Modern Food Company

What Modern Food Company does

Modern Food Company (MFC) is a Riyadh-headquartered hospitality operator founded in 2012 that owns and operates 10 internationally recognized fine dining and casual dining franchise brands across 13 currently operational branches and 8 branches under development, concentrated in 3 cities within Saudi Arabia. The portfolio spans 6 cuisines and includes Japanese concepts (Myazu, Robata, Kayzo), Italian brands (Agio, Signor Sassi, San Carlo Cicchetti), Latin American/Peruvian (COYA), American (Crazy Pizza, Urth Caffé), and premium steakhouse (Beefbar, on Tahlia Street in Riyadh). MFC serves primarily affluent lifestyle consumers and corporate clients, with 1.1 million customers served as of 2019, and operates under the ownership of Shaker Investments.

The company runs a direct-to-consumer model combining physical restaurant operations with a digital layer. The digital layer consists of the MFC e-commerce website (mfcsaudi.com) and a native mobile application available on iOS and Android, which integrate online ordering, table reservations, gift card purchase and redemption, and a proprietary QR code scan-to-pay payment feature used inside venues. The company employs approximately 1,000 full-time staff across restaurant operations, brand management, and head office functions including IT, HR, treasury, and a group corporate executive chef.

MFC's revenue mechanics are anchored in on-premise food and beverage sales across its restaurants, supplemented by digital gift card sales (sold as one-time purchases and redeemed across the brand network) and featured event hosting such as COYA Music and COYA Art. The company has no publicly disclosed pricing tiers, no public or partner-facing API, no AI/ML capability disclosures, and no public funding rounds; growth is funded through its parent, Shaker Investments. Marketing is executed through mobile app store presence, the e-commerce site, gift card referral mechanics, and curated lifestyle events targeting affluent Saudi consumers.

Name

Modern Food Company

Legal name

Modern Food Company

Website

https://mfcsaudi.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Modern Food Company (MFC) is a Riyadh-based hospitality operator that owns 10 internationally renowned fine dining and casual dining franchise brands across 13 operational branches in 3 Saudi cities, serving affluent consumers via a mobile app with e-commerce and QR scan-to-pay functionality.

Ownership category

akta.pro rank

Headquarters

HQ city

Riyadh

HQ country

Saudi Arabia

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Restaurant Operations (F&B Sales): Revenue from food and beverage sales across 13 currently operational branches and 8 branches under development, spanning 10 franchises across 6 different cuisines including Japanese (Myazu, Robata, Kayzo), Italian (Agio, Signor Sassi, San Carlo Cicchetti), international fine dining (Beefbar, COYA), and others (Crazy Pizza, Urth Caffe).
2. Gift Cards: Digital gift card sales through the MFC platform, enabling customers to purchase and redeem gift cards across participating restaurant brands
3. Event Hosting and Featured Events: Revenue generation through hosting featured events at restaurant venues such as COYA Music and COYA Art events

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Modern Food Company owns and operates a portfolio of 10 internationally renowned fine dining and casual dining franchise brands across 6 cuisines (Japanese, Italian, Latin American/Peruvian, American, and others) in Saudi Arabia. The company provides in-restaurant dining, digital ordering and table bookings via mobile app and e-commerce website, digital gift cards, and a QR code-based scan-to-pay in-restaurant payment solution. MFC is a premium hospitality operator serving affluent consumers across 13 operational branches and 8 under development in 3 Saudi cities.

Product overview

Modern Food Company (MFC) operates as a hospitality and lifestyle company that owns and operates internationally renowned fine dining and casual dining franchises. The portfolio comprises 10 restaurant brands including Myazu (Japanese contemporary cuisine), Agio (Italian), Robata (Japanese grill), Kayzo (Japanese fusion), Signor Sassi (Italian fine dining), Beefbar (premium steakhouse), San Carlo Cicchetti (Italian), COYA (Latin American), Crazy Pizza, and Urth Caffé (American café chain since 1989). The company also offers a consumer-facing digital ecosystem including a mobile app for ordering, table bookings, gift card purchases, and scan-to-pay QR functionality, serving customers across 3 cities in Saudi Arabia with 13 operational branches and 8 under development.

Differentiator

Problem solved

Functional benefit

Brands

• Myazu: Myazu is contemporary culinary art rooted in Japanese culture, blended with modern techniques.
• Agio
• Robata
• Kayzo
• Signor Sassi
• Beefbar
• San Carlo Cicchetti
• COYA
• Crazy Pizza
• Urth Caffe

Products and services

• Myazu Contemporary culinary art rooted in Japanese culture blended with modern influences; one of MFC's flagship fine dining brands for affluent food consumers.
• Agio Italian lifestyle-inspired dining reflecting the high-class Italian way of living, offered to consumers seeking premium Italian cuisine.
• Robata Japanese grill restaurant inspired by the culinary traditions of the Ainu people of Hokkaido, offering robata cuisine to consumers.
• Kayzo Japanese dining concept derived from two words meaning Volcano and Ocean, combining bold culinary flavors for guests.
• Signor Sassi Italian fine dining restaurant described as a passionate family business that has become one of the leading Italian dining establishments in Saudi Arabia.
• Beefbar Premium dining destination located on Tahlia Street in Riyadh, Saudi Arabia, offering upscale steakhouse and international cuisine to affluent consumers.
• San Carlo Cicchetti Italian restaurant set in sophisticated yet relaxing interiors using light colours alongside authentic Italian cuisine.
• COYA Luxurious global dining destination that redefines the dining experience with a blend of Latin American and Peruvian influences.
• Crazy Pizza Pizza restaurant where heritage and style meet, located in a garden setting in Riyadh.
• Urth Caffé Café brand established in 1989, committed to providing exceptional culinary experiences to consumers in Saudi Arabia.
• MFC Mobile App Mobile application for ordering food, managing table reservations, purchasing gift cards, accessing customer profiles, and scan-to-pay QR payments, available to consumers in Saudi Arabia on iOS and Android.
• MFC Online Shop Web-based e-commerce platform enabling customers to browse and order from MFC's portfolio of restaurant brands, with customer accounts and order history.
• MFC Gift Cards Digital gift card system allowing customers to purchase and redeem gift cards across MFC restaurant brands, supporting consumer gifting and customer acquisition.
• Scan to Pay QR code-based mobile payment system allowing customers to scan and pay for purchases at MFC restaurants using the MFC mobile app.

Quantifiable outcome

• Served 1.1 million customers in 2019

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered minor.

• Saudi Alzheimer's Disease AssociationminorOthersCorporate social responsibility collaboration with the first association of its kind in Saudi Arabia that deals with Alzheimer's patients.
• Zahra Breast Cancer AssociationminorOthersHealth charitable association collaboration which aims to sensitize the public to breast cancer, and provide support to breast cancer diagnosed patients and survivors.
• Sanad Children Cancer AssociationminorOthersCorporate social responsibility collaboration aiming to reach each child who suffers from children cancer and support him and his family.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Others

• HungerStation: Saudi food delivery platform (Jahez-owned). Relevant as an adjacent channel that competes for MFC's takeaway/delivery demand in Saudi Arabia.
• The Chefz: Saudi premium cloud-kitchen and food delivery platform. Comparable as a Saudi F&B ecosystem player targeting the same affluent customer base, though via delivery rather than dine-in.
• Jahez Group: Saudi-listed food delivery platform that competes for the same end customers MFC serves via dine-in. Relevant as an adjacent ecosystem player that captures online food ordering share in the Kingdom.

Direct peers

• Americana Group: Kuwait-headquartered, the largest multi-brand restaurant franchise operator in the MENA region (operates KFC, Pizza Hut, Hardee's, etc.). Closest direct comparable as a multi-brand F&B franchise platform operating international concepts across the region.
• Alshaya Group: Kuwait-based franchise operator running hundreds of international retail and F&B brands across MENA. Comparable as a multi-brand franchise host that secures and operates international brand licenses in the region.
• Apparel Group: UAE-based multi-brand lifestyle and F&B franchise operator across MENA and beyond. Comparable in operating multiple licensed international dining brands within the same regional geography.
• Albatha Group: UAE conglomerate with a luxury and lifestyle division that includes F&B brand operations. Comparable as a multi-brand operator bringing premium international hospitality concepts to the Middle East.

Broad incumbents

• Abdul Latif Jameel: Saudi-headquartered diversified conglomerate with F&B and consumer-facing operations. Comparable as a large established Saudi business with adjacent food/hospitality exposure, though broader in scope than MFC.
• Majid Al Futtaim: UAE-based lifestyle conglomerate operating malls, hotels, and F&B venues across MENA. Comparable as a regional operator that runs premium dining concepts within its broader lifestyle/entertainment portfolio.
• Catering & hospitality arm of Savola Group: Saudi-listed food conglomerate with consumer-facing food brands and operations. Relevant as a large incumbent Saudi food player that operates competing consumer food offerings, though with a different category mix.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/mfcsaudi
• Facebookfacebook.com/mfcsaudi
• LinkedInlinkedin.com/company/modern-food-company-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Modern Food Company