About seren

A Saudi specialty coffee and bakery brand since 2017 — roasting in Riyadh, with two open cafés.

Our story

seren started in 2017 as a specialty roastery and café, with coffee, tea, and chocolate. By mid-2018 the brand focused on coffee. In July 2020 the roastery became a separate entity for roasting and distribution, while the cafés continued as a calm hospitality experience.

Timeline

2017
Beginning
Roastery and café — coffee, tea, and chocolate.
2018
Focus on coffee
A small roastery and café serving cafés and individuals.
2020
Independent roastery
July 2020 — roasting and distribution as a separate entity.
2026
Al Andalus
King Faisal district, near Andalus Metro — one of two cafés open in Riyadh.

How we roast

We source green coffee, roast it in Riyadh, and cup each batch before it is sold.

1
Sourcing
Green beans from farms we work with.
2
Roasting in Riyadh
Profiles set for each lot.
3
Cupping
Each batch is cupped before release.

Mission

Share clear coffee standards and a calm café experience in Riyadh.

Values

Quality

Care in roasting and bakery, followed through production.

Guest experience

Welcome, comfort, and easy access in our cafés.

Clarity

Straightforward dealings with guests, suppliers, and teams.

Responsibility

Reduce waste where we can and grow coffee culture locally.

People

Ongoing training for café and roastery teams.

Leadership

Operations and commercial leadership.

Khader Al-Bashiri

Chief Executive Officer

Abdulrahman Amer

Chief Operating Officer

Mohammed Abdulhadi

Chief Financial Officer

Njood Alshehri

Marketing Director

Noura Alzahrani

Franchise Director

Latifah Alali

HR Director