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UAE’s Epik Foods nears its Saudi growth phase

Epik Foods’ goal is to exceed its customer expectations through culinary experiences, sustainable practices, and community engagement. (Supplied)
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Updated 01 October 2024
Nour El-Shaeri
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UAE’s Epik Foods nears its Saudi growth phase

  • UAE firm has an ambitious vision for its influence in the Saudi market
Updated 01 October 2024
Nour El-Shaeri

CAIRO: Saudi Arabia’s food and beverage sector is attracting interest from new businesses at home and abroad, and startup Epik Foods is one of those eying significant expansion in the burgeoning market.

Founded in 2017, the company now operates over 100 brands and 50 locations across the UAE, Saudi Arabia, and Oman. 

The UAE-based firm has emerged as a dynamic and multifaceted F&B group, operating virtual brands, dine-in restaurant concepts, meal plan services, and catering services. 

In an interview with Arab News, Epik Foods CEO and co-founder Khaled Fadly shared the company’s strategy for acquiring a 20 percent share of the Kingdom’s market.

A strategic Kingdom 

Epik Foods has outlined clear objectives for its operations in Saudi Arabia, with Fadly saying the company’s immediate goal is to lay the groundwork for sustained growth and success in the Kingdom.

“Through strategic initiatives, strong partnerships, and a relentless focus on quality and innovation, we aim to carve out a significant presence and become a household name synonymous with exceptional dining experiences,” he said. 

“We are committed to establishing a solid foundation that will support our long-term objectives and ensure our continued success in the region,” he added. 

Looking ahead, Epik Foods has an ambitious vision for its influence in the Saudi market.   

“We aspire to influence the sector by continually innovating, adapting, and setting industry standards,” Fadly said. 

The company’s goal is to exceed its customer expectations through culinary experiences, sustainable practices, and community engagement initiatives.  

“Over the next five years, we aim to capture at least 20 percent of the healthy fast-casual dining market share in major cities like Riyadh, Jeddah, and Dammam, while also expanding our virtual brand presence to cater to the growing online delivery segment. Through these efforts, we envision reshaping the landscape of the Saudi F&B market,” he said. 

Fadly elaborated on the company’s expansion strategy, stating that the expansion strategy in Saudi Arabia is multifaceted, focusing on establishing a strong presence, both physical and virtual.  

“Over the next two years, we plan to open 20 dine-in restaurants in key locations such as Riyadh, Jeddah, and Dhahran for our flagship brands,” he stated.  

“Additionally, we’re launching multiple virtual brands covering diverse cuisines, including Arabic, Indian, Asian, burgers, fried chicken, and desserts which will be available exclusively for delivery through platforms like Jayez and HungerStation,” he added. 

Furthermore, Epik Foods is establishing partnerships with prominent gym institutions to operate Healthy & Co. kiosks within their facilities.  

These kiosks will provide convenient and nutritious post-workout meals, catering to health-conscious individuals and expanding the company’s reach into new customer segments, Fadly explained. 

Fadly confirmed that his company is “actively seeking opportunities” to collaborate with Saudi governmental bodies, adding: “We aim to work closely with the Saudi Food and Drug Authority to ensure compliance with local regulations and standards. Additionally, we are eager to participate in initiatives like the Saudi Vision 2030’s Quality of Life Program, which aims to promote healthier lifestyles and dining options.” 

Through strategic initiatives, strong partnerships, and a relentless focus on quality and innovation, we aim to carve out a significant presence and become a household name synonymous with exceptional dining experiences.

Khaled Fadly, Epik Foods CEO and co-founder

Epik Foods has set ambitious growth objectives for the next year, aiming to open five new dine-in restaurants, achieve a 30 percent increase in online delivery sales, and secure partnerships with at least three major gym chains for its Healthy & Co. and Prep & Co. brands.  

“In the Saudi market, we aim to achieve significant milestones including a projected 60 percent increase in revenue, doubling our dine-in restaurant footprint, and establishing ourselves as a recognized leader in healthy dining options,” stated Fadly. 

Fadly also shared news about new products tailored for the Saudi market. “We’re excited to launch our Daily Meal Kits featuring pre-packaged meals inspired by both traditional Saudi cuisine and international favorites,” he said.  

“The Saudi market plays a pivotal role in Epik Foods’ expansion strategy for several reasons. With its large and growing population, strong economy, and increasing demand for diverse culinary experiences, Saudi Arabia presents a significant opportunity for growth,” Fadly stated. 

“By establishing a strong foothold in Saudi Arabia, we can leverage our success to further penetrate neighboring markets and enhance our international brand recognition and reputation. Thus, the Saudi market serves as a cornerstone in our strategic roadmap for sustainable expansion and long-term success,” he added.

“We prioritize maintaining open communication channels with relevant authorities, regularly updating our policies and procedures to align with new regulations, and investing in employee training and development to ensure awareness and compliance at all levels of our organization,” Fadly explained.  

Additionally, the company leverages technology to streamline regulatory processes and minimize compliance risks.  

“We actively participate in industry associations and forums to stay informed and contribute to shaping future regulations, demonstrating our commitment to responsible business practices and regulatory compliance in Saudi Arabia,” he added.

Business fundamentals  

“Throughout our journey within the Saudi Arabian market so far, we’ve encountered various challenges that demanded our attention and strategic maneuvering,” stated Fadly.  

These challenges include navigating the intricate regulatory framework, tailoring offerings to resonate with the distinct Saudi culinary palate, efficiently tackling logistical complexities in supply chain and workforce management, and carving a distinctive identity amidst a bustling landscape of local and global competitors.  

“To tackle these obstacles, we’ve embraced a holistic approach rooted in cultural insights, agile adaptability, and a commitment to delivering quality and innovation,” he added. 

“At Epik Foods, our business model is a fusion of various services tailored to meet the evolving needs of today’s consumers,” Fadly explained.  

The company operates a diverse portfolio comprising dine-in restaurants, innovative virtual brands, corporate catering services, personalized meal plans, and convenient meal kits.  

“While each avenue contributes to our revenue, the primary sources stem from our dynamic virtual brands and bustling dine-in restaurants,” he added. 

“We are proud to share that our company has achieved profitability at the country level,” Fadly revealed.  

“We are excited about this achievement and remain focused on further growth and success in the future,” he added. 

An Epik inception 

“The motivation behind founding our company stemmed from a desire to bring something new and innovative to the F&B market in Dubai,” Fadly recalled.  

In 2017, Fadly and his current co-founder Ranya Basyuni, both transitioning from corporate roles, identified a significant gap in the market, the absence of poke restaurants.  

This realization led to the opening of their first poke restaurant, marking the beginning of their journey in the F&B sector. 

The COVID-19 pandemic in 2020 presented unprecedented challenges, compelling Epik Foods to adapt its business model.  

“This period of adversity prompted us to pivot towards virtual brands, a strategy that not only allowed us to sustain our operations but also to explore new culinary avenues,” Fadly explained. 

The formation of Epik Foods was a strategic move to consolidate their ventures, merging the operations of Happy Platters Kitchen and Sweetheart Kitchen with KR&CO.  

“As we continue to evolve, we are looking forward to announcing the launch of Epik Catering, our catering service, to further expand our culinary footprint and cater to the diverse needs of our clientele,” he added. 

“At Epik Foods, we measure success through a multifaceted approach, relying on key performance indicators such as customer satisfaction scores, revenue growth, and the expansion of market share,” Fadly noted.  

The company is also committed to customer retention and operational excellence, which relies on prioritizing adaptability to local nuances and swiftly responding to evolving consumer preferences.  

“Our top metrics include an analysis of customer feedback and local market penetration,” he added. 

“We have raised a significant amount of funding, which we are strategically utilizing to expand our presence in Saudi Arabia,” Fadly shared.  

Specifically, these resources are being channeled towards opening more than 20 physical dine-in restaurants within the next two years.  

“This investment underscores our commitment to growth and delivering exceptional dining experiences to our valued customers,” he added. 

“Yes, we are actively exploring opportunities to secure additional funding to support our expansion plans,” Fadly confirmed.  

The focus is on enhancing infrastructure, scaling up operations, and entering new markets within Saudi Arabia.  

“Securing additional funds will enable us to accelerate our growth trajectory and better serve our customers in the region,” he said.  

He further shared the company’s current objectives that extend beyond financial metrics. 

“With Saudi Arabia’s vast population and diverse culture, we anticipate becoming integral to their lives and attracting even more customers,” he said. 

“The expansion potential in Saudi Arabia is immense, surpassing that of the UAE, and our success will serve as a regional springboard, enabling us to leverage synergies across neighboring countries,” Fadly elaborated.

Topics: Epik Foods UAE Saudi Arabia food and beverage Start-up of the Week startups

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Mapping Saudi soils to grow better crops

Updated 19 December 2025
Haifa Alshammari
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Mapping Saudi soils to grow better crops

  • Palm trees, root crops, and coastal plants reveal the land’s story
Updated 19 December 2025
Haifa Alshammari

RIYADH: Saudi Arabia’s land tells stories written beneath the feet. From fertile plains and rugged highlands to vast deserts, the Kingdom’s diverse landscapes shape what can grow, where it grows, and how agriculture can thrive.

Alongside geography and climate, soil conditions play a decisive role in agricultural success. Understanding soil types across the Kingdom helps determine which crops can flourish and what interventions may be needed to sustain them.

In an interview with Arab News, Turki Almutairi, a senior environmental specialist at the National Afforestation Center under the National Center for Vegetation Cover Development and Combating Desertification, outlined the main soil types found across Saudi Arabia.

High amount of salt makes the soil unfit for the production of most crops, even if the soil is fertile. (Supplied)

“The dominant soil in the Kingdom are sandy desert soils, alongside calcareous soils in the central region. Rocky and stony soils are present along mountainous and hilly landscapes,” he said.

“Alluvial soils are common in wadies (valleys), while saline and sodic soils are located in depressions (Sabkhas) and along coastlines. Pockets of clayed soils can be also found around few sites along the Kingdom.”

The Kingdom’s vast territory gives rise to unique soil characteristics in each region, enabling different crops to grow depending on local conditions.

“Soil is the growing medium for plants. The role of soil includes structural stabilization, providing nutrients and a communication medium for plants,” Basil Nasir, soil lead at engineering consultancy William Sale Partnership, told Arab News.

Basil Nasir, soil lead at the engineering consultant company, William Sale Partnership (WSP). (Supplied)

According to Nasir, assessing soil use is essential before determining whether it is fertile or infertile, as different soils support different plant types.

“The soil used for trees differs from the soil used for ornamental plants and from the soil used for aquatic plants. It varies according to the specific needs of each plant, and based on this, we determine what the soil requires and assess its fertility,” he said.

Nasir explained that soil characteristics are shaped by both physical and chemical components. In addition to water and air, mineral particles such as sand, silt and clay are key indicators of soil health. Organic matter, derived from plant and animal remains, forms the fourth major component.

The balance between these elements determines soil behavior. One important physical trait is water-holding capacity, which influences what types of plants a soil can support.

 

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“If the soil is like dunes, adding water will cause it to run off, but if the soil is clay, its ability to retain water will be very high. If you add water and return the next day, you will find that the water is still there,” said Nasir.

Chemical properties, such as whether soil is alkaline or acidic, are equally important. Understanding both physical and chemical traits allows for proper assessment and treatment when needed.

“What determines whether a plant is suitable for a particular environment is primarily the plant's nature. For example, some plants have fibrous roots and therefore do not require well-draining soil,” Nasir added.

“A palm tree, for example, does not care whether it was planted in one soil or the other because its roots are fibrous. Therefore, palm trees are strong plants and are suitable to grow in both dry and wetlands, while preferring sandy areas.”

Soil Salinity can be treated through Soil leaching which means washing the soil with certain amount of water to reduce the salt in it. (Supplied)

Crops such as potatoes, onions, carrots and beetroots — where the edible part grows underground — typically thrive in sandy soils. As a result, plantations of these crops are commonly found in northern regions such as Hail and in Wadi Ad-Dawasir.

In the eastern region, including Al-Ahsa, wetlands are more common due to climatic conditions. Growing plants in such environments often requires human intervention.

“Plants that are coastal or could be found in lagoons or lakes must have some sort of soil around them, like lotus flowers and mangrove trees.”

“An important parameter to keep in mind is that there is no air in its soil, and they are adapted to this condition. However, the lack of air, along with the presence of organic matter, will create a situation where anaerobic bacteria react with the soil, potentially causing diseases we can easily avoid,” said Nasir.

He emphasized that removing organic matter from such soils is essential to ensure plant survival in aquatic environments.

Mountainous and rocky regions in Saudi Arabia are generally volcanic, resulting in low water-holding capacity and challenging growing conditions. However, volcanic ash contributes to high fertility, allowing certain crops to flourish.

As a result, western regions support tree crops such as coffee, mangoes, some banana varieties and pomegranates.

There are various types of soils such as clay, sandy, silty and loamy. Each type provides excellent conditions for specific plants. (Supplied)

As development accelerates across the Kingdom, soil improvement efforts are expanding under the National Greening Program.

“Soil is considered fundamental for the National Greening Program’s objectives. Understanding the soil variability along the Kingdom is a precondition for fostering sustainable soil management,” Almutairi told Arab News.

Adding, “In this line, the NGP is working towards the establishment of the Saudi Soil Information System (TURBA-KSA), which consists of mapping soils and its functional properties in the Kingdom using state-of-the-art technology.”

He also noted the creation of the “Land Rehabilitation Watch” to report, verify and monitor land rehabilitation nationwide.

“This milestone allows the Kingdom to understand how soil and land health are progressing against national and international targets of land degradation neutrality. Documenting good soil and land management practices is also important, so that those successful practices could be scaled up along the Kingdom, which is a priority task for NGP,” he said.

Raising public awareness is another key pillar of the program.

“Assessing different emerging technologies and soil amendments is a daily activity of NGP, as it then provides technical support to partners on the selection and application of these technologies.”

DID YOU KNOW?

• Saudi Arabia cultivates around 1 million hectares, mainly in Riyadh, Qassim, Hail, and Jouf.

• Farming follows the seasons: winter brings onions, garlic, and carrots, while summer yields watermelon, tomatoes, and cucumbers.

• The Kingdom is a top date producer, with over 31 million palm trees generating nearly 1.54 million tons, especially in Riyadh and Qassim.

Almutairi stressed that soil is often overlooked because it lies unseen beneath the surface, despite its critical role.

Yet soil produces 95 percent of food, stores water, holds more carbon than vegetation and the atmosphere, suppresses contaminants, regulates water, carbon and nutrient cycles, and hosts microorganisms linked to the human microbiome.

He emphasized the need to engage the general public, particularly urban communities disconnected from nature. Education helps people understand where food comes from and how contact with soil — such as walking barefoot — can support well-being. Healthy soils also contribute to cleaner water and air, he added.

Almutairi also called for stronger advocacy among decision-makers, noting that investment in healthy soils supports climate action, food security and sustainable development.

He concluded that key strategies include officially observing UN World Soil Day on Dec. 5, integrating soil education into curricula, launching annual social media campaigns, using art to raise awareness, and organizing public events that connect soils to everyday life.
 

 

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