Steak House and Piatto Open Dual-Concept Branch at Emaar Square, Jeddah

Jeddah, Saudi Arabia – March 26, 2025 – Alfa Co. proudly announces the grand opening of its newest dual-concept Steak House/Piatto branch at Emaar Square, Jeddah, marking another milestone in its expansion of this unique dining experience. By seamlessly blending Steak House’s signature American steaks and burgers with Piatto’s beloved Italian cuisine, Alfa Co. continues to redefine casual dining in Saudi Arabia.

“We are thrilled to bring our successful dual-concept model to Emaar Square, offering guests an unparalleled dining experience that showcases the best of both brands,” said Jon Norotsky, CEO of Alfa Co. “With the growing demand for high-quality dining options in Jeddah, this new location allows us to better serve our loyal guests while introducing our exceptional offerings to new audiences.

Designed to provide a dynamic yet welcoming ambiance, the new dual-concept branch features dedicated spaces for each restaurant while allowing diners to enjoy selections from both menus in a single visit. Guests can savor premium-quality steaks, gourmet burgers, fresh pasta, and classic Italian dishes—all under one roof.

The launch of the Emaar Square branch underscores Alfa Co.’s commitment to innovation and excellence in the Saudi dining scene. This expansion not only strengthens the presence of Steak House and Piatto but also reflects the company’s ongoing dedication to delivering memorable culinary experiences to its guests.

The restaurant officially opened its doors to the public on March 26, 2025, inviting guests to indulge in a new era of elevated casual dining.

Tenth Steak House & Piatto Dual-Concept Branch Opens in Othaim Mall, Riyadh

Alfa Co. announced the grand opening of its 10th dual-concept Steak House/Piatto branch at Al Othaim Mall, Eastern Ring Rd, Riyadh, continuing its successful expansion of this innovative dining experience. By bringing together Steak House’s signature American steaks and burgers with Piatto’s beloved Italian cuisine, Alfa Co. is redefining casual dining in Saudi Arabia.

“This milestone reflects our commitment to evolving with our guests' preferences while maintaining the quality and hospitality that have made Steak House and Piatto household names,” said Jon Norotsky, CEO of Alfa Co. “With the success of our dual-concept model, we’re thrilled to bring this unique dining experience to even more guests across the Kingdom.”

The dual concept restaurant features distinct yet harmonious dining spaces, allowing guests to indulge in sizzling steaks and fresh pasta, all while enjoying a warm and inviting ambiance. The new branch also introduces a revamped service model, where diners can seamlessly explore both menus in one location.

With this new branch opening, Alfa Co. continues to push forward with its vision of delivering exceptional and innovative culinary experiences to Saudi diners. The restaurant opened to the public on February 25, 2025, welcoming guests to experience a new standard of dining excellence.

Steak House Marks 30th Anniversary

AWARD-WINNING STEAK HOUSE is celebrating 3 decades of serving the Kingdom of Saudi Arabia.

Popular for its signature steaks and iconic Soup & Salad Bar, Steak House has stayed current over the years, maintaining a wholesome menu while keeping up with food trends, updating food presentation and making available fresh, seasonal options. No wonder Steak House has become one of the most enduring and beloved restaurant brands in the kingdom.

A four-time winner of the Best Restaurant in KSA award, Steak House has served and delighted over 33 million guests since opening. It owes its longevity to its cherished tradition of exceeding expectations and willingness to embrace change.

It is our commitment to uphold Steak House’s legacy of creating an environment that provides exceptional hospitality, amazing food and experiences for a lifetime, said Jonathan Norotsky, CEO of Alfa Co., which operates Steak House and is a subsidiary of the Al-Faisaliah Group. As we look ahead to the next 30 years, we will continually strive to be better and leverage whatever innovation and technology has to offer to satisfy our solid core of loyal guests, win new ones, and maintain Steak House's status as a world-class brand.

With Steak House tracing back its beginnings to late 1992, this year's commemoration will feature a Special 30th Anniversary Menu, which will be available at all Steak House restaurants KSA-wide for one day only on February 20, 2023. Mark that date. The special menu will only have two prices: SR19 and SR92. Consider this: If you can imagine a hearty SR91 Country Fried Chicken Platter going for only SR19, or a SR221 premium, award-winning Jack's Creek Rib Eye Steak available for only SR92, then we'll be expecting you come February 20, Norotsky excitedly revealed.

Indeed, even in an era of digital menus and ordering Apps, a visit to Steak House be it with family or friends will always remain a personal experience, bringing you back to a place that is all together familiar yet somehow new, nostalgic yet evoking a sense of adventure. In many wonderful ways, it's just like coming home.

ALFA CO, through SUFRA Rewards, Celebrates Saudi Founding Day with 22% OFF

Riyadh, Saudi Arabia - February 21, 2024 - ALFA CO., a leading Saudi-grown, owned, and operated restaurant company in Saudi Arabia, is thrilled to announce its celebration of Saudi Founding Day with an exclusive offer for all its valued customers. In honor of this historical national occasion, ALFA CO. is extending 22% Off on all its brands within its restaurant locations.

As a token of appreciation to its loyal patrons, ALFA CO. is leveraging its newly-launched SUFRA rewards loyalty program to enable customers to avail of this great offer. Starting from 6pm on February 21st through February 22nd, customers can indulge in exquisite culinary experiences across ALFA CO.'s esteemed brands.

ALFA CO. takes immense pride in its commitment to offering exceptional dining experiences that are 100% Saudi grown. Whether it's savoring the finest steaks at Steak House, indulging in KSA's favorite Italian cuisine at Piatto, or relishing authentic fresh Mexican flavors at Fire Grill, customers can expect nothing short of excellence at ALFA CO.'s establishments.

We are delighted to celebrate the spirit of Saudi Founding Day by expressing our gratitude to our customers, said Jon Norotsky, CEO at ALFA CO. At ALFA CO., we are not just celebrating a national milestone but also highlighting our dedication to promoting local businesses and culinary excellence in the Kingdom.

Don't miss this exclusive opportunity to partake in a culinary journey that embodies the essence of Saudi hospitality. Join ALFA CO. in commemorating Saudi Founding Day and relish the flavors of Saudi Arabia’s homegrown brands, Norotsky said.