News

Shawarmer opens 80th location, this one in Riyadh airport

July 17, 2018

With industry analysts predicting that the Saudi QSR market will double in size by 2023, Riyadh-based Innovative Foods, Inc. said it has opened its 80th Shawarmer restaurant in the Kingdom of Saudi Arabia and first airport location, a news release said. 

The brand's newest restaurant is set in terminal 5 of the Riyadh King Khalid International Airport. It is the sixth location the restaurant group has opened this year, preceded by restaurants in Mecca as well as further expansion into Saudi's Eastern Province. The company also recently received the rights to open a location in King Abdul-Aziz International Airport in Jeddah by the summer's end. 

"With Shawarmer, we believe we have captured a model that truly resonates with our Saudi customers," Innovative Foods co-founder and CEO Abdulmohsin Al-Rabiah said in the release. "From day one, our focus has been on the shawarma as the hero of our menu. But it's always been with a modern interpretation, experimenting with and introducing new variations in our handmade sauces, marinades, fresh ingredients and signature sandwich styles that make Shawarmer as truly unique as it is authentic." 

The brand said that industry analysts project the Saudi quick-serve restaurant market to nearly double in size by 2023, growing to greater than $9 billion. It said that since 70 percent of the market is under 30, the company believes the brand aligns well with Saudi market trends. 

"This is a young customer group who generally tend to be true to their Arabic roots while also exploring and embracing new food and entertainment concepts, which we believe positions us well for domestic growth as our customers embrace the transformation taking place across the Kingdom," Al-Rabiah said. "We also see great potential beyond the Saudi market.The shawarma is a beloved traditional food by people across the GCC and MENA. We believe the Shawarmer concept would not only be embraced by young Arabs across the region but would play very well in a wide range of major metropolitan cities."

The Middle Eastern specialty is similar to what Western cultures refer to as a wrap and features thin strips of lamb, chicken, turkey, beef, veal or mixed meats inside.