Destination KSA - Your Guide to Saudi

Destination KSA - Your Guide to Saudi

Interview with Ahmed Safar Al Zarooni and Adnan Al Zarooni of Mara Restaurant and Lounge

Interview with Ahmed Safar Al Zarooni and Adnan Al Zarooni of Mara Restaurant and Lounge
Interview with Ahmed Safar Al Zarooni and Adnan Al Zarooni of Mara Restaurant and Lounge

Mara Restaurant and Lounge has quickly become a prominent name in the UAE’s vibrant culinary scene. Born from humble beginnings as a catering service in 2014, Mara has grown into a beloved chain known for its multicultural cuisine and flavorful dishes. We sat down with Ahmed Safar Al Zarooni, co-founder, and Adnan Al Zarooni, Founder & Group CEO, to discuss their journey, the secrets behind their success, and their ambitious expansion plans, including their upcoming ventures into international markets.

  1. Ahmed Safar Al Zarooni: From your diverse professional background spanning aviation, telecom, and World Expos, what inspired you to venture into the restaurant industry and co-found Mara Restaurant and Lounge?

Initially, the venture began as a home business, spearheaded by my brother’s wife, gradually evolving from home to eventually establishing a food cart. Equipped with a background in business and a fervour for entrepreneurship, I recognised the potential and joined forces with them. 

From there on, we transitioned from a small-scale operation to a full-fledged enterprise, setting up our first location in Sharjah’s Muwaileh commercial area. Leveraging the combined expertise of my brother, whose experience spanned in the F&B service, we synergized our combined expertise and laid the foundation for the brand. By the end of 2016, the first branch was established, marking the beginning of our journey. Since then, the growth trajectory has been impressive, expanding to encompass 11 branches across the UAE as of today.

  1. Adnan Al Zarooni: As the Founder & Group CEO, how do you ensure that Mara Restaurants maintains its unique identity and high standards of quality as it continues to expand both within the UAE and internationally?

At Mara Restaurant, to ensure an exceptional dining experience, we place immense emphasis on quality of food, and the overall customer experience. These elements form the strong foundation upon which we have built our reputation, largely through positive word of mouth. Ensuring consistent quality across all branches is paramount to us, which is why we conduct daily visits and inspections. Feedback, whether positive or constructive, is carefully considered, and any areas for improvement are promptly addressed with the team. 

Internationally, extensive training is provided to our staff, encompassing both customer service and kitchen operations, to maintain the highest standards from day one. We prioritize readiness over haste when opening new branches, ensuring that we are fully prepared to deliver our best. Through our experiences with diverse customer bases, including new and loyal patrons, we have cultivated trust in our brand. People rely on Mara Restaurant for memorable occasions, confident that we consistently meet and exceed their expectations.

  1. With Mara Restaurant and Lounge offering a variety of international cuisines, what steps do you take to ensure authenticity and quality in each dish, and how do you decide which cuisines to feature on your menu?

Ahmed Safar Al Zarooni: Our Research and Development team comprises seasoned professionals with extensive experience in the regional market. We strive to stay ahead of industry trends, consistently innovating by introducing new offerings while ensuring that beloved customer favorites remain staples on our menu.

 Adnan Al Zarooni: This balance between creativity and tradition is a hallmark of our approach. Additionally, we prioritize ongoing training initiatives to equip our team with the skills and knowledge needed to maintain our high standards of quality and service.

  1. Mara Restaurants has seen significant growth since its inception, including a strong presence on social media. How has social media and digital marketing contributed to your success, and what role do you see it playing in your future expansion plans?

Adnan Al Zarooni: Social media plays a pivotal role in our success and growth trajectory. It serves as a vital medium for direct interaction with our customers, facilitating quick and easy feedback loops. Recognizing the importance of knowing our customers, we prioritize social media platforms as a means to engage with them and gather valuable insights. By leveraging these platforms, we effectively communicate our campaigns and menu updates, ensuring that our clients remain informed and engaged. 

Ahmed Safar Al Zarooni:  Moreover, our robust presence on social media provides us with a strategic advantage in terms of expansion, as it enables us to effortlessly tap into new markets and extend the credibility and visibility of our brand. Our existing content serves as a convenient reference point for both existing customers and potential markets, further enhancing our reach and influence.

  1. As you prepare to expand into new markets such as London and Riyadh, what are the main objectives you hope to achieve in these specific countries, and what challenges do you anticipate in these new ventures?

Ahmed Safar Al Zarooni: Our objectives center on viewing challenges as opportunities for growth and success. After establishing a robust presence in the UAE, our goal is to sustain this momentum by venturing into new markets. Given the diverse population in the UAE, we are confident that our offerings will resonate with customers from other countries, as evidenced by the positive feedback we have received from international visitors especially to our Dubai Mall location. 

Adnan Al Zarooni: However, we acknowledge the challenges that come with expansion, particularly in terms of distance from operations and navigating government processes and policies. Despite these challenges, we are committed to ensuring our offerings meet the demand through ongoing visits and in-depth study. Currently, we are in discussions with potential investors in countries like Saudi Arabia, and we are grateful for the support of the Saudi Arabia government in promoting growth and facilitating international investment, in line with the objectives of Saudi Vision 2030.

  1. With your upcoming expansions, how many new restaurants do you plan to open in each country, and what kind of investments and strategic partnerships are you considering to support this growth?

Ahmed Safar Al Zarooni:  We are considering consolidating all branches under one large company to streamline operations and enhance efficiency. While we have established a strong brand presence in the UAE with numerous branches, we recognize the potential for further expansion within the country. Our international expansion strategy involves a deliberate and systematic approach, starting with the first branch in KSA soon. As we evaluate the market potential, we are confident in our ability to sustain the growth. Discussions are underway in KSA, and initial talks with serious investors have shown interest in our brand. 

Adnan Al Zarooni:  However, we are cautious in our decision-making process, as we believe we are still in a phase of growth and are committed to leveraging our competitive advantage to achieve further success.

  1. Considering the unique culinary landscape of Saudi Arabia, what specific strategies will you employ to cater to the tastes and preferences of the Saudi market, and how do you plan to position Mara Restaurant and Lounge in this competitive environment?

Adnan Al Zarooni:  We remain committed to retaining our signature dishes and offerings as they encapsulate the core essence of our brand. Simultaneously, we are conducting thorough market research in KSA to understand its preferences, enabling us to introduce new items that resonate with the local taste palate.

Ahmed Safar Al Zarooni:  This approach ensures that while we maintain the foundation of our brand identity, we also adapt and innovate to cater to the specific preferences of the KSA market.


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