Kabaila · كبيلة
01
Regent · 2026

Where Saudi Arabia
decides to eat.

حيث تقرّر المملكة أين تأكل
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
Part I
I

The Brief.

Listening first
Kabaila
02 — Listening
Before we wrote a word

We listened first.

Two years open. Exceptional food. Three agencies. No story told. Here's what shaped the brief.
Kabaila
03 — Mona
Mona · Founder

It's not a brand awareness problem.
It's a storytelling problem.

Kabaila
04 — The pattern
The pattern that broke

Beautiful photos
no one sees
are wallpaper.

Kabaila
05 — Mona
Mona · Founder

Snapchat and TikTok
are where the under-30
actually decides.

Kabaila
06 — Priority
Strategic priority

Grow dine-in.
Not just delivery.
The room is the experience.

Kabaila
07 — 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.
Kabaila
08 — The gap, side by side
What was done · what's missing
What was done
Production. Not distribution.
Three agencies produced beautiful photography. None built distribution. A great-looking library nobody saw.
What's missing
A discovery engine.
94% of Saudi diners decide where to eat on social. Without a feed that moves daily, Kabaila is invisible at the moment that matters.
Kabaila
09 — The gap, continued
The pattern · the opportunity
What broke
Influencer spend, no ROI.
Over-indexed on macro accounts. No content rights. No cohort tracking. No follow-through. Spend without compounding return.
The opportunity
The raw material is here.
Premium seafood, real staff, modern interiors, two years of regulars, a founder voice. It just hasn't been translated into content. Until now.
Kabaila
Part II
II

The Market.

Why social, why now
Kabaila
10 — Market
87.7%
of Saudi adults use Snapchat.
The highest national penetration on earth.
Source · DataReportal · Digital 2025 Saudi Arabia
Kabaila
11 — Market
68%
of Saudis say their dining choices are shaped by social-media food influencers.
Source · Grynow Food Influencer Study · KSA 2025
Kabaila
12 — Market
8–10 PM
is when KSA dine-in peaks.
Most Saudi restaurants don't hit peak service until 10 PM.
Source · Visa Consulting & Analytics · KSA Restaurant Activity
Kabaila
13 — Audience theory
"You don't need everyone.
You need the right people
to be obsessed."
Seth Godin — minimum viable audience
Kabaila
Part III
III

The Mood.

The aesthetic spine
Kabaila
14 — Mood
The aesthetic spine

Dark water.
Warm fire.
Real hands.

Kabaila
15 — Mood · Rule 1
Rule 1 of 3

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.
Kabaila
16 — Mood · Rule 2
Rule 2 of 3

The product is the hero.

Fish, flame, hands. The chef's hands matter more than the chef's face. The dish matters more than the plate.
Kabaila
17 — Mood · Rule 3
Rule 3 of 3

Real over polished.

Visible texture. Steam. Smoke. Imperfect knife marks. A magazine spread — not a menu.
Kabaila
18 — Mood · Catch
Frame 01 — The Catch

The hero shot.

الصيد
Hamour, just-grilled, char marks bloomed. Always shot warm, never cold.
Kabaila
19 — Mood · Origin
Frame 02 — The Origin

Where it begins.

المصدر
Dawn at the fish market. The story before the plate.
Kabaila
20 — Mood · Fire
Frame 03 — The Fire

Ember & flame.

النار
The transformation moment. Always shot close, always with the sound of crackle.
Kabaila
21 — Mood · Craft
Frame 04 — The Craft

Chef's hands.

الإتقان
Always the hands. Never the face. The work is the story.
Kabaila
22 — Mood · Spice
Frame 05 — The Spice

Cardamom.
Saffron. Sumac.

البهارات
The Arabian-European-Indian spine, made visible.
Kabaila
23 — Mood · Table
Frame 06 — The Table

The full spread.

الطاولة
Shot overhead. Always at the moment of arrival, before anyone touches.
Kabaila
24 — Mood · Atmosphere
Frame 07 — The Atmosphere

Depth.
Darkness. Stillness.

الأجواء
Riyadh at night. The city's mood is Kabaila's mood.
Kabaila
Part IV
IV

The Brand.

Identity system
Kabaila
25 — Palette
Color system

Five colors. No more.

Deep ocean
#0a1628
Kabaila gold
#c8a84b
Ember
#c0481f
Midnight navy
#1e3558
Clean white
#ffffff
Kabaila
26 — Typography
Type system

Three voices. One brand.

English display

Kabaila
Cormorant Garamond · Italic 500

Arabic display

كبيلة
Cairo · Bold 700

Body & UI

Aa · أ
Inter · 400–600
Kabaila
Visual approach
How we make the imagery

Anchored in Kabaila's
own photos.

We start with the real photos and shoots Kabaila already owns. AI is used to enhance, not replace — framing, light, polish, retouch, recompose. The voice, the food, the room stay yours. We see how far that takes us in Phase 1. If we need fresh shoots later, we'll know exactly which scenes to plan.
Kabaila
Part V
V

The Samples.

See it in the wild
Kabaila
27 — Sample · Caption 1
IG · REEL
kabaila_restaurant · Riyadh
٤:٣٠ صباحاً. الرياض لين الحين نايمة. الشيف خالد بدا يومه. 🐟

الهامور اللي بتلقاه على طاولتك الليلة، طلع من البحر قبل ساعتين بس. مو ٢٤. مو ١٢. ساعتين.

هذا الفرق بين "طازج" و"كبيلة طازج".
Pillar 01 · The Catch

"4:30 AM. The city is asleep."

Open with time. Specific. Sensory. Specific time triggers attention. Then anchor to a number — "2 hours from sea". Then end with a comparison the reader makes themselves.
Pattern interrupt Time-anchored Founder voice
Kabaila
28 — Sample · Caption 2
SNAP · STORY
kabaila.sa · 7m
٧ توابل. ٣ دقايق نار.

شي واحد ما نتساهل فيه: الإتقان.

👆 اسحب فوق · احجز
Pillar 02 · The Craft

"Seven spices.
Three minutes of fire."

Numbers do the work copy can't. "7 spices, 3 minutes" tells the reader Kabaila is precise. Followed by the principle — "one thing we don't compromise on" — and a swipe-up. Done.
Process porn Precision Swipe-up CTA
Kabaila
29 — Sample · Caption 3
IG · POST
kabaila_restaurant
طاولة لـ ٨. عيال الفهد. زيارة رقم ٣٧.

كل خميس، نفس الطاولة، نفس الطلب تقريباً، نفس الضحكات.

هذي مو عادة — هذي طقس. 🤍
Pillar 04 · The People

"Visit number 37."

Specificity is loyalty. We don't say "we love our regulars" — we name a family, a table size, a visit count. The reader thinks: "I want to be that family." That's the post.
Social proof Loyalty signal Aspirational
Kabaila
30 — Sample · Caption 4
TIKTOK · 22s
@kabaila.sa
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 🔗
Pillar 06 · The Proof

"Three nights left."

Scarcity that's true. We never invent it. When we run posts like this, it's because the room is genuinely 80% full. That honesty is the leverage — and the reason it converts.
True scarcity Seasonal hook Hard CTA
Kabaila
31 — Sample · 22-second Reel
Sample Reel · second by second

"The Catch." 22 seconds.

Pillar 01 · Vertical · Trending audio
Total 22s
0:00–0:03
Black → moonlit fish market. Slow push-in. Crates of ice.
"4:30 AM. The city is asleep."
0:03–0:07
Hands lifting a hamour from ice. Apron, no face.
"Two hours ago, this was in the sea."
0:07–0:12
Quick cuts: gills, scaling, into cooler with Kabaila stamp.
"Now it's on its way to you."
0:12–0:18
Smash cut → flame on grill. Fish hits heat. Char blooms.
"12 hours from sea to plate."
0:18–0:22
Final plated dish, overhead. Logo fade.
"كبيلة — احجز طاولتك"
Kabaila
32 — Sample · Snap story
Sample · 5-frame Snapchat sequence

5 frames. One swipe-up.

طازج اليوم 🐟
وصل قبل ساعتين
01 · CATCH
في إيدين شيف خالد ✋
02 · HANDS
٣ دقائق نار 🔥
03 · FIRE
على طاولتك ⚓
الليلة
04 · PLATE
٤ طاولات بس متبقية
↑ اسحب · احجز
05 · CTA
Kabaila
33 — Sample · DM flow
10:42 PM
وين هذا المكان؟ شكله رهيب 😍
أهلاً وسهلاً! 🌙 كبيلة، الرياض، حي الياسمين. خميس أو جمعة؟
10:43 PM
الجمعة لو فيه طاولة لـ ٤
باقي ٢ طاولات للجمعة ٩م. عندنا طاولة على النافذة — تحبها؟
أيوه احجزيها 🙏
تم ✓ الجمعة ٩م · طاولة ٤ · نافذة · تأكيد بالواتساب الحين 🤍
Engagement · DM flow

Comment → table.
Four messages.

No customer should take more than 4 messages to go from interest to confirmed booking. The AI agent runs this 24/7 in Arabic — warm open, scarcity-honest, upgrade-by-default, WhatsApp handoff.
24/7 Arabic Real-time inventory WhatsApp handoff
Kabaila
Part VI
VI

The Pillars.

The six stories
Kabaila
34 — Pillar 01
01
The Catch الصيد
Origin stories. Where the seafood comes from. Who brings it in. Dawn at the market, before the city wakes.
Dawn fish market arrivals
Supplier face-to-camera testimonials
Freshness guarantee content
Kabaila
35 — Pillar 02
02
The Craft الإتقان
The kitchen process. Skill, fire, transformation. The hands that turn the raw into the remarkable.
Chef's hands in tight close-up
Flame and grill at peak heat
Spice layering rituals, frame by frame
Kabaila
36 — Pillar 03
03
The Table الطاولة
The full experience. The beauty of the spread. The communal ritual of dining together — Saudi style.
Overhead spread reveals
Table arrival moments
Portion size pride
Kabaila
37 — Pillar 04
04
The People الناس
Loyalty as content. The regulars. The staff. The guest moments that make Kabaila feel alive — worth returning to.
Staff spotlight series
Guest milestone moments (visit #37)
Family Friday content
Kabaila
38 — Pillar 05
05
The Ritual الطقس
Seasonal moments. Ramadan, National Day, Eid. Kabaila woven into the fabric of Saudi life.
Ramadan iftar spreads
National Day specials
Eid reservation launches
Kabaila
39 — Pillar 06
06
The Proof الدليل
Social validation. UGC reposts. Influencer visits. Sold-out nights. Scarcity as a signal of desirability.
Guest repost system (24h response)
Waitlist announcements
"We're full" scarcity posts
Kabaila
Part VII
VII

The Calendar.

A real week
Kabaila
40 — Sample week · Sunday
Sample week · Day 1 of 7
Sunday
March 15
12:30 PM
Snap"Today's catch"
5 frames · hamour reveal · sea-to-table arc
9:00 PM
IG · Reel"The Catch"
22s · Pillar 01 · trending audio
Kabaila
41 — Sample week · Thursday
Sample week · Day 5 of 7
Thursday
March 19
12:30 PM
SnapGuest #41 family visit
Pillar 04 · live shot with permission
9:00 PM
IG · Reel"Family Friday teaser"
30s · Pillar 04 · scarcity hint
Kabaila
42 — Sample week · Friday peak
Sample week · Day 6 of 7 · peak day
Friday · post-Jumu'ah
March 20
12:30 PM
SnapFriday spread hero
4 frames · overhead reveal · seats reminder
9:00 PM
IG · Reel"Why we close on Eid"
22s · Pillar 05 · brand-deepening
10:30 PM
TikTokFriday rush time-lapse
20s · Pillar 03 · trending audio
Kabaila
Part VIII
VIII

The Influencer.

A real brief
Kabaila
43 — Influencer brief 1/3
Real brief · @laila.eats · 42K Riyadh micro

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.
Kabaila
44 — Influencer brief 2/3
What we ask for · what we don't

No script. One non-negotiable.

No script. No suggested captions.
No "tag us 3 times". One tag, one location pin.
No exclusivity. She visits competitors freely.
90-day content rights — non-negotiable.
Kabaila
45 — Influencer brief 3/3
Success looks like

Three metrics. Five days.

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
45b — Influencer · The named-dish quarterly
Once a quarter · The recipe runs the room

Two creators. One dish. Thirty days on the menu.

Two Riyadh micro-creators each design a Kabaila dish — their recipe, their photo, their name.
Both dishes run two weeks. The one ordered most wins.
The winner stays on the menu for 30 days — credited to the creator, with a share of every order.
Influencer spend stops being a post. It becomes a menu line with attribution.
Kabaila
Part IX
IX

The Platforms.

Where Kabaila lives
Kabaila
46 — Platform · Snapchat
Primary platform
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
Kabaila
47 — Platform · Instagram
Primary platform
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
Kabaila
48 — Platform · TikTok
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
Kabaila
49 — Platform · X
Monitor only
X
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
Part X
X

The Engagement.

Beyond the post
Kabaila
50 — Engagement · 1
01

Comment-to-DM, in Arabic.

Every "where is this?" gets a personal reply in Arabic — plus a soft nudge to book. Pattern shown on slide 33. Runs 24/7.
Kabaila
51 — Engagement · 2
02

UGC re-post within 24h.

Guests who tag Kabaila get reposted next day. Incentivises more tagging. Builds an authentic content library. Makes regulars feel seen.
Kabaila
52 — Engagement · 3
03

Story polls weekly.

"Hamour or shrimp?" "Window or booth?" Native poll stickers drive 3–5× the engagement of stills. They also surface real menu intelligence.
Kabaila
53 — Engagement · 4
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.
Kabaila
54 — Engagement · 5
05

Public complaint recovery.

Every critical comment handled within 2 hours — publicly, warmly, with a resolution. Public recovery converts critics into loyalists.
Kabaila
55 — Engagement · 6
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
Part XI
XI

The Creators.

Trust > reach
Kabaila
56 — Influencer · Nano
Tier 1 · Nano
5K — 20K
Highest intimacy. Peer trust.
Engagement style
High intimacy. Direct DM access to followers.
Content ask
Authentic Snap or Reel from her visit. No script.
Goal
Peer trust + neighborhood word-of-mouth.
Kabaila
57 — Influencer · Micro
Tier 2 · Micro
20K — 100K
Niche authority. Regional reach.
Engagement style
Niche authority — food, lifestyle, family.
Content ask
Full visit Reel + Stories sequence.
Goal
Discovery + multi-city reach inside KSA.
Kabaila
58 — Influencer · Mid
Tier 3 · Mid
100K — 500K
Cultural visibility. Credibility signal.
Engagement style
Cultural visibility. Trend-setting.
Content ask
Sponsored visit · 2 posts · 90-day rights.
Goal
National credibility signal. Brand validation.
Kabaila
59 — Influencer strategy
The order matters

Nano first. Then micro. Then mid.

Start with 3–5 nano partnerships per month. Once the engine is calibrated, climb to micro. Mid-tier only when the brand is ready for the spotlight. Content rights are non-negotiable, every tier, every time.
Kabaila
Part XII
XII

The Engine.

The system that runs it
Kabaila
60 — AI CMO · Step 1
01
Step 1 of 5

Weekly brief.

Every Sunday: new catches, events, guest moments, specials. The raw material in. Five minutes from Mona, three from the kitchen. That's all.
Kabaila
61 — AI CMO · Step 2
02
Step 2 of 5

Strategy routed.

Saudi market intel + Gary Vee KSA + Seth Godin + Emily Heyward applied per content type. The right framework for the right post — automatically.
Kabaila
62 — AI CMO · Step 3
03
Step 3 of 5

Platform-ready output.

Arabic captions. Snap sequences. Reel hooks. Influencer briefs. All written, all formatted, all in Mona's hands the same day — for approval.
Kabaila
63 — AI CMO · Step 4
04
Step 4 of 5

Scheduled live.

Content queued across Snapchat, Instagram, TikTok — peak-window optimized. No manual posting. No missed Fridays.
Kabaila
64 — AI CMO · Step 5
05
Step 5 of 5

Performance loop.

What performed? Data feeds back in. Strategy adapts weekly — not quarterly. No agency meeting required. The system gets sharper every week.
Kabaila
Part XIII
XIII

The Difference.

Why Regent
Kabaila
65 — Why Regent · 24/7

Always on.
Never office hours.

Traditional agency
Sun-Thu, 9-5.
Friday night? Tough.
Regent
Friday 11pm DM → 11pm reply.
Every night.
Kabaila
66 — Why Regent · KSA-native

Built for KSA.
Not adapted to it.

Traditional agency
Western playbook
translated into Arabic.
Regent
Snapchat-first.
Saudi-led copy.
Built for the room.
Kabaila
67 — Why Regent · Weekly

Adapts every week.
Not every quarter.

Traditional agency
Quarterly review.
Strategy frozen 3 months.
Regent
Weekly performance loop.
What worked, what didn't, what's next.
Kabaila
68 — Why Regent · Memory

Compounding memory.
Not staff turnover.

Traditional agency
Account manager leaves.
Two years of brand history → gone.
Regent
Every brief retained.
Every result retained. Forever.
Kabaila
Part XIV
XIV

The Numbers.

Measure what matters
Kabaila
69 — KPIs · Phase 1
Phase 1 · Months 1–2
Foundation.
Get the engine running. Set the baselines.
Follower growth
+1,000 / mo
Avg. post reach
500 — 2K
Stories views
> 200 / day
Content cadence
100% on sched.
Kabaila
70 — KPIs · Phase 2
Phase 2 · Months 3–5
Growth.
Compounding starts. UGC kicks in. Influencers ramp.
Follower growth
+3,000 / mo
Engagement rate
> 4%
UGC mentions
20+ / week
Influencer posts
8–12 / month
Kabaila
71 — KPIs · Phase 3
Phase 3 · Months 6–12
Scale.
Social drives the room. Revenue lift visible.
Social-driven covers
> 25% of total
Reel avg. views
> 15K
Brand search lift
Measurable
Repeat rate
Social cohort
Kabaila
Part XV
XV

The Ramp.

From here to live
Kabaila
72 — The ramp
From here to go-live

Two weeks. Then live.

Discovery is done. Assets are in hand. From signature, two weeks to build, prep, and approve everything. Then the feed starts moving — and never stops.
Kabaila
73 — Ramp Week 1
01
Ramp Week 1 · build

Build the engine.

AI agent trained on Mona's voice, Kabaila's brand spine, and the Saudi market KB. Content calendar v1 drafted across all four platforms. First sample Reel, first sample Snap sequence, first sample captions — all in Arabic, all ready for Mona's review.
Kabaila
74 — Ramp Week 2
02
Ramp Week 2 · prep

Prep + approve.

Approval flow tested end-to-end with Mona on WhatsApp. First three influencer briefs prepped and sent. UGC re-post system armed. DM agent live for sandbox testing. Comment-to-DM playbook calibrated. Everything ready for the green-light.
Kabaila
75 — Go-Live
03
Week 3 · go-live

First content live.

Sunday morning. First Reels. First Snaps. First DM responses. Engagement playbook on. The Kabaila feed starts moving. Every post pre-approved. Every reply in Arabic. The room starts filling.
Kabaila
76 — The loop
04
Every week, forever

Weekly loop.

Every Sunday: what performed, what didn't, what changes. Strategy adapts in real time. The engine gets sharper every single week. The room gets fuller every single month.
Kabaila
Part XVI
XVI

The Investment.

The price
Kabaila
77 — Investment
The investment

One number. Everything included.

No retainer-plus-this. No surcharge-for-that. One monthly figure covers the entire engine — team, AI, tooling, content, briefs, response, reporting.
Kabaila
78 — Investment
Monthly investment
SAR 22,000
Per month. All-in.
No setup fee. No content surcharge. No extras.

First month free — risk-free trial.
Kabaila
79 — What's included
SAR 22,000 / month — included

Everything. No add-ons.

Full content production — ~20 pieces / week across Snap, IG, TikTok
AI agent infrastructure — 24/7 Arabic DM response + comment management
Weekly performance loop — strategy adapts every Sunday, not every quarter
3–5 influencer partnerships managed monthly — briefs, content rights, repurposing
Live client dashboard — 24/7 access to every metric, every post, every reply
Kabaila
80 — Market context

Mid-market scope.
Below mid-market price.

KSA agencies · same scope
SAR 25K — 40K / mo
Source: Saudi market benchmarks, 2026
Regent · Kabaila
SAR 22K / mo
More scope. More speed. More memory.
Kabaila
81 — Next
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.
Kabaila
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