Performance Review | Direct Investments
Tarfeeh

Tarfeeh is a leading Saudi Arabian food and beverage operator, and a wholly owned SEDCO subsidiary. Established in 1996, the company manages popular F&B brands including Applebee’s and Ocean Basket in Saudi Arabia.

Ahmed Saleem Marashde
Chief Executive Officer

In the face of rapidly evolving market dynamics and a heightened competitive environment, Tarfeeh undertook a complete portfolio restructuring in 2018. The restructure focused on leadership in the fast-casual and Quick Service (QSR) market sectors, with emphasis on increasing relevance for loyal audiences and enhancing the guest experience.

The South African Ocean Basket brand was relaunched in the Saudi market with a new menu and other improvements. The relaunch prompted a 30% sales increase versus previous benchmarks. The Ocean Basket branch in Jazan increased sales by 62%.

Applebee’s, meanwhile, retained its leadership in market share amongst direct competitors.

A competitive market promoted innovation towards other business lines – including B2B sales and catering. Home delivery was positioned as a personalized and exciting experience, with certain offers made available exclusively through the channel. A customer loyalty program across Tarfeeh brands saw positive results in terms of retention and repeat visits.

Eight locations out of a total twenty-five Tarfeeh outlets earned a 100% food safety score in 2018, with not a single outlet dropping below 85%. The scores delivered evidence of Tarfeeh’s HSE standards and robust operating procedures.

Cost optimization initiatives were undertaken to reduce overheads and create leaner operations. 2018 also saw the continuation of a rigorous selection program to identify a vendor for the brand’s Point of Sale systems, due for migration in 2019. The new system will provide Tarfeeh with better data collection to tailor its loyalty program, and is part of a move to better personalize offerings.

Saudization stayed in focus for HR policies, with Tarfeeh maintaining its Platinum nationalization standing. The brand continued training capable Saudi talent for operational and back office roles, with 2019 expected to be the year this homegrown talent is promoted to key posts such as Restaurant Manager.

Eight locations out of a total twenty-five Tarfeeh outlets earned a 100% food safety score in 2018, with not a single outlet dropping below 85%. The scores delivered evidence of Tarfeeh’s HSE standards and robust operating procedures.

Looking to the future

Tarfeeh aims to tap focused opportunities within the fast casual and QSR segments. The brand is conducting research into developing its own concepts for the local market while optimizing its international brand offerings.

More about Tarfeehtarfeehksa.com