Mohammed Al Zain, CEO of Barn’s, outlined the company’s ambitious growth plans in Saudi Arabia’s dynamic food and beverage sector. Under his leadership since 2017, Barn’s has established itself as a key player in the coffee industry, recently opening its 700th store in April 2024 and its first international location in Bahrain the following month. The brand has also made inroads into the Egyptian market, with aspirations to reach 1,000 outlets globally by 2030.
Founded in 1992, Barn’s was among the pioneers of Saudi Arabia’s coffee shop scene, predating the influx of international brands in the early 2000s. The company has built a formidable reputation by blending modern coffee culture with the Kingdom’s rich coffee traditions.
Reflecting on his personal connection to the brand, Al Zain shared, “Coffee is the elixir of life for me; it keeps me awake and alert. Growing up in Jeddah, Barn’s was a constant presence, remaining the best café choice in Saudi Arabia’s western region. This deep-rooted connection, combined with Barn’s commitment to high-quality and innovative products, fuels my passion for the brand.”
Al Zain noted that consumer preferences have shifted significantly, with increased demand for cold and sweetened beverages and innovative desserts. Despite these trends, he emphasized that traditional Saudi coffee remains integral to the culture, served in dallahs or small cups as symbols of hospitality. “Barn’s continues to adapt by offering cold caffeinated drinks for younger consumers and iced chocolate drinks for children, ensuring that we accompany our customers throughout their lives,” he explained.
In the past 18 months, Barn’s has opened over 300 new stores, a pace that Al Zain attributes to the strength of the brand and its commitment to quality and innovation. He acknowledged that while the momentum is promising, various factors—such as economic conditions, market saturation, and competition—could influence future growth. “With the current changes in the Kingdom, I believe we are heading towards an economic boom that will significantly support continued expansion,” he stated.
Barn’s has also adapted its store formats, focusing on drive-thru and flagship outlets. According to Al Zain, the chain’s best-sellers include premium Turkish coffee, a variety of iced beverages, and premium pastries like croissants and muffins.
In February 2024, Barn’s entered a strategic partnership with The Saudi Coffee Company, aimed at enhancing its menu with locally sourced coffee options. Al Zain remarked, “This collaboration is an exciting step forward, allowing us to promote the exceptional qualities of Saudi coffee while supporting local farmers and the broader coffee industry.”
The company currently sources its green coffee beans from regions in Latin America and Africa, exclusively using 100% premium arabica beans. Barn’s roasting facility, covering 20,000 square meters, has an annual production capacity of 3,500 tons. Plans are underway to establish a larger, state-of-the-art coffee roasting facility spanning 60,000 square meters to meet rising demand.
Regarding competition, Al Zain views both international and domestic coffee chains as formidable players in the market. “International companies bring years of experience and capital strength, while domestic companies have a better grasp of local preferences,” he noted.
As Barn’s expands its international footprint with recent entries into Bahrain and Egypt, Al Zain shared that the strategy involves a phased approach, initially focusing on neighboring regions before exploring broader markets. The company has already signed several memoranda of understanding for further international expansion.
Recently inducted into the Forbes Business Council, Al Zain expressed his enthusiasm for joining this elite group. “I intend to use this platform to learn from others while showcasing Barn’s successes and innovations globally,” he said, emphasizing the importance of collaboration and knowledge-sharing for the brand’s future.
As Barn’s continues to evolve, its commitment to maintaining authenticity while embracing innovation positions it as a key player in the evolving coffee landscape of Saudi Arabia and beyond.
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