In this interview session with Mr. Christian Salloum, he shares the inspirations and experiences that have shaped his career in the Food & Beverage (F&B) industry. From his early beginnings in Lebanon, where he developed a passion for food and hospitality, to his pivotal role in expanding renowned brands across the GCC, including launching over 100 stores, Mr. Salloum offers valuable insights into the complexities and strategies behind successful F&B operations. He discusses his transition into advisory, where he now empowers brands to thrive through strategic insights, brand positioning, and sustainable practices tailored to today’s dynamic markets. His reflections reveal a commitment to fostering growth, operational efficiency, and innovation in an ever-evolving industry.
The Journey Begins
We started the interview by asking, “What inspired you to start your professional journey in this field?”
Christian Salloum replied, “I started my journey in the F&B industry driven by a passion for food and a love for the vibrant, ever- evolving world of hospitality—a field in which we excel in my home country, Lebanon. There, I joined both homegrown and international hotel chains, contributing to successful launches and establishing strong operational foundations in the Hospitality sector in general, and the Food and Beverage in specific. Drawn to the opportunity to create memorable experiences and stay ahead of industry trends, I expanded my career across the GCC back in 2003, working with internationally renowned brands like PAUL bakeries and restaurants developing the brand across the region, as well as homegrown and other international concepts. Over time, I contributed along with the team involved to the opening of over 100 stores across the region. This experience revealed that I could make an even greater impact by sharing my expertise and best practices through my own operational and advisory firm, supporting both established brands and entrepreneurs seeking to navigate the unique challenges of the food and beverage industry and achieve lasting success—whether by creating a unique concept and experience or through business transformation of existing ones. Empowering local and international brands to thrive by sharing strategic insights and proven operational practices is a deeply rewarding part of my journey.”
Revitalizing a Fading Brand
The Arab Today: Can you share an example of a challenging project where you successfully transformed a struggling brand into a thriving one? What key strategies were pivotal in that transformation?
Christian Salloum replied, “Throughout my career, I have led numerous F&B brands, both within hotel premises and as international and local stand-alone concepts across fine dining, casual, and fast-casual business models. In each project, my initial goal—along with my team’s—has been to position these brands uniquely within their communities and establish them as top-of-mind concepts in the market. Achieving this requires a deep understanding of brand identity, product offerings, and a well-crafted strategy focused on market positioning and target audience engagement, enabling these brands to evolve and thrive.
Having led over ten brands, I approach each with an entrepreneurial mindset, bringing adaptability, innovation, and a results-driven focus to ensure each brand stands out in its market. I continuously refine strategies to reflect emerging trends, ensuring each concept leads with unique and impactful ideas. My approach centers on driving revenue growth and profitability through comprehensive brand audits, consistency, consumer insights analysis, financial review, and operational efficiency. Leading a dedicated, motivated and well developed team has been essential to creating and executing these strategies and supporting aggressive brand development—key elements that have defined my professional journey.
These strategies have consistently led to significant transformations, resulting in increased foot traffic, higher sales, and renewed brand loyalty. This success underscores the power of a holistic approach that combines market insights, operational excellence, and strategic marketing to revitalize and strengthen a brand in a competitive landscape.”
Crafting Winning F&B Concepts
The Arab Today: With a background as both a concept creator and franchise expert, what do you believe are the critical components of a successful F&B concept in today’s Middle Eastern and European markets? How do you balance innovation with the local tastes and preferences of diverse regions?
Christian Salloum replied, “In today’s competitive Middle Eastern and European markets, a successful Food and Beverage concept must address a market gap or need while resonating with local tastes and customer preferences. This process begins with understanding market demand through targeted research and customer insights, which guide the development of a unique brand identity and storytelling that creates an emotional connection with consumers. In regions where customers expect high standards, quality and consistency across every touch point—from food to service—are crucial to building trust and encouraging repeat business, offering a strong competitive advantage in both product and experience. Balancing a distinct brand identity with adaptability, through culturally sensitive designs, menu adaptations, and lifestyle-driven elements, can effectively bridge the gap between a brand’s core values and regional expectations.
Balancing innovation with local tastes requires a nuanced approach. Localized menu adaptations, such as incorporating popular flavors or seasonal dishes, and innovative offerings with a local twist can enhance appeal without diluting the brand’s identity. This approach has proven effective in building brand presence and boosting sales, as we have successfully practiced on several occasions. A modular concept design that integrates modern tech elements also allows customization across markets, with options for distinct interiors, service styles, or marketing messages, keeping the brand both adaptable and consistent. Additionally, efficient, scalable operations support sustainable growth, ensuring profitability without compromising quality.”
Navigating the International Landscape
The Arab Today: What are the primary factors you consider when advising a brand on entering a new country or region, and how do you ensure that the brand’s core identity remains intact through the expansion?
Christian Salloum replied, “When advising a brand on entering a new market or region, several primary factors are important to consider ensuring a successful expansion while preserving the brand’s core identity. Besides knowing your financials and investment requirement, it’s essential to understand the market’s characteristics, knowing both your customers and competitors.
Market Research, Consumer Insights, and Competitor Analysis
Thorough research into the target market is crucial to understanding local consumer behaviors, preferences, spending patterns, and the competitive landscape. This involves not only identifying market demand but also analyzing both direct and indirect competitors. Understanding who you are competing with—their strengths, weaknesses, and positioning—clarifies where the brand can offer unique value and stand out in the market.
Regulatory and Legal Compliance
Different countries have varying regulations for business operations, especially in the food and beverage sector. Ensuring compliance with these local regulations is essential to avoid legal issues that could negatively impact brand reputation.
Recruitment and Role Alignment
A critical factor for successful expansion is recruiting the right candidates for specific roles. Hiring individuals who have the necessary skills and align with the brand’s values and culture is essential, particularly in leadership and customer-facing roles. Properly assessing local talent, establishing clear job roles and aligning hiring strategies with both brand needs and local practices are key to building a cohesive team.
Training and Consistency in Brand Standards
Whether operating through a franchise model or a new concept, a robust training program is essential. Training ensures that every team member understands and adheres to the brand’s service standards, quality expectations, and operational procedures. Well-structured, culturally adapted training programs help maintain consistency across locations and align local teams with the brand’s core identity.
Adaptation vs. Standardization
Striking the right balance between adaptation and standardization is key to preserving the brand’s identity. While certain elements, like menu items or branding, may need to be localized to appeal to the target market, the brand’s core values, mission, and unique selling propositions (USPs) should remain consistent.
Supply Chain and Logistics
Local sourcing, logistics, and supply chain reliability are fundamental to smooth operations in a new region. The availability and cost of ingredients, equipment, and packaging can significantly impact profitability and quality. Establishing partnerships with reliable local suppliers and logistics providers ensures consistency in product and service standards.
Operational Scalability and System Replication
Successful expansion requires that the brand’s operational standards are replicable in the new region. Setting up efficient systems for hiring, training, and quality control ensures that the core experience remains consistent across locations. This includes implementing processes that support scaling while maintaining quality and efficiency.
Brand Positioning and Marketing Strategy
A customized marketing strategy is essential to effectively introduce the brand in the new region. This may involve leveraging digital channels, collaborating with local influencers, and crafting campaigns that align with cultural sensibilities while emphasizing the brand’s unique identity. Ensuring that the brand message remains authentic and resonates with the target audience is key to building brand loyalty from the outset.”
Data-Driven Hospitality Insights
The Arab Today: Given BrandPortunity’s extensive data on consumer behavior across various regions, how do you leverage these insights to help clients stay ahead of trends in the rapidly evolving hospitality sector?
Christian Salloum replied, “At BrandPortunity Hospitality Consultancy, we leverage consumer behavior data, strengthened by our regional presence and experience across multiple markets, to transform insights into actionable strategies that keep our clients ahead in the dynamic hospitality sector. Our diverse market exposure, coupled with a skilled team and preferred industry partners, allows us to adapt quickly to emerging trends with strategic expertise. This proactive approach positions our clients as trend leaders rather than followers. For instance, if we observe a rising interest in sustainability or plant-based options in specific regions, we guide clients in seamlessly integrating these elements into their menus, marketing, and operations.
Our data-driven and global insights also enable us to tailor offerings that align with local preferences without straying from a brand’s core identity. This localized approach builds stronger connections with customers, fostering brand loyalty and enhancing satisfaction. By understanding diverse consumer expectations, we help clients create memorable experiences that encompass menu design, service style, ambiance, and digital engagement. Staying attuned to what customer’s value—whether convenience, personalized service, or immersive experiences—ensures that our clients consistently meet and exceed market expectations.
Data drives innovation by identifying opportunities for new products, services, and operational efficiencies. With insights that guide clients in integrating technology, sustainable practices, and unique dining concepts, we empower them to deliver genuine value. At BrandPortunity, we strive to turn challenges into valuable opportunities, strengthening our capacity to establish best practices that drive long-term success. By transforming regional and global data into a strategic advantage, we help our clients remain agile, relevant, and deeply connected to consumer needs across a rapidly evolving hospitality landscape.”
BrandPortunity’s Approach
The Arab Today: The hospitality industry is increasingly focused on sustainability. How does BrandPortunity incorporate sustainable practices into its concept development and operational advisory services?
Christian Salloum replied, “At BrandPortunity Consultancy, we emphasize sustainability not only in new concept development but also in transforming existing brands seeking a sustainable business strategy. We integrate eco- friendly practices into every phase of the brand journey, from sourcing sustainable materials to optimizing energy and water use and implementing effective waste management systems. Our approach to waste management includes guiding teams to minimize waste through training and restructuring menus to maximize ingredient usage, ensuring that raw materials are fully utilized and reducing overall food waste.
For both new and established brands, we design sustainable menu options by incorporating locally sourced and plant-based ingredients, reducing the carbon footprint while meeting consumer demand for healthier, environmentally friendly choices. Through each step—concept design, operational processes, and customer engagement—we help clients build brands that go beyond industry compliance, creating meaningful connections with today’s eco-conscious consumers. This approach empowers our clients to lead in sustainability, generating lasting value for their business, the environment, and their communities.”
The Art of Client Relationships
The Arab Today: Building lasting relationships is central to BrandPortunity’s mission. How do you approach establishing trust and alignment with clients, particularly in long-term projects or partnerships with government and private entities?
Christian Salloum replied, “At BrandPortunity, cultivating strong, enduring relationships with our clients is fundamental to our mission. We start by building trust through open and proactive communication, taking the time to understand each client’s specific vision, objectives, and operational needs. Our approach centers on aligning our goals with theirs, establishing a mutual commitment to success from the very beginning.
In long-term projects and partnerships, especially with government and private entities, we recognize that alignment can sometimes be challenging. However, our professional guidance, rooted in years of hands-on industry experience, supports clients through these complexities. We focus on transparency and consistency by setting clear expectations, providing regular progress updates, and addressing challenges with well-thought-out solutions, ensuring our clients feel supported at each stage.
Flexibility and responsiveness are also key in our approach, allowing us to adapt to evolving project requirements or external shifts. This adaptability demonstrates our commitment not only to meeting immediate needs but also to supporting sustainable growth and long-term success. By positioning ourselves as trusted partners, BrandPortunity ensures clients see us as a reliable, collaborative resource dedicated to delivering impactful results and fostering lasting value.”
A Word of Advice
Lastly we asked, “Do you have a piece of advice that you would like to say to people just starting on their business journey?”
“The food and beverage industry, while challenging, is also one of the most entertaining, dynamic, and rewarding sectors—particularly when guided by experts and launched with precision and professionalism. Success in this industry requires a deep understanding of key factors such as market trends, customer preferences, operational efficiency, financial insights, and risk analysis. As the industry continues to evolve, staying adaptable to emerging trends and shifts is essential for positioning your brand as a leader and for delivering a memorable, experiential journey to your customers.
To truly excel, it’s crucial to stay proactive, invest in understanding the market’s nuances, and build a foundation that aligns with both quality standards and innovation. Seeking expert guidance and partnering with professionals who can help navigate these complexities strengthens your strategy and empowers your brand to stay ahead, ensuring a successful and sustainable journey in the F&B sector.” Christian Salloum Concluded
Connect Christian Salloum on LinkedIn
Visit BrandPortunity Hospitality Consultancy to learn more about it
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