Waldorf Astoria Lusail

Set along an exclusive stretch of Lusail’s beachfront and positioned at the heart of Qatar’s emerging entertainment and lifestyle district, Waldorf Astoria Lusail was conceived as more than a luxury hotel.

Capturing the ambition of the new coastal city, the property brings together residential living, leisure attractions and hospitality experiences within a striking architectural form inspired by the fluid motion of flight and the natural contours of the Arabian Gulf

TGP International was appointed to shape a distinctive food and beverage strategy that could match the scale and ambition of the destination. Working within one of the region’s most expansive luxury resort environments, the brief extended beyond individual venues to create a curated collection of dining, social and lifestyle experiences designed to serve international travellers, residents and the resort’s growing community.

Through a carefully balanced portfolio of globally recognised restaurant brands and original concept development, TGP introduced award-winning dining experiences to Qatar for the first time while also creating exclusive luxury spaces, including a members-club-inspired penthouse lounge.

The Brief

TGP International was appointed as concept developers and brand curators for Waldorf Astoria Lusail, tasked with delivering world-class dining and lounge experiences that align with the hotel’s high international standards. This included:

• F&B masterplanning and overarching hospitality strategy
• Concept development for the penthouse bars and lounge environments
• Brand curation across restaurant venues, introducing globally recognised concepts to the Qatar market for the first time
• Ensuring all guest touchpoints, spanning food, beverage and spatial design, reflected the elevated standards associated with Waldorf Astoria while resonating with both local and international audiences

The result is a carefully curated culinary and social offering that strengthens the property’s role as a defining lifestyle and hospitality destination within Lusail.

F&B Masterplanning and Hotel F&B Strategy

The design and concept development were guided by several strategic principles:

• Luxury and sophistication – All F&B spaces were designed to reflect the elegance, refinement, and exclusivity associated with the Waldorf Astoria brand.
• Global brand integration – International brands were seamlessly integrated into the hotel’s identity while maintaining their own distinct positioning and signature style.
• Experiential environments – Spaces were designed to offer immersive, memorable experiences, from the penthouse lounge to dining areas, with a focus on atmosphere, lighting, and materiality.
• Cultural relevance – Concepts and menus were tailored to intrigue local taste buds while meeting the expectations of international guests.

Concept Development

The project began with a comprehensive phase of research and strategic planning, laying the foundation for all subsequent design, operational and brand decisions. TGP approached this stage with a focus on understanding the market, identifying opportunities and defining a clear strategic framework for the hotel’s F&B portfolio.

• Market feasibility – A detailed analysis of Qatar’s F&B and hospitality landscape was conducted, evaluating market size, trends, competitor offerings, and potential gaps. This assessment provided insight into the types of concepts and experiences most likely to resonate with both local and international guests.
• Audience profiling – Research was undertaken to understand target audiences, including their dining preferences, lifestyle behaviors, and expectations for luxury hospitality experiences. These insights guided the positioning of each concept to ensure it would appeal to key customer segments.
• Marketing position and opportunities: – TGP assessed the hotel’s competitive landscape to identify unique differentiators and positioning strategies. This included evaluating international F&B brands, emerging experiential trends, and potential gaps in luxury offerings that the Waldorf Astoria could address.
• Strategic framework – Insights from market and audience research were translated into a clear strategy, providing a structured framework for the next phases of work. This framework informed brand curation, concept development, F&B masterplanning, and overall hotel F&B strategy, ensuring that each element aligned with both market demand and the Waldorf Astoria’s global luxury standards.

Outcome:

• A clear understanding of market potential and guest expectations.
• Identified opportunities for brand partnerships and innovative concepts.
• A roadmap to guide concept ideation, operational planning, and experiential design.

This strategic foundation ensured that every decision, from brand selection to spatial planning, was informed by market intelligence and aligned with the hotel’s vision of delivering world-class luxury experiences.

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Brand Curation

A key component of TGP International’s remit at Waldorf Astoria Lusail was the curation of globally recognised dining brands that would elevate the hotel’s culinary profile while resonating with Qatar’s sophisticated and diverse audience. The brand curation strategy focused on identifying concepts with strong international reputations, proven operational excellence, and distinctive culinary identities that could be seamlessly integrated into the Waldorf Astoria ecosystem.

Brands were reviewed and selected not only for their global prestige, but for its ability to complement the wider F&B portfolio, create destination appeal and deliver authentic, high-quality experiences aligned with the hotel’s luxury positioning.

TGP’s approach to brand curation was guided by several core principles:

• Global prestige with local relevance – Introducing internationally acclaimed brands to Qatar for the first time, while ensuring menus, service styles, and experiences were adapted to suit local tastes and cultural expectations.
• Authenticity and storytelling: – Partnering with brands that have a clear heritage, culinary philosophy and strong narrative, allowing guests to experience genuine, best-in-class concepts rather than generic interpretations.
• Portfolio balance – Curating a mix of cuisines, atmospheres, and price points to create a dynamic, all-day F&B destination that appeals to hotel guests, residents and international visitors alike.
• Seamless brand integration – Ensuring each brand retained its unique identity while aligning with the architectural, design and service standards of the Waldorf Astoria brand.

SUSHISAMBA

SUSHISAMBA was curated as a flagship, high-energy dining destination that would bring a globally celebrated culinary concept to Doha for the first time. Known for its bold fusion of Japanese, Brazilian and Peruvian influences, SUSHISAMBA delivers a vibrant, immersive dining experience defined by striking design, theatrical presentation and a strong social atmosphere.

At Waldorf Astoria Lusail, the brand was positioned as a destination restaurant, attracting both local diners and international guests seeking an iconic, globally recognised experience. TGP worked closely with the brand to ensure its signature identity was preserved while adapting the concept to the local market and the refined luxury context of the hotel.

Scarpetta

Scarpetta was curated to provide a refined yet contemporary Italian dining experience, balancing understated luxury with culinary authenticity. Since launching in New York City, Scarpetta has established itself as a globally respected brand, celebrated for its modern interpretation of Italian cuisine and its focus on simplicity, quality ingredients and bold flavours.

At Waldorf Astoria Lusail, Scarpetta delivers an authentic modern Italian experience within a luxury beachfront setting. The restaurant features indoor and al fresco dining venues, a private dining room, a cigar lounge and a walk-in humidor, embodying the spirit of La Dolce Vita. The kitchen philosophy centres on amplifying the essence of seasonal ingredients, with signature pastas made in-house daily and paired with the highest-quality, locally sourced produce.

TGP’s role included supporting Scarpetta’s continued global expansion, building on its successful openings worldwide, including its recent launch at Dubai Expo 2020. The Lusail location positions Scarpetta among the finest global dining concepts at the hotel, offering guests an elegant, timeless Italian experience that complements the wider F&B portfolio.

The Outcome

      The Waldorf Astoria Lusail F&B offerings now represent a world-class, multi-brand luxury destination in Doha:

• Successful launch of SUSHISAMBA and Scarpetta in Qatar for the first time.
• The Highmore established as an elite, multi-functional lounge offering cocktails cigars, and bespoke experiences.
• Distinctive luxury environments that align with Waldorf Astoria’s global standards while introducing innovative F&B concepts.
• A holistic F&B program that appeals to both local guests and international travelers, strengthening the hotel’s position as a premier lifestyle and dining destination.

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