It was just another ordinary workday at Riyadh Gallery Mall in the capital city of Riyadh, where a regular customer sat near the local Barn’s branch each morning, sipping the same coffee he always ordered. Little did he know that his passion for flavour might inspire a story far deeper than the simple act of having a cup of coffee. But that’s exactly what happened when he met the CEO of Barn’s, Engineer Mohammed Al-Zain, a man whose name appears on a list of 200 inspiring leaders. He doesn’t see this recognition as a personal crown, but rather as a celebration of the entire team that bears the Barn’s name on its shoulders. Speaking with humility, Al-Zain emphasises that these accolades give him a sense that he’s doing something right, while underscoring that the café’s dramatic growth since 1992 reflects a firm vision behind its lasting presence.
How Did Barn’s Redefine the Coffee Experience?
He began by briefly explaining how the Barn’s brand evolved, pointing out that it stands out as one of the oldest Saudi coffee shops on the scene. The phrase “Since 1992” etched onto its signage hints at a journey stretching across three decades. Laughing, he adds that many people say the smell of coffee is often more enjoyable than its taste. But in his view, the secret is activating all the senses so that the customer’s experience goes beyond just flavour. He affirms that quality was the cornerstone propelling Barn’s forward; the company doesn’t just purchase good beans, it insists on preserving flavour with strict standards, starting with packaging and continuing through preparation at each branch. Another distinguishing factor, he says, is innovation. Barn’s was among the earliest to introduce drive-thru service in the local market, and also introduced the concept of Turkish coffee whipped with ice—merging past and present into a single cup. Sometimes they follow the latest trends, and at other times, they create an entirely new trend that sets them apart.
When asked about why he was named one of 200 inspiring leaders, he explained that the decisive moments in his career revolve around embracing new ideas, opening doors for change, and taking calculated risks. Real leadership, in his mind, requires more than relying on one’s own opinion; it involves listening to younger voices and inviting different proposals. He openly admits he believes in the principle of “high risk, high reward,” as each decision aimed at progress needs a certain level of boldness in a market that’s constantly changing. From his perspective, the most crucial hallmark of successful leadership is the trust of those around you. If your team trusts their leader and embraces the vision wholeheartedly, any challenge can be overcome. He sees this trust as the key to inspirational leadership in an environment as dynamic as the Saudi market, where the pace is swift and local and global competitors abound.
A Twenty-Year Journey to the Executive Chair
Engineer Mohammed Al-Zain points out that he didn’t become CEO overnight. He first spent almost twenty years with the company in a different sector, and before that, he was a loyal customer for ten years—he knew the products firsthand before ultimately driving the company’s development. When he took the helm in 2018, the first question he asked himself was: “Who are my customers, and how long will they stay?” He realised that Saudi Arabia’s youth population is extremely high, and he concluded that the brand had to be rebuilt to keep up with their needs. Consequently, the design, menu, and overall look were changed, and the company’s internal structure was also revamped to ensure that Barn’s could keep up with the emerging market demands. He believes these decisions revived the brand’s presence, strengthened the loyalty of its more seasoned customers, and appealed to a younger segment searching for something fresh.
Daring to Change and Shaping the Future
He didn’t neglect to mention the plan to reach 1,000 branches by 2030, something people have heard about and are eager to see unfold. According to him, they don’t expand haphazardly. Instead, they rely on analysing purchasing power, the market’s capacity, and the number of consumers before deciding to enter a new city or market. Recently, they have ventured into other Gulf and Arab markets via franchise agreements, signing deals in Bahrain, Oman, Qatar, Morocco, and Egypt. Yet he clarifies that branches are only one part of the picture. The company is also focused on providing flexible options that cater to different tastes and lifestyles. Beyond specialised capsules for quick preparation, Barn’s also deploys vending machines that offer fresh coffee at the touch of a button in offices and public places, along with ready-to-drink (RTD) beverages in convenient packaging. In this way, they ensure a diverse experience that’s accessible to everyone.
When the conversation turned to Barns X, which launched in 2020 during a pandemic that sent shockwaves through various markets, he explained that introducing a specialty brand wasn’t a random gamble. Rather, it was backed by comprehensive research into the market and into what the pickiest coffee enthusiasts wanted. And Barns X did indeed achieve overwhelming success, to the point that major shopping centers now request it with barely any marketing effort—something that reflects the public’s strong trust in its high quality and uniqueness. Al-Zain proudly noted that Barns X gained recognition when it represented Saudi Arabia at a prestigious Rolls-Royce event, where it was the only Saudi brand in attendance.
Innovation Through Technology
As the conversation continued to unfold, the spotlight shifted to technology. The CEO remarked that Barn’s has an AI department, which goes far beyond typical app development. It also enhances internal operations such as HR, legal affairs, and customer preference analysis, plus forecasting upcoming market changes. He explained that they conduct R&D alongside global companies to craft a one-of-a-kind model that the market has yet to see. He also spoke about expanding solutions via smart vending machines to serve offices and businesses. In his view, merging technology with a traditionally “old-school” sector like coffee is one way to maintain an edge and keep pace with change.
Environmentally Conscious from Farm to Cup
When the issue of sustainability came up—recognised globally for years in the coffee sector—he explained that Barn’s sets strict standards when contracting with coffee farms. These farms must use farming methods that conserve water and safeguard the environment while ensuring workers are treated respectfully. On the packaging front, he says they’re gradually transitioning to eco-friendly materials and conducting thorough studies to make them affordable, so costs don’t balloon for the company or for the consumer. As for their branches, some are being redesigned to save energy and reduce resource waste, from lighting to air conditioning, indicating a wide-ranging vision that isn’t limited to just serving a cup of coffee, but also aims to lessen environmental strain.
A Leadership Philosophy Forged by Time
Speaking of lessons learned over two decades with the company, Al-Zain says there isn’t just one guiding principle—it’s more about viewing each day as a chance to learn something new. For example, he recalls the first time he truly grasped the importance of strategy, back when his work was in a completely different sector. He realised that risk only pays off after in-depth market studies and a clear understanding of customer needs. He sees this approach as a continuous investment in young minds and evolving opportunities, where every employee is encouraged to pitch new ideas or help fix sudden problems.
Barns X’s participation in the Rolls-Royce event further confirmed public confidence in the brand’s quality. Al-Zain described that occasion as a gateway to fresh opportunities and evidence that they’re moving in the right direction. However, he acknowledges that a homegrown name like Barn’s faces daily challenges in a marketplace with ever-expanding competition. The key is to retain customer loyalty by maintaining consistent quality and offering an unforgettable experience. Having a Saudi brand on such a global platform, he notes, adds another success story to Barn’s track record and solidifies their confidence in future plans.
The Personal Side of an Engineer Turned CEO
On a personal note, Al-Zain mentioned how his engineering education sharpened his analytical abilities, allowing him to make more precise decisions. He doesn’t mean that engineering is directly linked to coffee on a technical level, but he does believe that the cumulative thinking style one gains from an engineering background can prove invaluable when dealing with administration and planning. He also spoke of his ambition to achieve certain social and family goals in the coming years, including a serious plan for early retirement, enabling him to redirect his energy toward humanitarian or community initiatives—opportunities he can’t seize right now because of the demands on his time.
He openly discussed the 77 goals he and his team have laid out through 2030. Among them is taking the company public (IPO), continuing to integrate AI, and expanding to the planned number of branches. He sounded proud of what they’ve accomplished, but he doesn’t deny the hurdles, particularly in a market that shifts at lightning speed. They rely on a continuous dashboard to track costs and analyse profits and losses, hoping to avoid any surprise that could jeopardize the product’s quality or customer satisfaction.
A Journey That Began Three Decades Ago
The interview wrapped up quietly. The interviewer left with a story that at first seemed like a simple chat with someone running hundreds of coffee branches. In reality, though, it was the narrative of a long voyage, launched 30 years ago with a vision devoted to delighting the customer and stirring the senses. Even now, it moves forward with grand ambitions unconstrained by geography. With each new sip of coffee, one can’t help but recall the moment the CEO sat in a straightforward manner and revealed how a small cup can hold enormous dreams—and how a single brand can bridge the past and present while staying at the forefront of Saudi Arabia’s coffee scene.