Kuuru
Client: Leylaty Group
Location: Riyadh, KSA
Date: March 2024
Cuisine: Nikkei
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Kuuru is a Japanese Peruvian concept that embodies an elevated casual atmosphere and is truly unique to the Saudi Arabian market. Kuuru’s aesthetics and the F&B offering have formed a unique and dynamic causal Nikkei concept that blends both cultures innovatively.
Qiddiya
Location
Qiddyia, KSA
Industry
Events & Entertainment
Client
Qiddyia
F&B strategies and concepts developed across multiple hospitality assets within a new destination designed to redefine leisure in Saudi Arabia.
Within Qiddiya, a large-scale entertainment and tourism development near Riyadh, the scope covered market research and F&B strategy for a range of hotel operators, including Marriott International and Adira. The work focused on defining concept directions and F&B positioning across multiple assets within a destination still under development.
The challenge
Planning F&B for a destination that does not yet exist, but is expected to perform at scale from day one.
The difficulty was the absence of an established market context. Qiddiya is being developed as a new type of destination, combining entertainment, culture, and hospitality at a national scale. The F&B strategies therefore had to anticipate future demand, define audience expectations, and differentiate multiple hotel assets without relying on existing benchmarks or proven demand patterns.
The APPROACH
Designing against a future state.
The work combined market research with forward-looking scenario building, using regional benchmarks while adjusting for the specific ambition and scale of Qiddiya. Each asset was approached individually, with concept strategies tailored to brand positioning while ensuring coherence within the wider destination.
The process focused on identifying gaps in the future F&B landscape, defining cuisine directions, and establishingroles for each venue within its respective property. This required balancing creative positioning with strategic discipline, ensuring concepts were distinct but not disconnected from projected demand and operational realities.
HOW DID WE STRATEGIZE A PLACE THAT WORKS?
Planning without precedent
Strategies were built on projected behaviors and comparable markets, rather than existing local demand, requiring a calibrated approach to risk and differentiation.
Multiple brands, one destination logic
Each hotel’s F&B offer was positioned to stand on its own while contributing to a broader ecosystem across Qiddiya.
Concept-first thinking at masterplan stage
F&B was embedded early in the development process, shaping how hospitality assets will operate rather than reacting to completed designs.
THE RESULT
The work establishes a structured F&B foundation across multiple assets within a destination still taking shape.
As Qiddiya moves from vision to operation, the strategies provide a framework that can evolve alongside real demand without losing direction.
