Emerging Saudi Chefs — The Next Generation of Saudi Culinary Talent

Emerging Saudi Chefs

The most consequential development in Saudi Arabia’s dining landscape is not the arrival of international celebrity chefs but the emergence of Saudi culinary talent creating restaurants that earn global recognition on Saudi terms. Hassan Fetyani’s Hocho — a Saudi chef who trained in Japan and returned to create a Michelin-selected omakase concept at VIA Riyadh — exemplifies the trajectory: international training, return to Saudi Arabia, concept development that blends global technique with Saudi culinary identity, Michelin recognition in the inaugural guide. His secondary concept, The Rubi Room at Hocho, also earned Michelin Guide selection, making Fetyani one of only a handful of chefs in Saudi Arabia with dual Michelin recognition.

Deem Albassam represents the archetype of the Saudi culinary entrepreneur. Her portfolio — Somewhere, Somewhere Dessert Bar, SUGAR, and GRIND — has earned prominent placement at Diriyah’s Bujairi Terrace alongside Michelin-starred international names like Hakkasan, Chez Bruno, and Mastro’s. Albassam’s success demonstrates that Saudi consumers are actively seeking dining experiences that reflect their own culture, and that Saudi-founded brands can compete at the highest development tier. Her brands share a 15,000-square-meter destination with restaurants from chefs who hold Michelin stars globally — a placement that would have been inconceivable five years ago and now seems natural.

Michelin Bib Gourmand Recognition and Saudi Culinary Identity

The seven Bib Gourmand recipients in the MICHELIN Guide Saudi Arabia 2026 represent the broadest validation of Saudi culinary entrepreneurship. Najd Village celebrates traditional Najdi cuisine with its “old-Saudi vibe” where food is “cooked slowly, richly, and with love.” Fi Glbak — meaning “in your heart” — reinterprets Saudi traditions through contemporary expression. Tameesa innovates Saudi breakfast culture. Mirzam operates as a “modern Saudi restaurant” pushing boundaries. KAYZO brings Japanese-Saudi fusion from a Saudi perspective. Sasani near Boulevard delivers “centuries-old recipes with modern artistry.” Em Sherif Cafe represents Lebanese-Mediterranean traditions.

Each was created by Saudi entrepreneurs who understood their market intimately — the flavor preferences rooted in kabsa and jareesh, the hospitality customs of communal platters and Arabic qahwa, the ingredient traditions of cardamom, cumin, saffron, dates, and desert truffles — in ways that no imported brand can replicate. The Michelin evaluation criteria of “quality of ingredients, harmony of flavours, mastery of technique, chef’s personality, and consistency over time” applied universally to these Saudi concepts alongside establishments by Daniel Boulud, Alain Ducasse, and Michael Mina.

The culinary identity this generation is building is described as “not merely about food; it’s about the preservation and reinvention of identity, one dish at a time.” Saudi Arabia’s culinary landscape stands “as a testament to cultural evolution — where ancient recipes whisper stories of heritage while contemporary interpretations paint visions of tomorrow.” This renaissance is producing chefs who move between international and local traditions, creating fusion concepts that reflect Saudi Arabia’s position as a crossroads of global culture.

The Mukaab’s Culinary Incubation Opportunity

For The Mukaab, emerging Saudi chefs represent the most compelling programming opportunity. The development’s Najdi-inspired architecture — “inspired by modern Najdi architectural style, blending heritage with innovation” — creates a cultural context that Saudi chefs understand instinctively and that international operators must study to navigate. A program that incubates Saudi culinary talent — culinary residencies within The Mukaab’s food halls, R&D kitchen spaces where chefs experiment with the immersive technology capabilities, mentorship partnerships between established international chefs and emerging Saudi talent — would create a pipeline of concepts specifically designed for The Mukaab’s unique environment.

The technology integration opportunity is particularly compelling for emerging Saudi chefs. Imagine a Saudi chef creating a contemporary Najdi tasting menu served within a holographic dome that recreates the Najd plateau — the vast desert at sunset, stars emerging across an unpolluted sky, the sound of wind across sand dunes, and the flickering light of a traditional campfire where Bedouin qahwa is brewed. The dome’s capacity for “ever-changing environments using digital and virtual technology” means the chef could guide diners through Saudi Arabia’s regional cuisines — from Najd’s highlands to the Red Sea coast to the lush Asir mountains — with each course accompanied by a holographic environment shift that tells the story of Saudi culinary geography.

Falcon’s Creative Group, The Mukaab’s Creative Lead Advisor, could collaborate with emerging Saudi chefs to develop dining concepts that integrate culinary and entertainment design from the beginning rather than adding technology to an existing restaurant concept. Pop-up dining concepts grew 155% between 2022 and 2023, and “more brands are leaning into immersive, story-driven concepts: light projections, music pairings, open kitchens, and design that makes guests forget about their phones.” A Saudi chef creating a concept specifically for The Mukaab’s immersive environment would be working at the frontier of both Saudi cuisine and dining technology.

The Homegrown Brand Ecosystem at Diriyah

The Diriyah Bujairi Terrace homegrown brand roster demonstrates the depth of Saudi culinary entrepreneurship. Alongside Albassam’s portfolio, the terrace hosts Maiz (Saudi cuisine), Takya (Saudi contemporary), Altopiano (Italian-Saudi fusion that bridges cultures through food), Sum + Things (fusion), Hi (casual), and African Lounge (Southern Italian fused with Arabic ingredients). These brands operate alongside international names including Angelina (French patisserie), Sarabeth’s (American brunch), Flamingo Room (Mediterranean-Arabic fusion), and Villa Mamas (Middle Eastern, Michelin Guide selected).

The commercial data validates the homegrown brand model. Independent outlets hold a 57.86% market share in Saudi Arabia’s foodservice sector in 2025, outperforming chains despite the rapid expansion of franchise models (chain CAGR of 11.18%). The Saudi F&B market reached USD 30.12 billion in 2025, projected to USD 48.06 billion by 2031 at 8.11% CAGR. Within this growth, Saudi-founded brands benefit from lower overhead than imported international concepts (no franchise fees, no brand adaptation costs), deeper understanding of local consumer preferences, and the authenticity premium that increasingly sophisticated Saudi diners demand.

Consumer spending hit a record SAR 1.41 trillion (US$376 billion) in 2024, a 7% increase. The QSR market — US$9.23 billion in 2024 — demonstrates that Saudi concepts like Al Romansiah (“more modern but doing justice to Mandi and Mathbi with big portions and fast service”) can scale across price points. The Saudi coffee revolution — with 3,550 branded coffee shops, some operating 24 hours — has produced its own generation of Saudi entrepreneurs, with homegrown brands like Brew92, Elixir Bunn Coffee Roasters, Camel Step, DRAFT Cafe, and JAZEAN creating distinctive cafe identities.

Workforce Development and Career Pathways

The career trajectory of Saudi chefs is evolving rapidly. Saudization policies in hospitality are creating 1.6 million tourism jobs by 2030, and the government supports comprehensive training programs building hospitality expertise among Saudi nationals. The Saudi culinary renaissance is producing chefs who move between international and local traditions, and The Mukaab could accelerate this evolution by establishing itself as the platform where Saudi chefs earn their first Michelin stars.

The training infrastructure for Saudi culinary talent has expanded significantly. Culinary programs at Saudi universities and technical institutes produce graduates who enter an industry that now includes Michelin-caliber restaurants as potential employers. The path from culinary school to Michelin-selected restaurant — demonstrated by Fetyani’s trajectory — is now visible and achievable for Saudi culinary students, creating aspirational career targets that did not exist before the Michelin Guide Saudi Arabia.

The Mukaab’s planned educational infrastructure — including a technology and design university — could incorporate culinary training programs specifically designed to develop Saudi professionals for the immersive dining environment. Access to Falcon’s Creative Group technology, the Saudi food supply infrastructure (over 1,900 food factories with investments exceeding SAR 88 billion), and a built-in audience of 420,000 residents and 9,000 hotel room guests would provide emerging chefs with resources unavailable in conventional culinary incubation.

The First Saudi Michelin Star

The first Saudi restaurant to earn a Michelin star — expected in the 2027 edition — will be a cultural milestone comparable to the opening of the first cinema or the first public concert. The Mukaab’s dining program should position itself to be part of that milestone, either by hosting the restaurant that achieves it or by creating the culinary infrastructure that enables the next generation of achievements.

Star distinctions in the 2027 edition will create explicit quality rankings that affect restaurant reputations and commercial performance globally. Saudi-founded concepts that have already demonstrated quality through Bib Gourmand recognition or Michelin Guide selection are positioned for potential star consideration. Whether the first star goes to a Saudi-founded concept like Hocho or Fi Glbak, or to an international brand like Cafe Boulud or Benoit, the milestone will validate the entire Saudi dining ecosystem.

For The Mukaab, the aspiration should be to create an environment where Saudi culinary talent can achieve the highest international standards. The Vision 2030 tourism targets — 150 million visitors by 2030, Expo 2030, FIFA 2034 — ensure that these achievements reach a global audience. The development’s immersive technology environment, its scale, and its cultural context create an opportunity to position Saudi culinary excellence at the center of the world’s most ambitious architectural project — an alignment of food, culture, and technology that no other development on earth can offer.

The sustainable dining movement provides an additional advantage for emerging Saudi chefs. Saudi-founded restaurants using local ingredients — dates, desert truffles, Najdi spices, Red Sea seafood, Saudi-grown Arabica coffee from Jazan highlands where a US$320 million government investment aims to boost annual production from 300 to 2,500 tonnes by 2032 — demonstrate inherently lower supply chain footprints than imported concepts. With 68% of MENA diners preferring sustainable restaurants, the local-sourcing advantage becomes a competitive asset. Hyperlocal sourcing where “menus built around communities and local narratives” define progressive dining globally is precisely what Saudi culinary entrepreneurs have practiced instinctively, drawing from the ingredients and traditions of their homeland.

Investment Landscape and Economic Context

The broader investment landscape positions Saudi Arabia’s dining sector within a transformational economic framework. The Public Investment Fund (PIF), which wholly owns the New Murabba Development Company, has deployed capital across hospitality, entertainment, and tourism at unprecedented scale. CloudKitchens received a USD 400 million investment from the Saudi PIF, signaling government-level commitment to food delivery infrastructure. The Saudi Coffee Company’s US$320 million investment to boost annual coffee production from 300 to 2,500 tonnes by 2032 demonstrates agricultural diversification supporting the dining sector.

Consumer behavior data reinforces the market opportunity. Over 500 million food delivery transactions are processed annually as of 2023, with 35% of consumers ordering food online at least once per week. The food delivery market alone is projected to grow from USD 8.33 billion in 2025 to USD 19.45 billion by 2031 at 15.18% CAGR. Delivery platforms including Jahez (leading Saudi app), HungerStation (95% Kingdom coverage with sub-one-hour delivery), Rabbit (targeting 20 million deliveries by 2026), Keeta (13,000 restaurant partners, 15,000 riders), and Nana (30 dark stores in Riyadh plus 20 additional announced) provide the infrastructure that connects restaurant concepts to consumers beyond their physical locations.

The entertainment transformation provides demand-side context that directly benefits dining. Saudi Arabia hosted its first public live music concert in over 25 years in May 2017 and opened its first new movie theater in 35 years in April 2018. The General Authority for Entertainment has invested over $2 billion. Riyadh Season, first held in 2019, generates millions of visitors annually. Over 80 international sporting events have attracted 2.5 million tourists in four years. The Jeddah Grand Prix drew visitors from 160 countries with $240 million in economic impact. This entertainment infrastructure creates the social context where dining thrives as both daily necessity and cultural experience. The global events pipeline — Expo 2030 in Riyadh, FIFA 2034, the annual Esports World Cup — ensures sustained international visitor traffic that premium dining concepts require to supplement resident demand.

Delivery Infrastructure and Digital Transformation

Saudi Arabia’s food delivery ecosystem has matured into one of the most sophisticated in the Middle East. The market processes over 500 million food delivery transactions annually, with 35% of consumers ordering food online at least once per week. Leading platforms have established comprehensive coverage: Jahez operates as the leading Saudi delivery app; HungerStation covers 95% of the Kingdom with sub-one-hour delivery guarantees; Rabbit established Saudi operations in April 2025 targeting 20 million deliveries by 2026; Keeta expanded to Jeddah and Makkah in January 2025 with 13,000 restaurant partners and 15,000 riders; and Nana operates 30 dark stores in Riyadh with 20 additional locations announced.

Cloud kitchen operators are expanding rapidly. Kaykroo operates 77+ digital-first brands across Riyadh, Jeddah, and Dammam. Rebel Foods, the Indian cloud kitchen giant, entered Saudi Arabia in 2023 with 2 cloud kitchens and ambitions for 60 online restaurants. Sweetheart Kitchen from Dubai plans 15 kitchens in Riyadh focused on healthy affordable dishes. Kitopi operates as a major cloud kitchen operator in the region. The PIF’s USD 400 million investment in CloudKitchens signals government-level commitment to the delivery-first dining model.

All cloud kitchens must comply with SFDA guidelines for food safety and hygiene. The authority has conducted over 20,000 inspections, and February 2025 amendments introduced penalties up to SAR 500,000 for non-compliant delivery firms. This regulatory framework ensures that delivery dining maintains quality standards comparable to dine-in experiences — a consideration directly relevant for The Mukaab’s cloud kitchen integration strategy.

The Saudi culinary landscape includes four distinct regional traditions. Najdi cuisine from the central highlands features denser, earthier preparations centered on kabsa, jareesh (declared national dish in 2023), margoug, mandi, and mathbi — robust Bedouin flavors built for the desert with long preparation times using cardamom, cumin, saffron, lamb, dates, and desert truffles. Hijazi cuisine from the western coast (Jeddah, Mecca, Medina) is more cosmopolitan, shaped by pilgrimage traffic and Ottoman influence. Al Ahsa cuisine defines the eastern region. Southern cuisine from Asir and Jazan draws on highland and coastal ingredients. Arabic qahwa — light coffee from short-roasted beans, spiced with cardamom, poured from the dalla, always served with dates — anchors every gathering. UNESCO recognized qahwa on its Intangible Cultural World Heritage list in 2015. The Saudi Coffee Company’s US$320 million investment supports domestic Arabica production in the Jazan highlands.