In The Boardroom | Episode #01 | Al Awadhi Brothers

Mohamed and Peyman Parham Al Awadhi are Emirati brothers with over 26 years of multinational consumer-goods experience between them. Their passions lie in transforming and creating great, human-centric, global brands. At the core of their ability is an early adoption of social media strategy and marketing.

Today, Mohamed and Peyman are the founding partners behind Wild Peeta, a Dubai-based fast-casual restaurant franchise specializing in Gourmet Shawarma sandwiches and widely considered one of the most influential and pioneering social media brands in the Gulf region. Their online visibility spans 500,000 impressions in a given week. Their followers consist largely of opinion-makers and trendsetters. Wild Peeta was recently awarded Best Emirati Restaurant by ‘What’s On’ magazine, the first time an Emirati category was introduced as well as the first Emirati restaurant to win the award in the history of the UAE.

In 2010 the brothers extended their social media expertise into film production by establishing Qabeela New Media, based out of the Abu Dhabi Media Freezone. Qabeela creates, produces and distributes entertaining and socially conscious programs. Their specialty is Social Television which means their content is directly influenced by their social media followers. Inviting their followers to contribute to the decision-making process allows them to become active participants and content ambassadors rather than passive audiences. As a result, the content they produce becomes engaging, meaningful, relevant, and social.

The brothers have received extensive exposure online but also in traditional media with features in the Financial Times, BBC, and the Travel Channel. They are Ahlan Hot 100 alumni and are a regular feature in the region’s leading TV, Radio, Newspapers and magazines. Among these was their induction into the 40 Influential Emiratis Under 40 on the occasion of the UAE’s 40th National Day celebration.

Their expertise in social media has put them on stage and speaking circuits with President Barak Obama’s new media directors. Recently, the brothers were featured in ‘No Reservations’ with Anthony Bourdain, one of the world’s leading travel & food documentaries.

Their businesses have been included in American, British, and Swedish university business books as examples of “a new social methodology” and used in several professional and academic case studies for their entrepreneurial ventures and unique use of social media.

Mohamed and Peyman are both members of the Sheikh Mohammed Establishment for Young Business Leaders, a government organization whose vision is to nurture entrepreneurial spirit amongst Emiratis. With their production company, Qabeela New Media, they are also partners with twofour54 Abu Dhabi.

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