Saudi Arabian, Jeddah-based Al-Amjaad Group is renowned for its successful coffee business, Barn’s, which was established in 1992 as a homegrown specialty coffee brand. With a progressive company culture, Barn’s has become the largest and one of the oldest coffee shop chains in Saudi Arabia. Al-Amjaad has adopted a franchising model to expand the reach of Barn’s while maintaining full ownership of approximately 30 percent of its branches. This strategy has proven effective, with the number of Barn’s branches growing from around 130 in 2018 to over 550 today, including more than 150 fully owned by Al-Amjaad.
As the CEO of Barn’s Café, Mohamed Al Zain’s remarkable achievements and contributions to Al-Amjaad Group can be attributed to his unwavering determination, inquisitive mindset, and exceptional ability to drive tangible results. These qualities have positioned him as an ideal leader who guides and inspires the organization toward continued success.
Mohamed Al Zain, CEO of Barn’s Café, said: “It’s an exhilarating time to be the coffee shop leader in Saudi Arabia, and we dedicate this success to our loyal customers. We’re proud of our 30-year legacy in Saudi Arabia and are energized by the opportunity to bring Barn’s experience to new customers worldwide in the future by opening more outlets through the franchising route, to achieve 1,000 outlets globally by 2030.”
Mohamed Al Zain, CEO, Barn’s Café (Al-Amjaad Group), Saudi Arabia
Mohamed Al Zain, the CEO of Al-Amjaad, emphasizes the importance of conducting comprehensive market studies, including assessing the size and share of the Saudi Arabian market, before pursuing expansion endeavors. This unwavering dedication to making informed decisions has been instrumental in driving the company’s ongoing achievements.
Under his leadership, Barn’s Café plans to focus on drive-thru stores and smaller format sites, with initial international expansion likely to target markets in the Middle East, Europe, Asia, and North Africa.
To stay relevant in the market and cater to evolving demand, Al-Amjaad Group embraces continuous improvement and innovation. Since 2018, the company has successfully implemented several changes to strengthen Barn’s brand identity and resonate with customers. Notably, there was a significant rebranding from “Barn Café” to “Barn’s,” featuring a lowercase “b” in the logo to appeal to the youth market. Another achievement attributed to Eng. Al Zain is the diversification of Barn’s shop categories to target various market segments. Initially operating as drive-thru coffee outlets, Barn’s expanded its offerings by introducing a premium line with dedicated seating areas in early 2021. As a result of this expansion, the company has successfully established 40 coffee shops with inviting seating areas. Additionally, Barn’s X, an elite brand catering to different customer segments, was launched in 2020 and has since grown to four branches.
Each cup has a story, and so does Barn’s. Since 1992, the brand has stood through thick and thin, marking its presence as the first drive-thru coffee shop and one of the first local coffee brands in the Kingdom.
With every cup, we aim to make the experience memorable. Through constantly exploring the market and investing in our product range, Barn’s ensures every cup is made with care and quality.
“The love for coffee is mutual. With almost twenty million annual visitors to the Makkah region for their Islamic pilgrimage, Hajj, our brand is privileged to connect with people from around the world thanks to its strategic location. Millions of customers become part of our ecstatic experience as we serve them one of the most memorable cups of coffee across Saudi Arabia,” added Al Zain.
A cup that is topped off with perfectly roasted joy and bound to brighten your day with that first sip. Our diverse range of products, with more than 200 coffee shops in multiple cities and a drive for aggressive expansion, keeps us awake to spread the undying love coffee brings.
From roasted coffee beans to a hot cup, from bakery savories to customizable beverages, at Barn’s, we deliver a unique coffee experience through our local storefronts. Our state-of-the-art coffee machines provide an unparalleled barista experience.
With a remarkable track record of success in business strategy and execution, Mohamed Al Zain takes pride in his legacy. Over the past few years, he has demonstrated visionary and innovative leadership as the head of Al-Amjaad. Through his loyalty to the company and its customers, both have benefited greatly. Eng. Al Zain acknowledges the pivotal role of the Board of Directors and the exceptional team in achieving these accomplishments, stating: “Without their support and confidence, none of these achievements would have been possible.”
Barn’s X
Barn’s, a destination for authentic and premium coffee since 1992, has opened its first branch for specialized coffee, BARNSX, in the Al-Zahra district, Jeddah. The branch has a tailored ambiance, offering guests a “unique and immersive” sit-in experience.
“True to the tradition of esteemed hospitality, our friendly staff, trained to the highest standards, deliver the elite level of unforgettable experience customers have come to expect from the coffee house,” the statement said.
In addition to its portfolio of exquisite coffees, Barn’s sources green coffee beans selected from the finest fields across regions, including Gotiti and Hampella in Ethiopia and Antioquia in Colombia, to create new and unique blends.
“The passion for genuine hospitality and creativity has resulted in a continuous expansion of Barn’s Café, offering guests the new sit-in experience at Barn’s X with innovative concepts and designs for an exceptional specialized coffee experience.” From Barnie’s to Barncafé to Barn’s X, the café has become synonymous with authentic coffee flavors in the Arab world.
Developing a Sustainable Coffee Corporation
One of the objectives of the International Coffee Agreement 2007 is to encourage members to develop a sustainable coffee sector in economic, social, and environmental terms. This is reinforced by Article 36, which refers to sustainable development principles contained in Agenda 21 from the United Nations Conference on Environment and Development and those from the World Summit on Sustainable Development. “Barn’s Café is working to promote awareness of the need for a sustainable coffee economy by informing stakeholders in the coffee sector about the threat to sustainability posed by negative economic conditions for producers and proposing measures in areas such as quality, promotion, and diversification to maintain balance in the world coffee market,” said Mohamed Al Zain.
Saudi Arabia is one of the fastest-growing coffee markets in the Middle East, with research indicating that local coffee consumption has steadily grown by almost four percent each year since 2016.
