Shawarmer Company Profile

Background

Overview

Shawarmer is a Saudi-owned and operated quick-service restaurant chain specializing in shawarma, a traditional Middle Eastern sandwich. Founded in 1999 in Riyadh, Saudi Arabia, Shawarmer has grown to become one of the largest and fastest-growing restaurant groups in the Kingdom. The company operates over 150 locations across more than 30 cities, offering a modernized and innovative approach to the traditional shawarma experience.

Mission and Vision

Shawarmer's mission is to lead international markets with unique restaurant concepts, focusing on innovation, quality, and customer satisfaction. The company's vision is to innovate traditions and cuisines around the world, aiming to revolutionize shawarma by combining traditional flavors with modern culinary techniques.

Industry Significance

As a pioneer in modernizing the shawarma experience, Shawarmer has significantly influenced the Saudi quick-service restaurant (QSR) market. Its commitment to quality, innovation, and customer-centric services has set new standards in the industry, contributing to the growth and diversification of the Saudi foodservice sector.

Key Strategic Focus

Core Objectives

• Innovation: Continuously developing new shawarma variations and menu items to meet evolving customer preferences.

• Quality Assurance: Maintaining high standards in food preparation, sourcing fresh ingredients, and ensuring food safety.

• Customer Experience: Enhancing dining experiences through modern restaurant designs, efficient service, and customer engagement initiatives.

Areas of Specialization

• Menu Innovation: Introducing unique shawarma flavors, sauces, and sandwich styles inspired by local heritage and global food trends.

• Operational Excellence: Implementing advanced technologies and strict supply chain management to ensure consistency and quality.

• Brand Modernization: Transforming the traditional shawarma shop into a contemporary dining experience with open kitchens and modern restaurant designs.

Key Technologies Utilized

• Centralized Processing Facilities: Utilizing state-of-the-art facilities to produce fresh cones, handmade sauces, and produce, ensuring quality and freshness.

• Digital Ordering Systems: Implementing self-ordering kiosks and a mobile app to enhance customer convenience and streamline operations.

• Loyalty Programs: Introducing ThomCoins, a loyalty system that rewards customers with coins for every purchase, redeemable for discounts and rewards.

Primary Markets Targeted

• Domestic Market: Expanding presence across Saudi Arabia, including major cities and airports, to cater to a diverse customer base.

• International Expansion: Exploring opportunities in regional markets, with initial steps taken in Egypt, aiming for global brand recognition.

Financials and Funding

Funding History

Specific details regarding Shawarmer's funding history, total funds raised, and recent funding rounds are not publicly disclosed. The company has primarily relied on internal growth and reinvestment strategies to fund its expansion and operations.

Notable Investors

Information about individual investors or investment firms involved with Shawarmer is not publicly available.

Utilization of Capital

Capital has been utilized for:

• Expansion: Opening new restaurant locations domestically and internationally.

• Infrastructure Development: Establishing centralized processing facilities and upgrading restaurant designs.

• Technology Integration: Developing and implementing digital ordering systems and loyalty programs.

Pipeline Development

Key Pipeline Candidates

Shawarmer continues to innovate its menu offerings, introducing new shawarma variations, sauces, and sandwich styles to meet evolving customer tastes. Specific details about upcoming menu items or product developments are not publicly disclosed.

Stages of Development

The company is in the continuous development phase, focusing on menu innovation, operational efficiency, and customer experience enhancements.

Target Conditions

Shawarmer aims to cater to a wide range of customer preferences, including those seeking traditional flavors and those interested in modern culinary twists.

Anticipated Milestones

The company plans to expand its presence in existing markets and enter new regional markets, with a focus on increasing brand recognition and customer loyalty.

Technological Platform and Innovation

Proprietary Technologies

• Centralized Processing Facilities: Ensuring consistent quality and freshness across all locations.

• Digital Ordering Systems: Enhancing customer convenience and operational efficiency.

• Loyalty Programs: Building customer engagement and retention through reward systems.

Significant Scientific Methods

• Supply Chain Management: Implementing strict supply chain protocols to ensure the use of high-quality, fresh, and natural ingredients.

• Food Safety Standards: Adhering to international best practices in food handling and service to maintain customer trust and safety.

Leadership Team

Executive Profiles

• Abdulmohsen Al-Rabiah: Co-Founder and CEO. With a background in international cuisine, he co-founded Shawarmer in 1999, focusing on modernizing traditional shawarma.

• Ahmad Al-Rasheed: Co-Founder and CEO. He co-founded Shawarmer in 1999, emphasizing innovation and quality in the shawarma industry.

• Osamah Al-Rasheed: Chief Brand Officer. Responsible for overseeing brand strategy and ensuring brand consistency across all platforms.

• Ahmad Al-Rabiah: Chief Profitability Officer. Focuses on financial strategies to ensure the company's profitability and sustainable growth.

• Iyad Al-Rasheed: Chief Marketing Officer. Leads marketing initiatives to enhance brand visibility and customer engagement.

Key Contributions

The leadership team has been instrumental in:

• Expansion: Overseeing the growth from a single location to over 150 restaurants across multiple cities.

• Innovation: Introducing modernized shawarma offerings and restaurant designs.

• Operational Excellence: Implementing centralized processing facilities and digital ordering systems to enhance efficiency.

Market and Competitor Profile

Market Insights and Dynamics

The Saudi quick-service restaurant market is experiencing significant growth, with projections indicating a doubling in size by 2023, reaching over $9 billion. This expansion is driven by a young population, with 70% under the age of 30, and a growing appetite for diverse and quality dining experiences.

Competitor Analysis

• Hamburgini: A Saudi-based burger chain known for its gourmet burgers and modern dining experience.

• Kudu: A Saudi fast-food chain offering a variety of sandwiches, salads, and beverages.

• Herfy: One of the largest fast-food chains in Saudi Arabia, offering a range of burgers, sandwiches, and local dishes.

Strategic Collaborations and Partnerships

In 2019, Shawarmer partnered with the Saudi Arabian Federation for Electronic & Intellectual Sports (SAFEIS) to sponsor a series of electronic gaming events and competitions across multiple cities. This collaboration aimed to engage the young, tech-savvy demographic and enhance brand visibility among gaming enthusiasts.

Operational Insights

Shawarmer differentiates itself through:

• Menu Innovation: Offering unique shawarma variations and modernized menu items.

• Quality Assurance: Maintaining high standards in food preparation and sourcing fresh ingredients.

• Customer Experience: Implementing modern restaurant designs, open kitchens, and digital ordering systems to enhance convenience.

Strategic Opportunities and Future Directions

Shawarmer aims to:

• Expand Internationally: Leverage the growing popularity of Middle Eastern cuisine to enter new regional and international markets.

• Enhance Digital Engagement: Further develop digital platforms and loyalty programs to strengthen customer relationships.

• Sustain Innovation: Continue introducing new menu items and restaurant concepts to meet evolving consumer preferences.

Contact Information

• Official Website: Shawarmer

• Social Media Profiles:

• Facebook: Shawarmer