Majid Al Futtaim – Entertainment Destination Study

Majid Al Futtaim is a leading conglomerate in the MENA region, active in various sectors such as shopping malls, hotels, leisure & entertainment, lifestyle, and retail. With iconic destinations such as Ski Dubai, Ski Egypt, Magic Planet, and Yalla! Bowling, MAF is known for creating unique and immersive experiences within its portfolio.

Majid Al Futtaim commissioned Conceptional to investigate the feasibility and optimization opportunities of F&B within the current Leisure & Entertainment locations. The goal was to evaluate how these destinations could strengthen their food and beverage performance and identify new growth opportunities. In close collaboration with the MAF F&B team, Conceptional developed a comprehensive action plan that confirmed and substantiated how MAF's Leisure & Entertainment division can achieve its revenue targets through improved concept strategy, operational efficiency, and guest experience.

The feasibility study and action plan provided MAF with a clear roadmap to strengthen F&B integration within its entertainment portfolio — resulting in new revenue streams, higher guest satisfaction, and a strengthened market position within the region's leisure & entertainment sector.