Changing the junk food narrative with Tamer Elkhayat, CEO of KCG and co-founder and managing director of PINZA!

Changing the junk food narrative with Tamer Elkhayat, CEO of KCG and co-founder and managing director of PINZA!

 Tamer Elkhayat, CEO of KCG and co-founder and managing director of PINZA! believes that healthy shouldn’t mean you have to compromise on taste. Here, he tells us why he decided to collaborate with Emarat to launch an innovative Italian concept in the UAE.

What can you tell us about your latest collaboration with Emarat?
Aiming to take quality and service-food stations to the next level in Dubai and the northern Emirates, we teamed up with Emarat to offer PINZA!’s signature guilt-free hand-kneaded crust across 50 locations.

Why where you keen to launch PINZA! in the UAE?
PINZA! is a unique concept born out of a desire to bring something out of the box to Dubai. The UAE constitutes an ideal launchpad to start our journey, given its nurturing ecosystem for startups and for businesses of all types and sizes. Our experience has been amazing, and the concept has been well received by customers. Over the years, our project has evolved with the needs and desires of our customers. Today, we have many loyal clients who love PINZA! for its authenticity and unique taste.

Do you believe that there is significant demand for healthy food in the UAE?
More than ever, customers are demanding healthy food options and alternatives. This segment has great market potential, as more consumers are adopting wellness-centered routines. Fresh and healthy options have made their way to the fast-casual food segment recently and have become a popular choice among consumers.
Our recent B2B expansion reflects our commitment to bring PINZA! to all health-conscious foodies in Dubai and the northern Emirates. It is incredibly exciting to be able to reach a wider audience as part of this new business venture.

How are you working toward changing the narrative of fast food being unhealthy?
We set out to bake the finest pizza dough in the UAE. With our new B2B developments, we are looking forward to enhancing the consumer-based grab-and-go retail environment. Offering wholesome, flavorful, nutritious and delicious food, PINZA! is working toward changing the narrative that healthy food is not tasty. When possible, vegetables are sourced locally, ensuring that only the freshest, GMO-free ingredients and herbs are selected for the toppings.

What are your future plans?
Currently, we are working on expanding and developing our current B2B collaborations even further across the UAE. We are also looking to extend PINZA!’s international reach, with franchises across MENA and the UK currently in active discussions. As part of our mission, to help the healthy food segment flourish, we are exploring collaborations and expansions in the UAE and the GCC B2B and foodservice industries.

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Rita Ghantous

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.

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