Sharjah entrepreneurs advocate for tech-enabled, soul-driven hospitality future at SEF 2026

UAE – Food entrepreneurs at the ninth Sharjah Entrepreneurship Festival (SEF 2026) have called for a new paradigm in hospitality that seamlessly integrates data intelligence with authentic cultural storytelling.

During a pivotal panel, industry leaders argued that the long-term competitiveness of the region’s F&B sector hinges on modernizing operations without sacrificing the human connection at its core.

Building Scalable Brands on a Tech Backbone

The session, “Staying Ahead & Innovating in F&B,” featured founders who have successfully scaled regional concepts. Carole Moawad, CEO of M’OISHÏ, detailed how moving from a home-based mochi ice cream venture to a multi-channel business required building a unified technology ecosystem.

She stated that a modern brand is defined by how quickly it learns, emphasizing that integrated data from POS systems, loyalty programs, and social platforms enables real-time customer understanding and agile adaptation.

Similarly, Dani Chakour, founder of Em Sherif Group, explained how leveraging data analytics and image recognition across his international restaurant group ensures consistent quality while protecting the authentic soul of Lebanese cuisine.

Preserving Cultural Integrity in Automated Operations

A unanimous theme was that technology must enhance, not replace, genuine hospitality.

Gabriela Chamorro, co-founder and executive chef of Girl & the Goose, articulated this balance, noting that while processes can be automated, the feeling of connection cannot.

She described innovation as inherently cultural, stressing that technology should make operations smarter, not make hospitality colder.

This sentiment underscores a strategic approach where digital tools streamline backend efficiency, freeing brands to focus on front-of-house authenticity, community-building, and immersive storytelling that resonates deeply with guests.

Hands-On Experiences Highlight Heritage and Sustainability

Beyond the panel, SEF 2026 reinforced these principles through interactive culinary experiences.

In “The Art of Warak,” Palestinian chef Haya Bishouty led a vine leaf rolling workshop, emphasizing the concept of nafas, the soul imparted through hand preparation, and framing the practice as “Warak Therapy” that fosters patience and collaboration.

Another session, “Chocolate Crafting with Co Chocolat,” showcased sustainable innovation, where founders Iman and Abdulrahman Suguitan demonstrated production with reduced sugar, no palm oil, and superfood ingredients while supporting cacao farmers in the Philippines.

 Organized by the Sharjah Entrepreneurship Center (Sheraa), the festival convened over 14,000 attendees, positioning entrepreneurship as a cultural and economic driver.

Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.