Loriental – Theatrical Hospitality Service in Cairo, Egypt

LOrientation is an egyptian hospitality company, offering Theatrical Hospitality services, including the use of unique presentation systems, presentation products, presentation collection creation and strategic hospitality consulting.

The company works with hotels, resorts, fine dining restaurants, premium caterers, events, hospitality groups, cruise ships and luxury retail clients. The company offers solutions, varying from ready to deploy illuminated presentation systems, collection products and presentation collections creation, as well as providing strategic consulting on the creation of new guest journey concepts.

Business Information

Business Name LOriental

Business Type Hospitality Experience and Presentation Solutions Company

Industry Hospitality, Food & Beverage Experience and Event Services

Market Egypt, Middle East and International Markets

Headquarters Cairo, Egypt

Core Customers Hotels, restaurants, caterers, luxury venues, hospitality groups and premium brands.

Speciality Theatrical Hospitality and Food Presentation

Leadership Sherif Hussein, Cofounder & CEO

Core Solutions Collection Deployment, Collection Products, Collection Creation and Strategic consulting

Certification ISO 22000 2018 Food Safety Management

Address Plot 547, The Industrial Zone, New Cairo, Cairo, Egypt

Phone +20 2 2572 4888

Email [email protected]

What Is Theatrical Hospitality?

LOriental’s core offering is Theatrical Hospitality, a set of concepts and tools for the transformation of food and beverage presentation and service into a theatrical performance.

Depending on a client’s needs, LOrientation can deploy illuminated presentation systems, create signature food presentation rituals and install unique tableside presentation displays and concepts.

As part of the offering, LOrientation transforms the way a restaurant or event space delivers food, creating a set of rituals and displays that do not disrupt the flow of the kitchen and staff.

The company’s experience in this area comes from a direct involvement in live catering through their moments brand in egypt.

Hospitality Experience Design

LOrientation reviews the core journey of a guest within a venue, from arrival through welcome, tableside service and food presentation through to the end of the meal and departure.

This enables the company to identify key points in the journey where a unique ritual or presentation can be integrated into the offering of a venue.

From a hotel perspective, this can mean the introduction of a signature breakfast or buffet experience.

A restaurant may adopt an illuminated presentation system for one of their courses, or an event caterer may wish to integrate a signature presentation system within a larger catering ritual.

Collection Deployment

For clients wishing to adopt a system of theatrical presentation, but without making a large capital investment, LOrientation offers Collection Deployment.

The company identifies the collections of presentation systems that may be appropriate for a venue, based on its needs and brand.

The company then deploys the collection within the venue, making any adjustments to the system as required, including operational adjustments, food safety requirements, staff training and presentation choreography.

The focus is on an ability to work within the existing systems, rather than requiring a client to restructure their entire operation to accommodate a new system.

Illuminated Presentation Products

LOrientation deploys illuminated presentation products across a range of hospitality settings.

LOrientation’s current collection of professional products includes

Infinity Wave

Aether Veil

Spectrum Vault

Lumisphere

Eclipse

The products are created using a combination of lighting sources, acrylic, metal and sculpting to create unique displays for the presentation of food and beverage.

A number of the products are designed to operate using a USB C charge, which allows them to be used in a variety of settings, without the requirement for a power source.

Bespoke Collection Creation

For certain luxury brands, the creation of a unique presentation collection is a priority.

LOrientation offers Collection Creation, a service where the company deploys its design and manufacturing expertise to create a collection of presentation systems specific to a client.

This can be applied to a variety of different hospitality concepts, including hotels and restaurants, luxury event venues or even brands, seeking to create a signature collection that reflects their brand.

Strategic Hospitality Consulting

In addition to its presentation products and systems, LOrientation offers Strategic Hospitality consulting, an opportunity for the company to review the guest journey and suggest a series of changes relating to service and food presentation, aimed at creating a unique and memorable experience.

This offering deploys the company’s knowledge of guest psychology, performance choreography and operational management to create a new offering that is broader than the deployment of single pieces of presentation hardware.

This offering can be applied to a range of different hospitality operators, including those seeking to develop a unique concept for a restaurant, or a hotel seeking to develop a new approach to its F&B operations.

Hotels and Resorts

LOrientation offers to develop concepts for the deployment of theatrical presentation across a range of hotel and resort food and beverage operations.

This can include the development of signature breakfast experiences, luxury buffet systems, executive lounges, tableside service for pool and beach clubs and other concepts.

The company has deployed such systems across a range of different hotels and resorts, as well as working with groups of properties to create consistent, but location specific offerings.

Fine Dining and Restaurants

Restaurants can apply theatrical presentation across a range of different food and beverage concepts, including tasting menus, signature starters, desserts and cocktails.

LOrientation’s approach focuses on the creation of moments rather than the domination of the presentation by the lighting and display systems.

As such, the presentation becomes part of the wider dining experience, rather than the core focus of it.

Premium Catering and Events

Caterers and event spaces can deploy LOrientation’s systems for weddings, galas, corporate events and other occasions.

Theatrical presentation systems can be included in canapés, dessert stations, cocktail receptions and other high profile catering displays, where traditional catering presentation concepts appear dated or insufficient.

Luxury and Corporate Hospitality

In addition to its offerings for hotels, restaurants and caterers, LOrientation also deploys its services across luxury retail and corporate hospitality.

This can include private shopping experiences, product launches, fairs for investors, executive dining and other corporate functions.

Operational and Food Safety Standards

LOrientation focuses on the concepts of operational efficiency and food safety, which it deploys across its collection of products and systems.

As such, the company states that it has ISO 22000 2018 Food Safety Management Certification, and has designed its commercial products and systems with food safety in mind.

This operational focus is a core part of the company, as it recognises that theatrical presentation must work within the framework of an existing food and beverage operation, rather than existing as a separate or standalone system.

Leadership and Experience

LOrientation is led by cofounder and CEO Sherif Hussein.

The company states that he has more than 20 years of experience in the fields of strategy, transformation, customer experience and innovation.

The company’s Theatrical Hospitality Framework draws upon his experience in these areas, as well as the practical knowledge gained through the operation of LOrientation Moments.

Shark Tank Egypt Exposure

LOrientation Moments appeared on Shark Tank Egypt, where the company pitched its concept to the show’s investors.

This enabled the company to refine its concept, and to develop a broader offering across the Middle East and international markets.

Pricing and Cost Guide

LOrientation does not publish standard pricing for its products and services.

The costs can vary significantly depending on whether a client purchases single pieces of hardware, deploys an existing collection, commissions the creation of bespoke products or engages the company in strategic consulting.

As such, hotels, restaurants and other operators should contact the company directly to arrange a quotation, based on their specific needs and requirements.

Who LOriental Is Best Suited For

LOrientation is ideally suited to the following types of clients

Luxury Hotels and Resorts

Fine Dining Restaurants

Restaurants Groups

Premium Caterers

Wedding and Event Companies

Luxury Event Venues

Hospitality Groups

Cruise Operators

Luxury Retail Brands

Corporate Hospitality Teams

Hotels Seeking Signature F&B Experiences

Restaurants Seeking Tableside Service Concepts

Why Choose LOriental

LOrientation’s strongest attributes are its combination of experience in the deployment of theatrical presentations with the company’s design and manufacturing capabilities.

The company’s offering goes beyond the sale of pieces of hardware, and instead provides an end to end service for the creation of a signature presentation experience.

As such, LOrientation is well placed to assist hotels, restaurants and other operators in the creation of a memorable and unique dining experience that distinguishes them from the competition, using a unique blend of lighting, presentation displays and choreography.

Licence and Registration

ISO Certification ISO 22000 2018 Food Safety Management Certification stated by the company.