Wajih is a specialist in the art of concept creation and implementation of F&B businesses. This has transformed from a career path to a life-long obsession. For the past 20 years, Wajih has been combining his three passions of food, numbers / analytics, and design to craft food and beverage concepts. This has evolved into the formulation of a Food Business Design methodology. It was developed to create market relevant F&B concepts built on strong financial foundations and a sustainable business model. Wajih has an in depth understanding of the field of F&B that stems from his involvement in projects of varying scopes and scales across the Middle East, Asia and Australia. From master planning mixed use developments (shopping centers, airports, sporting arenas and leisure destinations) to concept creation and implementation of independent F&B venues.
Food and beverage; Concept development; Technical services
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