Omnichannel Food Tech Platform C3 Expands in Saudi Arabia

Omnichannel food tech platform C³  and Saudi Arabia-based WK Holding,  are teaming up to open a food hall with full-service and fast casual restaurants and ghost kitchen in Riyadh.

C³ Arabia represents a major international venture for C³ (Creating Culinary Communities), which manages and operates award-winning full-service restaurants, culinary centers, ghost kitchens and mobile delivery.

Riyadh Food Hall 

Layla Abuzaid, Founder and CEO WK Holding, said, "... C³'s expansion throughout Saudi Arabia will democratize haute cuisine by owning the food tech space in the region and, we will assemble a best-in-class hospitality hub in the Kingdom for the region, for the world. We will unlock local talents, celebrate our vibrant culinary culture, and export globally."

C³ and WK Holding will assemble an operating team based in Riyadh to design and deliver best-in-class execution across the C³ Saudi Arabia operating platform, including sourcing the highest quality produce from local suppliers. And as part of its influence on cultural globalization, C³'s efforts in Saudi Arabia will identify, mentor, and incubate local culinary talent in a move that will brand and export Saudi hospitality culture to the world.

C³'s expansion into Saudi Arabia is set to introduce 40 international brands to the region, including:

• Umami Burger: topping America's best burger lists since 2009.
• Sam's Crispy Chicken: a fast-casual dining concept offering Southern-fried chicken specialities 100% antibiotic and hormone-free.
• Krispy Rice: conceived by C³'s Chief Culinary Officer Martin Heierling and the culinary team behind sister restaurant Katsuya, the menu centres around the iconic Krispy Rice dish alongside handrolls, maki cut rolls, nigiri and chef-curated combinations.
• Sa'Moto: is a collection of Iron Chef Morimoto's most loved Pan-Asian dishes, merging Asian flavours, Japanese techniques and American spirit.
• Cicci Di Carne: centered on the concept of the local deli and butchers' shop, with a menu helmed by world-renowned Chef Dario Cecchini, known as the "world's best butcher."
• El Pollo Verde: created in partnership with Chef Dani Garcia, one of Spain's most internationally renowned Chefs, having achieved three Michelin stars and the Bib Gourmand in 2016.
• Kumi: considered the brotherly brand to Krispy Rice and based on C³'s famous Las Vegas restaurant Kumi.
• EllaMia: a modern and sophisticated coffee brand that brings a slice of Los Angeles's craft coffee culture to international destinations. Lovingly named after the two daughters of C³'s CEO and Founder, Sam Nazarian.
• Plant Nation: merges healthy ingredients, modern culinary techniques, and globally-inspired flavours to create one-of-a-kind plant-based dishes.
• LA Gente: the perfect on-the-go taco experience inspired by the street style of LA food trucks and Mexican tradition.
• 12 Caviar: here, caviar takes centre stage with a menu highlighting the delicate flavour profiles of caviar from around the world. A hallmark of fine gastronomic dining.

A New model

The first C³ site in Saudi Arabia, Citizens Food Hall, will launch in Riyadh in Q1 2022. The omnichannel culinary center will contain a curated collection of C³ culinary brands. It will operate as a dining destination featuring full-service restaurants and a fast-casual food hall. Powered by a ghost kitchen, Citizens Food Hall Riyadh will also serve meal delivery and pickup orders placed via the "Citizens Go" app.

C³ launched 165 locations in the U.S. in its first year, achieving 1.3 million orders to date. C³ currently operates over 250 digital brand locations across the U.S. 

Earlier this year, C³ launched its proprietary Citizens Go app, an alternative to third-party delivery platforms. Citizens Go features a culinary marketplace of C³ digital restaurants allowing guests in Los Angeles, San Francisco, Portland, Austin, New York, to dine across different restaurants and group their menu choices into a single order.