Al Saraya Al Hamraa General Trading LLC (ASAH) is a UAE-based multi-brand F&B group specializing in the creation, launch, and operation of distinctive restaurant concepts.

Founded in 2012 by Emirati entrepreneur Jasim Mohammed Abdellatif Ahmed Alyassi, ASAH has grown from a single idea into one of the country’s most dynamic culinary portfolios. Today, the group operates over 40 food brands across the UAE, encompassing quick-service fast food, food kiosks, and casual dining.