As founder and CEO of Kraiv, Amro Bagedo aims to revolutionize the dining scene in the GCC, leveraging his rich experiences from London. Born in Saudi Arabia and raised in the UK, Bagedo was inspired by London’s diverse culinary landscape to develop his own F&B concepts in Saudi Arabia. With his GCC-based hospitality group, he collaborates with the world’s most sophisticated brands to curate exceptional experiences in KSA, as he explains in this interview.
What inspired the creation of Kraiv and what does the brand stand for in the F&B industry?
The genesis of Kraiv came from an observation that the Saudi market lacked bold, creative, homegrown F&B brands despite progress. Consequently, we set out to develop and partner with diverse, revolutionary, modern hospitality offerings recognized for their individuality and innovative cuisine. Moreover, these offerings are noted for their strength of character and familial service. Ultimately, doing things differently and creating unique experiences is what excites us.
How do you envision the evolution of F&B in Saudi Arabia and what trends excite you most?
The evolution of the Saudi F&B landscape is gathering pace, albeit slowly. Young entrepreneurs are experimenting with coffee concepts and food retail. However, few operators have the experience to create outlets that really stand out, leading to reliance on overseas restaurants. Consequently, there has been mixed success with licensed overseas brands. Nevertheless, we are all learning and improving. As a result, stronger brands are emerging. My favorites include burgers at Section/B, Peruvian cuisine at Kuuru and Adani Bar’s unique Yemeni teas.
What are the main challenges faced by F&B concepts in the Saudi market?
Navigating supply-chain challenges, stringent regulations and limited suppliers make product sourcing more complex compared to the UAE. Additionally, recruiting high-caliber talent familiar with Saudi culture and operations is difficult. As a result, many international hires find it challenging to adapt to the rapidly evolving market. Moreover, the scarcity of real estate and lengthy construction timelines often hinder optimal F&B concept development. Nonetheless, initiatives by the Saudi Ministry of Tourism, Ministry of Culture and Culinary Arts Commission are actively mitigating these challenges.
How do you identify and seize opportunities in the rapidly evolving Saudi F&B industry?
We are actively scouting sites for our brands, always vigilant and seeking opportunities. Continuous ideation is ingrained in our company culture; we monitor F&B developments in the GCC and Europe for inspiration applicable to Saudi. Collaborations with partner brands consistently open doors as well. With Saudi hosting an Expo, the Winter Olympics and a World Cup in the next decade, we anticipate abundant opportunities. Honestly, much of my decision-making is initially guided by instinct and gut feeling before embarking on our thorough process.
What are your expansion plans?
We’re thrilled to launch Hazal, our new Levantine cuisine brand, in Jeddah this fall. As an everyday, lively restaurant, we blend vibrant Eastern Mediterranean dining with the relaxed pleasures of a hookah lounge. Following the success of our playful patisserie Myra in Jeddah, we will soon open a third location in Riyadh. Looking ahead, several original concepts and international partner brands will join the Kraiv portfolio by 2025, with more details to follow.
