Abdallah Massaad, group CEO of RAK Ceramics, on building a global hospitality brand
What has changed most since RAK Ceramics began?
Since our beginning, we have moved from creating demand and building recognition toward becoming an internationally recognized and reliable group. Today, RAK Ceramics encompasses ceramics, sanitaryware, faucets and tableware, while RAK Porcelain has distributors in more than 165 countries worldwide.
How did RAK Ceramics become a global brand?
Initially, our vision was to serve regional demand using local raw materials, advanced machinery, technology, quality, service and design differentiation. Our success began in the UAE, expanded regionally and eventually developed into a worldwide presence through innovation and strong partnerships.
How is the Middle East’s hospitality sector evolving?
The Middle East remains a growing market, particularly through established tourism in the UAE and ambitious tourism development across Saudi Arabia. Clients, chefs, F&B managers and hotel chains are increasingly demanding differentiation, customization, reliability and products supporting distinctive hospitality experiences.
What are hospitality operators asking for today?
Today, operators want more than products; they seek sustainability, reliability, ethics, customization, differentiation and stronger connections with manufacturers and designers. Accordingly, we work closely with chefs and designers to understand their requirements and develop customized solutions around their specific hospitality concepts.
How important is tabletop in shaping restaurant identity?
The restaurant experience extends beyond taste because presentation, shape, color, serving style and visual details influence the overall experience. Therefore, tabletop becomes part of restaurant identity, helping establishments to effectively differentiate themselves through customized products and distinctive designs.
How has collaboration between chefs, designers and manufacturers evolved?
Chefs are increasingly involved in presentation details, including plate shapes, colors and designs. Thus, collaboration with manufacturers is growing in importance today. Our designers work directly with chefs, understanding their ideas and developing customized solutions through broad expertise and collaboration across disciplines.
How do you see the UAE and Saudi markets developing next?
The UAE is a mature yet growing hospitality market, supported by established tourism infrastructure and an extensive hospitality ecosystem. Meanwhile, Saudi Arabia represents significant development potential through Vision 2030, tourism ambitions, major projects and expanding hospitality infrastructure.
Where is RAK Ceramics making real progress on sustainability?
For us, sustainability combines recycling, circular economy initiatives, heat recovery, efficiency, carbon capture and corporate social responsibility across operations. Furthermore, we believe meaningful progress requires addressing every element consistently rather than treating sustainability as one isolated initiative within manufacturing operations.
How will AI and automation reshape your industry?
We were among the pioneers in adopting AI, establishing dedicated leadership and workshops involving representatives from different company departments. Moreover, we use AI and IoT across manufacturing, design, execution, servicing and administration while training people to improve efficiency and growth.
What should we expect next from RAK Ceramics and RAK Porcelain?
We continuously examine opportunities, market trends and technologies that can help us develop, improve and become trendsetters within our industries. Notably, AI demonstrates this approach. Whenever something can support growth or improvement, we move deeply into understanding and adopting it.
What still excites you, and what legacy do you want to leave?
What still excites me is seeing our products used worldwide, especially when I encounter them while traveling to different countries. Beyond business success, I care about protecting employees, suppliers, clients, partners and families connected through our group over time.
