Food Experts For Food Systems

What Food Experts For Food Systems does

Food Experts for Food Systems (FEFFS) is a privately held, founder-owned multi-brand restaurant operator headquartered in Amman, Jordan, incorporated in 2016. The company runs five wholly-owned restaurant brands spanning distinct food categories: Burgerizz (premium burgers, since 2016, 10+ Amman locations), Signetch (health-oriented shawerma, since 2020, Jordan and Kuwait), Shic'N (fried chicken sandwiches, since 2022, six cloud-kitchen locations), BCafé (coffee and desserts, since 2022, six branches under the Burgerizz umbrella), and Broodee (cloud-kitchen fried chicken with a proprietary secret recipe, since 2024). Reach extends across dine-in, takeout, and delivery, with a deliberate split between traditional restaurant storefronts (Burgerizz, BCafé, Signetch) and cloud-kitchen delivery concepts (Shic'N, Broodee) that enable an asset-light delivery footprint.

The core operating technology is the cloud-kitchen infrastructure that underpins Shic'N and Broodee, allowing centralized preparation and delivery-only fulfillment without customer-facing dining rooms. Brand-level differentiation rests on proprietary recipes and category-specific positioning (premium burgers, a "healthier" shawerma, secret-recipe fried chicken, specialty coffee), rather than on any disclosed software platform, data asset, or AI system. Marketing is conducted almost entirely through organic social channels on Facebook, LinkedIn, and Instagram under the FEFFS and per-brand handles, with the company website functioning as the primary brand and information surface.

The business model is direct-to-consumer restaurant food sales through owned-and-operated physical locations and cloud kitchens, with no disclosed pricing tiers, licensing, franchising, or third-party retail partnerships. Revenue is generated one-time at point of sale across dine-in, takeout, and delivery; there is no subscription, loyalty-monetization, or platform model. The company states a near-term plan to expand across all Jordanian cities and a long-term regional Middle East ambition, while as of the source data it has executed cross-border only into Kuwait via Signetch. There is no disclosed institutional equity, debt, M&A, or partnership activity; ownership remains concentrated with Founder & CEO Ahmad Ehssan.

Name

Food Experts For Food Systems

Legal name

Food Experts For Food Systems

Website

https://feffscompany.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Food Experts for Food Systems (FEFFS) is a Jordan-based, founder-owned multi-brand restaurant operator running five F&B brands (Burgerizz, Shic'N, Signetch, BCafé, Broodee) across dine-in, takeout, and cloud-kitchen delivery in Jordan and Kuwait, serving mass-market and health-conscious consumers with no disclosed B2B or franchise channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Amman

HQ country

Jordan

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Restaurant Food Sales: Revenue generated from direct food sales across multiple restaurant brands including Burgerizz, Shic'N, Signetch, BCafé, and Broodee, operating through dine-in, takeout, and delivery channels across Jordan and Kuwait.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Food Experts For Food Systems (FEFFS) is a multi-brand restaurant operator that owns and runs five distinct food and beverage brands in Jordan and Kuwait: Burgerizz (premium burgers, 10+ Amman locations), Signetch Shawerma (premium shawerma, Jordan and Kuwait), Shic'N (fried chicken sandwiches via six cloud kitchens), BCafé (premium coffee and desserts, six branches), and Broodee Chicken (cloud-kitchen fried chicken, launched 2024). The company sells food directly to consumers through dine-in, takeout, and delivery channels via owned physical storefronts and cloud kitchen sites.

Product overview

Food Experts For Food Systems (FEFFS) operates as a multi-brand restaurant company managing five distinct food and beverage brands. The portfolio includes Burgerizz (premium burgers established 2016), Signetch Shawerma (health-conscious shawarma founded 2020), Shic'N (fried chicken sandwiches via cloud kitchens established 2022), BCafé (premium coffee and desserts established 2022), and Broodee (secret recipe fried chicken cloud kitchen established 2024). The brands operate across multiple formats including traditional restaurant branches and cloud kitchens, primarily serving the Jordanian market with expansion plans to the Middle East.

Differentiator

Problem solved

Functional benefit

Brands

• Burgerizz: Premium quality burger restaurant chain established in 2016 in Amman, Jordan, growing from a single branch to ten prime locations.
• Shic'N
• Signetch
• BCafé
• Broodee

Products and services

• Burgerizz Premium quality burger restaurant chain offering gourmet burgers through dine-in, takeout, and delivery channels. Established in 2016 in Amman, Jordan, and expanded to ten prime locations within the Jordanian capital.
• Shic'N Premium quality fresh fried chicken sandwich brand operated as a cloud kitchen concept for delivery and takeout, serving discerning customers in Jordan.
• Signetch Shawerma Premium quality shawerma restaurant brand offering a healthier alternative to traditional shawerma, serving health-conscious customers in Jordan and Kuwait.
• BCafé Premium coffee and dessert brand offering freshly brewed premium coffee and a selection of delectable desserts across six branches in Jordan.
• Broodee Chicken Cloud kitchen concept specializing in secret-recipe fried chicken, sandwiches, and appetizers prepared for quick delivery and freshness, delivering a fast-food fried chicken experience.

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

Scale indicators5 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Alamar Foods: Saudi-based Domino's Pizza master franchisee and multi-brand QSR operator across MENA. Directly comparable as a multi-country, multi-brand restaurant company targeting similar delivery- and dine-in-oriented consumers in the Middle East.
• Herfy Food Services: Saudi-listed QSR chain operating burger, fried chicken, and bakery concepts. Comparable multi-brand QSR model serving Middle East consumers, with similar dine-in and drive-thru distribution and a focus on local-taste adaptation.
• Kitopi: UAE-based cloud kitchen operator powering delivery-only restaurant brands across MENA. Directly comparable to FEFFS's Shic'N and Broodee cloud-kitchen operations, as both build capital-light, delivery-focused restaurant brands in the region.

Emerging players

• MUNCH:ON: UAE-based multi-brand cloud kitchen platform operating its own virtual restaurant brands. Closely comparable to FEFFS's cloud-kitchen strategy of running multiple food concepts from shared, delivery-optimized kitchens.
• iKcon: Saudi cloud-kitchen and restaurant technology company building and operating delivery-first food brands. Comparable as a regional emerging player pursuing a multi-brand, delivery-centric restaurant model similar to Shic'N and Broodee.
• Cozmo (formerly known as Cozmo Cloud Kitchen): Lebanon-founded, Saudi-active multi-brand cloud kitchen operator. Comparable emerging regional player running multiple virtual restaurant brands from shared kitchens, similar in model to FEFFS's Shic'N and Broodee cloud kitchen concepts.

Broad incumbents

• Yum! Brands: Global multi-brand QSR parent of KFC, Pizza Hut, Taco Bell, and Habit Burger. Relevant as the global benchmark for multi-brand QSR franchising; KFC and Pizza Hut directly compete with FEFFS's fried chicken and broader casual-dining concepts across MENA.
• Americana Group: Kuwait-headquartered MENA restaurant operator running hundreds of outlets across burgers, fried chicken, and pizza (KFC, Pizza Hut, Hardee's). Comparable as a multi-brand QSR/quick-service restaurant platform in the same region and customer segments as FEFFS, but at vastly greater scale.

Others

• Talabat (Delivery Hero): MENA's leading food delivery aggregator operating across Jordan, Kuwait, and other regional markets. Relevant as the dominant distribution channel for FEFFS's cloud-kitchen brands (Shic'N, Broodee) and a key enabler of its delivery-led growth model.

Regional players

• Al Rajhi Food & Services: Saudi Arabia-based multi-brand restaurant operator. Comparable as a regional multi-concept QSR/dining company targeting Middle East consumers, though primarily focused on the Saudi market rather than Jordan/Kuwait.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/FEFFS
• LinkedInlinkedin.com/company/feffsjo
• Instagraminstagram.com/feffs_jo

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 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 Food Experts For Food Systems