A Journey of Vision and Innovation!
In hospitality, the journey from education
to entrepreneurship marks a transformative passage laden with challenges and
opportunities alike. It’s a world where innovation, passion, and adaptability
converge to shape the future of the industry. Visionaries emerge, armed with a
profound understanding of culinary trends, customer preferences, and the
evolving landscape of hospitality.
At the heart of this narrative stands Jihad
El Rassy, whose trajectory mirrors the industry’s evolution. With a
background rooted in premier hospitality education and enriched by diverse
experiences, he embodies the spirit of innovation and excellence. As a Co-founder
and Managing Director, his leadership prowess and strategic acumen have
propelled them to the forefront of culinary innovation, setting new standards
of excellence in the realm of hospitality.
Against the backdrop of Riyadh’s flourishing
food and beverage scene, Global Gourmet Hospitality Services Co. emerges
as a beacon of innovation and authenticity. With a mission to introduce home-owned
concepts that redefine culinary experiences, the company stands poised to leave
an indelible mark on Riyadh’s vibrant culinary landscape. Through a fusion of
Swiss service standards and distinctive cuisine, they herald a new era of
gastronomic delight, setting the stage for a culinary renaissance in the
Kingdom and beyond.
Let’s delve in to learn more:
A Journey from Education to
Entrepreneurship
Jihad pursued his education at Les Roches,
situated in Switzerland, renowned as one of the premier hospitality
universities globally, marking the initiation of his hospitality journey.
Complementing his academic endeavors, he engaged in two six-month internships
prior to graduation. His first foray into the industry was at Conrad Algarve,
Portugal, where he served as a waiter and barback, an experience he vividly
recalls for its invaluable lessons and interactions with VIP clientele and
industry mentors. Subsequently, Jihad undertook a sales internship at Atlantis
The Palm, Dubai, where he honed his communication skills and gained insights
into the operations of a prominent hospitality establishment.
Upon completion of his internships, Jihad
returned to Switzerland for his final year of education, culminating in
graduation. Subsequently, he transitioned to Riyadh, where he assumed the role
of a business developer and strategic planner at ICM, a distinguished
contracting and fit-out company. His responsibilities encompassed devising
business strategies and representing the company in client engagements.
In light of the challenges posed by the
global COVID-19 pandemic, Jihad recognized the scarcity of home-owned hospitality
opportunities in Riyadh and the wider Middle Eastern region. Collaborating with
his father, who serves as his Co-Founder and Partner, they envisioned
leveraging Riyadh’s increasing food and beverage scene. This vision led to the
establishment of Global Gourmet Hospitality Services Co. The company’s mission
centers on introducing home-owned concepts that offer distinctive cuisine and
uphold Swiss service standards, thereby contributing to Riyadh’s culinary
landscape.
Charting Culinary Trends
Jihad found inspiration in the expanding
growth of the food and beverage scene in the Kingdom. Observing the entry of
numerous established franchises into the market, he recognized an opportune moment
to join the dynamic trend. With unwavering support from his partner, Jihad
embarked on establishing the company and initiating the launch of Elemental.
This concept, characterized by high-end casual dining, features Italian Fusion
cuisine, unique non-alcoholic cocktails, and exceptional service. Central to
Jihad’s vision for the company is his profound passion for food and the
industry itself. Additionally, he identified a niche for home-owned
establishments to prosper amidst the expanding market, offering not only superb
cuisine but also a distinctive ambiance.
Elevating Hospitality Standards
As a cohesive team, the organization
demonstrates an unwavering commitment to hospitality, extending genuine warmth
to every patron who crosses its threshold. Prioritizing excellence, they
meticulously implement appropriate service protocols, maintain consistency in
their culinary offerings, and continually strive for enhancement. Despite its
modest size, the organization adopts a proactive approach by anticipating
future market dynamics, thereby gaining insights into potential competitors and
devising contingency strategies for unforeseen circumstances. Additionally,
they diligently monitor customer preferences, analyzing the behavior of their
target demographic, identifying emerging trends, and discerning opportunities
to differentiate themselves from competitors, whether through service delivery
or culinary innovation. Above all, they remain dedicated to ensuring
unparalleled customer satisfaction, going above and beyond to meet the diverse
needs of their clientele.
Strategic Growth Initiatives
In the coming years, the primary objective
is to ensure the successful establishment and operation of Elemental, with the
potential expansion of franchising the concept throughout the Gulf region.
Concurrently, the organization is focused on completing the development of its
next proprietary concept, poised to make a significant impact on the market.
Details regarding this forthcoming venture will be revealed in due course,
maintaining an element of surprise for the time being.
Navigating Hospitality Trends in
Saudi Arabia
The prevailing trend of Saudi Arabia’s
ascendance onto the global stage is a topic of significant discourse worldwide.
The Kingdom’s ambitious initiatives are making waves, ushering in a
transformative era, and reshaping historical narratives. Aligned with Vision
2030, Saudi Arabia is poised to emerge as the premier tourist destination in the
Middle East, with monumental projects such as Neom, Al Ula, The Red Sea,
Diriyah, and Trojena spearheading this transformative journey. This surge in
extraordinary developments heralds a renaissance in hospitality within the
Kingdom, attracting world-renowned hotels and restaurants eager to partake in
this historic transformation. For Global Gourmet Hospitality Services Co., this
presents a remarkable opportunity to contribute to and thrive amidst this
monumental shift in the hospitality landscape alongside esteemed industry
counterparts.
Moreover, there is a notable surge in the
proliferation of home-grown concepts and brands across the Middle East,
supported by a flourishing market appetite for unique customer experiences. The
trend towards sustainability is gaining traction across the Arab World,
influencing operational practices within hotels and restaurants, encompassing
responsible ingredient sourcing, water conservation, waste reduction, and
energy-saving initiatives. Luxury standards are also undergoing a paradigm
shift in the Arab World, with an increasing emphasis on exclusive experiences,
cultural immersion, and personalized services.
In response to the Kingdom’s rapid
trajectory towards Vision 2030, GGHS is strategically positioned to navigate the
evolving landscape, prioritizing competitiveness and consistency, hallmarks of
its operational ethos. By aligning with emerging trends and offering
distinctive experiences to the market, GGHS is not only poised to thrive but
also contributes to the redefinition of luxury within the region, exemplifying
its commitment to excellence and innovation.
Navigating Hospitality Challenges and
Opportunities
In the hospitality industry, Jihad
encounters a significant challenge stemming from the heightened competition in
Riyadh, which has escalated rapidly in a relatively short timeframe. The
dynamic nature of evolving trends further complicates adaptation efforts,
albeit not insurmountable. The primary hurdle associated with fluctuating
trends is the shifting expectations of guests. To address this challenge, Jihad
adopts a proactive approach, diligently monitoring the competitive landscape
and identifying emerging establishments slated to enter the market within the
next 6-12 months. By assessing potential threats and discerning unique selling
propositions of new entrants, the organization formulates contingency plans to
preemptively address any disruptions efficiently.
Similarly, Jihad remains attuned to growing
industry trends, conducting comprehensive research to gauge customer
preferences, identify popular destinations within the city and country, and
anticipate emerging trends from both domestic and international sources.
Recognizing the vast growth opportunities inherent in the hospitality sector
within the Arab World, particularly amidst the region’s emergence as an increasing
tourist destination, Jihad is poised to capitalize on the anticipated influx of
visitors. As the Middle East continues to develop and attract tourists, Jihad
foresees abundant opportunities for expansion and development within the
hospitality landscape. Emphasizing the importance of staying abreast of trends,
particularly in redefining luxury and showcasing Arab culture through unique hospitality
experiences, Jihad remains committed to seizing growth opportunities and
shaping the industry’s trajectory within the region.
Elevating Hospitality with Passion
Jihad offers invaluable advice for
navigating the hospitality industry with utmost professionalism and dedication.
Recognizing the increasingly competitive landscape shaped by the influx of
renowned international brands into the region and the growing global exposure
of the Middle East, Jihad emphasizes the importance of wholehearted commitment
and passion in one’s work. To excel in this dynamic environment, he advises
staying ahead of the competition, remaining observant, cultivating strong
professional networks, prioritizing team welfare, and fostering a genuine
enthusiasm for hospitality.
Balancing Commitments and Personal
Growth
As Jihad primarily dedicates his time to
overseeing Elemental, the company’s flagship home-owned concept, he reserves
the mornings and early afternoons for personal pursuits. During this period, he
prioritizes quality time with his family and engages in physical fitness
activities. In the evenings, Jihad often participates in sports or social
outings with friends, such as playing soccer or dining out, as a means of
essential detachment from work responsibilities. Additionally, he incorporates
regular travel into his routine, typically scheduling trips every other month
for a few days to rejuvenate and return with a refreshed mindset.
Recognizing the importance of maintaining operational continuity in his absence, Jihad has assembled a dependable team both at the corporate level and within the restaurant. This ensures that operations run smoothly even when he is away. Jihad’s enduring motivation to advance in the industry stems from his unwavering commitment to his family and team. Their unwavering support and belief in his vision have been pivotal since the inception of the startup, driving him forward and inspiring continued growth and success.