Fast-food CEOs embrace IT to keep pace with digital-savvy diners
Digital channels now account for 45% of Kudu’s orders.
Fast-food executives are finding themselves donning a new hat: technology leader. For Murat Ungun, CEO at Saudi Arabia-based Kudu, managing restaurants now means managing information technology (IT) infrastructure just as much as menus.
“You have to have a really strong IT infrastructure, then you can build everything on it,” he said at the QSR Media Middle East Conference & Awards 2025 in Dubai on 9 September.
Kudu, a 37-year-old brand with more than 370 restaurants across Saudi Arabia, has steadily evolved from a homegrown quick-service player into a digitally enabled operation. The chain serves a wide menu from breakfast eggs and pancakes to grilled sandwiches and burgers. But behind the food is an expanding suite of tech-driven tools that now underpin both operations and customer engagement.
Ungun cited Kudu’s 2023 mobile app re-launch and a strong loyalty program in 2024 ,which attracted more than a million customers in less than a year. The company has also tapped Internet of Things (IoT) to optimise air-conditioning and equipment working schedules in stores, cutting energy use by 20%.
More recently, it deployed artificial intelligence (AI)-powered cameras to monitor kitchens and service counters, improving speed and quality whilst identifying issues in real time.
These technologies don’t just save costs, Ungun said. “They enable us to monitor how quickly we prepare the food, and to detect any issues during critical interactions between our staff and the customer.”
Digital channels now account for 45% of Kudu’s orders, a figure driven by shifting consumer behaviour and the company’s efforts to capture younger customers. Ungun noted that customer churn is inevitable for any established brand, making it critical to replace lost diners with new ones through constant innovation.
The brand has leaned heavily on campaigns targeting Gen Z. In 2024, it launched a promotion centred on instant gratification: ads hid scannable codes redeemable for immediate app rewards, driving downloads and transactions.
This year, Kudu partnered with Team Falcons, Saudi Arabia’s top esports group, tapping into the region’s booming gaming culture. Together, they rolled out the Super Sub meal tied to in-game perks, cementing Kudu’s relevance among young, tech-savvy audiences.
Operations have also shifted with changing social norms. In the past, Saudi restaurants often separated seating for families and single diners. As government rules eased in 2019, Kudu redesigned its layouts to offer integrated seating whilst still creating comfortable zones that respect traditions.
Although Saudi Arabia representsa huge amount of opportunities, expansion in Saudi Arabia comes with risk. Ungun noted that whilst almost 88,000 commercial restaurant registrations were filed over the past two years, 33,000 of those businesses have already closed. The highly competitive environment, he said, requires patience and discipline.
“You have to be unique, you have to have a story,” he said. “My advice: don’t grow too fast. Go step by step and serve good food in the right environment with the right people.”
Even as it consolidates locally, Kudu is moving abroad for the first time. Ungun said the company would open its first international outlet in Kuwait in the coming months, partnering with a local operator.
The group is also broadening its portfolio. It has secured rights to bring Australian sushi brand Sushi Sushi to Saudi Arabia, with plans to open 40 outlets over the next decade. The partnership will also introduce the country’s—and possibly the region’s—first sushi drive-thru.
