Dynamic and diverse, the region’s vibrant restaurant scene is expanding at an impressive tempo across both mature and emerging destinations. Eight business leaders share their thoughts on everything industry-related, from promising markets to the tech innovations, sustainability practices and experiential dining trends that restaurateurs cannot afford to ignore.

Broad-based untapped potential

The Middle East is a dynamic and rapidly evolving market for F&B, with creativity and originality driving significant growth. It’s great to see so many homegrown concepts getting the attention they deserve. There’s a wealth of talent in the region that can create stellar hospitality destinations, without looking to outside parties to import. In reality, the entire region holds significant untapped potential. Every country offers unique opportunities to redefine dining and entertainment experiences. By understanding the preferences and needs of local audiences, there’s incredible scope for restaurateurs to create concepts that resonate and stand out in this dynamic market.

Forging lasting memories

Experiential dining is at the core of 7 Management’s DNA. Each of our venues tells a unique story, creating an emotional connection with guests. The Theater, for instance, combines top quality dining with captivating live performances, blending eastern and western cultures into a nightly spectacle. This immersive approach ensures that every visit is a memorable event. Our goal is to create spaces where guests can forge lasting memories, ensuring they return for the experience.

Dubai and beyond

7 Management is actively expanding its presence both regionally and internationally, with several exciting developments. Locally, we’ve been appointed by Dubai World Trade Center to launch 25 Jump Street, Dubai’s first licensed street concept, located in One Central. We were also thrilled to bring Meat the Fish to Dubai in December 2024 at Jumeirah Marsa Al Arab. Additionally, we’ve partnered with ADIHH to expand the Em Sherif brand in the UAE, acquiring franchise rights for both Em Sherif Restaurant and Em Sherif Sea Café. Looking beyond the UAE, we’ve recently celebrated the successful opening of the festive spirit Bagatelle in Astir Marina, Athens, Greece. This marks the beginning of our international expansion, bringing world-class hospitality experiences to new destinations.

Exciting emerging opportunities

The region’s F&B scene has indeed expanded and extended its reach. I believe there are three primary reasons for this: the growing population, which ultimately generates an increase in demand for a wide variety of F&B outlets; ever-changing consumer preferences, which are affected by trend, price, quality and taste; and the obvious expansion of the tourism industry, with new opportunities, developments and destinations emerging. Egypt, Iraq and Saudi Arabia are three countries with huge untapped potential that spring to mind.

Exceptional hospitality a must

For me, an iconic restaurant is one that leaves a positive impression on diners. The restaurant could have various unique features, from exceptional cuisine or special décor to an innovative and creative menu. It could also have a rich, deep story behind the concept, which makes it distinctive. Reputation can also play a large part in what sets a restaurant apart, through testimonials from royals, celebrities or influencers, for example. In addition, exceptional hospitality brands a restaurant, through the personable and attentive performance of the restaurateur and staff, and their ability to welcome valued guests.

Prioritizing sustainability

Sustainability is a highly pressing issue worldwide and we know that the hospitality industry puts a strain on natural resources. We are taking steps to introduce practices that are focused on the environment and sustainability. New trends that we are embracing include: encouraging and supporting social and regional initiatives; using local resources; reducing food waste; recycling (water, plastic, paper and glass); and going green by using energy-saving tools for water and electricity. These practices will be to the fore in the revamping and upgrading we are currently undertaking of three of our most successful outlets. We’re also exploring new openings, including a new concept that we’re developing for a Levantine Café at a mall which is currently under construction.

A melting pot of culinary offerings

The restaurant and F&B scenes in the Middle East are dynamic and diverse, reflecting a rich tapestry of cultures and culinary traditions, and showcasing both local flavors and international influences. Saudi Arabia is often seen as offering significant untapped potential through its Vision 2030 initiative, which includes significant investments in hospitality. Tourism expansion and the shift toward a more open and modern lifestyle present numerous opportunities for new dining concepts and culinary experiences.

Much more than a meal

Experiential dining is certainly becoming increasingly popular. Diners are attracted by the idea of unique, immersive experiences that go well beyond a meal, from themed dining and interactive cooking to live entertainment. For restaurateurs, this necessitates designing spaces that foster engagement and connection among guests. Using innovative presentation techniques, offering a personalized service and curating a menu that tells a story or reflects a particular culture or theme, are all popular approaches for restaurateurs. By focusing on the overall experience, rather than just the food, venues can attract a wider audience and create memorable moments that encourage repeat visits and word-of-mouth marketing. We know, after all, that an iconic restaurant is one that often offers not only exceptional food quality, but also innovative and unique menu offerings, a distinctive ambiance and has a story behind it, ensuring it stands the test of time.

Beirut expansion plans

We are currently in the process of opening Lezard Noir, our new restaurant which is a chic French brasserie located in the heart of Beirut, in Beirut Souks. We are also excited to announce that we will be bringing KP Japanese Brasserie to Ashrafieh on Monot street in February 2025. Furthermore, we are in the final stages of developing a totally new concept that will be launched in downtown Beirut in April 2025.

High standards, rapid growth

The regional restaurant and F&B landscape has been expanding rapidly in recent times, initially largely within the UAE, but now farther across the Gulf and into other countries, including Jordan. Standards are very high, with restaurateurs competing with the best around the world. We know Saudi Arabia is a key place to be, with the economy developing at a very fast pace, but Baghdad, Iraq, is certainly another market to watch.

Offering something extra

There’s no doubt that it’s hugely important for restaurateurs to incorporate interactive experiences into an offering. For today’s diners, eating out is not just about good food, but the overall experience. Whether it’s tableside interaction, a live band or a live cooking demonstration, guests are looking for something extra from a restaurant. At Romero Group we are always thinking of different ways to enhance our guests’ dining experience, both in our restaurants and as part of our outside catering service.

Minimizing waste, maximizing sustainability

Sustainability has been at the top of our priority list for the past 10 years. Our delivery packaging is totally plastic free, recyclable and biodegradable. For example, we use carton straws and glass water bottles at our venues, and don’t serve anything that has plastic in it or is in any way not environmentally friendly. We work with a respectable recycling company that collects all the glass and cans on a daily basis, while also working on ways to minimize waste and water consumption. Aligned with this and, in part, due to the fact that regional issues have made planning a challenge, our main focus right now is to maintain and improve our existing venues and operations. However, we would like to expand out of Jordan as soon as the time is right and the opportunity comes along.

A dynamic regional market

The restaurant and F&B industry in the Middle East is thriving like never before, with an incredible mix of traditional flavors and cutting-edge concepts coming together, making the region a truly dynamic market. Countries like Saudi Arabia and the UAE are at the forefront, supported by growing demand for unique dining experiences. What’s really exciting is how much the audiences here value both authenticity and creativity, making it a perfect place to innovate, while still honoring the cultural roots of the cuisine.

An experience well worth sharing

For us, dining is never just about food – it’s about the whole experience. We put a lot of thought into creating environments that tell a story, from the way dishes are presented to the design of the space. We want guests to feel like they’re stepping into something special and immersive. Whether it’s through unique plating techniques or interactive elements, we aim to make every visit memorable – something guests will want to talk about and share with others.

Smarter, sustainable choices

I’m really excited about sustainability and the rise of plant-based dishes. These trends aren’t just buzzwords – they reflect a shift in how people think about food and its impact. Sustainability is absolutely essential to everything we do. It’s not simply about reducing waste or using eco-friendly materials – it’s about making smarter choices at every stage, from sourcing ingredients locally to designing more efficient operations. We’re also keen to inspire guests to think about their own impact. Looking ahead, we’re very excited about the expansion of Maitre Choux. Our vision is to open 60 branches by the end of 2025, taking it to new markets while staying true to its roots. We’re also working on new dining concepts that combine innovation and storytelling, creating experiences that are fresh and memorable. It’s an exciting time!

Regional recognition

Gulf countries are today rivaling global hospitality hubs. We have Qatar emerging as a model nation, hosting world-class brands, while Saudi Arabia, under Vision 2030, is witnessing unprecedented growth in hospitality and tourism. Elsewhere in the region, Dubai continues to pioneer trends in hospitality. Amid this regional dynamism, Lebanon stands resilient. Its restaurant and nightlife sector continues to thrive, despite challenges, showcasing its global influence, with Lebanese brands maintaining a strong presence worldwide.

Emotional connections and unforgettable experiences

Once a restaurant achieves success, it has the potential to become iconic, provided the restaurateur can sustain and preserve these standards. More than just a dining venue, an iconic restaurant is a destination synonymous with excellence and timeless appeal. Emotional connections and unforgettable experiences foster lasting impressions, turning patrons into loyal ambassadors. When a restaurant’s name or its chef becomes its hallmark, it evolves into a cultural landmark, shaping culinary trends and inspiring generations. In the restaurant industry, every step, from the food to the sequence of service, matters. This is what makes the experience for restaurateurs successful – an entire journey that leaves a lasting impression on the customer.

New openings and renovations

In January 2025, Al Falamanki opened its third branch in Lebanon in Antelias, Metn and its first in Saudi Arabia, in the Hittin area of Riyadh, directly opposite Riyadh Season. This huge standalone megaproject, accommodating 1,000 seats, marks the beginning of our expansion plans for Saudi Arabia. In September, Al Falamanki will open a branch in Baghdad and, next year, will begin its expansion into Kuwait and Cairo. In 2025, there are plans for both the Ashrafieh and Antelias branches of Diwan Beirut to undergo renovations, alongside an opening of the brand’s first signature sandwich concept. Other plans in the pipeline include Al Sultan Brahim opening its doors in Riyadh by the end of 2025.

Emerging markets, exciting opportunities

The restaurant and F&B scene in the Middle East is vibrant and rapidly evolving. Over the past decade, we’ve seen significant growth in the sector, driven by a combination of factors, such as increasing disposable incomes, diverse consumer preferences and a growing appetite for international cuisines, alongside a strong appreciation of local flavors. Countries like the UAE, Saudi Arabia and Qatar have established themselves as regional hubs for innovative F&B concepts, while other markets are also gaining traction. For untapped potential, Saudi Arabia continues to stand out, while countries like Oman and Kuwait are among the emerging markets offering promising opportunities.

Formula for success

There are many factors that I believe can help a restaurateur elevate a venue to iconic status, involving a unique combination of some or all of the following:

• consistent quality – delivering exceptional food and service every time
• distinct identity – having a clear concept, memorable branding and a strong connection to the culture or community
• innovation – introducing unique menu items, dining styles or experiences that resonate with customers
• memorable ambiance – creating an inviting and inspiring atmosphere
• legacy and recognition – building a reputation over time with awards, loyal clientele and industry accolades.

Sustainable practices: a win-win

When it comes to industry trends that are making waves, the key talking point is sustainability, especially the move toward using local, organic and seasonal ingredients, along with waste-reduction practices. Sustainability is crucial for ethical, environmental and business reasons. By adopting practices like composting, eco-friendly packaging and reducing food waste, restaurateurs are contributing to a healthier planet and long-term success. Plant-based cuisine is also becoming more popular, with an increasing number of restaurants offering innovative vegetarian and vegan options to cater to growing demand. Other trends range from tech-enhanced dining, such as the use of QR codes and AI-driven ordering to health-conscious menus.

Engaging all the senses

At Tashas Group, we focus on creating a seamless blend of great food, exceptional service and stunning interiors. We believe in offering authentic, heartfelt experiences, where every element, from the ambience to the food, contributes to a memorable dining experience. More than just the meal, it’s about creating an environment that engages all the senses.

Balancing trends with authenticity

The trends we’ve seen emerging over the past two years, such as health, technology and sustainability, all remain top of the consumer’s radar. We’ll continue to embrace those that enhance both our bottom line and our customer experience. It’s all about finding a balance between adapting to trends and staying true to who we are. I believe that an iconic restaurant is one that seamlessly blends authenticity with innovation, with restaurateurs creating a memorable experience that resonates with guests. At Tashas Group, our cultural roots – Greek and South African – play a pivotal role in shaping our venues. The heart of Greek hospitality, or philoxenia, combined with South Africa’s warmth and generosity, influences every aspect, from design and ambience to food and service.

Expanding across multiple platforms

In 2025, we’re thrilled to be expanding with several exciting new ventures, including two new locations in South Africa, one in Saudi Arabia, two new tashas in the UAE and the launch of Avli by tashas in Bahrain. We’re also launching the first Galaxy Bar Cocktail Book, which has already received a global award nomination. The biggest highlight has been the opening of NALA, our first fast-casual concept, designed to offer high-quality food at speed. Additionally, the Tashas Group Academy – a state-of-the-art training hub – opened in Alserkal Avenue in January 2025. We look forward to continuing to grow and innovate across multiple platforms, while creating memories for our staff and customers.