FOOD NEWS
How Two Entrepreneurs Built a Middle Eastern Hospitality Empire from a Single Food Truck
Starting with a viral social media campaign and a humble food truck at Dubai's Kite Beach, two entrepreneurs have grown a massive hospitality group featuring multiple brands across the Middle East.
In 2014, two entrepreneurs, Amal Al Marri from the UAE and Deem Al Bassam from Saudi Arabia, launched a venture that would eventually transform the Middle Eastern food and beverage landscape. Their journey began not with a restaurant, but with a strategic social media initiative called #FindSalt. By distributing salt shakers and inviting followers to share what added flavor to their lives, the pair cultivated a dedicated community before they had even served their first meal.
This initial digital engagement laid the groundwork for the launch of SALT, a food truck concept stationed at Dubai’s Kite Beach. The brand focused on a menu of simple, rustic staples—including sliders, fries, and shakes—prioritizing high-quality ingredients and vibrant flavors. The concept resonated with the public, drawing large crowds not only for the food but for the unique community-focused atmosphere the founders established around the casual dining experience.
From Viral Concept to Hospitality Powerhouse
The success of the initial food truck was driven by the complementary skill sets of its founders. Al Bassam, who holds a marketing degree from the American University of Dubai, focused on staying ahead of shifting market trends, while Al Marri utilized her background in creative design and event planning to define the brand’s distinct identity and customer experience. This synergy allowed them to scale their operations significantly.Operating under the umbrella of the Independent Food Company, the duo has since expanded their footprint across the UAE, Kuwait, and Qatar. In the UAE alone, the SALT brand now operates 17 locations. Beyond their flagship concept, the company has developed a diverse portfolio of brands, including Parker's, Somewhere, Public, Shalwa, and Kumo, while also managing the regional presence of Joe & The Juice. Their influence extends into high-profile collaborations with global names such as Fenty and Farfetch, cementing their position as leaders in the regional hospitality sector.
