How Bateel Is Going Global With Nurtaç Afridi At Its Helm

Having joined the Saudi luxury foods and cafe brand Bateel as its global CEO in August 2024, Nurtaç Afridi (who was formerly the CEO of globally renowned chocolate brand Godiva) is today the driving force behind the brand’s global expansion plans—which are ambitious, to say the least.

When Inc. Arabia asked Afridi her reasons for taking on her current role, she replied, “With its strong foundation in organic farming and a clear commitment to quality and sustainability, Bateel offered a new challenge: to transform a regional jewel into a globally recognized gourmet brand.” And Afridi certainly has her work cut out for her. In April, Bateel announced a five-year growth plan that aims to have its revenues tripled by 2029. The expansion, which will see the luxury brand scale its 200 cafes and stores currently to 500 by 2029. The company also plans to double its date palm plantations and prepare supply chains to support business growth.

The true challenge when it comes to expansion, however, is best epitomized in Bateel’s signature offering: dates. While its premium dates, which come packaged in luxury gift boxes and stuffed with pecan, pistachios, and almonds, or coated in a variety of chocolates, have become a delicacy across the Arab world, the challenge globally is to develop a palate for this staple of Middle Eastern heritage. However, Afridi believes Bateel has got the goods to realize this goal.

“Dates are deeply rooted in Middle Eastern culture, but they also hold universal appeal as a nutritious, versatile ingredient,” Afridi points out. “At Bateel, we have elevated the date to a gourmet status through our overarching focus on quality and sustainability. By combining our 100 percent organic dates with premium ingredients like nuts, chocolates, and other natural products, we have created offerings that resonate across cultures. Our cafés also help introduce international audiences to the richness of date-based cuisine in an elegant, accessible setting. The key is to respect the essence of the date while presenting it in ways that are globally appealing.”

Image courtesy Bateel. 

“Arab hospitality is at the core of Bateel’s brand DNA,” Afridi continues. “As we scale, we ensure that our spirit of warmth, generosity, and attention to detail is reflected across every customer touchpoint. Whether you’re visiting a flagship café in Riyadh, or ordering from our location in Selfridges in London, the experience feels personal and refined. Internally, we nurture a company culture that celebrates excellence, inclusion, and service—values that support the hospitality we extend to our customers.”

The key to Bateel’s success, according to Afridi, shall lie in striking a balance between innovation and tradition. “Balancing heritage with innovation is essential in luxury branding,” Afridi explains. “At Bateel, we honor centuries-old traditions of date cultivation and Arabian hospitality, while continuously innovating in product development and customer experience. Whether it’s introducing new flavor profiles or refining our café offerings, every innovation is grounded in authenticity.”

For entrepreneurs looking to follow Bateel’s lead in taking their brands global, Afridi advises them to build solid foundations before attempting growth. “Start by building an authentic brand rooted in your unique story—then, scale with consistency and purpose,” she says. “Global success doesn’t mean dilution; it means clarity. Know your strengths, invest in quality, and surround yourself with partners who understand your vision. At Bateel, we’ve found success by staying true to our core—luxury, quality, heritage—and letting that consistency guide our international journey.”

Pictured in the lead image is the Bateel CEO Nurtaç Afridi. Image courtesy Bateel.

This article first appeared in the April/May 2025 issue of Inc. Arabia magazine. To read the full issue online, click here.