6 QUESTIONS TO WADAD KHALIFE MANAGING DIRECTOR ASSAAD FOOD & BEVERAGE
1. Do you view Lebanon’s F&B industry as a premium-generating sector, and if so, why?
Despite the challenges the Lebanese economy has faced in these past five years, over 1000 F&B establishments have been launched across the country. The industry has shown itself to be resilient and productive. With a broad plethora of new and revamped concepts, the F&B industry is catering to customers’ needs, and is on a path of continuous improvement. Furthermore, a new differentiating strategy is being implemented by F&B outlets to export their products and services beyond Beirut, enabling them to capture a wider targeted audience away from the saturated capital.
2. Your company’s activities have been growing steadily in Lebanon, despite market challenges. What do you see as your competitive advantage?
P.F Chang’s, Al Forno and The Cheesecake Factory are continuously following up on market trends and customers’ expectations. Striving to maintain our top position, our F&B outlets frequently introduce limitedtime offers (LTOS), as well as quarterly updated menus. Our brands’ marketing calendars are designed to optimize each of our campaigns, both on and offline. All campaigns are thoroughly planned and strategically implemented around each holiday and event.
3. Is Chinese cuisine proving popular in Lebanon? What are your development plans for PF Chang’s?
P.F. Chang’s is considered a comprehensive culinary Asian experience, rather than solely a Chinese restaurant, thanks to its diversified menu. Chinese and Asian cuisine is attracting a growing audience, since customers are willing to experience new food cultures. With several new Chinese and Asian restaurants opening, P.F. Chang’s remains at the top of the list. Plans to launch two additional locations will keep P.F. Chang’s on a continuous path of development and growth.
4. Italian is one of the most popular cuisines worldwide, Lebanon included. Was it easy to introduce Al Forno and establish a presence in the country?
The culinary art of our Italian kitchen is sparked by a great passion for food and soulful cooking. In 2015, Al Forno established itself as one of the finest traditional and modern Italian cuisines in Lebanon, despite the difficult economic conditions at that time. Its continuous commitment to growth and development through homemade, wood-fired pizza and fresh pasta is at the core of its success.
5. How do you assess The Cheesecake Factory's progress in the market?
The much-anticipated brand debuted in December 2015. Since then, The Cheesecake Factory has maintained a ‘Fully Booked’ status, with an endless waiting list. Its presence in Beirut has delivered non-stop growth, on the back of the brand’s generous portions, ideal strategy for sharing and a wide variety of dessert offerings.
6. What brands will you be introducing to the Lebanese market?
Assaad Food & Beverage thrives on developing and diversifying its portfolio throughout Lebanon. Our newest addendum is Texas Roadhouse, the concept with the ‘Legendary Food, Legendary Service’ motto. Since its launch in the US in 1993, the restaurant has maintained its spirit as a place where everybody can enjoy good food at a great price in a fun way. The renowned chain is expected to debut in Lebanon next year in Vermelho building, Hamra Street.