Inside SISBAN with Tariq Saleh Altwuajiry

Inside SISBAN with Tariq Saleh Altwuajiry

Tariq Saleh Altwuajiry, the GCC managing director of SISBAN, is a successful business leader in Saudi Arabia. With almost 25 years of practical experience in investments and the private sector, Altwuajiry gives us the lowdown on SISBAN.

What can you tell us about the diverse investment portfolio of SISBAN?
The company has managed risk by investing in various sectors and markets, including KSA, the wider GCC, the UK and the US. Diversifying sectors and markets has enabled us to utilize a pool of experience and skill sets from within our structure across the various territories. We have applied this strategy to diversify our portfolio of brands, including specialty coffee and roaster, bakery, juice bar, beef canteen/meat and steak concepts, burger, Lebanese, breakfast and day social dining, Saudi food, desserts/chocolate-based concepts and confectionery retail. Our brands are positioned from fast-casual to premium-casual, targeting a wide array of customers and demographics.

How are brands selected?
We select brands based on specific criteria, including market acceptance of the brand and concept, quality of the offering, value proposition and overall dining/retail experience. Additionally, a key selection factor is the team behind the brand’s DNA and its creative side. These criteria enable us to apply continuous improvement and development to the brands and concepts in the relevant markets.

What is SISBAN’s role in supporting economic growth and development in Saudi Arabia, particularly in light of Vision 2030?
Vision 2030 is driving various sectors within the kingdom, particularly tourism, hospitality and food and beverage, across the public and private sectors. Our contribution to this vision is creating full dining and retail experiences that focus not only on the food and its ingredients but also on the overall theme, venue vibe, interior design, music and service. These parameters are consistently driven to meet or exceed international benchmarks of dining standards, enabling our concepts to compete with international brands and appeal to both international visitors and local residents. This positions our homegrown GCC concepts for expansion into international markets, such as London, New York and beyond, while bringing other internationally acquired brands to the local market.

How does the company plan to introduce GCC brands to international markets?
Our strategy is to develop brands that are suitable for both the local GCC and international markets. To establish a solid foundation during the inception stage of brand creation, we conduct thorough market studies while taking into account international benchmarks of concepts and analyzing current and projected future trends. Additionally, we allocate the right resources to materialize this vision and brand conception by selecting a creative culinary team and interior design team. This thorough approach has brought several brands to success locally, regionally and internationally.


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Tariq Saleh Altwuajiry discussed the case Study: Taking GCC Brands into the International Market – Building an International Portfolio to Diversify Risk and Leverage Brand Positioning at the Future Hospitality Summit (9 May at 10:00am)

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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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