Hussein Abed Samhan: Building a Trusted Italian Dining Legacy Across the UAE

When food lacks flavor, service feels cold, or delivery falls short, it becomes more than just a disappointing meal—it’s a lost chance to enjoy comfort, connection, and care. People now seek dining experiences that offer consistency, convenience, and satisfaction—whether they’re enjoying a meal at a restaurant or placing an order from home. Without that, frustration sets in, loyalty disappears, and the simple joy of sharing a meal loses its meaning.

That’s where food and beverage visionaries truly make a difference. These leaders do more than run restaurants—they create experiences, adapt to changing tastes, and build lasting relationships with their communities. By focusing on quality, consistency, and innovation, they help shape the way we eat and connect with one another in everyday life.

One such leader is Hussein Abed Samhan, Owner of Il Forno, who has guided the company from a single outlet in 2000 to a trusted name across the UAE. His journey began with a trip to Italy that sparked a deep love for authentic flavors and warm hospitality—values he brought back with him to build something special. From the very beginning, Hussein Abed Samhan has been closely involved in all areas of the business, from setting the vision and standards to ensuring each branch delivers the same level of care and quality.

His focus on customer trust, service excellence, and adapting to new trends has helped Il Forno grow into a company that serves over 1 million customers every year across more than 30 locations. Under his leadership, the company has successfully met industry challenges, embraced digital platforms, introduced healthier menu options, and expanded through franchise and partnership opportunities. With milestones like celebrating 25 years of operations and receiving recognition for its service and consistency, Il Forno continues to thrive—driven by Hussein’s passion, resilience, and commitment to delivering meals that feel like home.

The Birth of Il Forno

Hussein’s journey with Il Forno began in 2000, inspired by a trip to Italy that left a lasting impression on him—the rich flavors, warm hospitality, and the way food brought people together like family sparked the idea of creating something similar in the UAE. With a clear vision and a passion for authentic Italian cuisine, he launched Il Forno with just one small outlet and a dream to share that experience with others. Over the years, what started as a single restaurant has evolved into a trusted and recognizable company with over 30 branches across the UAE, known for its consistency, comfort, and quality.

Hussein’s leadership has been key to shaping the company’s identity, guiding its steady expansion, and adapting to changing customer expectations. From introducing globally inspired flavors to enhancing in-store and digital experiences, Il Forno continues to grow while staying true to its roots. For Hussein Abed Samhan, the most rewarding part is seeing the company become a part of people’s everyday lives—from casual dinners to family celebrations. His vision remains focused on purposeful growth and deepening the connection with the community that has embraced Il Forno from the very beginning.

Scaling Without Compromising Quality

Hussein Abed Samhan shares that while the food and beverage industry is full of passion, it also brings constant challenges. One of Il Forno’s earliest hurdles was earning customer trust in a market dominated by global companies. As a homegrown concept, the company had to prove its value through consistent quality, warm hospitality, and a strong commitment to service—gradually building a loyal customer base.

He recalls the pandemic as a major turning point that forced the company to adapt quickly by strengthening its digital presence, focusing on delivery and safety, and supporting the team. Despite the pressure, these changes made Il Forno more resilient and customer-focused.

Scaling the company while maintaining quality across all outlets has also been an ongoing challenge. But with the right systems, a strong team, and a clear vision, Il Forno has grown without losing its essence. Each challenge, Hussein Abed Samhan adds, has helped shape the company into what it is today.

Where Guests Feel Like Family

Il Forno sets itself apart through its commitment to authenticity, hospitality, and innovation. 

Here’s what makes the company unique:

• Fresh, high-quality ingredients and generous portions
• Service that treats every guest like family
• A balance between Italian tradition and modern innovation
• Continuous menu updates based on customer preferences
• Seamless online and delivery experience

Standardized Recipes for Flavors

Consistency plays a major role in building trust, especially in the food industry. At Il Forno, the team has implemented strong systems to ensure every customer receives the same high-quality experience at every location. This includes using standardized recipes, running structured training programs, and conducting regular quality checks across all branches.

The company also places great importance on its people, recognizing that they represent the company every day. Staff are trained in daily operations and in providing warm and attentive service. Il Forno consistently monitors customer feedback to ensure it continues to meet expectations and deliver a positive dining experience throughout all its outlets.

Steady Expansion

Il Forno has experienced consistent and steady growth since opening its first branch in 2000. Today, the company proudly operates over 30 branches across the UAE, with more locations planned for the near future.

In the last five years alone, Il Forno has achieved over 60% growth in the number of outlets, expanding into major areas such as Dubai, Abu Dhabi, and other key emirates. The company now serves more than 1 million diners annually through its dine-in services, delivery network, and online ordering platforms.

To strengthen customer loyalty, Il Forno has also focused on long-term engagement by running promotions, launching social media campaigns, and participating in community initiatives. These efforts have contributed to a high rate of repeat customers and growing company recognition across the country.

Flexible Dining Options

To ensure accessibility and convenience, Il Forno operates on a well-balanced, multi-channel model:

• Dine-In: 55%
• Delivery (Online + Aggregators): 37%
• Takeaway: 5%
• Catering & Events: 3%

This model helps the company stay flexible and responsive to changing customer habits while keeping the dine-in experience at the heart of the business.

Partnering for Sustainable Market Reach

Il Forno is actively exploring opportunities for growth through strategic partnerships and franchise expansions as it continues to strengthen its presence across the UAE. The company is also open to collaborating with like-minded developers and businesses, allowing it to reach new audiences while staying true to the quality and authenticity that define its identity. While growth remains a key focus, Il Forno believes it must be sustainable and aligned with the company’s core values. Whether through franchising or partnerships, the goal is to consistently deliver high-quality food, excellent service, and a memorable Italian dining experience.

Health-Conscious and Lifestyle-Friendly Meals

Hussein Abed Samhan shares that in 2025, there is a clear shift in customer preferences toward more personalized, convenient, and health-conscious dining experiences. Today’s diners are looking for food that tastes great and fits their lifestyle—whether that means vegan options, low-carb meals, or comforting dishes for a well-deserved treat.

Il Forno has responded to this shift by expanding its menu to offer greater variety, including lighter meals and globally inspired dishes, all while staying true to its Italian roots. The company is also enhancing its digital platforms to make it easier for customers to place orders, earn rewards, and engage with the company online.

At the same time, sustainability and transparency have become more important than ever. Customers want to know what goes into their food and where it comes from. In response, Il Forno is placing greater emphasis on sourcing high-quality ingredients and clearly communicating this commitment across its channels.

Healthier Dining with No Compromise on Flavor

Il Forno believes that sustainability is no longer a choice—it’s a responsibility. In recent years, the company has taken thoughtful steps to reduce its environmental impact while promoting healthier dining options. Whenever possible, Il Forno works with local and regional suppliers to lower its carbon footprint and support local businesses. On the menu, the company has introduced a range of health-conscious choices, including whole wheat pastas and plant-based dishes, all designed to offer better nutrition without sacrificing taste. The goal is to provide customers with more variety to match their lifestyle—whether they’re in the mood for comforting classics or lighter, clean-eating options.

25 Years of Flavor & Consistency

Il Forno’s journey has been defined by consistent growth, community connection, and a commitment to delivering quality at every step.

Over the years, several key moments have shaped the company’s identity and solidified its reputation in the UAE’s competitive food and beverage landscape:

• Launching its first outlet in 2000, it introduced authentic Italian cuisine to the local market
• Rapidly scaling to over 30 branches, reflecting strong customer demand and operational success
• Marking 25 years of continuous service, a testament to company longevity and customer trust
• Earning industry recognition for setting high standards in food quality, hospitality, and innovation
• Building a loyal community of diners who consider Il Forno a go-to destination for everyday meals and special gatherings

Featured Insights

Hussein Abed Samhan and Il Forno have been featured in key publications that shed light on the company’s journey from a single outlet to a well-known name in the UAE’s F&B sector—driven by vision, consistency, and a people-first approach:

• The Gulf Entrepreneur featured Hussein Abed Samhan as “Chairman of Il Forno”, where he shared his entrepreneurial path, challenges faced, and the philosophy that continues to shape the company’s success.
  
• UAE Times published an exclusive interview offering a closer look at Hussein’s values, leadership mindset, and how Il Forno has become a trusted name in Italian cuisine across the region.

These features reflect the company’s recognition in the business world and showcase the impact of Hussein’s vision and dedication in shaping Il Forno’s journey.

Strong Foundation Matters More Than Fast Growth

Hussein believes that anyone entering the food and beverage industry should start with three simple principles: passion, patience, and a commitment to quality. He understands that the industry is demanding—it requires long hours, consistency, and the ability to adapt quickly. But for those who truly love what they do, that passion becomes the strength to face any challenge.

He advises aspiring entrepreneurs to begin with a clear vision and avoid rushing growth. Instead, he encourages them to focus on building a solid foundation—serving great food, offering excellent service, and creating a team that shares the same mission. Listening to customers, he says, is one of the most valuable lessons, often teaching more than any book or course. Above all, he emphasizes the importance of humility, continuous learning, and leading by example.

For Hussein, success is not instant. It’s something that comes with hard work, dedication, and heart—and his journey with Il Forno stands as proof that it’s all possible.

Targeting High-Traffic Locations with Smart Outlets

Hussein Abed Samhan says that the next 2–3 years look promising for Il Forno as the company plans to expand its presence by opening several new branches across key locations in the UAE. The goal is to bring its authentic Italian dining experience closer to more communities. Il Forno is also exploring new formats, such as compact and fast-casual outlets, designed to serve high-traffic areas while still delivering the same quality of food and warm hospitality. Innovation will remain a key focus, with ongoing efforts to improve delivery platforms and introduce new menu items based on customer feedback and emerging food trends.

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