In an enlightening episode of Restrocast, Ziad Kassabieh, CEO of Advanced Food Co., shares his inspiring journey through the restaurant industry. From his humble beginnings in Lebanon to becoming a pivotal figure in Saudi Arabia’s restaurant scene, Ziad’s story is a testament to passion, perseverance, and innovation in the food industry.
In addition to his remarkable journey through the food industry, Ziad Kassabieh’s successes speak volumes about his vision and leadership. Under his guidance, Advanced Food Co. has flourished and set new standards for excellence in the culinary world. Ziad has propelled his company to the forefront of the Saudi Arabian restaurant scene. His innovative concepts and dedication to customer satisfaction have earned him widespread acclaim and admiration within the industry. As a visionary entrepreneur, Kassabieh continues to inspire others with his entrepreneurial spirit and unwavering determination to push boundaries in the ever-evolving hospitality landscape. Kassabieh’s forward-thinking mindset extends beyond the Kingdom of Saudi Arabia, as he envisions expanding Advanced Food Co.’s presence globally, including plans for London. Additionally, he seeks to venture into the catering industry, providing top-notch services for private and luxury events.
Could you start by sharing where your journey in the food industry began?
Ziad Kassabieh: I started my career in Lebanon at 15, working in a family-owned restaurant during the summer. This is where I first discovered my passion for this industry. My early experiences in the kitchen laid the foundation for my career, and eventually, I decided to pursue studies in hospitality management.
What prompted your move to Saudi Arabia, and how did you begin there?
Ziad Kassabieh: After completing my studies and gaining some initial work experience in Lebanon, I sought opportunities to expand my horizons. The political and economic climate in Lebanon at the time led me to move. I began my career in Saudi Arabia around the end of 2005, starting as a multi-unit manager, which was a step towards a broader managerial role in the food industry.
Over the last 19 years, you’ve opened quite a number of restaurants. Can you tell us more about that?
Ziad Kassabieh: Yes, I’ve been fortunate to open between 45 to 48 restaurants here. It began with small, unique concepts and grew over time. Each concept was a learning experience, enhancing my understanding of the market and refining our approach to hospitality.
Could you elaborate on Advanced Food Co.’s expansion and consolidation strategy, both domestically and internationally?
Ziad Kassabieh: Advanced Food Co. has devised a comprehensive expansion and consolidation strategy aimed at bolstering its market presence both within Saudi Arabia and beyond its borders. Domestically, the company focuses on expanding its footprint in key cities such as Riyadh, Jeddah, and Khobar, strategically covering the eastern and western regions of the country. Simultaneously, Advanced Food Co. sets its sights on international expansion, with London emerging as the primary target for 2024. By introducing its Indian and Italian brands to the vibrant culinary scene of London, the company aims to establish two locations by mid-2024, catering to a diverse clientele. Additionally, Advanced Food Co. ventures into the catering sector with the launch of “Beyond Catering,” a bespoke catering service offering a range of culinary experiences. From Indian and Middle Eastern cuisine to European delights and steakhouse favorites, Beyond Catering leverages the company’s expertise and skilled team to elevate events and gatherings, further solidifying its position as a culinary powerhouse.
What inspired the establishment of Advanced Food Co., and how has it strategically tapped into Saudi Arabia’s thriving F&B market?
Ziad Kassabieh: Advanced Food Co., founded in 2017, was born out of the recognition of Saudi Arabia’s burgeoning food and beverage sector. With the nation’s embracing of a more open approach and its ambitious tourism goals outlined in Vision 2030, the company identified a ripe opportunity to make its mark. Setting its sights on delivering unique dining experiences, Advanced Food Co. debuted its flagship brand, Harat, in 2019. Harat distinguishes itself by infusing traditional Lebanese cuisine with Saudi influences, catering to the evolving tastes of Saudi consumers. This fusion of flavors, reminiscent of the late 1980s to the present day, has resonated strongly with diners, establishing Harat as a favored destination in the Saudi culinary landscape.
Speaking of concepts, what inspired you to move from hotels to focus exclusively on restaurants?
Ziad Kassabieh: I found my passion in the restaurant sector, which is very dynamic and requires a hands-on approach to everything from concept development to daily operations. Unlike hotels, where roles can be more segmented, running a restaurant demands involvement in every detail, which I found more fulfilling.
With such a focus on restaurant management, do you think educational programs need to adapt more towards this sector?
Ziad Kassabieh: Absolutely. The restaurant industry represents a significant portion of hospitality jobs, yet most academic programs are still heavily tilted towards hotel management. There’s a gap that needs to be addressed to better prepare graduates for careers in restaurant management.
You’ve mentioned starting from the bottom in the industry. How has that shaped your approach to managing and leading teams in your restaurants?
Ziad Kassabieh: Starting from the bottom taught me the importance of every role in the restaurant. It has instilled a sense of respect and understanding for each team member’s contributions, which is why I advocate for servant leadership. I ensure everyone feels heard and valued, which I believe leads to a more motivated and productive team.
What are your future plans for the Advanced Food Co.?
Ziad Kassabieh: We aim to continue growing and refining our existing brands while exploring new concepts that meet the evolving tastes and needs of our customers. I’m excited about the future and the opportunities to innovate within the vibrant Saudi food scene.
Amidst a landscape marked by fierce competition, how does Advanced Food Co. leverage its strengths to carve out a distinctive position and foster growth within the industry?
Ziad Kassabieh: In a market characterized by ever-growing competition, Advanced Food Co. remains steadfast in its commitment to quality and innovation. By forging strategic partnerships, such as the collaboration with renowned pastry brand Maître Choux, the company extends its reach and enhances its offerings. This alliance has birthed a flagship pastry store in Riyadh, featuring an array of meticulously crafted éclair flavors conceptualized by a Michelin-star chef. Moreover, Advanced Food Co. continually reinvents itself by introducing 15 new menu items every quarter, ensuring a fresh and exciting culinary experience for its patrons. By prioritizing creativity and culinary excellence, the company not only attracts but also retains discerning diners, solidifying its position as a leader in the industry.
Ziad Kassabieh’s journey illustrates the power of dedication and passion in transforming not just a career but also an industry. His leadership and innovative approach have not only shaped his success but also positioned the Advanced Food Co. as a trailblazer in the hospitality sector. As he continues to expand and innovate, Ziad remains a beacon for aspiring entrepreneurs and a pivotal figure in the global culinary landscape.
