In this interview, Ziad Asseily, co-founder and CEO of Liza Restaurants, unveils how the collaboration with MJS Holding came about, the motivation behind bringing Liza to Saudi Arabia and much more.
How did this collaboration begin?
Liza has been well established in Paris since 2005 and Beirut since 2013, gradually gaining international recognition over time.
Liza Paris became the first Lebanese restaurant to be listed in the Michelin guide since 2006 while Liza Beirut earned awards. Additionally, Liza Beirut was elected the best Lebanese restaurant on the 50’s Best list in 2022 and recognized globally for aesthetics. When MJS Holding started looking for a Lebanese restaurant brand to develop in Riyadh they contacted us and we immediately connected. We are always looking for partners who can develop our brand in their markets, that’s why we chose MJS Holding for expansion. Consequently, with MJS Holding we are opening two locations in Riyadh in 2026 as a start, marking the beginning of collaboration.
What motivated MJS Holding to bring Liza to Saudi Arabia?
MJS Holding has always looked for new brands they believe have potential as prospective partners, which explains their longstanding market success. Furthermore, Saudis are fond of Lebanese cuisine and represent a very sophisticated clientele, making the collaboration with Liza strategically valuable. Moreover, we believe Liza will offer them an experience they would value thus ensuring repeat visits and positive local reception. In the past 20 years, Liza restaurants in Paris and Beirut have retained many Saudi guests consistently. Therefore, we are now pleased to bring them the experience of Liza in their home country, expanding our international presence effectively.
How do you expect Diriyah’s residents to respond to Liza’s concept and menu?
The Bujairi district in the largest Diriyah development is historically fascinating, representing the gateway for visiting the ancient city of Riyadh. Visitors admire the incredible panorama of the old city while enjoying their dining experience. Consequently, this enhances Liza’s unique position. Furthermore, many international brands are operating in Bujairi, so Liza will bring the Lebanese experience to residents and visiting tourists alike.
How will you measure Liza Beirut’s Bujairi performance and define success in its first year in the kingdom?
Liza Bujairi is yet another interpretation of Liza’s experience tailored specifically to Bujairi visitors’ needs and expectations for dining excellence. We imagined a Liza cafe-like menu served all day, featuring Liza classics and some new items inspired by Saudi cuisine. Furthermore, Liza’s cafe success in Bujairi will be linked with the number of visitors which is increasing yearly. Consequently this informed our location choice.
What comes next for Liza Beirut’s partnership with MJS Holding? Any additional openings?
Next year we will be opening in the new Solitaire Mall in Riyadh directly facing Jon & Vinny’s, another successful MJS brand. Furthermore, Jon & Vinny’s has been operating with huge success in this location for the past six months thereby creating positive synergy opportunities.
