Innovation

Breakfast restaurants are common in some parts of the world but not in Saudi Arabia. Faris Al-Torki, the owner of the three F6or Faris Restaurants, is creating a new niche in Saudi Arabian culture by combining breakfast dishes from eastern and western cultures on the menu including American, English, Egyptian, Saudi and Lebanese specialties. In this way he is contributing to the health of his customers who normally would not eat breakfast.

But running restaurants specializing in breakfast is only part of the story. It is the way in which the restaurants are run that aligns with the passion and integrity of the owner. Everyone associated with the restaurants is treated fairly. Employees receive good wages and health benefits, training and employment is created for women, food is sourced locally, and eco-friendly equipment is used. Customers are treated equally including the disabled (rare in this culture).

Marketing is handled on twitter eliminating the need for print advertising. The exchange of ideas and reactions via Twitter and other social media is on display in each restaurant and provides invaluable feedback to improve the operation.

Inspiration

Faris Al-Torki never had breakfast before going to his job. This caused him to develop health problems. He visited his physician and was informed that the cause of his health problem was not getting proper nutrition early in the day. From that day forward, he started having breakfast every morning. Faris had many different breakfasts in Saudi Arabia and outside Saudi Arabia. He decided to start posting pictures of his breakfasts in Twitter with a hashtag, F60R FARIS RESTURANT. F6or is Arabic for breakfast and Faris is his first name. Many followers on Twitter started to ask him where this restaurant was, he informed them that there was no such restaurant. So many people kept asking the same question that he made a decision to make his dream come true by starting his own business. F6or Faris is very likely the first restaurant in the world to be developed from a Twitter hashtag!

Overall impact

F6or Faris takes corporate responsibility seriously. The restaurant has an awareness program that supports the surrounding communities. It has supported health examinations and runs blood drives. The restaurant supports the poor and sick customers by providing meals. Every year F6or Faris sponsors Movember a global program to encourage early prostate cancer examinations. Faris, his employees and customers grow their moustaches and exchange pictures on social media to build awareness.

F6or Faris has also established a diabetes awareness program. Customers post large framed photos in the restaurants with a message saying they will face diabetes and will not allow it to enter their communities.

The customers are also encouraged to participate in blood donations. Those who donate blood are given free meals.

Customers are allowed to take the meals that they do not finish and have the freedom to give them to the poor and needy.

F6or Faris is a restaurant has adopted policies and practices to ensure all operations are ECO friendly. All the devices in the restaurant such as refrigerators, ovens and air conditioners are energy saving devices. The restaurant only uses LED lamps.

The meals prepared use local ingredients from surrounding farms and markets. This assures the food is fresh, is transported only short distances, and supports local farmers.

F6or Faris does not throw away their left overs or waste materials, these are taken to less fortunate families. This is a part of the restaurant’s efforts to support other families as well as conserving the environment.

Business benefit

In two years the restaurant and Faris’ ideas about community involvement have been so popular that he has opened three locations. Using an initial investment of US$35,000 he has more than doubled the income in the second year and is on track to do the same this year.

He has a plan to expand internationally in future. He is always proud to operate in his mother country but want to expand beyond it. He wants the whole world to taste Saudi Arabia’s tasty dishes.

Social and environmental benefit

F6or Faris treats all people equally. Employees are well paid and receive health insurance and work in an inviting environment. Every customer is offered the same services and prices. F6or Faris has made his restaurants accessible to clients with disabilities and assures they are treated like every other customer. Braille menus are provided to help those who cannot see select items in the menu and order for themselves.

The restaurants support a broad variety of community programs to improve health and feed the poor.

Recently F6or Faris signed a contract with a young chefs academy in Jeddah Saudi Arabia. They teach children in this academy how to make delicious dishes from F6or Faris menu. They teach them step by step how to prepare a variety of dishes. The owner of F6or Faris is also involved in cooking lessons. The owner helps to inspire children from a young age how to cook a variety of dishes.

Interview

Faris Al-Torki, Owner