Zaatar Citrus works with hotel groups, developers, and institutional operators across the full arc of a hospitality project — from concept architecture to performance optimization.
New hospitality concepts face mounting pressure from all directions: rising input costs, increasingly demanding institutional investors, compressed post-opening timelines, and a market where differentiation has become structurally harder to sustain.
At the same time, the operational complexity of launching or repositioning a food and beverage concept has increased substantially. Brand architecture, supply chain logic, regulatory compliance, staff competency frameworks — these are no longer secondary concerns. They determine viability.
Zaatar Citrus was built to operate in this environment. We work with clients who understand that the margin for error is narrow and that the quality of their advisory relationship is a strategic variable.
"Every successful concept begins where strategic rigour meets operational precision."
Our engagements span the full lifecycle of a hospitality venture — concept development, operational execution, and ongoing performance. Often across all three simultaneously, because in practice they are not separable.
We define what a concept is, what it stands for, and why it will hold in a specific market. Strategic architecture work, not creative direction.
We manage the operational complexity of new openings and repositioning projects — from venue selection through to first-service readiness.
For operating businesses, we identify where value is being lost and build the systems and competencies to recover it sustainably.
AI-powered food waste analysis for F&B operations.
Waste Wise is a proprietary technology platform developed within Zaatar Citrus that uses artificial intelligence and advanced data analysis to identify waste patterns across the food and beverage supply chain.
Unlike generic sustainability consultancy, Waste Wise generates precise, facility-level intelligence — enabling operators to make targeted interventions that produce measurable cost and compliance outcomes.
Zaatar Citrus is a hospitality consulting firm specialising in food and beverage strategy, brand development, and operational performance. We work with developers, hotel groups, and institutional operators across the full project lifecycle.
Our engagements are led by senior practitioners with direct sector experience. We do not delegate client work to junior teams. When you engage Zaatar Citrus, you work with the people you meet.
Over two decades of experience across hotel operations, F&B concept development, and brand strategy in European and Latin American markets. Led openings and repositioning mandates for independent operators and institutional hotel groups. Founded Zaatar Citrus to bring senior advisory capability to clients operating in complex hospitality environments.
Responsible for operational governance, client engagement management, and internal process architecture. Ensures every mandate is executed with the rigour and accountability that institutional clients require. Background in hospitality operations and business administration.
Co-developed the Waste Wise platform, bringing expertise in data analysis, supply chain systems, and sustainable operations to the firm's technology practice. Leads technical assessments and AI-driven waste analysis engagements across F&B clients.
Zaatar Citrus maintains preferred relationships with a select group of suppliers, technology providers, and specialist operators. These partnerships extend what we are able to offer clients — particularly in sourcing, equipment, and specialist training.
Specialist supplier of professional hospitality equipment. Preferred relationship gives clients access to curated product selection and preferential commercial terms.
Authentic Mexican ingredient sourcing and culinary concept development. Relevant for clients developing Latin American F&B concepts or seeking distinctive supply chain differentiation.
Eco-efficient frying oil management solution. Extends oil life, reduces waste volume, and lowers operational cost. Integrates with sustainability and cost optimization mandates.
The decisions that determine whether a hospitality concept succeeds or fails are made before doors open — in the planning, structuring, and positioning phase. That is where we add the most value, and where we focus our work.
Start a conversationWe engage with developers, hotel groups, institutional operators, and private investors. Mandates range from discrete strategic reviews to full-lifecycle project advisory.