ALFA Co., one of the country's fastest growing and highest volume operators of casual dining restaurants in the Middle East, opened the newest award-winning Steak House, Piatto and FireGrill restaurants at North Prince Sultan Road, Jeddah. Located within the Al-Guthmi Center, the restaurants aim to serve customers north of the city district of Jeddah following the successful operations of the same concepts in Western Jeddah. The openings bring the total Steak House, Piatto and FireGrill Kingdom-wide locations to 42 branches, collectively. Further expansion will see Steak House and Piatto restaurants open at the Othaim Mall in Riyadh and at the new Galleria Mall in Jubail later this year. We believe that now is the best time to open a restaurant in Saudi Arabia," said Alfa Co. Chief Executive Officer Steve Skoien. "Now is the perfect time for great-value restaurant concepts such as Steak House, Piatto and FireGrill to shine. People will continue to go out and eat. They are just looking for good quality at good overall value." Skoien's stance is not without basis. Steak House is a four-time winner of the "Best Restaurant in Saudi Arabia" Award given by the Saudi Excellence in Tourism Awards (SETA). For over 20 years, Steak House has maintained its reputation as the country's premier "steak house," offering a complete selection of high-quality, Halal-certified steaks. It also serves a wide variety of sandwiches, chicken and seafood dishes and its famous "All-You-Can-Eat" Fresh Soup and Salad Bar. Also a SETA "Best Restaurant in Saudi Arabia" awardee, Piatto is a fast-rising Fresh Italian Dining chain touted in numerous online reviews and social networks as one of the best Italian restaurants in the country today. Its large-portioned, authentic Italian food, relaxing ‘piazza' ambiance as well as friendly service are contributors to its phenomenal growth over the last few years. FireGrill, on the other hand, is Alfa Co.'s exciting venture into the "Fast Casual" Dining sector. It is a Fresh-Mex chain that is winning Saudi diners with its made-fresh-to-order, high quality food, natural and organic ingredients, unique restaurant design, and fast and friendly service. The restaurant specializes in custom-built Fajita Burritos, Tacos, Rice Bowls, Fresh Salads, Quesadillas and Nachos. Alfa Co. is a subsidiary of the Al Faisaliah Group Holding Co., Ltd.
