Salman Attieh, CEO & Co-founder at Jumlaty
Life’s unexpected challenges can often feel like a rug pulled out from under us. But for those with grit, failure can be a catalyst for growth. Transforming setbacks into stepping stones is a rare ability, requiring resilience and determination. Salman Attieh is a prime example of this mindset. Frustrated by inefficiencies, he turned his disappointment into a driving force, ultimately founding Jumlaty.
Growing up between Saudi Arabia and the UK, Salman developed a unique perspective on global markets. During his frequent visits to the UK, he noticed innovative businesses emerging there that would often find their way to Saudi Arabia a few years later. This observation sparked his entrepreneurial spirit, as it became clear to him that opportunities were available to those who executed well and took calculated risks. Raised in an entrepreneurial family, Salman was instilled with the values of hard work and creativity. These early influences, combined with his keen observation of market trends, laid the foundation for his journey into entrepreneurship. Upon returning to Saudi Arabia in 2012, Salman identified a significant gap in the supply chain for small restaurants. This discovery ignited his passion for creating efficient solutions in the food industry.
From Struggles to Jumlaty
Jumlaty was born out of Salman’s firsthand experience with the challenges small restaurants face. When Salman and his friends launched their restaurant, Breaking Bread, they struggled to manage over 30 suppliers, creating inefficiency and stress. Last-minute supermarket runs became the norm to keep the business afloat. This experience revealed a common problem faced by many small businesses in Saudi Arabia’s food and beverage industry. With his background in supply chain and digital transformation, Salman saw an opportunity to revolutionize the process. He recognized that inefficiency in supply chains was a significant hindrance to profitability, especially for small and medium enterprises (SMEs).
In 2019, Salman partnered with co-founders Karim Chaaban, who brings over six years of expertise in commercial strategy, and Yaseen Almanna, a seasoned technologist with a decade of experience in computer science and AI launched, to launch a venture studio to explore potential solutions for these challenges. After testing multiple ideas, Jumlaty emerged as the most promising. It wasn’t just a solution to the inefficiencies Breaking Bread faced; it is becoming a game-changer for the entire food and beverage industry. Jumlaty streamlines procurement for small and medium restaurants, aligning perfectly with Saudi Arabia’s rapidly growing hospitality sector and the broader Vision 2030 goals.
Overcoming Setbacks with Resilience
The road to success has not been smooth for Salman, Karim and Yaseen. Jumlaty faced significant challenges early on. Jumlaty’s launch coincided with the COVID-19 pandemic, which brought the restaurant industry to a halt. The team quickly pivoted to online grocery delivery to adapt to the changing landscape. In early 2022, a $3 million deal with a major NYSE-listed company fell through due to a plummeting stock price, despite being near finalization. And in 2023, Egypt’s 60% currency devaluation created enormous obstacles to sustaining growth in USD after Jumlaty merged into NOMU, impacting its operations in that market.
Reflecting on these challenges, Salman says, “You can’t control everything, but you can control how you respond.” His faith serves as an anchor during turbulent times, keeping him grounded. Spending quality time with family helps him balance the pressures of entrepreneurship. Salman also emphasizes the importance of having a strong and talented team to rely on—”You can’t do it alone, I am blessed to have an incredible team who share my vision” he adds, acknowledging the indispensable role his team plays in pushing the business forward.
Sustainable Approach to Food Supply
At the core of Jumlaty’s operations is a commitment to sustainability, a vision shared by the leadership team. The platform’s digitization and optimization of the supply chain enable restaurants to order only what they need, reducing excess inventory and minimizing food waste. By consolidating deliveries, Jumlaty also reduces the number of trucks on the road, thereby lowering carbon emissions. Jumlaty’s AI-driven system helps restaurants better manage stock, reducing spoilage and inefficiencies. This approach aligns with the company’s mission to be ‘good for business, better for the world.’ Jumlaty is not only helping businesses become more profitable but is also playing a crucial role in reducing the food industry’s environmental footprint.
Defining Success and Leadership
For Salman, success goes beyond profitability. “Success is creating genuine value for both consumers and contributing to Saudi Arabia’s Vision 2030,” he explains. Jumlaty is shaping the future of the food and beverage industry by creating jobs, increasing the economic contributions of the hospitality sector, and driving sustainability.
The Founding team’s leadership is grounded in three core principles: Customer Obsession, Proactivity, and Data-Informed Decision Making. These values ensure that every stakeholder—whether they are employees, customers, or investors—feels they are part of something meaningful. He believes that true success is achieved when businesses thrive while making a positive contribution to the community and the economy. Jumlaty exemplifies this by helping SMEs operate more efficiently and sustainably, which not only benefits the restaurants themselves but also the wider industry and environment.
With the leadership team that the founders have put together, Jumlaty is starting to make significant contributions to the food and beverage sector while also exemplifying operational excellence. Their innovative approach, backed by a focus on sustainability and efficiency, is positioning Jumlaty as a key player in transforming the food supply chain across the region, driving both economic and environmental impact.
Charting a Bold Path in the F&B Sector
Looking ahead, Salman, Karim and Yaseen are excited about Jumlaty’s potential to become a reliable financier for SMEs in the HoReCa (Hotel, Restaurant, Café) sector, an underserved segment in the MENA region. He believes this area offers immense opportunities to empower talented operators who need access to resources to succeed. By providing group purchasing and innovative trade financing solutions, Jumlaty aims to build a reliable supply chain network for the MENA HoReCa sector that focuses on sustainability, efficiency, and affordability.
Salman’s experience in Lean Manufacturing, Operational Excellence, and Digital Supply Chain has been instrumental in shaping his approach to building scalable ventures. The founding team’s journey includes the successful creation of nine MVPs (Minimum Viable Products) and three scale-ups, culminating in Jumlaty, a growth-stage venture that is setting new standards in the food supply chain.
Advice for Aspiring Entrepreneurs
For young entrepreneurs in Saudi Arabia and across the Middle East, Salman offers straightforward advice: “Start now.” He emphasizes that early beginnings give you more time to learn, iterate, and improve. Ensuring financial stability before committing full-time is crucial, and being brutally honest about progress—what’s working, what’s not, and what value is being created—is essential for growth. “Speed is your ally in business,” Salman says, encouraging aspiring leaders to take action immediately and not hesitate. Every bold step taken today can shape a promising future for your venture.
A Blueprint for Success
Salman Attieh’s Jumlaty serves as a blueprint for success in today’s competitive business landscape. Through his unwavering resilience, innovative approach, and commitment to sustainability, Attieh has transformed a personal challenge into a groundbreaking solution for the food and beverage industry. Furthermore, the story of these three founders’ journey underscores the importance of perseverance, adaptability, and a focus on creating value for businesses and the community. By addressing inefficiencies, reducing food waste, and supporting local entrepreneurs, Jumlaty is not only contributing to economic growth but also shaping a more sustainable future. Their story inspires aspiring entrepreneurs to embrace challenges as opportunities and to strive for solutions that are both profitable and beneficial to society.