Through Saudi Taste Makers, a select group of Saudi culinary concepts were guided through a structured process to strengthen brand identity, operational direction and long-term viability, without compromising cultural authenticity.  

The national programme was commissioned by the Culinary Arts Commission of the Ministry of Culture in April 2024 and led by TGP International.

Saudi Taste Makers brought together a curated group of homegrown brands, each offering a distinct expression of Saudi cuisine. Through a structured development framework, participating concepts were supported in refining their positioning and preparing for long-term progression within an evolving and increasingly sophisticated food landscape. 

Among the selected brands was Nabob, founded by Abdulmajeed Muwafaq Al Salimi—a restaurant concept shaped by a clear commitment to elevating Saudi ingredients through globally informed technique and a disciplined approach to execution. 

Read The Full Taste Makers Case Study Here 

THE BRIEF

The objective was to identify concepts with strong potential, strengthen their foundations and prepare them for sustainable participation within the national and regional food landscape. 

TGP International was commissioned to design and implement this framework, working closely with each selected brand to provide strategic guidance across brand identity, operational structure, financial planning and positioning. Nabob was one of the brands supported through this programme, benefiting from a clear development framework designed to support growth while maintaining focus, clarity and consistency. 

SUPPORTING BRANDS THROUGH STRATEGIC DEVELOPMENT

As part of the Taste Makers programme, TGP International worked with a group of selected brands, adapting its approach to suit each concept’s philosophy and stage of growth. For Nabob, the focus was on refining a concept already grounded in conviction and translating that clarity into a scalable and consistent brand model. 

Support centred on strengthening positioning, sharpening operational systems and ensuring that the brand’s values could be expressed clearly through food, service and experience. 

“Nabob reflects a clear point of view. Our role was to support the brand in structuring that philosophy in a way that allows it to grow with confidence, while remaining disciplined and consistent across every touchpoint.” 

Michel Saab, Country Director, TGP International Saudi Arabia 

NABOB CONCEPT OVERVIEW

Nabob was established toward the end of 2022 with a clear objective: to challenge perceptions around Saudi ingredients and demonstrate their ability to perform at the highest culinary level.  

The concept was founded on the belief that local products deserve the same respect, care and refinement as internationally celebrated ingredients. 

The name Nabob carries meaning tied to status, generosity and influence, values that guide the brand’s approach to hospitality. These principles are reflected not only in the food, but in how guests are welcomed, treated and remembered. 

Abdulmajeed’s experience in the sector dates back to 2018. Having established two restaurants, he chose to remain closely involved in daily service, valuing presence on the floor and in the kitchen as essential to maintaining quality and consistency. 

INGREDIENTS AND IDENTITY

At the core of Nabob’s identity is its use of Saudi ingredients presented through globally influenced dishes. Products such as Al Qasab salt and Shaqra chilli peppers are integral to the menu, selected deliberately to challenge assumptions around local sourcing. 

A defining moment in the brand’s development came when the suitability of Al Qasab salt for steak was questioned. Rather than avoid the challenge, the team introduced steak seasoned with the local salt. The response reaffirmed the brand’s belief that Saudi ingredients can define elevated cuisine rather than imitate it. 

The burger became the brand’s culinary anchor, capturing Nabob’s philosophy with clarity: familiar in form, deliberate in sourcing and confident in execution. 

SHOWCASING THE BRAND AT THE SAUDI FEAST FESTIVAL

As part of the final phase of the Taste Makers programme, selected brands were showcased at the Saudi Feast Festival. For Nabob, this activation served as a moment to present its philosophy to a wider audience within a national platform celebrating Saudi culinary innovation. 

The festival environment allowed guests to experience the brand’s approach directly, engaging with dishes that highlighted local ingredients in a refined context. The response reinforced Nabob’s positioning and demonstrated the appetite for concepts grounded in clarity and confidence. 

IMPACT AND RECEPTION

Participation in Saudi Taste Makers provided Nabob with the structure to articulate its philosophy clearly while strengthening its operational foundations. The programme supported the brand in refining its systems and positioning, preparing it for wider exposure without diluting its identity. 

“Being part of Taste Makers placed us among serious concepts and gave us the opportunity to learn, refine and grow. The programme clarified our direction and strengthened our confidence in what we are building.” 

Abdulmajeed Muwafaq Al Salimi, Founder, Nabob 

VISION AND LEGACY

Nabob’s ambition is to grow with discipline, maintaining clarity of purpose as the brand expands. The guidance provided through the programme continues to inform its approach to development and execution.

The brand stands as an example of how conviction, supported by strategic structure, can reposition local ingredients within contemporary cuisine. Nabob represents a future-focused Saudi concept built on respect for product, consistency of service and confidence in identity. 

Read The Full Tastemakers Case Study Here

Services 

TGP International supported the Saudi Taste Makers programme across the following areas: