In just a few short years, Deem Al Bassam’s Independent Food Company has become the leader of the pop-up dining market in Saudi Arabia.
With her flagship brand, Salt, as well as Parkers, Somewhere, Grind and Public, Deem has revitalised the local dining scene and created iconic examples of contemporary Saudi living.
Saudi female entrepreneur Deem Al Bassam represents the new generation of innovators changing the way that Saudis eat out and spend their leisure time.
Not that long ago, dining options in Saudi Arabia and much of the Middle East were limited, consisting of restaurants offering traditional fare and ubiquitous international fast-food franchises, often located in shopping malls.
But millennials were hungry for brands that share the values of their customers and understand that for today’s diners, memorable experiences are just as important as delicious food.
Those brands began to arrive just a few years ago, with young restaurateurs like partners Deem Al Bassam and Amal Al Marri, of the Independent Food Company, emerging on the Saudi hospitality scene.
“Our guests are not just interested in going to a restaurant to sit and eat,” Deem explains. “They’re not there because they’re hungry. They are there because they want to have fun. They are looking for a certain dynamic and a certain experience from their brands.”
Diners in the Middle East enjoyed their first glimpse of Deem’s vision back in 2009, when she opened Switch, one of the first home-grown concepts to compete with international brands in The Dubai Mall. Switch offers innovative fusion dishes in a futuristic space created by internationally renowned designer Karim Rashid.
In 2014 the two women launched what has become their signature brand: Salt. One of the first food-trucks in the Middle East, Salt has evolved into a leisure and lifestyle brand with a large community of passionate followers, known as Salters.
““Like today’s diners, I live for exciting new ideas. We are constantly designing new destinations and experiences to keep our customers happy.”
Deem Al Bassam, Managing Director, Independent Food Company
Even before they received a food truck license, the duo ran a savvy marketing campaign on Instagram to showcase the concept. Six years later, Salt’s iconic Airstream trailers now operate at beaches, marinas, and other outdoor venues in Saudi Arabia and across the Gulf, providing locals with lively shared experiences of food, art, and sports.
That lifestyle would have been unimaginable just a few years ago. “The success of Salt and our other brands in Saudi Arabia has only been possible because of all the changes that have happened here,” Deem says. “The last few years have been a magical time for us.”
Q&A with Deem Al Bassam
What first inspired you to launch new restaurant brands?
My goal is twofold – to create urban destinations that are timeless, and to disrupt the food and entertainment market.
Creating Independent gave me an outlet to express my personal ideals and beliefs. Although I want to disrupt the dining landscape, all of my ventures must also start from a place of passion. It is about much more than the financials. I believe if someone has the capacity to give back to their community, then it is not only their right, but it is their obligation.
With every project we release we are focused on our people. That’s one of the many differences between franchise concepts and home-grown brands.
What do you and Amal do that is different to other restaurants in Saudi Arabia and the Middle East?
To stay ahead of the competition, it’s vital that we constantly reinvent our businesses and ourselves, and the only way to accomplish this is by having an entrepreneurial mindset.
Developing an entrepreneurial mindset is all about altering your perspective: No matter how long you’ve been in business, you’re starting it anew today.
Therefore, we have built a creative ecosystem in the company where product and brand development have become possible through our creative house and studio. Combined with our culinary creativity, this allows us to stand out from the intense competition.
How has your business grown in the last 10 years?
The beauty of running such a young company is that it gives rise to so many opportunities to build your own niche. Our day-to-day is food and beverage, but the team that has built this foundation is slowly developing in ways that reflect where we are going.
Just 10 years ago, we were a group of around 30 people. Now, there are more than 1,000 of us across all our brands. We have grown faster than I ever imagined. In Saudi Arabia, this has only been possible because of all the positive changes that the country is experiencing. Our Parker’s outlet in Khobar was one of the first fully mixed restaurants in Saudi. The response has been amazing.
Did you ever face any opposition as a female entrepreneur?
No—in fact, the opposite. The public-sector bodies we have dealt with have all taken our projects very seriously.
What does the future hold?
For the past few years the Kingdom has been expanding into the tourism sector.
As experts in hospitality, we are keen on creating new touristic destinations like Salt Albahar in the Eastern Province and on beaches all along the coastline of the kingdom 
As published in FORTUNE magazine
