Scaling Brands, Ensuring Growth
Karim Abd El Razek
Chief Operating Officer,
Abd El Razek
Karim Abd El Razek has built a reputation as a transformative leader in the F&B and hospitality sectors, with over 24 years of experience managing high-volume, multi-unit operations. Renowned for his strategic insight and hands-on leadership, Karim excels in driving operational efficiency, brand innovation, and customer satisfaction. His skilful balance between long-term vision and day-to-day needs has made him instrumental in revitalising underperforming brands and steering them toward growth. A significant milestone in Karim’s career was the successful turnaround of a struggling brand through operational restructuring and creative rebranding. This achievement cemented his leadership philosophy and set the stage for his role as COO at the F&B Division of Al Baladi Holdings, Powered by Ajwan Group. Karim is known for his commitment to people development and fostering a culture of growth and collaboration, which has resulted in high-performing teams that consistently surpass operational targets. As a proven brand creator, Karim excels at identifying market opportunities and positioning concepts that resonate with customers and investors alike. His ability to transform strategic ideas into scalable, profitable operations continues to define his leadership at the F&B Division of Al Baladi Holdings, Powered by Ajwan Group. In an interview with TradeFlock, Karim shares insights into his journey, strategies, and approach to team management.
What was your toughest brand development project, and how did you overcome it?
One of the most challenging brand development projects I led was the launch of Mama’s Cuisine, a concept blending international flavours with modern dining by Chef Hissa Al Sulaiti. The difficulty lay in maintaining recipe authenticity while appealing to a contemporary audience. Coordinating across departments such as purchasing, IT, and marketing required meticulous planning. We overcame these challenges by conducting thorough market research to guide the menu and fostering crossdepartmental collaboration, ensuring alignment with the brand’s vision. This ultimately led to a successful and wellreceived launch.
How do you scale efficiency and maintain brand integrity across locations?
To scale efficiency and maintain brand integrity across locations, I implement several key strategies. Standardising processes with clear operational procedures and training manuals ensures consistency in service and product quality. Comprehensive training programs and regular performance reviews uphold high standards. Centralised support systems streamline functions like inventory management and HR, while technology integration, including automated POS systems and data analytics, optimises operations. Strong local leadership aligns with the brand’s vision, supported by central team communication. Regular quality control audits and feedback address discrepancies, and scalable infrastructure prepares the company for growth. These strategies together enhance operational efficiency and preserve brand integrity
How do you align operational excellence with your brand’s goals?
To align operational excellence with both short-term and long-term strategic goals, I start by establishing a clear vision and defining measurable objectives that align with the brand’s mission. I then develop detailed operational plans that bridge daily activities with strategic goals, utilising key performance indicators (KPIs) to monitor progress. Promoting a culture of continuous improvement, cross-functional collaboration, and strategic communication ensures that all departments work towards common objectives. Leading by example and providing ongoing training helps staff align their efforts with the brand’s goals, while remaining flexible and adaptable to market changes supports sustained success and growth.
What key elements do you focus on for a successful brand launch in competitive Asian markets?
When launching a new brand or restaurant concept in competitive Asian markets, focussing on several key elements is essential for success. Cultural relevance is crucial; tailoring the brand’s identity, menu, and ambiance to local tastes while maintaining unique elements ensures resonance with the target audience. Indepth market research identifies gaps, customer demographics, and competitor strategies to position the brand effectively. A clear Unique Value Proposition (UVP) differentiates the brand through signature dishes, exceptional service, or unique experiences. Operational excellence, including thorough staff training and robust quality control, ensures consistent service and product quality. Strategic marketing using digital platforms, social media, and local influencers helps drive initial traffic and build a loyal customer base. Adaptability to changing market trends and customer feedback is vital for ongoing success.
How do you manage cross-functional teams and influence leaders in Asia?
Effectively managing cross-functional teams and influencing leaders across Asia involves several key strategies. Cultural sensitivity is crucial; understanding local customs, communication styles, and decision-making processes helps build trust. Clear communication aligns team members with project goals, addressing language barriers and using suitable channels to avoid misunderstandings. Inclusive leadership values diverse perspectives and encourages open dialogue. Building strong relationships with stakeholders and understanding their priorities aids in gaining support. Flexibility and adaptability are vital for adjusting strategies to regional norms while maintaining a consistent vision. Empowering local leaders through delegation fosters expertise and accountability. Regular feedback and recognition sustain motivation and focus. These strategies drive effective collaboration and project success.
What does future success look like for you in business and personal development?
Success moving forward encompasses both business expansion and personal development. In terms of business expansion, it involves achieving sustainable growth, driving innovation, and differentiating our brands in competitive markets. Building stronger teams and having a positive impact on communities are also key goals, alongside implementing scalable systems to manage growth effectively. On the personal development front, success means continuous learning, evolving leadership skills, maintaining a healthy work-life balance, and mentoring others. Setting new goals and reflecting on achievements will ensure ongoing motivation and fulfilment, balancing impactful business achievements with meaningful personal growth
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