Albassam began her entrepreneurial journey at the age of 19, and only two years later—while still a university student—opened her first restaurant. Her most notable venture is Salt, founded with her partner Amal Al Marri, as Dubai’s first licensed food truck. What started as a renovated vintage truck has since expanded into a well-known brand and evolved into a wider restaurant group under the Independent Food Company, which manages concepts such as Parker’s and Switch across the UAE.
Managing Director
Deem Albassam
Deem Albassam is a Saudi entrepreneur passionate about innovation in food and hospitality, and the co-founder of several acclaimed restaurant concepts in the GCC. Believing that marketing and hospitality shape the perception of a brand, she has built a thriving career by merging creativity with culinary excellence.
Career Journey
– Co-Founder – Independent Food Company (Salt, Parker’s, Switch) – UAE – Co-Founder – Salt (Dubai’s first licensed food truck) – General Manager – Xpoze Idea Factory, Dubai (2011–2014)
Awards & Recognition
– Fast Company Middle East – Named among the Most Innovative Companies in the Middle East (2022, with Amal Al Marri)
Academic Credentials
– Bachelor’s in Marketing – American University in Dubai (2008) – Certificate, “Translating Ideas into Action” Program – Harvard University (2011)
Leadership Impact
Albassam has become a pioneer in reshaping how food, branding, and customer experience intersect in the region’s hospitality industry. Through her ventures, she has inspired a new wave of entrepreneurial innovation in the F&B sector, demonstrating how passion, creativity, and branding can transform simple ideas into global-ready concepts.
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