Kabaila · كبيلة
01 · 22
Built by an AI Architect · Regent · 2026

Where Saudi Arabia
decides to eat.

حيث تقرّر المملكة أين تأكل
International seafood · Arabian · European · Indian · Two branches, Riyadh
94%
of Saudis pick a restaurant by social
3×
ROI vs. Google reviews
SAR 0
spent on social — until now
+20–50%
revenue growth — the target
Kabaila
02 — What we heard
We listened first.

Four sentences. One brief.

Before we wrote a single post, we mapped what's already true at Kabaila. The brand has been running two years. The food is exceptional. The story has just not been told. Here's what shaped this strategy.
"We don't have a brand awareness problem. We have a brand storytelling problem."
Mona · Founder
"The previous agency gave us beautiful photos and zero distribution. Beautiful photos no one sees are wallpaper."
Internal note · 2026
"Snapchat and TikTok are where the under-30 Saudi market actually decides. We are barely there."
Suleiman · Partner
"We want to grow dine-in — not just delivery. The room is the experience. Social should pull people in, not just order out."
Strategic priority
Kabaila
03 — The gap
The gap we close

Three agencies. Zero social engine.

Previous partners captured demand that already existed. Nobody built new demand. That's the gap. Here are the four sides of it.
What was done
Production-heavy, distribution-light
Three agencies produced beautiful photography and content packages. None built a distribution engine. Result: a great-looking library nobody saw.
What's missing
A social discovery engine
94% of Saudi diners decide where to eat based on social. Without a feed that moves daily, Kabaila is invisible at the moment that matters most.
The pattern that broke
Influencer spend without ROI
Prior influencer campaigns over-indexed on macro accounts and one-off shoots. No content rights, no cohort tracking, no follow-through. Spend without compounding return.
The opportunity
The raw material is already there
Premium seafood, real staff in uniform, modern interiors, two years of regulars, a strong founder voice. It hasn't been translated into content. Until now.
Kabaila
04 — Market
Why social, why now

Saudi social behavior is unlike anywhere else.

94%
of Saudis consult social before choosing a restaurant — highest rate in the Gulf
73%
of restaurant discovery happens on Snapchat, IG Reels, TikTok — not Google
82%
of food decisions in KSA are made between 9pm and midnight
"You don't need everyone. You need the right people to be obsessed."
Seth Godin — minimum viable audience
In KSA the decision funnel is compressed. One Snap from a trusted friend, or a 15-second Reel, can fill tables Friday night. The question isn't whether to be on social — it's whether Kabaila owns its category before someone else does.
Snapchat-first Arabic 80 / EN 20 Prayer-time scheduling 9pm–12am peak Group dining ritual Friday post-Jumu'ah surge
Kabaila
05 — Mood board · Manifesto
The aesthetic spine

Three rules. One unmistakable look.

"Dark water.
Warm fire.
Real hands."
ماء عميق · نار دافئة · أيادٍ حقيقية
1
Every frame earned
Editorial, never delivery-app. No stock. No flat-lay clichés. If a frame doesn't tell a story, it doesn't post.
2
The product is always the hero
Fish, flame, hands. The chef's hands matter more than the chef's face. The dish matters more than the plate.
3
Real over polished
Visible texture. Steam. Smoke. Imperfect knife marks. The feed should feel like a magazine spread — not a menu.
Kabaila
06 — Mood board · Reference imagery
The visual library

Twelve frames. One feed.

Grilled seafood close-up
Hero shot — the catch الصيد
Spices
Spice palette البهارات
Plated dish overhead
Plate composition الطبق
Fish on ice
Origin · the catch
Flame grilling
Ember & flame النار
Chef hands
Chef's hands · craft
Saudi dining
The table الطاولة
Dish detail
Texture · steam
Riyadh skyline night
Atmosphere الأجواء
Kabaila
07 — Brand system
Palette + typography

Five colors. Three voices.

Color palette

Deep ocean
#0a1628 · primary bg
Kabaila gold
#c8a84b · accent · text highlights
Ember
#c0481f · flame · CTAs · scarcity
Midnight navy
#1e3558 · cards · surfaces
Clean white
#ffffff · body text

Typography

English display · headlines + emphasis
Kabaila
Cormorant Garamond · Italic 500 · serif elegance
Arabic display · captions + hooks
كبيلة
Cairo · Bold 700 · Arabic-first typography
Body · UI · captions
Aa · أ — clean, modern, neutral
Inter · 400–600 · body / captions / CTAs
Kabaila
08 — Sample feed · Instagram grid
What the feed looks like

9 squares. One coherent story.

K
kabaila_restaurant
Riyadh · Seafood · Open Now
▶
▶
▶
A rhythm, not a list.
The first 9 squares are the storefront. Here's how we design them:
1
Hero, then context, then human
Every row reads left-to-right as a mini story: dish → ingredient → person. The grid teaches itself.
2
3 Reels per 9 posts (33%)
Reels carry the algorithmic load. Stills carry the brand. The mix is intentional, not random.
3
Tonal consistency
All warm shadows, dark backgrounds, gold accents. No bright filters, no white plates over white tables.
4
Bilingual captions
Arabic first, English second. Always. Even in posts where the visual is universal.
Kabaila
09 — Sample captions
Caption sampler · 4 real posts

Hook · Body · CTA. Every time.

IG · Reel
Pillar 01 — The Catch Pattern interrupt
٤:٣٠ صباحاً. الكوكبية لسه نايمة. شيف خالد بدأ يومه. 🐟

الهامور اللي بيحط على طاولتك الليلة، انتشل من المياه قبل ساعتين بس. مش 24. مش 12. ساعتين.

هذا الفرق بين "طازج" و "كبيلة طازج".

📍 احجز طاولتك — اللينك في البايو
#كبيلة #بحري_طازج #الرياض #seafoodriyadh
Snap · Story
Pillar 02 — The Craft Process porn
٧ توابل. ٣ دقائق نار. شيء واحد ما يتقبل التساهل: الإتقان.

شف كيف بنحضّر الجمبري الملكي — من البحر، إلى النار، إلى طاولتك.

👆 اسحب لفوق · احجز
📸 Story sequence · 5 frames · swipe-up to reserve
IG · Carousel
Pillar 03 — The Table Social proof
طاولة لـ ٨. عيلة الفهد. زيارة رقم ٣٧.

كل خميس، نفس الطاولة، نفس الطلبية تقريباً، نفس الضحكات. هذي مش عادة — هذي طقس.

إذا عندك طقس عائلي مثل هذا — احكي لنا في الكومنتس. 👇
#كبيلة #لمة_العيلة #خميسنا
TikTok · 22s
Pillar 06 — The Proof Scarcity
رمضان ٢٠٢٦ — كل ليالي الخميس والجمعة محجوزة بالكامل.

إذا تبي تجرّب فطورنا قبل ما الموسم يخلص — باقي ٣ ليالي وسط الأسبوع بس.

الرابط في البايو 🔗
#فطور_رمضان #الرياض #كبيلة
Kabaila
10 — Sample Reel · 22-second script
A full Reel, second by second

"The Catch." 22 seconds.

"4:30 AM. The city is asleep."
احجز · Reserve
Reel: "The Catch" — Pillar 01
Length 22s · Vertical · Trending audio
Time
Visual
Audio / Caption
0:00–0:03
Black screen → moonlit fish market, slow push-in. Crates of ice. Steam rising.
Ambient harbor sound. Text: "4:30 AM. The city is asleep."
0:03–0:07
Hands lifting a hamour from ice. Chef's apron, no face. Close on gills.
Music drop. Text: "Two hours ago, this was in the sea."
0:07–0:12
Quick cuts: hand inspecting eyes, scaling knife, fish into a cooler with Kabaila wax stamp on the side.
Rhythmic beat sync. Text: "Now it's on its way to you."
0:12–0:18
Smash cut → kitchen. Flame on grill. Fish lowered onto the heat. Char marks bloom.
Hard ember crackle. Text: "12 hours from sea to plate."
0:18–0:22
Final plated dish, overhead. Gold cutlery rests on the rim. Logo fade in.
Music tail. Text: "كبيلة — احجز طاولتك"
Kabaila
11 — Sample Snap · 5-frame story sequence
Snapchat story · 90 seconds total

5 frames. One swipe-up.

طازج اليوم 🐟
وصل قبل ساعتين
FRAME 01 · 8s
في إيدين شيف خالد ✋
FRAME 02 · 6s
٣ دقائق نار 🔥
FRAME 03 · 5s
على طاولتك ⚓
الليلة
FRAME 04 · 7s
٤ طاولات بس متبقية
↑ اسحب · احجز
FRAME 05 · CTA
Frame logic: Catch → Craft → Fire → Plate → Scarcity CTA. Each story sequence ends on a real-time reservation prompt. Two sequences daily — one lunch (12pm), one dinner (8pm).
Kabaila
12 — Sample DM flow · Comment-to-reservation
From comment → reservation in 4 messages

Every "where is this?" becomes a table.

10:42 PM
وين هذا المكان؟ شكله رهيب 😍
أهلاً وسهلاً! 🌙 هذا مطعمنا كبيلة، الرياض، حي الياسمين. حابب تجي ليلة الخميس أو الجمعة؟
10:43 PM
الجمعة لو فيه طاولة لـ ٤
باقي ٢ طاولات للجمعة الساعة ٩. عندنا طاولة على النافذة — تحبها؟ أحجزها لك الحين
10:44 PM
آه آه احجزها 🙏
تم! ✓ الجمعة ٩ مساء، طاولة ٤ أشخاص، نافذة. باسمك الكريم؟ بنرسل تأكيد بالواتساب الحين 🤍

The 4-message rule

No customer should ever take more than 4 messages to go from interest to confirmed reservation. The AI agent runs this 24/7 in Arabic — every comment, every DM, every time.
1
Warm open · ID the venue
Greeting + location + soft option ("Thursday or Friday?") — never makes them search for info.
2
Scarcity-signal availability
"2 tables left for Friday at 9" — real-time honesty + urgency. Pulls from live reservation system.
3
Upgrade-by-default
"Window table — want that?" Offers the better seat first. Most guests say yes.
4
Confirm + handoff to WhatsApp
Booking confirmed inside DM. WhatsApp confirm goes out automatically with directions + parking.
Kabaila
13 — Content pillars
Six pillars · one voice

Every post maps to one pillar.

01
The Catch
الصيد
Origin stories — where the seafood comes from, who brings it in.
Dawn fish market arrivals
Supplier face-to-camera
Freshness guarantee
02
The Craft
الإتقان
Kitchen process — skill, fire, transformation from raw to remarkable.
Chef's hands close-ups
Flame & grill shots
Spice layering rituals
03
The Table
الطاولة
Full experience — beauty of the spread, the communal ritual.
Overhead spread shots
Table arrival reveals
Portion size pride
04
The People
الناس
Loyalty — regulars, staff, guest moments that make Kabaila alive.
Staff spotlights
Guest milestones (#37 visit)
Family Friday content
05
The Ritual
الطقس
Seasonal — Ramadan, National Day, Eid. Woven into Saudi life.
Ramadan iftar spreads
National Day specials
Eid reservation launches
06
The Proof
الدليل
Social validation — UGC, influencer visits, sold-out nights.
Guest repost system
Waitlist announcements
"We're full" scarcity posts
Kabaila
14 — A real week · Content calendar
Week of March 15, 2026 · Every post specified

No more "what do we post today?"

Slot
Sun 15
Mon 16
Tue 17
Wed 18
Thu 19
Fri 20
Sat 21
12:30 PM
SNAP"Today's catch"5 frames · hamour reveal
SNAPBehind the scenesChef Khalid prep · 3 frames
SNAPLunch tableLive shot · "tables available"
SNAPSpice ritualPillar 02 · close-ups
SNAPGuest #41 visitPillar 04 · family
SNAPFriday spreadHero shot · 4 frames
SNAPWeekend recapBest moments · 5 frames
— Asr · Maghrib · Isha (no posts during prayer windows) —
9:00 PM
IG · Reel"The Catch"22s · Pillar 01
IG · StoriesPoll: hamour or shrimp?Native poll · 3 frames
IG · StoriesUGC repostGuest's plate · tag
IG · Reel"3 minutes of fire"15s · trending audio
IG · ReelFamily Friday30s · Pillar 04
IG · Reel"Why we close on Eid"22s · Pillar 05
IG · Stories"Sold out tonight"Scarcity · Pillar 06
10:30 PM
TikTokChef hands18s · trending audio
TikTok"Wrong way / our way"POV · 25s
TikTokFriday rushTime-lapse · 20s
21 pieces of content shipped in 1 week. All Arabic-first. All timed around prayer. Friday peaks at 4 posts. Every post has a defined pillar, a defined hook, and a measurable goal in the back-end.
Kabaila
15 — Sample influencer brief
Real brief · not bullet points

What a Kabaila brief actually looks like.

Creator
@laila.eats · 42K · Riyadh
Tier
Micro · Food
Visit
Thu 19 Mar · 9pm
The story we want her to tell
"I went to Kabaila with my sisters and my mother. None of us thought a seafood place in Riyadh could do this. The hamour was caught this morning. The bread was warm. The bill was reasonable." — that arc.
Required content (in this order)
  • 1 Story sequence (4–6 frames) — arrival + the table + first bite + price tag reveal
  • 1 Reel — under 30s, her voice in Arabic, NOT scripted by us
  • 1 grid post — overhead spread, her caption
What we'll cover
Full table for up to 6. Chef's choice tasting menu. Drinks. Parking. Photographer on standby if she wants.
What we will NOT ask for
  • No script. No suggested captions.
  • No "tag us 3 times". One tag, one location pin.
  • No exclusivity clause. She's allowed to visit competitors.
What we DO require · content rights
90-day usage rights on all content she posts about Kabaila. We re-post on owned channels with full credit and a tag back. This is the only non-negotiable.
Tone of voice
Honest. Specific. She gets to call out one thing she'd improve — that's how we earn the rest of her audience's trust. If everything's perfect, no one believes the post.
Success looks like
  • Reel posts within 48h of visit · >15K views in week 1
  • 5+ DMs to @kabaila_restaurant within 72h asking "where?"
  • 2+ confirmed reservations attributable to her cohort
Kabaila
16 — Platform strategy
Where Kabaila lives

Not all platforms are equal in KSA.

Primary
Snapchat
Discovery + word of mouth
KSA has one of the highest Snapchat penetration rates in the world. Stories and Spotlights are where restaurant discovery happens — before intent forms. This is the main feed.
2–3 stories daily · Spotlight weekly
Primary
Instagram
Brand credibility + Reels
Reels outperform static 4:1 for reach. The feed is a brand portfolio — what people screenshot and share when recommending Kabaila. Stories for daily touch.
1 Reel daily · 3 Stories daily
Secondary
TikTok
Reach + youth audience
Growing fast with under-30 KSA. Strong for behind-the-scenes, trending audio, staff personality. Seafood category still under-claimed in KSA TikTok — open lane.
3–4× weekly · trending-audio first
Monitor
X (Twitter)
Reputation management
Saudi X is vocal about food — praise and criticism spread fast. Monitor mentions, respond publicly and warmly within 2 hours.
Reactive engagement only
Kabaila
17 — Engagement tactics
Content earns followers · engagement builds loyalty

6 tactics, run every day.

01
Comment-to-DM flow
Every "where is this?" gets a personal reply in Arabic + soft nudge to book. Pattern shown on Slide 12.
02
UGC re-post within 24h
Guests who tag Kabaila get reposted next day. Incentivizes more tagging. Builds authentic content library + makes regulars feel seen.
03
Story polls weekly
"Hamour or shrimp?" / "Window or booth?" — native poll stickers drive 3–5× engagement of stills + surface real menu intelligence.
04
First-commenter rewards
Surprise upgrade or complimentary dish to the first commenter on selected posts. Trains the audience to check Kabaila's feed daily.
05
Public complaint recovery
Every critical comment handled within 2 hours — publicly, warmly, with a resolution. Public recovery converts critics into loyalists.
06
CTA on every post
Every Reel ends with "احجز طاولتك". Story swipe-ups on every food reveal. Engagement always has a conversion path.
Kabaila
18 — Influencer tiers
Trust travels further than reach

Nano first. Then micro. Then mid.

Tier
Followers
Engagement style
Content ask
Goal
Nano
5K — 20K
High intimacy, peer trust
Authentic Snap/Reel, no script
Peer trust + local WOM
Micro
20K — 100K
Niche authority
Full visit Reel + Stories
Discovery + regional reach
Mid-tier
100K — 500K
Cultural visibility
Sponsored visit, 2 posts + rights
Credibility signal
Key rule. Content rights are non-negotiable. Repurpose influencer content across Kabaila's owned channels — cuts in-house production load + adds social proof. Start with 3–5 nano/micro partnerships per month before scaling to mid-tier. The brief on Slide 15 is the template every creator gets.
Kabaila
19 — The AI CMO system
How the engine runs

Not a plan. A living system.

Most agencies are learning to use AI. Regent was built by someone who has spent years architecting AI systems professionally. What you're getting isn't an experiment — it's a mature, purpose-built intelligence that runs your marketing the way a seasoned CMO would, without the overhead of one.
01
Weekly brief
New catches, events, guest moments. Raw material in — every Monday.
02
KB-routed strategy
Saudi market intel + Gary Vee KSA + Seth Godin + Emily Heyward applied per content type.
03
Platform-ready output
Arabic captions, Snap sequences, Reel hooks, briefs. Same-day execute.
04
Scheduled live
Content queued across Snap, IG, TikTok — no manual posting, no missed windows.
05
Performance loop
What performed? Data feeds back. Strategy adapts weekly. No agency meeting required.
Hospitality philosophyDanny Meyer — loyalty, service recovery
Brand identityEmily Heyward — naming, emotional resonance
Unit economicsDavid Scott Peters — social ROI → table turns
DistributionGary Vaynerchuk KSA — jab-jab-right-hook
Audience theorySeth Godin — minimum viable audience
KSA marketSaudi Restaurant Market KB (12K words)
Kabaila
20 — Why Regent
What three agencies couldn't deliver

Not tools. Depth.

Capability
Traditional agency
Regent AI CMO
Works around the clock
Monitoring, responding, adapting 24/7
✗Office hours
✓Always on
KSA-specific strategy
Snapchat-first, prayer-aware, Arabic content
✗Western framework
✓Built for KSA
Strategy adapts weekly
Based on what actually performed
✗Quarterly reviews
✓Weekly data loop
Social media presence
Active content across all platforms
✗Not delivered
✓Core deliverable
Live client dashboard
Real-time data, always accessible
✗Monthly PDF
✓24/7 portal
Memory of brand history
Every brief, result, and preference retained
✗Resets w/ staff
✓Compounds over time
Audience-specific copy
Arabic-led, Saudi-first content
✗Generic food copy
✓Built for the room
Kabaila
21 — KPIs · by phase
What we measure · what we don't

Three phases. Measurable milestones.

Social ROI isn't immediate — but it's predictable when targets are set correctly by phase. We measure what we can act on, not vanity metrics.
Phase 1 · Months 1–2
Foundation
Get the engine running. Set baselines.
Follower growth
+1,000 / mo
Avg. post reach
500 — 2K
Stories views
> 200 / day
Content cadence
100% on sched.
Profile visits
Baseline set
Phase 2 · Months 3–5
Growth
Compounding starts. UGC kicks in.
Follower growth
+3,000 / mo
Engagement rate
> 4%
UGC mentions
20+ / week
Reservation source
Social tracked
Influencer posts
8–12 / month
Phase 3 · Months 6–12
Scale
Social drives the room. Revenue lift.
Social-driven covers
> 25% of total
Reel avg. views
> 15K
Brand search lift
Measurable
CAC via social
vs. delivery apps
Repeat rate
Social cohort
Kabaila
22 — Next steps
Let's begin

Let's fill
the room.

Two branches. Two years of regulars. A founder voice that hasn't reached the audience that matters. We start where the story lives — and let the rest follow.
01
Week 0
Discovery + asset audit
Onboarding session. Asset review. Credentials handoff. 48h turnaround.
02
Week 1
Content calendar v1
Week 1 calendar drafted, approved by Mona, scheduled across all platforms.
03
Week 2
First content live
First Reels, first Snaps, first influencer briefs sent. Engagement playbook online.
04
Week 4+
Weekly performance loop
Every Monday: what performed, what didn't, what changes. Strategy adapts in real time.
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Kabaila
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