Amer Salem

Flagship Launch & Operational Execution
• Directed full lifecycle of Al Farran, a premium Lebanese bakery and dining concept, from feasibility
studies through successful launch
• Coordinated with architects, designers, and consultants to translate brand vision into functional,
compliant environments
• Supervised on-site contractor activity, enforcing quality control, safety protocols, and timeline
adherence
• Recruited and onboard operational staff aligned with brand values and service expectations
• Collaborated with culinary experts to craft authentic Lebanese menu blending tradition with modern
presentation
• Developed comprehensive SOPs for back-of-house efficiency and front-of-house hospitality
• Managed pre-opening logistics including vendor coordination, licensing, and marketing execution
• Reported to senior stakeholders with risk assessments, KPI reviews, and strategic recommendations

Multi-Outlet Production & Retail Operations
• Directed comprehensive operations across Arabic sweets production facility and multiple retail
outlets
• Aligned outlet operations with central production workflows, balancing capacity with demand
forecasting
• Implemented just-in-time restocking protocols to prevent shortages and reduce waste across
locations
• Led hiring and training for outlet teams, embedding customer service excellence and product
knowledge
• Developed storefront layouts, merchandising strategies, and localized menu offerings
• Oversaw outlet financial performance including daily sales tracking, cost control, and profitability
analysis
• Coordinated with marketing teams for promotional campaigns, seasonal launches, and community
engagement

Multi-Brand Concept Development & Execution
• Created, launched, and managed five diverse hospitality brands:
➢ AVAK Mediterranean Restaurant
➢ Cerchio Pizzeria
➢ Yamo Cloud Kitchen
➢ Ello Specialty Coffee
➢ Alto Lebanese Restaurant - Qassim
Key Achievements:
• Directed operational strategy across casual dining, cloud kitchens, specialty cafés, and premium
Lebanese cuisine
• Oversaw complete restaurant lifecycle: concept development, design, staffing, menu engineering,
branding, and daily operations
• Developed and implemented guest loyalty programs driving customer retention and brand identity
• Led digital and offline marketing campaigns and coordinated brand activations at local food events
• Implemented cost-control strategies, monitored inventory and supplier efficiency, optimized
workflows
• Introduced innovative technologies and automation tools to increase productivity and service speed

Directed operations for multi-channel French bakery brand spanning artisanal production, boutique
patisseries, casual dining, food delivery, and large-scale catering
• Led catering department serving high-profile government bodies and private corporations with
premium quality and punctual delivery
• Collaborated with chefs and event planners to curate tailored offerings for corporate functions,
public sector events, and VIP gatherings
• Managed contract negotiations, delivery schedules, staffing, and inventory forecasting for catering
operations
• Integrated catering workflows into core production to maximize efficiency and brand consistency
• Built and trained cross-functional teams for high-volume catering orders and boutique service
expectations

Saudi Coffee Specialty Concept Development
• Led conceptualization and launch of culturally immersive Arabic coffee shop featuring authentic
Saudi Qahwa
• Conducted market research and feasibility analysis to identify niche opportunities for traditional
coffee experiences
• Oversaw design planning and spatial layout, integrating Arabian décor with functional hospitality
zones
• Recruited and trained staff on Saudi coffee preparation rituals, service etiquette, and customer
engagement
• Created educational café experience through community tasting events and cultural storytelling

• Maximized store performance by driving sales, fostering customer focus, and delivering on brand
values
• Managed day-to-day operations during high-volume periods while maintaining brand standards
• Led execution of product launches and in-store promotions aligned with corporate guidelines
• Directed all aspects of staff management including recruitment, training, coaching, and performance
appraisals

• Led and coordinated front-of-house team members during service shifts
• Provided personalized service to VIP guests, strengthening customer retention and brand reputation

• Managed daily operations for restaurant and winery showroom
• Led wine tastings, processed customer orders, and supervised service staff
• Supported promotional events and created welcoming experiences