Khalid Al Omran on Disrupting Pizza with Maestro’s Fast-Growing Model

On the latest episode of the Future of Convenience podcast, Khalid Al Omran, founder and CEO of Daily Food Company shared the meteoric rise of Maestro Pizza and how the brand has transformed Saudi Arabia’s quick-service market. The episode was co-hosted by foodservice expert Harry Milloff, CEO of The Mosely Group.

Al Omran launched Maestro Pizza in 2013 with a bold idea: deliver high-quality pizza at an accessible price point in a market dominated by global giants. “When we first started, pizza was a very small market in Saudi,” he explains. After realizing that international chains were charging nearly 50 percent more than in the U.S. for the same product, he saw an opportunity to shake things up. Today, Maestro operates more than 220 locations across Saudi Arabia and the UAE, with further expansion planned in the Gulf region.

Price was only the beginning. To maintain an edge, Maestro focused heavily on speed and convenience. By studying Toyota’s lean manufacturing model, the company streamlined operations to guarantee delivery within 30 minutes and pick-up orders in just 10. “We always needed a differentiator,” Al Omran says. “Price was a good tactic to acquire customers, but when competitors matched us, we had to go further.”

Another pillar of Maestro’s success is its vertically integrated supply chain. Unlike many competitors who outsource production, Maestro operates its own highly automated central kitchen, producing everything from dough and sauces to toppings and side dishes. This structure not only ensures consistency but also gives the brand agility to launch new products quickly. “Sometimes we launch a product within a week,” he notes, highlighting the company’s ability to capitalize on trends and test flavors across regions.

Innovation continues on the digital front as well. Maestro has invested heavily in its loyalty program and customer data systems, with new tiers and benefits rolling out soon. “Technology is one of the top three areas we focus on,” says Al Omran, underscoring its importance in building lasting customer relationships.

Looking ahead, Maestro plans to expand deeper into the GCC while exploring new concepts, including virtual brands and a recently launched Italian chain. “We’re focused on the region first,” he shares, emphasizing the company’s strength in understanding local consumers.

The conversation paints a clear picture of a brand redefining pizza in the Middle East and setting a new standard for innovation in convenience foodservice worldwide.

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