Data, culture, craft: The new recipe for F&B growth at SEF 2026

January 31, 2026 / 7:14 PM

Sharjah 24: Food entrepreneurs at SEF 2026 called for a new hospitality model that blends data intelligence with cultural storytelling and human connection. They argued that long-term competitiveness in the region’s food and beverage sector requires preserving authenticity while modernising operations.

Tech-enabled growth without losing soul

During the session “Staying Ahead & Innovating in F&B,” founders from leading regional food brands discussed how technology, heritage, and operational discipline are reshaping growth from the UAE. They agreed that technology should enhance efficiency and decision-making, but not replace the emotional and cultural elements that define hospitality.

Building brands through data ecosystems

Carole Moawad, co-founder and CEO of M’OISHÏ, described the brand’s growth from a home-based mochi ice cream experiment to a multi-channel business. She highlighted the importance of building a unified tech infrastructure that links POS systems, loyalty programs, social platforms, and backend operations into a single data ecosystem.

Culture as the core of innovation

Gabriela Chamorro, co-founder and executive chef of Girl & the Goose, explained how her supper club evolved into a restaurant showcasing Central and Mesoamerican cuisine. She stressed that “innovation is cultural” and that technology should make operations smarter without making hospitality colder.

Heritage plus discipline drives expansion

Dani Chakour, founder and CEO of Em Sherif Group, shared how the family-run Lebanese restaurant became an international hospitality group by pairing culinary heritage with strong operational systems. He noted the use of data and feedback analysis to maintain consistency while protecting the identity of the cuisine.

Food experiences highlight tradition and sustainability

SEF 2026 also featured cultural and sustainable food experiences. Palestinian chef Haya Bishouty led a vine leaf rolling workshop, emphasising the “nafas” or soul in traditional cooking. Meanwhile, Co Chocolat founders showcased sustainable chocolate production with reduced sugar and no palm oil, supporting cacao farmers and promoting conscious consumption.

SEF 2026: where innovation meets culture

These sessions reflected SEF 2026’s theme, “Where We Belong,” highlighting how food entrepreneurship is evolving at the intersection of innovation, heritage, and sustainable growth.