Branding Design Business & Marketing Strategy Digital Design & Technology

Cultivating the Kingdom’s F&B Sector

Qoot, the first restaurant and cafes association in Saudi Arabia, had recently been established and was still carving out a place for itself in the local market. We helped them build on their vision, enabling them to position themselves in a way that reflected their values. An ecosystem was designed to understand their interrelated goals, drive solutions for their members and create sustainable value and growth.

The Challenge

To create a market presence for itself as a new brand, Qoot faced the challenge of formulating its brand identity and building a foundation to serve its different audiences. It started off with a number of ideas and initiatives, but needed to gain clarity on the overall direction that would help bring these ideas to life in ways that allowed it to reach its objectives most effectively.

Qoot was now ready to realize their vision of “elevating the Saudi restaurant and cafe industry by facilitating innovation and standardisation, and providing a platform that enables key players to make the sector more appealing”, but first they needed to understand the needs of their potential users.

The Process

Our process began with a thorough analysis of Qoot’s objectives and their proposed initiatives, which could help us in determining a potential integrated approach in tackling all of these objectives. As a first step in achieving this, we did in-depth research, to understand the challenges restaurants and cafes are facing. We also wanted to understand the market infrastructure to see how Qoot could be a key player in uplifting and supporting the F&B sector.

Indeed, our value proposition was to provide a more centralized user experience. We therefore conducted a workshop with restaurants and cafes to present our findings and to fine-tune our conclusions and draw-out Qoot's complete vision. Through illustrating this intent we were able to underpin all brands, sub-brands and related activities.

The Experience

We developed an ecosystem that was aligned with Qoot’s vision, consistent with the results of our research and enhanced the Qoot brand as well. This ecosystem proposed a network of technological solutions that allowed Qoot to achieve its objectives in a creative and fresh way. Bustan was a sub-brand resulting from these efforts, providing users with a customized experience and connecting key components to provide a 360 solution for restaurants and cafes. Bustan was later complemented by Fursah, a platform providing recruitment solutions. Key to the success of this ecosystem has been the close engagement we have had with key stakeholders and potential partners throughout the journey of discovering Qoot.

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3rd Floor, Jana Heights,
Malik Road, Jeddah, KSA

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