A prominent leader in the retail and hospitality sectors, Said Daher, CEO of AZADEA Group and co-founder of Lets Celebrate, is known for his strategic vision, Daher has expanded AZADEA’s regional footprint, created Beihouse (Lebanon) and brought the EATALY franchise to the region. In this exclusive interview, he reveals the inspiring stories behind his two concepts Beihouse and EATALY and his plans for future growth and brand diversification.
How did you come up with the idea of Beihouse?
The story of Beihouse begins with three historic buildings in Beirut, each between 120 and 140 years old. After the Beirut port explosion, the buildings were badly damaged, stirring something within me. I had always wanted to contribute to Beirut, but seeing these ruins made it clear that their soul must be preserved.
In 2021, we acquired the buildings with a clear vision: restore them, not simply rebuild. We sought to maintain their authenticity while reimagining them as a vibrant space for culture and hospitality. We partnered with Linda Boronkay, a renowned interior designer, whose work added warmth, intimacy and cultural depth to the space. However, shortly after starting, the Gaza war broke out. Despite the challenges, we pressed on, believing this unique space deserved restoration for Beirut’s residents and visitors. It was disheartening that no such place existed in the city. A place where people could truly connect and experience genuine Lebanese hospitality.
Christine, my wife, and I were excited about the project, not just as a business venture, but as a meaningful pursuit. Moreover, we envisioned Beihouse as a space to enrich our lives and the community. It was meant to be a welcoming space for our guests and customers. Beihouse is more than just a beautiful space; it’s a living expression of Beirut’s culture. Today, it features a stylish bar, dining area, cozy living room, ceramics workshop, and workspace. Furthermore, we’re excited for Beihouse Suites, a boutique hotel opening in 2026, which will further enhance our vision for Beirut.
What inspired you to enter the hospitality industry?
It’s the most exciting industry, and I come from a strong retail background, which shaped my perspective. We always emphasize experience, which is essential in hospitality, unlike any other industry. I truly believe that hospitality is the only industry where you can provide a unique experience for your guest.
It’s an immersive experience where all the senses are engaged, creating moments that last and leave a lasting impact. In Lebanon, there are well-established groups that I’ve always admired because they truly master turning these moments into unforgettable experiences. I named my company Lets Celebrate to make a clear point about our mission, to offer guests moments of celebration.
It’s as simple as that: creating an environment where guests can come, relax, and enjoy every moment. Everything we did in the project was designed with the goal of providing complete experience for every guest. We wanted to ensure they could express themselves, share moments with loved ones, and simply have a wonderful time. Looking ahead, we’re planning future projects that we want to celebrate as well.
What can you tell us about EATALY?
I believe it’s probably the most innovative Italian casual dining experience currently available, and it’s performing exceptionally well. Furthermore, it’s so popular that others are following suit, attempting to deliver similar concepts, albeit with different cuisines. Many Lebanese concepts we’ve had in the past follow this trend, such as venues where you buy groceries and eat there.
Italian cuisine, for me, is truly exceptional. I think it’s one of the most sought-after cuisines worldwide, loved by many. Italian food is quite accessible compared to other cuisines, which makes it a popular choice. You can enjoy a light meal or a generous one, with options for both carbs and proteins. The vibes of EATALY are remarkable and truly resonate with guests. In addition, the concept itself is very appealing and affordable, catering to everyone. It’s an inclusive experience that appeals to people of all ages and backgrounds. Whether you’re a young adult craving pizza or someone more interested in fish or meat, it caters to all tastes.
What is your view on franchise versus homegrown concepts in Lebanon?
When comparing franchises to homegrown concepts in Lebanon, it’s evident that Lebanon boasts a remarkably strong local food and beverage scene. Several established Lebanese groups have successfully expanded their concepts internationally, which is a noteworthy achievement. In contrast, international franchises often face more challenges in Lebanon than in other markets. I believe the space is highly competitive, as the Lebanese are exceptionally skilled at developing and growing their own concepts. The primary driver of the market here is the dining experience, which has become a defining element in the industry.
What are your plans for future investments and new concepts in Lebanon?
The Beirut Souks are already impressive, and I’d like to credit Solidere for their efforts in revitalizing the area. Looking ahead, beyond EATALY, our group has made significant investments there, with plans to open the second-largest ZARA in the Middle East by July. Other brands have already launched, and EATALY is scheduled to open in June. Furthermore, over the next five years, I’m planning to acquire more franchises, expanding our reach.
What excites me is the opportunity to develop new concepts that truly resonate with us. While we’re exploring new ideas, we’re particularly passionate about creating something meaningful. I’ve always had a love for steakhouses, despite their complexity. Moreover, red meat can be intimidating for many, but I remain drawn to it. Additionally, I’m keen on the idea of a casual French brasserie, inspired by a beloved brasserie that once existed in Beirut.
What drives you?
Firstly, I wish everyone luck and hope for lasting stability in the years ahead. What drives me most is the belief that life is a journey, and our role is to enjoy the ride. I was fortunate to join the family business nearly 30 years ago, which helped shape my path both professionally and personally. Over time, we expanded steadily across Lebanon and the region, always guided by purpose, values, and long-term partnerships with like-minded people. One thing that deeply inspires me is collaboration, whether with franchise partners or through our ongoing work.
Through this journey, I was exposed to diverse business models and concepts, which truly broadened my understanding of many industries. That variety offered me countless chances to learn, grow, and adapt ideas that resonated with our culture and regional needs. Curiosity became my compass, constantly pushing me to explore new things and to introduce fresh thought into everything we do. In many ways, we were simply blessed, at the right time, right place, with regional economic growth providing opportunities across the GCC and beyond.
My bond with Lebanon remains unwavering; it’s the place where my story began, and, God willing, where I hope it will conclude. As for my inspiration, I’ve always admired every Lebanese who has been able to innovate, create, and thrive amidst our struggles. If I had to choose a motto to capture it all, it would be: Life is a journey so embrace it, enjoy it, and keep moving forward.
