Interview with Nurtac Afridi
Chief Executive Officer – Bateel International
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You’ve led global transformations across some of the world’s most recognized brands. What defines your leadership philosophy when entering a heritage luxury business like Bateel?
When entering a heritage luxury business, my first priority is to understand and protect its essence. At Bateel, that essence is deeply rooted in authenticity, craftsmanship, and Arabian hospitality.
My leadership philosophy is built on two parallel tracks. The first is trust—creating an environment where people feel empowered, supported, and aligned around a shared purpose. The second is building a robust and agile organization, with the systems and capabilities to navigate both challenges and opportunities.
In heritage brands, success lies in balance. You must preserve what makes the brand timeless while evolving it for a global, increasingly discerning consumer. Leadership, for me, is about harmonizing those forces to build something enduring.
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Bateel has successfully elevated the humble date into a global luxury product. How do you continue to innovate while preserving authenticity and cultural heritage?
Bateel’s commitment to innovation has been present since its inception. We elevated a revered fruit into a gourmet delicacy and created a luxury retail experience that defined an entirely new market for organic dates.
We honour centuries-old traditions of date cultivation and Arabian hospitality while continuously innovating in product development and customer experience. Whether introducing new flavour profiles or refining offerings in our restaurants, every innovation is grounded in authenticity.
This balance allows us to maintain a distinctive identity in every market we enter, ensuring a consistent, premium experience worldwide.
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Since your appointment in 2024, what has been your strategic vision for Bateel’s next phase of international growth?
Our vision is to grow Bateel from a strong regional player into a truly global leader in luxury gourmet. Our vision is to expand Bateel, as a globally recognised leader in luxury gourmet food and culinary experiences, built on the heritage of dates and authenticity.To achieve this, we have set clear and ambitious milestones for growth and innovations while entering key international markets and strengthening our presence in existing ones.
Importantly, this growth is being approached with discipline. We are investing in our supply chain, our people, and our partnerships to ensure that, as we scale, we maintain the quality, consistency, and premium experience that define Bateel.
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Having previously led Godiva Chocolatier , how does the luxury positioning of Bateel differ, and what lessons have you carried forward?
Throughout my career, I have led transformation across several global food and beverage businesses, driving expansion and strengthening market position. My experiences gave me a deep appreciation for protecting a brand’s legacy and brand equity while continuing to evolve through innovation.
When I joined Bateel, I saw something truly distinctive. It is not simply a luxury date brand—it is a celebration of Arabian heritage, hospitality, and craftsmanship. “Goodness” sits at the heart of everything we do, from our values to our organic and sustainable farming practices.
Bringing that sense of goodness to a global audience, while preserving what makes the brand timeless, is both a responsibility and an opportunity.
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Today’s luxury consumer is increasingly digital. How is Bateel redefining the omnichannel experience to meet evolving expectations?
Today’s luxury consumer expects a seamless experience across physical and digital touchpoints, with immediacy, consistency, and personalization at its core.
At Bateel, omnichannel is not simply about presence—it is about meaningful engagement. Customers expect to connect with us in real time, across multiple platforms, with the same level of service excellence they experience in-store.
This extends to flexibility and personalization. Whether in gifting, packaging, or tasting our premium dishes with unique Bateel difference we are committed to delivering a memorable experience across all channels.
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Saudi Arabia is undergoing a remarkable transformation under Vision 2030. How does Bateel align with and contribute to this vision?
Bateel is, at its core, a Saudi-born brand with deep roots in the Kingdom’s heritage – as Saudi Arabia continues its transformation, there is a strong emphasis on showcasing culture, quality, and innovation on a global stage—an ambition that aligns naturally with our journey.
As we expand internationally, we aim to share not only what we offer, but who we are: a brand rooted in heritage, craftsmanship, and hospitality. In doing so, we represent the richness of the region on a global stage.
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Café Bateel has become a destination in its own right. How do you see the role of experiential dining shaping the future of the brand?
Café Bateel’s success is built on an unwavering commitment to quality and genuine hospitality. These pillars allow us to consistently deliver a refined guest experience.
Quality begins with ingredients and is elevated through the expertise of chefs. Our chefs undertake annual sourcing trips to Europe, selecting the highest-quality ingredients directly from origin—from salmon in Scotland to grains in Umbria and Tuscany, and flour from leading French producers. Each Bateel menu item has a distinctive quality and taste – carrying our brand’s identity in every plate.
Equally important is the spirit of Arabian hospitality. Every touchpoint is designed to feel warm and personal, ensuring each experience is both memorable and refined.
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With over 170 locations across 26 countries, how do you maintain consistency in quality and brand experience on a global scale?
Scaling a brand globally requires clarity and discipline. Authenticity must remain at the core.
At Bateel, success comes from staying true to our foundations—luxury, quality, and heritage—while partnering with those who share our vision. Growth is not about dilution, but about consistency and purpose.
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Sustainability and ethical sourcing are increasingly central to luxury. How is Bateel integrating these values into its operations and supply chain?
Sustainability is not new to Bateel—it is embedded in our DNA. We have always believed that with a strong focus on quality and sustainability, the region’s most treasured fruit could be elevated into a gourmet delicacy.
Our approach—from organic farming to handpicking dates at peak maturity—reflects a deep respect for nature. By maintaining control over much of our supply chain, we ensure both quality and responsibility.
As we grow, we remain committed to strengthening these practices, ensuring that expansion is aligned with long-term environmental and social responsibility.
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As a leader with extensive experience in M&A and global portfolio strategy, what opportunities do you see for expansion or partnerships in the luxury F&B space?
In luxury F&B, expansion is not simply about scale—it is about relevance, alignment, and long-term value creation.
At Bateel, we never compromise our quality. We extend our offering in a way that feels natural and adds depth to the customer experience. In both Café Bateel and Bateel El’an our guests feel our quality and premium hospitality. The experience we provide is natural and premium at the same time. When we select our franchise partners in different countries it is important that they understand what the brand stands for and the way we value our guests in our cafes. All Bateel staff and partners are absolutely committed to quality, craftmanship and authenticity. That’s our culture.
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You’ve built and led high-performance teams across diverse markets. What do you believe is the key to cultivating leadership talent in today’s competitive global environment?
Building high-performance teams starts with creating an environment where people can grow, take ownership, and feel inspired by a clear purpose.
I believe strongly in being present and accessible as a leader. Trust is built through consistency, transparency, and support, while leaders must also be challenged and empowered to make decisions and learn.
In today’s environment, technical skills matter, but mindset is critical. Agility, resilience, and the ability to navigate complexity define strong leadership.
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Looking ahead, what is your long-term vision for Bateel, and how do you see the brand shaping the future of luxury gourmet globally?
We aim to sit at the intersection of heritage and innovation, bringing this balance to life through exceptional retail and dining experiences. Growth is not just about footprint, but about elevating how luxury is experienced.
Ultimately, we see Bateel contributing to a more meaningful definition of luxury—one rooted in provenance, authenticity, and experience. A brand that travels globally, while always staying true to where it comes from.