Ever Wondered What the F&B Scene in Saudi is Like: A Q&A with Gala Sofranac

5th March 2025

Saudi Arabia’s food scene is experiencing a transformation unlike any other. 

More than just a wave of new restaurants coming to market, this is a shift in the very way people dine, interact with public spaces and what they choose to eat. 

Food is now a fundamental part of the country’s evolving cultural and social landscape, both at a consumer level but also in the way entirely new communities and urban developments are being imagined.

With experience across Saudi Arabia and the UAE, Gala Sofranac has been at the center of this change, working alongside brands that are redefining hospitality in the region.

Through her key role in marketing and activating Al Mamlaka Social Dining—Riyadh’s game-changing dining destination—Gala has been working alongside the food hall’s 21+ different brands. 

We sat down with Gala, who shared her perspective on the Kingdom’s evolving food scene, what sets the local market apart and why it has become such a hotspot for global brands. 

1. How would you describe Saudi Arabia’s F&B landscape?  

Saudi is moving at an incredible pace. Compared to places like the UK where the food scene is long established, structured, and "predictable” in certain ways, Saudi’s F&B landscape is in a phase of rapid change—and that energy is what makes it so exciting. 

One element of this is the huge volume of international brands that are entering the market for the first time, but we’re also seeing really strong homegrown and Saudi talent emerge from within. 

There’s a real appetite for concepts and brands that are new, however there is also a craving for local representation and brands that are adapted to local culture and preferences. Striking a balance between these desires is often what sets successful concepts apart. 

In Riyadh, many F&B brands arrive with big aspirations but ultimately struggle to differentiate themselves from the competition or establish a clear USP that resonates with a local audience, 60% of whom are Saudis. For international brands, the key lies in respecting the nuances of the Saudi market and committing to the process of localisation and adaption. 

With this in mind, it’s unsurprising that the best-performing brands that thrive in the country are Saudi-owned. The choice Saudis make in choosing these restaurants over others also reflects a deep sense of national pride, a sentiment I've encountered in every Saudi I've met. 

Brands that take the time to truly understand their audience here are the ones that build lasting success.

2. What are some of the most interesting insights you’ve learned about Saudi diners?

There’s a fantastic openness to new experiences; the country has shown so much interest in welcoming foreign concepts and people too.  

The speed at which the country is opening up and changing is also astounding. It’s really impressive to see how quickly things have changed since they opened their doors in 2019. 

Exclusivity and luxury also play a role, not in an unapproachable way, but in creating a sense of discovery—whether that’s through private dining, exclusive menus, or brand partnerships that make guests feel like they’re part of something special.  

F&B brands that partner with high-end fashion brands, for instance, always do well here. True luxury here is rooted in experience. It’s about spaces that feel inviting, dishes made with care, and moments that are both effortless and unforgettable, all while ensuring value for money. 

There’s also an undeniable café culture here. More than just places for coffee, cafés in Saudi are social spaces—places to work, to gather, to unwind. The rise of specialty coffee houses, concept-driven bakeries, and multi-purpose spaces is a reflection of that shift. 

3. What challenges do international brands face when entering Saudi?

One of the most common challenges is understanding how to adapt to the local market. A concept that thrives elsewhere doesn’t automatically translate here. Success requires a deep understanding of Saudi diners—what they value, how they dine, and how they connect with a brand. 

Offering value for money is also key. I have found the biggest mistake people make (myself included) is the misconception that the Saudi market isn't price-conscious. While there is an appetite for spending money on dining experiences, the reality is that no one wants to feel like they've been overcharged or not getting value for their money. 

Some key considerations: 

• Brand storytelling is everything – Consumers here are brand-aware and engaged. They seek authenticity, depth, and connection in the brands they support. 

• Cultural nuances matter – Service, space design, and even the way menus are structured all need thoughtful adaptation. 

• Supply chains and sourcing require careful planning – Premium ingredients, consistency, and operational logistics play a major role in long-term success. 

Brands that take the time to understand, adapt, and build trust are the ones that truly succeed.

4. What have you learned from working with Al Mamlaka Social Dining—Riyadh's popular food hall dining destination? 

Al Mamlaka Social Dining was created to be more than a collection of restaurants—it’s a place where people come to explore, to gather, and to experience something new.  

We are proud to be the first in the market to leverage the desire for a new social dining concept and create something truly unique. This project is one we worked on from start to finish and is a fantastic example of our 360 services. 

At TGP International, the focus has been on ensuring every detail contributes to that vision.

The mix of brands, the flow of the space, the way guests interact with each concept—everything is designed to feel seamless, inviting, and exciting. 

It’s also about staying fresh. A successful dining destination isn’t just about launch day—it’s about continuing to evolve, introducing new elements, and keeping the experience dynamic. 

5. What are the Key Drivers of Change in Saudi’s F&B Scene?

A few key factors are shaping the market are: 

• A young, engaged audience: With over 60% of the population under 30, the demand for innovation and experience-driven dining is stronger than ever. Young Saudis are returning home after studying or working overseas, drawn by the country’s rapid transformation. They now have the chance to experience their favorite global F&B brands in their homeland, while also being part of the exciting changes shaping the local scene.  

• Vision 2030 and hospitality investment: The commitment to positioning Saudi as a global dining and tourism hub is creating new opportunities across the industry. 

• A shift from functional dining to experience: It’s no longer just about the food—it’s about how people feel when they dine. Service, setting, and storytelling are just as important. 

Saudi is not just following global trends—it’s setting them, defining what modern dining looks like in the region.

6. How does Saudi’s F&B market compare to the UAE’s?

Both markets are incredibly dynamic, but they operate in different ways. 

The UAE is a mature, trend-driven market, with a fast-paced, highly international dining scene.

Saudi, while also globally influenced, is in an expansion phase—there’s still room for new concepts to define the market. 

Dining concepts in Saudi still have strong ties to cultural and deeply social traditions. Large spaces, private dining areas, and a hospitality-first approach are key. 

Both markets are exciting, but Saudi is in a moment of growth that makes it particularly special right now.

7. What’s your best advice for brands looking to enter Saudi?

Find the right partners who know the market; Saudi’s potential is undeniable, but it’s not a market you can navigate alone. Understanding regulations, consumer behavior, and operational logistics requires local expertise, strong relationships, and a well-thought-out strategy. 

Other key tips are: 

• Adapt without losing your essence: Localisation should feel natural, not forced. 

• Think beyond food: Ambiance, service, and engagement are just as important as what’s on the menu. 

• Know your audience: Saudi diners expect quality, authenticity, and a clear brand identity. 

At TGP International, we know how daunting it can be to operate in a market like Saudi Arabia, but we also know how exciting and rewarding it is too.  

Saudi Arabia’s F&B industry isn’t just growing—it’s redefining itself, creating new standards for dining in the region. The pace, the energy, the level of investment—it’s all shaping a market that’s unlike any other. 

For brands that take the time to understand the market, invest in long-term success, and build meaningful connections, the opportunities are limitless. 

And the most exciting part? This is just the beginning!