Dubai, UAE
2nd FFCC Marketing Deep Dive
- 25 February 2025
- 8.00 am onwards
- Taj Dubai - Business Bay
Welcome to the 2nd Edition in Dubai
This year, we are diving head first into the real world challenges and exciting opportunities in QSRs. Cafes, Casual Dining and Cloud Kitchens.
The first edition tackled big challenges like customer engagement and brand loyalty, with highlights like the FFCC Huddles for idea sharing and the TikTok Masterclass on boosting brand presence. This year, we’re turning it up a notch! Get ready to learn, network, and collaborate like never before. Dive into fresh strategies, cutting-edge insights, and plenty of inspiration to level up your marketing game. Let’s make it unforgettable!
Explore, Experience & Be Inspired
What you can expect at the upcoming 2nd Edition of FFCC Marketing Deep Dive Dubai
The Place to Be for F&B Marketeers
The 2nd Edition Spotlight
What's In Store
Why Attend
Video Snapshot of Marketing Deep Dive 2024 Dubai
FFCC Video Albums
2022
2023
2024
Download Brochure
Ready to dive into the most exciting event in the QSR, Cafe, Casual Dining, and Cloud Kitchen community? Download our brochure now to discover the amazing sessions, top-notch speakers, and unbeatable networking opportunities waiting for you. Don’t miss out on the chance to join the action and make FFCC Marketing Deep Dive 2025 the best yet! Click below to get your copy and see how you can be part of this incredible event.
Our Advisory Panel
Ketaki Shah
Head of Marketing Citymax Hotels & Foodmark
Karim Chaanine
Chief Marketing Officer, PJP Investment Group (UAE, KSA, Jordan)
Gaurav Sinha
Marketing Director Domino's Pizza
Irina Orlandini
Founder & CEO,SPAECIAL
Simon Ritchie
Comms DirectorYolk Brands
Jacqueline Elboghdadi
Chief Marketing OfficerADNOC Distribution
Our 2025 Partners
PLATINUM PARTNER
GOLD PARTNERS
PR and Social Media
Partner
Digital Content Creator
Recruitment Partner
Meet Our Speakers
Abdullah Alkhaja
Managing Director Swift Food Investment
Chris Sweidan
Co-Founder and MD Yumbi
Aamir Allibhoy
Chief Marketing Officer Tim Hortons - Middle East
Shivangi Madan
Country Head of Marketing Jollibee UAE
Ahmed Samir
International Marketing Manager - ME & Africa Inspire Brands
Sophie Chogovadze
International Marketing Manager The Wendy's Company
Amr Gawish
Regional Marketing Manager Galadari Food & Beverage, Baskin Robbins & Dunkin
Ketaki Shah
Head of MarketingCitymax Hotels & Foodmark
Jacqueline Elboghdadi
Chief Marketing Officer ADNOC Distribution
Hasna Namnoum
Marketing & PR ManagerNando's UAE
Gabrielle F. Mather
Founder CEO Restaurant Secrets
Youssef Maher
Marketing Manager MENACosta Coffee
Gaurav Sinha
Marketing DirectorDominos
Simon Ritchie
Comms DirectorYolk Brands
Raghad ElAssi
PR LeadKFC MENAPAKT & CIS (Yum! Brands)
Elie Saade
Head of MarketingGourmet Gulf
Marcio Sabaya
CEOThe Acai Spot
Irina Orlandini
Founder & CEOSpaecial
Karim Chaanine
Chief Marketing OfficerPJP Investment Group (UAE, KSA, Jordan)
Sandra Hojeij
Marketing DirectorDunkin UAE
Cheryl Sheppard
Partner TGP International
Arun AV
Founder & CEO Qubriux and Skellam AI
Megan Green-Lawrie
Global Head of Marketing Brunch & Cake
Alain Kassis
Founder & Managing Director delicrew
Dana Chammas
Marketing Director Tigrus Restaurant Holding
Rana Ismail
Group Head of Marketing & Communications Cravia Inc
Zeena Zalamea
Broadcaster and Co-Founder
Portal Productions
What's on the Menu
AM Session
- The Business Bay
PM Session
9.50 am | Welcome Address
Welcome Note at the FFCC Marketing Deep Dive 2025 Dubai
10.00 am - 10.45 am | How to Hook, Persuade & Sell Through Content
Panel Discussion
Selling isn’t just about transactions it’s about connection, trust, and a dash of irresistible charm! Ready to level up your content game? How can you use storytelling to build trust and forge deep emotional connections with your audience? How do you strike the perfect balance between creativity and clarity to ensure your content not only resonates but drives action? How can you adapt your content across different platforms to maximize its persuasive power? What’s the best way to measure the effectiveness of your content in terms of engagement, persuasion, and sales? Are you riding the right trends, and how do you decide where to invest your energy? Most importantly, how do you craft content that doesn’t
just inform—but truly sells?
10.45 am - 10.50 am | Leveraging Customer Data to Drive Profitable Loyalty
Presentation
by Chris Sweidan, Co-Founder and Managing Director, Yumbi
10.50 am - 10.55 am | Heinz Selection Program and the New Mayo Pro
Presentation
by Alessia Lucatini, UAE Food Service Manager, Kraft Heinz
10.55 am - 11.15 am | Retention Unplugged: No Faff, Just Facts
Unfiltered: Your Questions, Real Answers
This is your chance to get unfiltered, no-nonsense answers to your biggest retention marketing challenges. From loyalty programs that truly deliver to cracking the code on engagement and reputation management, nothing is off-limits. We’re skipping the fluff and keeping it direct-no slides, no sales talk, just real, actionable insights drawn from what’s worked (and what hasn’t).
11.15 am - 11.45 am | Networking Coffee
11.45 am - 12.30 pm | Are Discounts Killing Your Loyalty Program?
Panel Discussion
While discounts and promotions may seem like a quick fix to boost sales, they could be quietly eroding the very foundation of your brand value. Are they diminishing the perceived worth of your products? How can you justify your original price points and maintain profitability once the discount phase ends? Can you actually buy loyalty with discounts? What impact do these promotions have on customer perceptions of quality and exclusivity? Whether you’re a firm believer in strategic promotions or a defender of premium pricing, this is one conversation you can’t afford to miss.
12.30 pm - 12.40 pm | Hygiene as a Competitive Advantage - Moving Beyond an Operational Expense
Presentation
by Jacobus Grierson, QSR & Retail Division Manager, Reza Hygiene
12.40 pm - 13.00 pm | AI Agents: Transforming F&B Marketing, Operations & Productivity
Spotlight
by Karim Chaanine, Chief Marketing Officer, PJP Investment Group (UAE, KSA, Jordan)
This masterclass will explore how AI agents are revolutionizing the F&B industry by automating routine tasks, enhancing analytics for data-driven decisions, and boosting personal productivity. Attendees will gain insights into real-world applications, including streamlining marketing operations, optimizing supply chains, and improving customer experiences. Using practical examples—such as those implemented at Papa Johns—we will demonstrate how AI agents can drive efficiency, elevate marketing ROI, and empower teams to focus on innovation and strategy.
13.00 pm - 13.05 pm | Hi AI,What’s for Dinner?” -The Future of Food Ordering
Presentation
by Supreet Raju, Co-founder, Gobbl
13.05 pm - 13.25 pm | Pitch Perfect: How to Get Media & Influencers Spot Your Brand
Panel Discussion
- The Business Bay
13:20 - 14:20 | Networking Lunch
14:20 - 15:20 | Local Store Marketing
MasterClass
Take Your Local Marketing Skills to the Next Level in this Interactive Masterclass.
Join Irina Orlandini, a restaurant marketing expert with 19 years of experience and author of The Battle for The Guest, as she shares essential principles, insider strategies, and actionable planning processes for successful local marketing.
This hands-on session will guide participants through a real-world case study, offering practical insights and proven techniques. You’ll work in groups to explore strategies that can be implemented in your own business, enhancing your local presence and customer engagement.
15:20 - 16:05 | Does Data Enable Agility or Create a False Sense of Security
Panel Discussion
The key to business agility lies in quickly evaluating data to inform strategy and drive outcomes. For restaurants, data enables tracking trends, personalizing campaigns, and adapting in real-time but does it empower agility or create blind spots? Over-reliance on metrics risks analysis paralysis or skewed strategies. Data overload can create the illusion that more metrics lead to better decisions, while actually masking key insights. How can marketers balance data-driven decisions with creativity and intuition to maintain authentic storytelling and strong brand connections? The ultimate challenge is turning insights into impactful, human-focused action.
16:05 - 16:15 | Locking In Loyalty:How to Build Lasting Customer Relationships
Case Study
by Haris Naeem, Senior Account Executive -Emerging Enterprise, GCC, Braze
16:15 - 17:00 | Content Creators vs. Influencers: Who’s the Real MVP for Your Brand?
Panel Discussion
The pursuit begins with a profound understanding of the customer experience, spanning from the initial engagement to post-purchase. In navigating today’s interconnected challenges, how do you grasp the evolving needs and expectations of customers? How do you utilize customer feedback and analytics to enhance offerings? Addressing conflicting or challenging customer expectations, how does this impact loyalty? Let’s explore the realm of needs and wants in the light of customer experience.
17:00 - 17:45 | Personalization at Scale: Leveraging Customer Data to Create Tailored Experiences
In a world where customer experience reigns supreme, personalization at scale is key to standing out in the industry. How can restaurants leverage customer data to create highly tailored experiences for every guest? How can you collect, sort, and analyze data to achieve near-perfect accuracy in personalization?
In this session, we’ll uncover how to use data-driven insights to enhance the customer journey, track performance, and achieve meaningful results. Join us to explore how to elevate customer loyalty, boost engagement, and drive long-term success through personalized experiences that keep your patrons coming back.
18:15 onwards | F&B Marketing Virtuoso Awards & Dinner
The Marketing Deep Dive Virtuoso Awards are here to celebrate the innovators and trailblazers of marketing in the QSR, Café, Casual Dining, and Cloud Kitchen world. No fees, no fuss – just well-deserved recognition for your creativity and impact.
If you’ve mastered storytelling, boosted loyalty, or launched campaigns that wowed, this is your moment. Nominate yourself and show the world why you’re the best in the business!
