Working out of the global hub of Dubai, UAE and the gastronomic centre of Melbourne, Australia we serve up innovative, integrated CUTTING EDGE Soul-utions to create, develop and implement Food and Beverage concepts for world-class restaurants, cafes, bars, clubs and lounges in the Middle East and Asia Pacific regions.
Incorporating standalone outlets as well as international and boutique hotels, our bespoke services cover new as well as established operations, catering to the needs of independent owners, operators and investors.
CONCEPT SOUL-UTIONS The Cutting Edge Agency takes you on the journey from concept vision to creation, transforming your ideas into a living, breathing, thriving hospitality business with “soul” and profits!.
Our services offer both an online as well as face to face approach to Concept Soul-utions. We explore and lead you through the 12 key areas that will take your concept from ‘Vision to Creation’ – sharing our expertise, insights, strategies and connections to set you up for success from the very start.
EDGE-UCATION Empower your management and teams to excel and deliver your vision with our programs, resources and online courses, customised to support and ensure continued growth and development of your hospitality business.
SALES-EDGE Effective and innovative sales, branding and marketing strategies to attract the right people and revenue to your hospitality business and ensure its longevity!
The Cutting Edge Edge Agency delivers innovation and an integrated thought process to creating and developing authentic and relevant hospitality venues for independent restaurateurs, international 4&5 star hotels, new and established global brands, owners, investors and operators worldwide.
Duncan Fraser-Smith
The talented people who worked with Duncan on bringing MasterChef, the TV Experience to fruition, the project managers, photographers, former contestants of the show, and the brand licensing executives would not hesitate to work with Duncan again.
Duncan’s love for what he does, his ability to jump on a plane and demonstrate how such a TV inspired restaurant can come to life, made the whole endeavour feel risk and hassle free
Duncan’s expertise and professionalism in the hospitality world are to put it simply, unmatched. Having the pleasure to work with Duncan at MasterChef the TV experience in Dubai, I realized that his power is not just in his experience but in the way he affects people. Bringing the best out of everyone he comes in contact with.
It was my pleasure to work with Duncan and he has proved his superior F&B knowledge on every occasion, His enthusiasm, initiative and leadership as a client and as a consultant has resulted in some extremely successful projects together.
From the outset Duncan was a valuable founding Member of The Global Restaurant Investment Forum. His connections and enthusiasm were crucial to the growth of the event. Duncan was a key figure in driving the development of Dubai’s restaurant scene to the next level
Duncan is a truly kind and approachable leader. He has extensive experience in the hospitality industry spanning more than 2 decades in large hospitality groups internationally. My experience with Duncan as part of my residency in MasterChef the TV Experience restaurant Dubai was an unforgettable one.
A world first restaurant experience, Duncan says, ‘why not’?! He literally brought together MasterChef contestants from around the world so we could be face to face, fork to fork, with the people who make TV possible, the passionate foodie viewers.
“Duncan is one of those people who you meet and immediately know that this guy is on it, I’ve had the privilege of working with him in Dubai and in Amsterdam, he is refined, succinct and infinitely knowledgeable. One of the very best in the industry, the real deal.”
“Duncan is an astute Restaurant operator, food and beverage specialist and accomplished entrepreneurial leader who has greatly influenced and supported my work as a contemporary Middle Eastern chef’ He single- handedly steered a very important restaurant, Cle Dubai, bringing me to the city, to an operational stage unseen in Dubai. Opening night was like the opening night at an opera!