SUSHISAMBA is a globally recognised dining concept known for its bold fusion of Japanese, Brazilian and Peruvian cuisine, brought to life through high-energy environments and immersive design. Its introduction to Waldorf Astoria Lusail marked a significant addition to the region’s luxury F&B landscape.
TGP International was appointed by the owner of Waldorf Astoria Lusail to identify and secure a new F&B brand that would elevate the hotel’s dining offering. The objective was to introduce a globally recognised concept that could operate as a flagship destination while aligning with the luxury positioning of the property.
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The process began with a comprehensive market study and gap analysis to identify opportunities within the regional F&B landscape. TGP curated a long list of 40 potential brands, presented across two stages, before shortlisting concepts that aligned with both market demand and the client’s vision.
Following feasibility studies and commercial evaluation, SUSHISAMBA was selected and secured, alongside Scarpetta, with TGP leading the negotiation of licensing agreements and facilitating their introduction to the region for the first time.
SUSHISAMBA was positioned as a flagship, high-energy dining destination, designed to deliver a vibrant and immersive guest experience. The approach focused on maintaining the brand’s globally recognised identity while carefully adapting it to the local market and the refined context of a luxury hotel environment.
Particular emphasis was placed on creating a strong sense of theatre, social energy and visual impact, ensuring the space would resonate with both local audiences and international visitors.
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The result is a distinctive destination restaurant that strengthens the F&B positioning of Waldorf Astoria Lusail. By introducing a globally celebrated brand to Doha, the project enhances the hotel’s appeal, attracts a diverse audience and reinforces its status within the region’s competitive luxury hospitality market.
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