Advanced Food Co. restaurants blend storytelling, sustainability and innovation to create memorable dining experiences that connect tradition with modernity. We learn more from the company’s charasmatic CEO, Ziad Kassabieh.
How do you weave storytelling into the dining experiences at your restaurants in KSA?
At our restaurants, storytelling is woven into every element of the dining experience, creating a journey for our guests. For us, a meal is not simply about what’s on the plate; it’s about the entire experience. Specifically, we connect our guests to a rich heritage and bold innovation that define our approach. Each dish we serve tells a unique story, rooted either in Saudi traditions or reimagined with a modern twist. Moreover, from the thoughtfully designed ambiance to the passionate presentation by our team, we aim to create an immersive experience. Ultimately, it’s not just about food; it’s about crafting memorable moments that resonate deeply with guests. In essence, we strive to offer an experience that is both meaningful and unforgettable for every guest who joins us.
How is sustainability emphasized in your kitchen practices?
We emphasize sustainability by sourcing local, seasonal ingredients, reducing waste through careful portioning and repurposing and using energy-efficient equipment. Additionally, we prioritize eco-friendly packaging for takeout and ensure responsibly sourced proteins. Consequently, every step in our kitchen aligns with these sustainability practices. In essence, sustainability is integral to our operations, from farm to fork, ensuring that we minimize our environmental impact across every aspect.
Do you have any new projects in the pipeline?
Yes, we’re thrilled about the expansion of Maitre Choux, one of our most exciting projects, fueling our ambition. Our vision is to elevate this iconic patisserie to new heights, with plans to establish 60 branches by 2025. This growth not only reflects our commitment to expanding Maitre Choux’s reach but also to enriching experiences. Specifically, we aim to bring the artistry and flavor of Maitre Choux to a broader audience worldwide. Each new location will embody the same excellence and craftsmanship that has made Maitre Choux renowned, while adapting to local tastes and cultures thoughtfully.
How would you describe the restaurant sector in KSA?
The restaurant sector in Saudi Arabia is undergoing a remarkable transformation, driven by Vision 2030 and the kingdom’s commitment. As a vibrant hub for culinary excellence, the sector blends global trends with local flavors, creating unique experiences. Moreover, this evolution is not only about growth but also about redefining standards and embracing sustainability. In addition, it elevates Saudi Arabia’s presence on the global food stage, showcasing the kingdom’s commitment to culinary innovation. Consequently, the future of the restaurant industry in KSA is bright, offering endless opportunities for creativity, collaboration and excellence.
