Portfolio
F&B Concept Development
We support the development of distinctive culinary concepts from initial vision to execution, shaping the culinary direction, guests experience, and overall identity. Our approach integrates menu development, concept storytelling, operational insight, and cultural sensitivity to create cohesive, commercially viable concepts that feel intentional, relevant, and enduring.
Kayanee, Riyadh
Menu design and recipe development for Kayanee honours the modern-day woman, carefully crafted by Saudi nutritional Chef Nawal delivering an easy all day brunch menu while incorporating some locally relatable dishes and ingredients.
Zalata, Riyadh
Supporting the development of a new F&B concept, Asfar partnered closely with the brand to shape a cohesive and compelling culinary direction. This included crafting the menu concept, developing original recipes, and ensuring each element reflected the brand’s identity and positioning. Alongside the creative work, Asfar delivered targeted HR training to equip the team with the knowledge and skills needed to execute the concept consistently, bridging vision with on-the-ground excellence.