The global food and beverage (F&B) sector has long needed to accommodate changing consumer preferences and Lebanon’s entrepreneurs are masters of this art. We spotlight what’s trending locally, as F&B business leaders adapt to meet new demands and overcome challenges.
Lebanon’s food and beverage (F&B) landscape is evolving as industry players pivot to meet customers’ changing inclinations. New trends are emerging and gathering pace as entrepreneurs rally against a backdrop of cautious consumer confidence.
Today’s diners expect quality but are also looking for something more from their dining experience, according to industry professionals. This could be a more informal, relaxed setting or a themed, immersive dining experience.
“There are many restaurants, but not many that are truly memorable,” said Tarek Alameddine, of Buco, Bayhouse.
Beirut, in particular, is densely populated with restaurants, some of which are similar in style. And, inevitably, this has led to discussions about whether the market is nearing saturation point. Industry leaders are confident, however, that there is always room for new ideas, especially tailored, innovative concepts.
“It’s not about quantity—it’s about quality and consistency,” said Nada Aad, of Mon Maki A Moi.
Trendsetting on trend
There is widespread agreement among F&B leaders that adopting a cookie-cutter approach rarely delivers long-term success.
“Customers today want customization, wellness options and immersive experiences,” said Maya Bekhazi, Food Studio ME & Gastro Ventures ME, warning against a copy-paste strategy.
Recognition of the current competitive landscape has prompted several industry pioneers to raise the bar in their field. And today, new ideas causing a stir on the F&B scene range from theatrical, immersive dining experiences to innovative products.
“We brought the kitchen to the stage and people loved being part of the moment,” said Mario Aoun, explaining how BBQ Bros transformed chefs into performers and customers into participants.
Working around the challenges
Introducing sustainable practices is another priority for entrepreneurs looking to ensure their principles align with those of today’s diners. And while Lebanon’s infrastructural shortfalls present challenges for F&B businesses, they are sharpening their focus on environmental issues. Waste management is one key area of focus, with efforts to source ingredients locally another.
AI is also playing an increasing role in F&B business operations, in areas ranging from digital menu optimization to CRM systems and recipe management. However, entrepreneurs lean toward the idea of using technology to enhance a business rather than replace staff.
New concepts, guarded optimism
While acknowledging the challenging backdrop, Lebanon’s F&B pioneers are putting their plans into action with cautious optimism. Buoyed by signs of growing consumer confidence, including the return of GCC visitors for Eid, entrepreneurs have announced a wave of new projects.
Joe Njeim, of Table 5 SAL, told HN that a revamp of Koun Naas into a casual bistro is underway. His plans also include launching Panam Naas and a new concept named House of Butlers. Aad plans three new branches of Mon Maki A Moi, launching in Zahle and Ehden, and, in time, franchising in Saudi Arabia. BBQ Bros, meanwhile, is slated to open in Beit Misk and move abroad. And Bekhazi is focused on growing Kogowa, while developing new projects in downtown Beirut. In other news, Alameddine has plans for a new chef-led concept slated for launch in 2026.
For visionaries bold enough to innovate and resilient enough to adapt, Lebanon’s F&B industry continues to offer untapped opportunities.
Insights from HORECA Talks 2025 at HORECA Lebanon, co-organized by Hospitality News Middle East and Hodema Consulting Services. Session moderated by Nagi Morkos, founder and managing partner at Hodema Consulting Services.
