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 passionate food and beverage professional who takes pride in having established a successful restaurant brand from a scratch in a competitive food and beverage market in the emirate of Dubai, UAE

A graduate and MBA with hands-on experience in various leadership roles across some renowned hotel brands in the GCC region, coupled with 7+ years in restaurant operations, development and openings, I am now eager to perform at a bigger stage to manage and lead large F&B projects

From feasibility planning of new restaurant openings to managing 80+ staff and AED 7-8M in annual sales, I excel at realizing increased revenue streams and providing an exceptional level of customer satisfaction and retention

Particularly interested in hotels,​ multi-unit establishments, start-up or brands needing a turnaround


Nadeem Ashraf
Dubai, UAE


  • Food & Beverage Operations Director

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

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


  • Brand Marketing
  • Budgeting & Forecasting
  • Contract Negotiations
  • Managerial Finance
  • Managing a team
  • New business development
  • People leadership
  • Planning menu
  • Restaurant openings
  • Retail marketing
  • Strong leadership skills
  • supplier management


Hamza Amir
Arabic.chef cold at Mercure Dubai Barsha Heights
Tulsi Ram Tiwari (Tulsi)
Food and Beverage Team Leader at Hyatt Regency Dubai Creek Heights
Sujan Khadka
Barista Maestro at Costa
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