SAUDI ARABIA. Viennese café and pastry shop brand Aïda has opened its debut overseas airport venue at Jeddah’s King Abdulaziz International Airport under a franchise agreement with global travel restaurateur SSP.
SSP is operating the high-profile 284sq m location in the domestic departures area, with a colour scheme dominated by Aïda’s signature pink branding. The venue has seats for about 150 guests and features a take-away area plus a gifting section which includes full Aïda signature cakes.
It is the third location for the 111-year-old coffee and pastry shop brand outside Austria, following an opening in partnership with Allresto at Munich Airport and one with Lagardère Travel Retail at Berlin Central Station earlier this year.
Aïda – which has 29 cafés in the city of Vienna – also currently operates five franchise stores in partnership with Lagardère Travel Retail in its home country, including two at Vienna International Airport.
Aïda Executive Director Dominik Prousek, the fourth-generation leader of the family business, has kept in close touch with The Moodie Davitt Report in the lead up to this landmark Middle East opening, and spoke to us from King Abdulaziz Airport, where he oversaw the launch alongside his SSP partners.
Asked about the new café’s early footfall and impact, he told us: “The response has been phenomenal. From the moment we opened, the feedback has been overwhelmingly positive. What’s particularly gratifying is how many customers already knew Aïda from Vienna. It’s a testament to the strength of our brand and its international recognition.
“The enthusiasm for our café has exceeded expectations, with countless photos being taken of our shop and food. This level of engagement shows not just appreciation for the quality of our products but also the visual appeal of the Aïda experience.
“It’s been a fantastic start and we’re optimistic about the café’s long-term success.”
Discussing the appeal of the Saudi Arabia market, Prousek noted its vibrant economic growth, strategic location and the government’s Vision 2030 initiative, which prioritises tourism and infrastructure development.
“This initiative has already had a profound impact, with Saudi tourism to Vienna increasing from 100,000 visitors annually to over 300,000 in recent years,” said Prousek. “This demonstrates a clear cultural connection between Saudis and Austria, making Saudi Arabia a natural market for Aïda’s authentic Viennese café experience.
“I believe tourism will continue to grow exponentially each year, not only at this terminal but across Saudi Arabia. The domestic and international appeal of Jeddah, especially with its proximity to the stunning Red Sea, gives us great optimism for the success of this location.”
Prousek noted the name ‘Aïda’ holds a special significance in Arabic, meaning ‘returning’ or ‘visitor’. “That aligns beautifully with our brand’s identity as a welcoming and nostalgic destination for travellers and locals alike,” he said. “This linguistic connection adds a layer of cultural resonance that makes Aïda even more appealing to this audience.”
Reflecting Saudi tastes, Prousek revealed SSP and Aïda have made additions to the menu which add to its tried and tested coffee and sweet and savoury food creations sold in Europe.
“We’ve made thoughtful adjustments to cater to local preferences while staying true to our roots,” he commented. “All our products are halal certified, and we have ensured that there are no ingredients that would be considered haram.
“Additionally, there’s a strong demand for iced coffee varieties, frappuccinos and flavoured syrups in the region. To meet this demand, we have expanded our coffee specialities to include nearly 40 varieties.”
A unique addition is the creation of ‘Vienninos’, a collection of four speciality coffees made exclusively for Saudi Arabia. These include the Mozartino, Sachertino, Klimtino and Sisino, each inspired, according to Prousek, by Austria’s rich cultural heritage and tailored to Middle Eastern tastes.
There are also exclusive food offerings created for the Saudi market. “We’ve introduced Shakshuka to our breakfast menu, served 24 hours a day,” he added. “We’ve also added items like halloumi sandwiches, vegan falafel wraps and fresh salads. Some of these items are so delicious that we’re considering bringing them to our locations in Austria.”
Asked why he feels SSP is the right partner for this first foray into the Middle East airport segment, Prousek explained: “SSP was the natural choice for an ambitious travel retail venture of this nature, given their vast experience with more than 2,000 F&B venues in travel environments across 37 countries, including several in the Middle East region.
“They are known for their excellent operations, strategic locations and deep understanding of diverse markets within airports.”
“Collaborating with SSP has been a pleasure,” he added. “Their commitment to maintaining Aïda’s authenticity while meeting the logistical demands of such a significant location has been outstanding. Importantly, SSP shares our vision of spreading the Viennese coffee culture globally, making them an ideal partner to help us expand Aïda beyond Europe.
“We’ve created a space that embodies the elegance and charm of Viennese café culture with a modern twist. The café offers ample seating, operates 24 hours a day and features a wide range of offerings to cater to travellers who want a premium experience.”
Discussing his ambitions for Aïda in Saudi and the wider Middle East market, Prousek said: “This opening is just the beginning. We see immense potential for Aïda in Saudi Arabia and across the region. Our mission is to establish Aïda as a coffee shop that offers premium quality and authentic Viennese café culture at an accessible price.
“We’re actively exploring opportunities to expand into other key cities in the region, and eventually, the entire world.”
He concluded: “I have now come a big step closer to my dream of transforming the classic Viennese coffee house into a modern concept and presenting our Viennese coffee specialities and our famous cakes worldwide.
“It is a moving moment to see how the cake creations of my ancestors are being carried out into the world today.” 
Social media reaction – SSP Group Head of Business Development EEME and New Markets Mark Knowlden and Aïda Executive Director Dominik Prousek (click to enlarge)
Note: The Moodie Davitt Report publishes the FAB Newsletter, which features highlights of openings, events and campaigns from around the world of airport and travel dining.
Please email Kristyn@MoodieDavittReport.com for your complimentary subscription.
