By blending Lebanese tradition, modern innovation, immersive design and genuine, memorable guest connections, Amar restaurants group has successfully expanded its operations across Lebanon. We caught up with Karl Atallah, CEO and founder, to learn about the story behind the brand and its newest branches in KSA.
What core values define Amar Restaurant’s approach to creating memorable dining experiences?
At Amar, everything begins with emotion. Every guest who walks through our doors is greeted with a sense of warmth and belonging. Moreover, we don’t just serve a top-notch culinary experience; we create lasting moments rooted in our love for tradition. Consequently, our goal is to make every guest feel at home, no matter which branch they choose to visit today. We also take pride in opening our branches in landmark locations, places that help us tell Lebanon’s story authentically. Whether by the sea, in the mountains or in the heart of the capital, each location brings Lebanon vividly to life.
How does the design and atmosphere of each Amar location reflect the brand’s identity and vision?
Each Amar location is a love letter to Lebanon, and a space that brings guests closer to dining among the clouds. Furthermore, our brand is rooted in creating heavenly spaces that feel both calming and artistic, shaped by surroundings, yet unified.
In Harissa, Amar embraces the spirit of the mountains, where design simultaneously celebrates Lebanon’s natural beauty, traditions and breathtaking coastal views. Meanwhile, on the seaside, Amar shifts to a bohemian expression, embracing the rhythm of the waves, beach life and nature’s serenity effortlessly. The décor flutters with the breeze, blending beachside ease with thoughtful design, offering a relaxed yet sophisticated escape.
In Downtown Beirut, we introduced an elevated, immersive experience with “The Cloud,” a signature installation that brings our vision to life. As part of our expansion plan, we’ve introduced a new installation that brings the feeling of dining under the clouds to life. First in Beirut, then in Jeddah, and soon in Riyadh. Our goal is to create a magical and dreamy experience in a casual chic, relaxing setting that works all day long. During the day, the clouds remain soft and white, while at night, they transform with lighting that shifts in color and mood, giving a multisensory experience that is indeed unique.
This blend of location-inspired design and immersive storytelling reflects Amar’s identity, an experience where culture, art, and nature come together to create something magical. With each new opening, we carry this vision forward, creating spaces that are unforgettable and filled with heart.
How does Amar balance tradition and innovation in its menu?
At Amar, tradition is our foundation and innovation is the way we keep our culinary heritage alive every single day. Our menu is deeply rooted in classic Lebanese flavors and recipes. Thus, we offer dishes that people know, love and feel connected to. However, we’re always looking for ways to elevate the experience, creating memorable moments while honoring the authenticity of Lebanese cuisine. Whether through refined presentation, unexpected pairings or thoughtful seasonal touches, we aim to bring fresh perspectives while still respecting tradition. Indeed, it’s not about changing tradition but celebrating it in ways that feel current, elegant and true to Amar’s identity. We want to impress our guests by reimagining traditional dishes in a modern way, while still providing the comfort of the familiar. Even the simplest mezze can feel new when it’s done with care, creativity and intention, making every bite a memorable experience.
What steps does the Amar team take to ensure consistency and excellence across all branches?
Consistency is everything at Amar. We constantly work to improve systems, ensuring experiences feel the same across all locations worldwide. From day one, we’ve been committed to building a culture where every detail matters and going the extra mile creates memorable moments. We work closely with our chefs and operations teams in every branch. Thus, we make sure our standards are upheld each day consistently. We have strict SOPs in place to track quality, guest feedback and overall performance, but more importantly, we lead with presence. Indeed, we are hands-on, involved and spend time in each location to ensure the soul of Amar is felt everywhere.
What are your future plans for Amar?
Our plan is to continue expanding thoughtfully, while bringing Amar to new cities and staying true to its unique identity. Following the success of Amar in Jeddah, we are excited to open in Riyadh in Q1 2026 with a stunning location. This new space brings our chic, signature style to the heart of the capital, and reflects our commitment to memorable dining experiences. Beyond Saudi Arabia, we’re exploring other key markets in the region and internationally, therefore aiming to make Amar a reference globally. For us, growth is not just about opening more locations, but refining every aspect, deepening guest connections and continuing innovation while honoring tradition.
karlatallah
