Saudi Coffee Revolution
Saudi Arabia’s relationship with coffee runs deeper than any nation that discovered the beverage through colonial trade or contemporary cafe culture. Arabic qahwa — light in color, made from short-roasted beans, spiced with cardamom, and poured from the curved dalla — traces to Yemen and Ethiopia in the 15th century and has been central to Saudi hospitality for as long as the Kingdom has existed. In 2015, UNESCO added qahwa to its Intangible Cultural World Heritage list, formally recognizing what every Saudi household already knew: coffee is not a beverage here but a cultural institution.
The transformation from traditional qahwa culture to a specialty coffee movement represents one of the most dramatic F&B shifts in the Middle East. The first specialty coffee shop in Saudi Arabia opened in 2012. In a little over a decade, the market exploded to an estimated 3,550 branded coffee shops (World Coffee Portal), with the Saudi coffee market growing 9.6% in 2023 (Euromonitor International). This growth rate outpaces most global coffee markets and reflects structural factors unique to the Kingdom: since alcohol is illegal, coffee fills the social role that alcoholic beverages play in Western markets — including as a late-night social beverage, with some cafes operating 24 hours.
The specialty cafe ecosystem in Riyadh demonstrates the commercial diversity that The Mukaab’s cafe culture programming should consider. Brew92, originating in Jeddah and expanded since 2016, offers spacious two-story locations for social gatherings and studying. Elixir Bunn Coffee Roasters showcases specialty beans from Africa and Latin America in minimalist interiors. Camel Step pioneers Saudi coffee heritage with emphasis on Saudi-grown beans. DRAFT Cafe blends modern aesthetics with traditional culture. JAZEAN, launched by the Saudi Coffee Company, sources from the southern coffee belt — home to one of the world’s oldest arabica-growing communities.
The government investment dimension adds a strategic layer. The Saudi Coffee Company has committed US $320 million to boost annual production from 300 tonnes to 2,500 tonnes by 2032, developing arabica cultivation in the Jazan highlands. This investment positions Saudi-grown coffee as a nationally significant agricultural product and a potential export commodity. For The Mukaab, a dedicated Saudi coffee experience within the food halls — featuring Jazan highlands beans, roasting demonstrations, and traditional qahwa preparation alongside modern brewing methods — would create an experience that celebrates Saudi heritage while supporting government diversification goals.
Cafes have fundamentally transformed Saudi social life. Gatherings that once occurred primarily in homes or traditional majlis settings now happen in bustling cafes hosting poetry readings, art exhibitions, business meetings, book launches, and live music events. Cafes double as workspaces, meeting points, and cultural hotspots. This social transformation means that The Mukaab’s food halls must allocate substantial space to cafe concepts — not as afterthoughts to restaurant programming but as primary social infrastructure that drives daily visits and extended dwell time.
The data on late-night cafe culture reinforces the revenue potential of coffee programming within The Mukaab. Since alcohol is prohibited in the Kingdom, coffee fills the social role that alcoholic beverages play in Western markets, including as a late-night social beverage with some cafes operating 24 hours.
The connection between traditional qahwa and modern specialty coffee creates a programming tension that The Mukaab should embrace rather than resolve. A development inspired by Najdi architecture should celebrate the dalla-poured, cardamom-spiced qahwa that defines traditional Saudi hospitality alongside the pour-over, single-origin, third-wave coffee that the younger generation has adopted. Both are authentic expressions of Saudi coffee culture — separated by centuries in technique but united in the social centrality of coffee to Saudi life. The immersive dome could even project the journey of a coffee bean from Jazan highlands harvest through traditional roasting to modern specialty preparation, creating an educational-entertainment experience unique to The Mukaab.
Market Context and Development Investment
The broader Saudi F&B market provides the commercial foundation for this analysis. The foodservice market reached USD 30.12 billion in 2025, growing at 8.11% CAGR to a projected USD 48.06 billion by 2031. An alternative forecast projects the market at $42.27 billion in 2026, reaching $84.88 billion by 2035 at 8.05% CAGR. Consumer spending hit a record SAR 1.41 trillion (US$376 billion) in 2024, a 7% increase to a historic high. Full-service restaurants hold 53.62% market share, with independent outlets commanding 57.86% versus chains. The cafes and bars segment grows fastest at 11.82% CAGR through 2031.
The QSR market reached US$9.23 billion in 2024, projected to US$16.62 billion by 2033 at 6.78% CAGR. The food delivery market is projected from USD 8.33 billion in 2025 to USD 19.45 billion by 2031 at 15.18% CAGR, with over 500 million annual transactions and 35% of consumers ordering weekly. Cloud kitchen operations reached USD 173 million in 2023, growing at 11% CAGR through 2030. Riyadh dominates with 40% of the national delivery market, driven by its 7.95 million population, robust logistics, and advanced tech adoption.
The New Murabba development — The Mukaab’s home — represents an estimated $50 billion investment spanning 19 million square meters. The masterplan by AtkinsRealis envisions a “15-minute city” housing 420,000 residents across 104,000 residential units, with 9,000 hotel rooms, 1.4 million square meters of office space, 980,000 square meters of retail (larger than Dubai Mall), and over 80 entertainment and culture venues. Phase 1 targets completion by the 2030 Expo, with the full project spanning four phases through 2040. The Mukaab itself measures 400 meters in height, width, and depth, with 2 million square meters of floor area.
The MICHELIN Guide Saudi Arabia 2026 selected 52 restaurants across Riyadh, Jeddah, and AlUla — 11 Bib Gourmand and 41 selected. Star distinctions are planned for the 2027 edition. Riyadh’s Bib Gourmand recipients include Fi Glbak, Tameesa, Mirzam, KAYZO, Em Sherif Cafe, Najd Village, and Sasani. The evaluation criteria — quality of ingredients, harmony of flavours, mastery of technique, chef’s personality, and consistency over time — provide the quality framework against which all dining concepts should be assessed.
Vision 2030 tourism targets include 150 million visitors by 2030, with international arrivals already at 30 million in 2024 — a 69% growth rate versus 2019, leading G20 countries. E-visas are available for 49 countries. Hotel room targets include 250,000 new rooms by 2030, with 75,000 already signed. The global events pipeline includes Expo 2030 in Riyadh, FIFA 2034, and the annual Esports World Cup. Over 80 international sporting events have attracted 2.5 million tourists in four years. Riyadh’s hotel pipeline includes at least 46 high-end projects totaling 18,358 keys — 28 five-star and 18 four-star properties representing at least US$3.8 billion in investment.
The sustainability dimension is increasingly relevant. 68% of MENA diners prefer sustainable restaurants. The MENA food service market reached $92.48 billion in 2024, projected to $189.87 billion by 2032. Saudi Arabia imports over 80% of its food, but domestic food manufacturing has grown to over 1,900 factories with investments exceeding SAR 88 billion. GCC innovation in hydroponics and vertical farming is producing local alternatives. The Saudi Coffee Company has committed US$320 million to boost annual coffee production from 300 to 2,500 tonnes by 2032, developing Arabica cultivation in the Jazan highlands.
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.
Riyadh Dining Competitive Intelligence
Riyadh’s dining ecosystem has been transformed by competitive dynamics across multiple mega-projects. King Abdullah Financial District (KAFD) established the benchmark with Michelin-recognized Benoit (Alain Ducasse, founded Paris 1912) and Il Baretto, alongside ROKA (Restaurant of the Year, Time Out Riyadh 2022), SUSHISAMBA (Japanese-Brazilian-Peruvian fusion), Mr. Chow (first Middle East branch, founded London 1968), Chotto Matte (Nikkei, Grade A5 Wagyu Beef), Black Tap (New York), A.O.K Kitchen (London, no refined sugar), tashas (South Africa), Brunch & Cake (Barcelona), The Vinyl Ember and Botanica at Kimpton KAFD, with La Serre planning a 500-seat venue and Arcade Food Hall bringing Amazonico, Zuma, and additional brands.
Diriyah Bujairi Terrace operates as a curated 15,000-square-meter dining destination within the US$63.2 billion Diriyah development, inspired by Najdi architecture of the UNESCO World Heritage At-Turaif site. Four Michelin-starred anchors — Hakkasan (modern Cantonese), Chez Bruno (French truffle, first outside France), Long Chim (Thai, Michelin Guide selected), and Tatel (Spanish) — share space with Angelina, Mastro’s (first outside USA), Dolce & Gabbana, Assouline, and homegrown Saudi brands including Maiz, Takya, Altopiano, and Deem Albassam’s Somewhere, SUGAR, and GRIND. Diriyah projects 27 million annual visitors by 2030 with US$7.2 billion GDP contribution.
Boulevard operates as Riyadh’s largest entertainment district with 1,600 shops, 350 restaurants, 40 rides, and 24 subzones across Boulevard World, plus 215,000-square-meter Boulevard Flowers with 200 million flowers and 40 restaurants. Qiddiya City spans 360+ square kilometers with 400 attractions, 275 rides, 12 theme parks, 2,000 art installations, Six Flags (opened December 2025 with 28 rides and 35 F&B outlets), Aquarabia (24 F&B outlets), and a horse racing complex with 9 Michelin-caliber fine dining restaurants. VIA Riyadh hosts the highest concentration of Michelin-selected restaurants including Hocho (Saudi chef Hassan Fetyani, Japanese omakase) and The Rubi Room.
Celebrity chefs in Riyadh include Daniel Boulud (Cafe Boulud and 10-seat Julien at Four Seasons, both Michelin Guide selected, star contender), Alain Ducasse (Benoit at KAFD, Michelin Guide selected), Michael Mina (Taleed at Diriyah, Mediterranean with Hejazi influences, Michelin Guide selected), and Akira Back (Namu Korean BBQ and AB Steak, Michelin Guide selected). Emerging Saudi chefs include Hassan Fetyani (Hocho and The Rubi Room, both Michelin selected) and Deem Albassam (Somewhere, SUGAR, GRIND at Diriyah). International pipeline includes Jason Atherton, Wolfgang Puck, Chef Izu Ani (La Maison Ani), Jon & Vinny’s, Cipriani Dolci, IT Restaurant, and brands through MJS Holding.
The immersive technology layer at The Mukaab — holographic dome with ever-changing environments, high-end audio providing acoustic brilliance, state-of-the-art lighting, AI and holography through Falcon’s Creative Group — creates dining experiences impossible to replicate at any competing development. This technology differentiation positions The Mukaab uniquely in a market where conventional architectural excellence is increasingly commoditized across KAFD, Diriyah, VIA Riyadh, and upcoming Avenues Riyadh and Diriyah Square developments.