Fortune - USA (2020-12)

Content by the Buzz Business

CHANGE AGENTS

REINVENTING

FOOD

Not that long ago, dining options in Saudi Arabia

and much of the Middle East were limited,

consist ing of rest aurants off ering traditional

fare and ubiquitous international fast -food

franchises, oft en located in shopping malls.

But millennials were hungry for brands that share

the values of their cust omers and underst and

that for today’s diners, memorable experiences

are just as important as delicious food.

Those brands began to arrive just a few years ago,

with young rest aurateurs like partners Deem Al

Bassam and Amal Al Marri, of the Independent Food

Company, emerging on the Saudi hosp itality scene.

“Our guest s are not just interest ed in going to a

rest aurant to sit and eat,” Deem explains. “They’re not

there because they’re hungry. They are there because

they want to have fun. They are looking for a certain

dynamic and a certain experience from their brands.”

Diners in the Middle East enjoyed their fi rst

glimpse of Deem’s vision back in 2009, when

she opened Switch, one of the fi rst home-grown

concepts to compete with international brands

In just a few short years,

Deem Al Bassam’s

Independent Food Company

has become the leader

of the pop-up dining

market in Saudi Arabia.

With her fl agship brand,

Salt, as well as Parkers,

Somewhere, Grind and

Public, Deem has revitalized

the local dining scene and

created iconic examples of

contemporary Saudi living.

Saudi female entrepreneur Deem Al Bassam

represents the new generation of innovators

changing the way that Saudis eat out and sp end

their leisure time.

“LIKE TODAY’S DINERS, I LIVE FOR

EXCITING NEW IDEAS. WE ARE CONSTANTLY

DESIGNING NEW DESTINATIONS

AND EXPERIENCES TO KEEP OUR

CUSTOMERS HAPPY.” 

—

DEEM AL BASSAM, MANAGING DIRECTOR,

INDEPENDENT FOOD COMPANY