Al Sayer accelerates Caribou, Five Guys expansion
It’s no longer about being everywhere; it’s about being where it matters.
Al Sayer Franchising, the Kuwait-based operator of Caribou Coffee and Five Guys, has expanded its restaurant network by more than 30% in the past two and a half years growth that CEO Joseph Chartouni said is translating into stronger momentum and higher volumes across both brands.
The expansion comes despite challenges during the 2023 boycott period, when international chains across the region reported weaker sales and lower foot traffic.
Chartouni said the company’s resilience was built on focus and adaptability. “What we’re most proud of is how the team responded, staying focused, adapting quickly, and regaining customer trust through improved service and in-store experience,” he told QSR Media.
Al Sayer’s strategy relies heavily on tracking consumer behaviour, including usage-and-attitude and brand studies, Chartouni said. These insights have guided menu adjustments, particularly as health consciousness drives demand for freshness and variety, even in coffee-led formats.
To meet this, the company expanded its grab-and-go food cabinet with healthier and more relevant items, whilst improving execution and visibility in stores.
The CEO said they avoid chasing short-lived trends, instead investing in product quality, operational efficiency, and digital touchpoints that enhance customer experience.
“Brand relevance today is less about novelty and more about consistency and credibility,” he said in an emailed reply to questions, noting that the company has made efforts to “humanise” engagement with both employees and customers.
Chartouni thinks the growth of quick-service restaurants hinges on selectivity rather than scale. “It’s no longer about being everywhere; it’s about being where it matters with a brand people trust, and a business model that performs.”
Chartouni will share further insights at the QSR Media Middle East Conference & Awards 2025 on 9 September at the Taj Dubai Hotel in Dubai.
