Lavoya Group’s CEO Walid Hajj recently spoke with ESG Mena’s Sal Jafar about the Group’s mission, the role of tech in the F&B sector, the franchise business model, and advice for entrepreneurs.
Lavoya was founded with the aim of transforming the dining experience, introducing new dining concepts and reshaping the food and beverage industry in the region based on its slogan “Food For Thought”. What inspired this slogan and do you believe it resonates with what Lavoya stands for?
Our slogan “Food For Thought” represents experiential dining concepts that make you think. Each of our concepts have been carefully considered with the consumer in mind because our mission at Lavoya is always to provide exciting dining experiences at premium locations across the GCC. Within the food and beverage industry, it’s easy to fall into patterns of similarity, so our slogan signifies our continuous goal to provide a positive and stand out dining experience for our customers – we’re always thinking about our next step with the customer in mind, and they think of us when it comes to unique F&B experiences!
How has technology influenced the development of new concepts and patterns of food habits in the region and do you think the introduction of technology and its applications has affected investors in the sector?
Technology, by its nature alone, is innovative and revolutionary, when you apply technological advancements to the F&B industry, it works to develop immediate progression. Therefore, technology has now become a key component in F&B businesses. A very important element at Lavoya is the prevention of food waste. At Joe & the Juice, Dave’s Hot Chicken, and Barbar, we always use low-waste production techniques driven by technology.
At Joe & The Juice, we use online learning campus for our staff members to utilise in order to learn new skills, stock management tools to help keep track of stock within each business, and APPs that provide more effective production strategies as well as incorporating pre-orders and reward loyalty. At Barbar, we also use a software that helps combine all orders from different aggregators onto one platform for convenience and monitoring purposes.
Elsewhere, we launched in 2023 a mobile app for Joe & the Juice, helping customers explore menu options, order food for collection, and receive promos and news. Being able to place orders for collection over the app helps reduce waiting times and appeals to people who are on the go, thus widening our consumer base. Such technological advancements are a great benefit to the F&B industry and have helped customers and brands in terms of convenience. Additionally, apps are also a great way to promote new discount codes, offers, and additional value meals. For example, with the launch of our app for Joe & the Juice, we introduced an offer where every customer who downloads the app and places an order receives a free menu item. Incorporating incentives such as this, helps to appeal to customers and encourage our audience to download the app.
You are described as an entrepreneur and a visionary in launching companies and developing investment business concepts. What do you advise for new entrepreneurs and what activities do you propose to them?
I always say you must focus on what you are passionate about. To succeed, you must always be committed and willing to put in the hard work. Success does not come easy; it takes continuous dedication to develop a successful brand and it is imperative that you don’t lose faith when times get tough. If you continue to work with passion, this will reflect on your business and bring success. A large part of success in this industry also depends upon the people you surround yourself with, so ensure your team is as dedicated and hardworking as you expect them to be. Strategising and effective planning are also key to take your business to the next level – fail to prepare, prepare to fail, etc. Lastly, don’t be afraid to be bold. Take risks – only in doing so can you reap the real rewards. Taking risks and chances are what makes you and your company stand out. Falling and getting back up is all part of the process, so don’t look at it as a negative. Treat it like a stepping stone that gets you to where you need to be.
Our values at Lavoya focus on a passion for excellence, the will to learn, and embracing risk to make a difference. These are factors that have proven essential to my success in this industry and remain a mantra I live by daily in my life.
How do you see franchise investments today? Do you think it’s a recipe for success for this business and how was your experience in this field?
Franchise businesses offer a unique, tried and tested way of conducting a business. Success rates are higher in franchise operations than they are in grass-root businesses. For Lavoya, franchise investments have been a business model that is extremely successful and meets the demands of the Middle East market. The successful expansion of Joe & The Juice, Dave’s Hot Chicken and Barbar indicates that there is a growing demand for unique and innovative food concepts in the region. Franchises in the Middle East are even more attractive because clients are well-traveled and are exposed to all sorts of brands and concepts from all over the world.
I have been working with franchises since 2000 and my experience has been very positive. I believe we’ve created a lot of value by executing and building franchise brands in our region and it plays a role in business expansion. Franchising is a common business model within the UAE’s F&B industry due to its business-friendly environment and high demand for concepts, which makes it an attractive destination for international brands when they eye expansion. At Lavoya, we will continue to grow on that path to ensure we fill gaps in the market.