminal Three,” said Brown-Forman Managing Director of Travel Retail Jim Perry.

“In the world of air transportation, there can’t be a more exciting facility that resonates with the adventure of modern air travel than Concourse A. Both Brown-Forman and Jack Daniel’s are honoured to be associated with such a sparkling new facility that will prove to be such an asset for the region and the industry.”

MMI and ELR Group CEO Andrew J Day added: “MMI-ELR brought all its substantial brand marketing skills and capabilities together with its airport F&B and retailing experience, and the close working relationship with Jack Daniel’s brand owner Brown-Forman, to create the world’s first Jack’s Bar & Grill and a new experience for customers at Concourse A.

“Its design is a contemporary take on the Jack Daniel’s brand but embedded are all the traditional and unchanging Jack Daniel’s brand values and cues. The experience for customers is unique, with a range of products unmatched outside the distillery in Tennessee. Jack may have died in 1911, when aviation was in its infancy but we reckon he would appreciate and approve of this new bar for all those who enjoy his Tennessee Whiskey.”

Jack’s Bar & Grill is one of six new F&B and travel retail outlets to be opened by ELR and MMI at the new Concourse A. ELR already operates more than 170 outlets worldwide including more than 30 outlets across nine domestic and international airports. MMI already operates two Le Clos finest wines and luxury spirits outlets at Dubai International, with another three in development.

*NOTE: The Foodie Report is the sister title of The Moodie Report. Published monthly within The Moodie Report e-Zine, plus regular coverage on this website, The Foodie Report covers all revenue-generating travel-related food & beverage. For your free subscription please e-mail Genevieve.Knevitt@TheMoodieReport.com.

For advertising details, please e-mail Mike.Sawicki@TheMoodieReport.com. Both titles also organise the annual Food & Beverage (FAB) Conference & Awards, covering both airport and railway F&B.

Emirates Leisure Retail was profiled in a recent edition of The Foodie Report (click on image to download), while the company will also be featured in a forthcoming book by Moodie Corporate dedicated to Concourse A