The early years taught him an unshakable truth: storms don’t last forever. In the hospitality industry, he saw highs that felt unstoppable and lows that threatened to erase years of hard work. Yet every setback, every uncertain season, eventually broke into light. For Roy G. Ghanem, these moments didn’t just test his resilience; they shaped the foundation of his vision as a leader.
From his first encounters with the magic of a well‑designed space, a thoughtful menu, and service that feels like genuine care, he began to understand that timeless hospitality is not about chasing trends, but about crafting experiences that outlive the moment. This belief became the heartbeat of Flavors & More Hospitality Management, where as CEO, Roy has embedded sustainability and social impact into the fabric of every brand. Today, he sees a future where AI‑driven personalization meets sustainable design from zero‑energy buildings to closed‑loop waste systems creating experiences that are as responsible as they are unforgettable.
For Roy, every ending is just the clearing for a new beginning, and his legacy is shaped by one goal: building brands that set new experience standards for the region, no matter what challenges arise.
Crafting Memorable Hospitality Experiences
For Roy, hospitality has never been just a business, it is a calling, rooted in a deep appreciation for how food, space, and service can forge lasting connections between people. His early experiences in the industry revealed the unique magic that emerges when a well-designed space, a thoughtful menu, and genuine service come together. Over time, this passion transformed into a clear mission: to build brands that consistently deliver memorable experiences while driving sustainable growth in some of the world’s most dynamic markets.
With a career spanning more than 25 years across the MENA, Roy has honed his expertise in brand management, retail leadership, and operational excellence. Each chapter of his journey has deepened his ability to merge vision with execution, a skill that now defines his leadership as CEO of Flavors & More Hospitality Management.
Transforming Retail into Destinations
In an industry where trends shift rapidly and competition is fierce; Flavors & More Hospitality Management distinguishes itself through an experience-first philosophy. The company’s focus goes far beyond opening outlets; it creates destinations that inspire loyalty, blending world-class design, culinary excellence, and emotional connection.
This philosophy is perhaps best exemplified in Farmeez Hypermarket, the company’s flagship retail concept in Saudi Arabia. Farmeez redefines grocery shopping, turning it into a curated culinary journey that combines premium local and imported products, immersive store layouts, and a vibrant, community-driven atmosphere.
Under Roy’s leadership, Farmeez has achieved remarkable growth and impact:
● Expanded to three strategic locations across Riyadh in under three years.
● Sustained an average customer satisfaction rate exceeding 95%.
● Increased average basket size per customer by 18% year-on-year through innovative experiential retail strategies.
Roy attributes this differentiation to a deep understanding of customer psychology: it is not only about what is sold, but how customers feel when they interact with the brand. This human-centered approach ensures that every brand under Flavors & More is not merely a place to dine or shop; it becomes a destination to return to, time and again.
Enduring Shifts Shaping the Future of Hospitality
Roy believes the hospitality industry has undergone seismic changes over the past decade, and he is clear on which of these shifts are here to stay. Foremost among them is sustainability from eco-friendly packaging to sourcing partnerships with responsible suppliers, guests now expect environmental consciousness as a standard practice. Equally enduring is the rise of health-conscious offerings, where nutritional transparency and wellness-oriented products have moved from niche to mainstream. He also sees tech-enabled convenience including digital ordering, loyalty apps, and real-time personalization continuing to shape consumer habits for years to come.
At the same time, Roy is certain about what won’t last. In his view, dining concepts built on gimmicks with little substance are destined to fade away. As he puts it, lasting loyalty cannot be built on novelty alone; it must be anchored in quality, authenticity, and meaningful guest experiences.
Adapting with Insight
For Roy, expanding Flavors & More Hospitality Management into diverse markets such as the MENA has been both a challenge and an opportunity. He understands that cultural preferences, regulatory requirements, and consumer behaviors can vary dramatically from one market to another and that long-term success hinges on the ability to adapt.
In Saudi Arabia, Roy has leveraged the country’s young, tech-savvy population, recognizing their appetite for global-quality experiences infused with local flavor. His strategy blends intensive market research, cultural sensitivity, and the empowerment of strong local teams. This hands-on approach has enabled Flavors & More to maintain global brand consistency while delivering experiences that feel authentic and deeply relevant to each local market.
Where Strong Profits Meet Strong Values
Roy firmly rejects the notion that profitability and responsibility are mutually exclusive. Under his leadership, Flavors & More Hospitality Management has embedded sustainability and social impact into its core business strategy, ensuring that growth is both financially robust and socially responsible.
Key initiatives exemplify this commitment. The company’s advanced waste reduction programs cut store-level food waste by more than 20% in 2024, directly reducing environmental impact while improving operational efficiency. In parallel, structured training and career development programs for employees have resulted in a 30% reduction in turnover across the group strengthening team stability and fostering long-term talent growth.
For Roy, a brand’s true reputation extends beyond the products it offers; it is defined by the positive and lasting difference it makes in people’s lives. This philosophy ensures that every success achieved by Flavors & More is measured not only in profits, but in its ability to contribute meaningfully to communities, employees, and the environment.
A CEO’s Perspective
Roy stands out as a leader for his distinctive ability to bridge strategic vision with meticulous operational detail. His background equips him with a rare blend of skills; he comprehends P&L sheets as deeply as guest engagement metrics, enabling him to think long-term while fine-tuning daily operations. His leadership style is both empowering and exacting, grounded in clear objectives, high standards, and a deep trust in his team. Roy believes firmly that when people feel ownership of their work, they consistently deliver beyond expectations.
The Hypermarket of the Future
Looking ahead, Roy envisions the future of shopping as a seamless fusion of cutting-edge technology and cherished tradition. He imagines AI-powered personalization that adapts dynamically to guests’ dietary needs and preferences, complemented by sustainable design innovations such as zero-energy buildings and closed-loop waste systems.
Despite this technological integration, Roy insists that human hospitality remains indispensable, emphasizing that technology should simplify and enhance the experience without sacrificing the timeless warmth of genuine human service.
Skills for Tomorrow’s Leaders
Roy notes that a decade ago, strong culinary or operational expertise was often sufficient for a hospitality leader. Today, the role demands a far broader set of capabilities. Leaders must excel in data-driven decision-making, leveraging analytics to inform everything from design and pricing to staffing strategies. Cultural agility is equally essential, as operating across diverse markets requires both sensitivity and adaptability to local nuances. Additionally, digital communication mastery has become as important as in-store service, with online engagement now a critical driver of brand loyalty. For Roy, adaptability and continuous learning are no longer optional; they form the very foundation of long-term relevance in the industry.
Advice to Aspiring Hospitality Entrepreneurs
Roy advises future hospitality entrepreneurs to build their business on passion, but never allow passion to obscure sound judgment. He encourages them to test concepts in controlled environments, gather meaningful data, and refine their approach based on genuine customer feedback before attempting large-scale expansion. Above all, he stresses that resilience is key. Market dynamics will shift, trends will evolve, but leaders who listen, adapt, and consistently evolve in step with their customers will always find ways to thrive.
A Legacy of Impact
Roy envisions a legacy defined by far more than financial performance. His ambition is to position Flavors & More Hospitality Management as the benchmark for sustainable, people-focused hospitality in the MENA region. He aspires to be remembered for:
● Creating brands that set new experience standards across the region.
● Empowering hundreds of team members to advance and grow their careers.
● Contributing meaningfully to community development through responsible and innovative business practices.
Closing Reflection
Roy’s leadership represents the next chapter of hospitality, one where innovation, responsibility, and human connection are inseparable. Under his guidance, Flavors & More is not merely adapting to industry change; it is actively driving it. He believes that true success does not come from chasing fleeting trends, but from building timeless experiences grounded in authenticity, quality, and vision. As the global hospitality landscape continues to evolve, Roy remains committed to steering the company toward a future where profitability aligns seamlessly with purpose.
