Under his leadership, Ascott aims to enhance its F&B portfolio across its 13 regional properties, focusing on new offerings, elevated quality and improved service levels
Middle East- – The Ascott Limited (Ascott), one of the leading international lodging owner-operators, is pleased to announce the appointment of Maximilian (Max) Rauch as the new Head of Food and Beverage (F&B) for Middle East, Africa and Türkiye (MEAT). With over a decade of experience in the hospitality industry, Rauch will spearhead Ascott’s appetite to amplify its F&B offerings for owners and guests, providing tailored solutions to each of its 13 operational properties in the region that currently house over 16 F&B outlets.
In his new role, Rauch will extend his expertise to Ascott’s portfolio of owners and restaurant operators across the UAE, KSA, Qatar, Bahrain, Oman, Türkiye and Kenya, creating dedicated training programmes, implementing customised service solutions, and bolstering industry specific partnerships to strengthen the group’s F&B offerings. With his extensive background in culinary management and a passion for delivering exceptional dining experiences, Rauch will play a pivotal role in elevating Ascott’s F&B offerings to new heights.
Vincent Miccolis, Managing Director for Middle East, Africa, Türkiye and India at The Ascott Limited, expressed his excitement, saying, “We are delighted to welcome Maximilian Rauch as our new Head of Food and Beverage for the region. His expertise and proven track record in the industry make him an invaluable asset to our team. With his strong leadership skills and passion for culinary excellence, we are confident that he will contribute significantly to enhancing our F&B offerings and creating memorable dining experiences for our guests.”
Throughout his impressive career, the dynamic F&B leader has held key positions across the hospitality and corporate sectors. During his tenure as Restaurant Manager at Madinat Jumeirah Al Qasr, Rauch was responsible for launching iconic events such as ‘Feria de Abril,’ Flamenco, and ‘Spanish Nights.’ From executing themed brunches and nights, to improving service standards, he implemented innovative strategies to elevate the F&B quality, increase restaurant capacity, and optimise Madinat Jumeirah Al Qasr’s RevPash.
Furthermore, as Head of Operations for The Emirates Academy of Hospitality Management, Jumeirah Group, Rauch managed extensive multi-department operations across 434-keys, and pioneered creative growth strategies resulting in revenue increase, optimisation of underutilised spaces, improving the quality of service for operating cafés, and the launch of two coffee shops. The hospitality maverick also oversaw the growth of the Group’s events department by analysing offerings to meet evolving customer demand, resulting in a 10% year-on-year (YoY) increase in revenue, which earned him the title of Director of Operations. Prior to joining The Ascott Limited, Rauch led the procurement and business development operations at Taaleem Group, managing procurement for over 26 schools. Here he far exceeded expectations by increasing the education management group’s ancillary revenue by 15%, while reducing contractual costs by 5% by enhancing client-supplier partnerships.
Commenting on his appointment, Rauch said: “I am honoured to be part of The Ascott Limited and have the opportunity to lead the F&B operations in the region. I look forward to working closely with the talented teams across Ascott’s properties to deliver remarkable dining experiences and create a lasting culinary impression on our guests.”
With Rauch’s appointment, Ascott reaffirms its dedication to offering unparalleled hospitality and further solidifies its position as a leader in the serviced residence industry across the region, prioritising culinary excellence as a key component of its guest experience.
Ascott’s strong development pipeline for the region will see Rauch’s portfolio grow to over 40 F&B outlets spanning 29 properties in the next two years.