Dining Under the Dome
The Mukaab’s immersive dome — 380 meters high with a 340-meter diameter — creates a dining proposition that has no precedent in hospitality history. Fitted with cutting-edge holographic projections and virtual reality screens, the dome’s interior surface can project dynamic environments that transform what diners see, hear, and feel while eating. The nearest commercial comparison, the Las Vegas Sphere (112 meters tall, 157 meters wide), operates as an entertainment venue with limited food service — The Mukaab’s dome is approximately 3.4 times taller and 2.2 times wider, with dining integrated throughout its multi-level interior structure.
The dining implications are transformative on multiple levels. Restaurants positioned within the dome’s sightline — particularly those on the spiral tower — operate in an environment where the walls literally change. A fine dining restaurant serving a multi-course tasting menu could coordinate dome projections with each course: an amuse-bouche served as the dome projects a Mediterranean coastline, a seafood course presented under projected ocean depths, a Najdi-inspired main course accompanied by projected desert landscapes under a star field, and a dessert served as projected cherry blossoms cascade through the atrium. This level of environmental dining storytelling transforms a meal from a culinary experience into a multi-sensory journey.
The technology infrastructure supporting dome dining draws from Falcon’s Creative Group’s expertise in entertainment design, supplemented by the partnership’s focus on AI and holography. The audio system — described as “high-end” and designed for “acoustic brilliance” supporting “an array of visual mediums and shows” — would provide the soundscape that complements visual projections during dining. The lighting system, “blending artistry with practicality” and “seamlessly integrating with diverse performances and displays,” enables the atmospheric control that fine dining environments require.
For food hall operators within the dome space, the holographic environment creates natural thematic zones. A Najdi street food section could be surrounded by projected traditional souq architecture and marketplace sounds. An international food bazaar could shift its projected environment to match the cuisine zone — Tokyo neon for Japanese vendors, Parisian streetscapes for French patisseries, Mumbai market energy for Indian street food. These zone-specific projections would create the “themed dining experience” that Boulevard World’s 24 subzones achieve through physical construction, but with the flexibility to change themes seasonally or even daily.
The commercial model for dome-adjacent dining commands scrutiny. Restaurants with prime dome views will likely command significantly higher lease rates than peripheral spaces — creating a rent gradient within The Mukaab that mirrors how skyscraper restaurants charge premiums for window tables. For dining operators, the question is whether the dome environment generates sufficient incremental revenue (through higher average check, increased covers from destination traffic, and social media-driven brand value) to justify the premium rent. The answer depends entirely on whether the holographic technology delivers the experiences described in the project’s vision — a conditional that responsible operators will evaluate cautiously.
The global trend toward story-driven dining concepts validates the dome’s commercial premise. More brands are leaning into immersive, story-driven concepts featuring light projections, music pairings, open kitchens, and design that captivates guests beyond the plate. Restaurants using automation and immersive technology have seen labor costs drop 15% and monthly sales rise 20%, suggesting that the dome’s technology infrastructure could generate operational efficiencies alongside the experiential premium.
The seasonal programming potential of the dome adds a dimension unavailable to conventional restaurants. During Ramadan, the dome could project celestial imagery and calligraphy for iftar dining. During Riyadh Season, dome projections could complement entertainment programming across the development. During national celebrations, the dome becomes a canvas for cultural expression that surrounds diners with visual storytelling tied to the moment. This programmable seasonality creates marketing events that generate repeat visits — a critical factor for sustaining a dining ecosystem of The Mukaab’s unprecedented scale.
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.