By Abeer Abdalla | The Saudi Times
In Vision 2030 Riyadh, the most competitive sector isn’t retail, it’s hospitality experience. The winners won’t be the loudest brands; they’ll be the ones that operationalize culture through service design, sensory detail, and consistency at scale.
According to a recent market study by Hospitality Insights Group, the luxury hospitality market in Riyadh is projected to grow by over 25% over the next five years, reflecting substantial consumer demand for culturally enriched, personalized experiences. Riyadh’s luxury landscape already mirrors this shift, making it a place in which every interaction feels like a bespoke encounter. Consumers are not just seeking globally fluent and locally authentic experiences; they are pursuing emotional resonance, the sensation of sensing both at home and transported by culture woven delicately into every detail.
That is the context for the arrival of TWG Tea and Bacha Coffee at Solitaire Mall: not as two new names on the directory, but as two houses built around the Kingdom’s most valuable social currency: hospitality. The opportunity now is to build modern third spaces that are a rarity in Riyadh. Unlike conventional gathering spots, which may emphasize functionality, these third spaces are distinguished by their refined elegance and attention to cultural nuances. Here, luxury is defined by the exclusivity and tailored service found in each interaction. By meeting the expectations of a city professionalizing lifestyle, service, and destination-making, these establishments not just honor traditional Saudi hospitality but also elevate it to greater heights.
At the center of both brands is Taha Bouqdib. A French-Moroccan entrepreneur with over three decades of international experience in luxury gastronomy. As President & CEO of V3 Gourmet, co-founded TWG Tea and now serves as President and CEO of Bacha Coffee. His playbook is deceptively simple: build products people love, then build environments people want to return to. He scales through nuance, treating tea and coffee as rituals that can be delivered with consistency without becoming generic.
His track record is concrete. Bouqdib spearheaded the revival of Bacha Coffee by reopening Dar el Bachain Marrakech in 2019, followed by expansion across Asia, Europe, Africa, and the Middle East. Today, Bacha Coffee counts 40 locations across 14 regions and offers 200 types of 100% Arabica coffee. This expansive presence means guests can experience a broad array of flavors plus regional specialties, supplying both a sense of discovery and a promise of quality. The significance here isn’t just in the numbers; it lies in the discipline behind them: heritage made contemporary and experience made repeatable.
Key to this success is Bouqdib’s tactical operational framework. Rigorous staff training programs ensure that each team member embodies the brand ethos, making every guest encounter sincere and unique. The brand’s sophisticated, centrally managed supply chain, designed to maintain quality and freshness, enables reliable product delivery across all locations. This meticulous attention to detail in operations has instilled a standard of excellence and reliability that connects with both staff and customers, making Bacha Coffee a model of best practices in the industry.
TWG Tea carries the same discipline through a distinctly Singaporean origin story. Established in Singapore, the brand celebrates 1837, when the island became a trading post for teas, spices, and fine epicurean products. Founded in 2008 as a luxury concept incorporating retail outlets, tea rooms, and an international distribution network, TWG Tea is committed to offering teas directly from source gardens and to developing exclusive blends alongside fine harvests from every tea-producing country.
After launching its first Tea Salon & Boutique in Singapore in 2008, TWG Tea has opened 70+ locations worldwide. It is served by leading hotels, restaurants, and international airlines, including Singapore Airlines and Qatar Airways. Those credentials are global; the Saudi relevance is more intimate. In the Kingdom, tea and coffee are social architecture: offering is identity, and hosting is a form of leadership.
TWG Tea’s philosophy makes that parallel explicit. In its preparation guidance, the brand frames tea as a reflection of culture whose essence must be respected while adjusting to local tastes. The steps are precise: pre-heat the pot, develop aroma with steam, match water temperature to the tea, time the infusion, and remove the leaves so the flavor stays consistent from first cup to last. In Saudi terms, that reads as care because details convey respect.
Then comes coffee. Founded in 1910 in Marrakech, Bacha Coffee makes its debut in Saudi Arabia with a grand flagship at Riyadh’s Solitaire Mall. The Maison describes the opening as the full Bacha Coffee experience, encompassing elegant all-day dining, artisanal retail, and refined takeaway. As you step into the 250-square-metre flagship, you’re welcomed by the rich, intoxicating essence of freshly ground Arabica beans, combining with the subtle fragrance of vanilla-bean Chantilly cream. The space sits on the ground floor and unites the Coffee Room, Coffee Boutique, and Takeaway concept into a single destination.
The product story is equally deliberate. Bacha Coffee presents 200+ carefully sourced specialty coffees from 35 reputable coffee-producing countries. The menu specializes in “coffee gastronomy,” pairing coffee with signature-filled croissants, including Pistachio, I Love Paris, and Red Berry Compote, created to heighten flavor. Even the takeaway is staged: coffee served on a silver-toned tray with vanilla-bean Chantilly cream and a raw sugar stick, built for gifting as much as sipping.
Put together, TWG Tea and Bacha Coffee are not simply beverage brands; they are operating systems for modern hospitality; heritage-forward, operationally tight, and built for repeat presence. That matters in a country that multiplies moments worth hosting business delegations, family gatherings, cultural seasons, and a growing calendar of events that span new districts and destinations. By creating these engaging and culturally powerful spaces, both brands anticipate substantial business outcomes. They expect to see increased footfall, as their rich interiors and diverse offerings attract both local residents and international visitors. Additionally, higher spending per visit is anticipated due to the premium, curated experiences available, further enhancing their strategic value to the local market.
If Vision 2030 is about making Saudi Arabia a global destination, it is also about making everyday life destination-level. Bouqdib’s edge is recognizing that luxury is not only what you serve, but also how reliably you make people feel welcomed while serving it. TWG Tea and Bacha Coffee arrive in Riyadh as parallel lines to Saudi tradition: strengthening the Kingdom’s hospitality heritage with disciplined execution, global aesthetics, and a storyteller’s instinct for ritual, adding a new stage worthy of what Saudis already do best.
Published by: Boudou Gueffai | Editor-in-Chief | The Saudi Times
