Walid Hajj, CEO of Wraps Arabia, along with executives and other dignitaries, during the opening of Zaatar w Zeit Riyadh branch located on Prince Mohammed Bin Abdulaziz Street. The branch is the largest in the Middle East. Wraps Arabia, the leading food and beverage company, has announced the opening of the first branch of Zaatar w Zeit in the Kingdom of Saudi Arabia. The urban Lebanese baked wrap outlet is located on Riyadh's Prince Mohammed Bin Abdulaziz Street and is the largest of the brand's branches in the Middle East. The opening of Zaatar w Zeit outlet is the result of a partnership between Cravia Arabia and Health Food Company, an affiliate of Al Rajhi Group, one of the Kingdom's foremost conglomerates. An agreed investment plan of SR30 million from the entities will finance the opening of several more branches across the Kingdom in the near future and will create job opportunities for Saudi nationals in the country's food and beverage sector. “After a long and rewarding experience with Zaatar w Zeit in the UAE through our parent company, Cravia UAE, it was time to take the brand's renowned name to Saudi Arabia,” said Walid Hajj, CEO of Wraps Arabia. “In addition to giving customers in the country the opportunity to enjoy Zaatar w Zeit's delicious menu offerings, the expansion plan will contribute to creating more employment opportunities for young Saudis seeking work in the restaurant industry,” he added. Zaatar w Zeit's new Riyadh branch is divided into two sections, the first designated for families and the second for individuals. The total floor space of the outlet is 420 square meters, making it the brand's largest branch in the Middle East. Zaatar w Zeit has been able to enjoy a strong brand positioning and high profile in the UAE thanks to its high quality assurance approach and its policy of catering for an eclectic array of customers. The company is regarded in the industry for its high standards of food preparation and menu items that cater for the different taste expectations of a customer profile that comprises a multitude of regions and nationalities. “The decision to open the new Zaatar w Zeit branch was a natural one to take following our great success in the UAE over the past decade and it forms part of our overall expansion strategy for the wider region,” said Hajj. “Saudi Arabia is the largest market in this part of the world and we aim to build on our existing achievements. We expect that our outlet's strategic location and extensive menu offerings will play an important role in establishing the brand as a favorite for the capital's residents and visitors," he added. — SG
