A closer look at the people behind our partner businesses, their journey, perspective, and what drives them.
In a fast-evolving hospitality landscape, Etienne Borman offers insight into what it takes to build and sustain premium dining experiences in Saudi Arabia. As Brand Director at Modern Food Company, he shares his perspective on growth, consistency, and the power of people in shaping lasting brands.
Tell us about your role. What does a typical day look like?
As Brand Director overseeing Myazū and related concepts, my role sits at the intersection of operations, brand strategy, and guest experience.
My days are highly dynamic. I begin by reviewing performance across venues, including revenue, guest feedback, and key metrics, to ensure we consistently deliver at a premium level. I then work closely with senior managers and culinary teams to refine service standards and maintain each concept’s identity while aligning with the group’s broader vision.
A significant part of my role is also strategic, from developing marketing initiatives to exploring partnerships and shaping long-term brand positioning in a competitive market like Saudi Arabia. The constant is a focus on excellence across every touchpoint.
What drew you to MFC, and what has kept you here?
I was initially drawn to Modern Food Company’s clear ambition to build premium, experience-led dining concepts, with a strong emphasis on quality and storytelling.
What has kept me here is the opportunity to grow brands in a rapidly evolving market. Saudi Arabia’s rising expectations, particularly within the luxury segment, create both challenge and opportunity. Equally important is the trust and autonomy I’ve been given to contribute strategically, from developing new concepts to building high-performing teams.
What do people often not realize about your business?
Premium hospitality is not simply about running restaurants. It is about curating carefully orchestrated experiences. What appears effortless to guests requires precision, training, and constant refinement behind the scenes.
It is also a highly dynamic industry. Guest expectations are evolving quickly, especially in Saudi Arabia, requiring continuous innovation while maintaining consistency. At its core, the business is deeply relationship-driven, where building loyalty and a sense of belonging is essential.
A moment that has stayed with you?
It is difficult to single out one moment over nine years. Seeing guests return, witnessing their connection to our brands, celebrating accolades, and building strong bonds with our teams are all experiences that have stayed with me.
A challenge you have faced, and how you handled it?
Maintaining a consistent premium experience while scaling across multiple locations has been a key challenge. During periods of growth, small inconsistencies began to emerge.
We addressed this by refining operating standards, strengthening leadership at the restaurant level, and placing greater emphasis on training and accountability. Most importantly, we reinforced culture, ensuring every team member understood not just what we do, but why. It was a clear reminder that while systems are important, culture is what sustains quality at scale.
How has MFC shaped you?
It has pushed me to operate with greater precision and adaptability in a fast-paced environment. More importantly, it has reinforced that success is ultimately about people. Building strong teams, creating a sense of ownership, and fostering the right culture are what drive lasting results.
What makes MFC stand out?
Its ability to balance creativity with discipline. The company builds distinctive, experience-led brands with depth, identity, and longevity. There is also a strong attention to detail, with a clear understanding that in premium hospitality, the smallest touches define the overall experience.
What do you enjoy most about working in Riyadh?
The energy of the city. Riyadh is evolving at an extraordinary pace, and it feels like being part of something in real time. It is one of the most exciting markets globally, constantly challenging you to innovate and stay ahead.
Advice for someone starting in your industry?
Focus on mastering the fundamentals before pursuing rapid progression. Stay curious and continue learning. Most importantly, remember that hospitality is a people-driven industry, and your attitude and ability to build relationships will define your success.
