Al Saraya Al Hamraa General Trading LLC (ASAH) is a UAE-based multi-brand restaurant and hospitality group that creates, launches, and operates some of the country’s most successful food concepts and restaurant brands.

Founded in 2012 by Emirati entrepreneur Jasim Mohammed Abdellatif Ahmed Alyassi, ASAH has grown from a single food idea into a diversified hospitality portfolio spanning street food brands, quick-service restaurants, food kiosks, and casual dining concepts across the UAE.

Today, ASAH operates more than 40 food brands in the UAE, serving millions of customers every year by creating award-winning food concepts and innovative, culinary experiences.