Nadeem Ashraf

Nadeem Ashraf

Food & Beverage Operations Director at 25 Degrees North Restaurant & Catering Group Dubai
Lives in Dubai, United Arab Emirates
over 6 months ago

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I am a huge people person and spent several years in various leadership roles across some renowned hotel brands in GCC. A few years ago a serendipitous event inspired me to accept a challenging assignment of creating a Restaurant brand in the highly competitive F&B market in Emirate of Dubai. It was truly a baptism by fire event. There is nothing more gratifying than building a brand from a scratch and see it grow into a successful entity, loved by people for its quality and consistency. Last 7 years have been truly eventful, very demanding though and yet super exciting!

Now I seek an exciting senior F&B role with a renowned brand to manage and lead large projects,​ start-ups or brands needing a turnaround


  • Food & Beverage Operations Director

    25 Degrees North Restaurant & Catering Group Dubai - Dubai, United Arab Emirates

    F&B other
    July 2011 - Now · 7 years and 5 months

    About the Company : Four Outlets & Catering division, 85+ associates,7-8M aed in annual revenue,1200+ reviews on Zomato, TripAdvisor “Service of Excellence Award” from 2014-17 , What’sOn Nominee for Best Asian Restaurant under 400 aed category in 2015&16 Hired as F&B Manager to conceptualize and develop a restaurant brand from a scratch. Spearheaded restaurant startup and business plans followed by concept, design & fit-out, marketing, recruitment and management systems. • Formulated strategic leadership and direction to ensure the F&B operations achieves financial goals and contributes positively to enhance and influence the overall guest experience • Enhanced customer base by 7% annually by innovative marketing, menu engineering & guest retention • In-depth knowledge of local restaurant market and competitors in the market • Boosted Food and Beverage sales up to 5-7% annually from 2013-17 by building customer outreach strategies through dynamic social media presence and focusing on exceptional guest experiences • Negotiated vendor’s and marketing contracts to ensure expenses are within budget • Reduced employee turnover from 15% to 10% which resulted in improved service levels and guest satisfaction by focusing on staff training during the probation period • Overhauled Key Performance Indicators (KPI’s) to monitor the progress of employee engagement in achieving company’s objective in terms of guest satisfaction and operations improvement • Lowered food cost by 3% through improved purchasing guidelines, cost-cutting and inventory control measures • Adept in Profit & Loss statement, Standard Operating Procedures(SOP’s) , cost control, budgeting and forecasting ,managing cash flow , Casual dining , Multi-Unit Experience (QSR) & MICROS

  • Property Service Culture Trainer

    Sheraton Grand Doha Resort & Convention Hotel - Doha, Qatar

    Human Resources
    May 2009 - July 2011 · 2 years and 3 months

    • Starwood Hotels & Resorts certified “Service Culture Trainer”, attached to Regional Office in Dubai • Imparted Service Culture training to 600+ associates including department heads over a period of 2 years across 3 Sheraton properties in GCC region. Act as a change catalyst in the cultural transformation of these properties • Works with Hotel’s leadership team to identify and address employee and organizational development needs

  • Duty Manager

    Sheraton Grand Doha Resort & Convention Hotel - Doha, Qatar

    Front Office reception
    October 2005 - June 2009 · 3 years and 9 months

    • Train, supervise and support 60+ associates in the Front office • Resolve guest problems promptly, efficiently and courteously • Maximize rooms revenue and occupancy by reviewing status daily, Analyze rate variance, monitor credit report • and maintain close observation of daily house count. Monitor selling status i.e flash report & allowance’s etc.

  • Asst. Manager Front Office - Groups

    Taj Palace Hotel - New Delhi, India

    Front Office reception
    May 2004 - July 2005 · 1 year and 3 months

    • As In-charge of Groups & Crews reported directly to Director of Rooms • Overall responsibility for managing groups inventory, billing, rooms allocations and resolving any group related issues with sales, finance & tour operators / airlines • Maximize room occupancy at best rates and use up-selling techniques to promote hotel services and facilities

  • Guest Services Manager

    Hyatt Hotels Dubai - Dubai, United Arab Emirates

    Front Office concierge
    October 2002 - June 2004 · 1 year and 9 months

    • Joined the hotel as an Assistant Manager Front Office, promoted within 1 year of service • Lead, direct and inspire 60+ guest services associates • Restructured the Guest Services department, resulting in reduced staff and incremental revenue. • Assure all staff remain up-do-date and familiar with hotel activities, local attractions, current events in order to provide accurate information to hotel guests

  • Guest Services Supervisor

    Le Royal Meridien Beach Resort & Spa - Manama, Bahrain

    Front Office concierge
    October 2000 - October 2002 · 2 years and 1 month

    Responsible for smooth functioning for Hotel Concierge Services Taking care of VIP's in terms of Airport Pick up,Amenities,Rooms Inspection, Butler Service,billing & departure. Created and implemented the guest service manuals, checklists, SOP’s, and training materials Introduced rotational monthly meetings of Head Concierges of leading hotels​ in Manama city.


  • Hospitality Mangement

    American Hotel & Lodging Educational Institute

    January 1996 - December 1996

    Hospitality Management

  • Master in Business Administration ( MBA )

    Indira Gandhi National Open University (IGNOU) - School of Tourism and Hospitality

    June 1994 - August 1996

    Marketing and Operations Management

  • Bechelors Degree

    Jawaharlal Nehru University - New Delhi, India

    June 1992 - June 1995

    Japanese Language and East Asian Studies Geography Political Science Psychology


  • Hindi
    Native or fluent
  • English
    Native or fluent
  • Japanese
    Limited working


  • Excellent customer care
  • food cost
  • Managerial Finance
  • Managing a team
  • Menu costing
  • New business development
  • Planning menu
  • Pre-opening a restaurant
  • profit and loss
  • Retail marketing
  • Strong leadership skills
  • supplier management


Mohamed Elashery
Waiter at AT: Al Fanar restaurant&cafe
Aya Gawish
Assistant FB Manager In charge at Vinpearl Phu Quoc Resort & Golf
Vyshnavi Surendran
Fresher at Catering
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