Kudu refreshes brand with viral meals to win over young Saudis

Its mobile app has gained more than a million loyalty members in just nine months.

Saudi-born fast-food chain Kudu is refreshing its brand to appeal to Gen Z consumers, with a revamped and bold menu, a loyalty app, and meme-driven marketing.

The company is also streamlining its operations and redesigning physical stores to “meet modern consumer expectations,” Kudu CEO Murat Ungun told QSR Media.

“We doubled down on innovation by introducing bold, limited-time offers like the Shabab Al Bomb meal, which became a viral success and cultural touchpoint,” he said in an emailed reply to questions.

Ungun, who will speak at the QSR Media Middle East Conference & Awards 2025 in Dubai on 9 September, said their mobile app now features personalised deals, geo-targeted promotions, QR code ordering, and options for pickup, delivery, and curbside service.

The app has gained more than a million loyalty members in just nine months.

Kudu’s marketing has also shifted away from traditional advertising toward culturally driven content. A recent campaign tied to a popular Saudi comedy series used memes, influencers, and user-generated content.

“We’ve shifted from brand-driven storytelling to community-driven experiences,” Ungun said.

In-store experiences are being upgraded as well. New store layouts include modular kitchens, self-service kiosks, and digital menu boards, blending Saudi identity with global design. Sustainability is also being incorporated into store design and packaging.

“We’ve elevated the in-store experience by blending modern Saudi identity with global design sensibilities,” he added.

The CEO said Kudu is eyeing international expansion across the Middle East and North Africa, Southeast Asia, and Europe, particularly targeting the halal fast-food market. The company is also investing in talent development aligned with Saudi Vision 2030.