The 13th edition of HORECA Riyadh opened on Nov. 25 at Riyadh International Convention and Exhibition Center. The opening ceremony was attended by Mayada Badr, CEO of the Culinary Arts Commission, and Prince Waleed bin Nasser Al-Saud, founder and CEO of Mukatafa, along with several diplomats and top business leaders from across the Kingdom. 

Concurrently, the second edition of Salon du Chocolat et de la Pâtisserie also commenced, featuring a unique blend of chocolate and pastry arts, as well as the Saudi Elite Chefs competition. Strategically partnered with the Culinary Arts Commission, the event promises an assembly of elite professionals and international brands through Nov. 27.

This year’s HORECA, the most expansive in its history, extends over 29,000 square meters and hosts more than 400 exhibitors representing 20,000 brands from 48 countries. These are displayed across eight international pavilions, each a showcase of cultural diversity and innovation that defines the modern hospitality landscape.

The inaugural ceremony featured a special tribute to Badr, whose visionary leadership in the Saudi Ministry of Culture’s Culinary Arts Commission has significantly elevated the national culinary arts scene.

The opening day’s events included a range of competitions and demonstrations, including cooking, barista and mocktail competitions, drawing more than 100 skilled participants from around the globe, each eager to impress a panel of international judges.

Salon du Chocolat et de la Pâtisserie comprises more than 40 distinctive events, which include celebrated pastry chefs unveiling their latest creations and sharing insights into emerging trends in the world of chocolate and pastries. Additionally, the exhibition provides an arena for chefs to engage in competitions adjudicated by globally acclaimed chefs.

Adding an intellectual flavor, this year’s event introduced “The Talks,” an engaging series of panel discussions tackling a variety of contemporary issues, led by a cadre of industry leaders.

The Saudi Elite Chefs competition offers a face off between chefs facing novel challenges in Saudi cuisine, judged by a panel comprising Meilleurs Ouvriers de France laureates Philippe Bertrand, Jonathan Mougel, Joseph Viola and Jacques Rolancy.

The two exhibitions provide an ideal platform for expert networking and the forging of strategic partnerships. These events not only reinforce Riyadh’s eminent status as a global and regional hub for the hospitality, and food and beverage industries but also spotlight its dynamic role on the world stage.

Established almost 30 years ago, HORECA, an annual business meeting place, brings together an array of distinguished brands, experts and international personalities from the vibrant worlds of hospitality and food service. Over recent years, HORECA has cemented its strong presence in the GCC, particularly within Saudi Arabia.  

Besides Riyadh, HORECA also takes place annually in Jeddah, as well as in Beirut, Kuwait, Amman and Muscat.  

Najm for Insurance Services has been awarded the prestigious “Best Call Center” award in the category of companies with more than 1,000 employees, at the Saudi Customer Experience Awards ceremony, held on Nov. 13 in Riyadh. The event was attended by a group of business leaders, prominent figures, and professionals from across the Kingdom’s government, private, and nonprofit sectors.

This recognition is a testament to Najm’s ongoing efforts in enhancing its call center and elevating the level of service it provides for vehicle insurance beneficiaries across the Kingdom. Handling more than 3 million calls annually, Najm’s call center achieves record response times through a range of electronic channels, contributing to a high customer satisfaction rate of 85 percent. Overall, Najm provides more than 35 million services annually across all its channels with a service level of 99 percent.

Mohammed Y. Al-Shehri, CEO of Najm, said: “Winning the gold award and achieving first place for Best Call Center in the Kingdom not only validates our efforts but also motivates us to continue innovating and striving to enhance customer satisfaction.”

Al-Shehri highlighted Najm’s commitment to creativity, innovation, and the adoption of modern technologies to enrich the customer experience, streamline processes, and drive digital transformation across its operational processes and technical systems, ensuring fast response times and high-quality services for its customers.

“This accomplishment reflects the company’s strategic digital transformation, with all operations now managed through advanced AI-supported systems. Our automation rate for accident procedures has reached 95 percent, marking a qualitative leap in service efficiency,” he added.

At the Saudi Customer Experience Awards ceremony, organized by the Saudi Customer Experience Association and its partners, Ajil Al-Jarba, vice president of marketing and sales at Najm, made a presentation on digital transformation and customer experience.

Al-Jarba highlighted the growing importance of exceptional customer experiences, saying: “In today’s world, data-driven insights enable companies to create personalized, engaging experiences, making customer experience fundamental to economic and social development. Digital transformation is essential for companies seeking excellence and aiming to improve customer experiences by offering innovative and digital services.”

He added: “Digital transformation is a key element of Najm’s strategy, which has led to a significant advancement in how services are delivered, and customer experiences are improved on various levels, whether for individuals or partners. Our transformation aligns with Vision 2030 objectives, including the Quality of Life Program and the Financial Sector Development Program. Therefore, Najm has restructured its strategy, adopting the best-in-class professional and marketing standards, which have contributed to empowering the insurance sector and improving service quality for policyholders and beneficiaries, especially vehicle owners.”

The Saudi Customer Experience Awards is a platform that celebrates excellence in customer service across the Kingdom. This year, Najm competed in 27 different categories.