Iraq’s Al Qahwaji rolls out fine-dining brand Avoca and plans Gulf launch

Baghdad-based hospitality company Al Qahwaji Group is embarking on its next phase of growth, with plans to expand its newest brand Avoca, a fine-dining concept fusing Iraqi and international cuisine, into the Gulf, starting with the UAE. Founder and chief executive Dhurgham Hneis talks to AGBI about his vision. 

How did you become a restaurateur?

My journey began at an early age through my family’s involvement in the restaurant trade. I gained first-hand experience of the industry and observed its operational and commercial dynamics. 

In 2019 I launched Grape Leaves, a cafe serving authentic Arabic cuisine, having spotted a gap between the hospitality experiences available in Iraq and those I encountered while travelling internationally.

I wanted to create Iraqi brands capable of competing globally, and present them to the local market in a modern and refined way. 

Tell us about the growth of Al Qahwaji Group

As Grape Leaves grew, I identified additional market gaps and began launching concepts to serve these distinct audiences, from fast-casual to premium dining. That led to the group’s formation in 2021.

Today we have a portfolio of 16 restaurants, including Grape Leaves, which has three outlets across Iraq; Haji Hnais, which specialises in traditional Iraqi cuisine; sushi and fast food chain Sol, which has six outlets; barbecue restaurant Smoker; and Avoca, which is in two locations in Baghdad.

Our model is about creating and owning brands. We develop the concepts internally, operate and later expand them through franchise partnerships, remaining involved as strategic partners rather than selling.

We employ around 2,000 staff and have headquarters in the Arasat area of Karrada in Baghdad. 

What is the concept behind the newest brand, Avoca?

The aim was to introduce the Iraqi market to a new interpretation of fine dining, combining international cuisines with an Iraqi touch.

We wanted to create something different from the traditional restaurant experience, from the architecture and interior design to the cuisine and service, while maintaining a consistent level of quality. So we have focused heavily on internal systems, kitchen operations, staff training and hospitality standards to ensure the experience remains exceptional. 

The first Avoca opened in 2023 and the second, Avoca Signature, opened this April, and we aim to continue growing and diversifying the brand.

While the original Avoca focuses on authentic representations of each cuisine, including Iraqi, Italian and Middle Eastern, Avoca Signature introduces a modern fusion approach, incorporating influences from Japan and China, with a stronger focus on seafood and contemporary dishes. 

What is the most popular dish on Avoca’s menu, and your personal favourite? 

Avoca’s Iraqi seafood dishes have received a very strong response from guests. 

Personally, one of my favourite items is the shrimp salad, and an appetizer called Lamaso, which combines shrimp, avocado and tomatoes served on tortilla shells. The name is inspired by Mesopotamian Iraqi heritage, reflecting our approach of combining cultural identity with modern presentation.

Do you hope to expand the group further?

We plan to continue expanding inside and outside Iraq. We recently launched Avoca in southern Iraq and want to expand into the Kurdistan region. Beyond Iraq, we are looking seriously at the Gulf market, starting with the UAE.

Initially we want to open two to three outlets in the region, focusing on the Avoca and Haji Hnais brands. 

For me, regional expansion represents more than business growth. It is an opportunity to showcase Iraqi hospitality, culture and entrepreneurship to a wider audience.

I believe Iraqi brands have the potential to compete regionally when supported by strong operational standards, authentic storytelling and distinctive guest experiences.  

Why does the UAE particularly appeal? 

The UAE offers excellent opportunities because of its diverse food and beverages (F&B) market, strong tourism sector, international audience and appreciation of new dining experiences and concepts. 

Its multicultural environment is very attractive as it creates an ideal market for hospitality businesses. We believe this is the right place to showcase Iraqi heritage in a modern and globally appealing way.

What factors are driving growth of F&B?  

The industry is being driven mainly by changing customer preferences. People are no longer looking just for good food. They are searching for a complete experience that includes identity, storytelling, design, service and attention to detail. 

In Iraq there is growing demand for refined experiences that present our culture in a modern way. In the Gulf the market is already highly developed and constantly looking for new concepts with strong identities and personalities. 

Tourism, urban development, market openness and growing customer awareness will all play a major role in driving the future of fine dining.

What are the biggest lessons you have learned?

With restaurants it always starts with the concept. You need a clear identity: who you are, what you offer and why customers should choose you. After that come the details: food quality, team strength, professional service, thoughtful design and authentic marketing that reflect the spirit of the brand.

A successful restaurant creates a lasting memory for the customer, not just a meal.

Most importantly, success comes from consistency. Many restaurants can create excitement during an opening but the real challenge is maintaining the same standard every day across multiple brands and locations. We continue to overcome this through staff training, quality control and long-term planning. 

My advice to aspiring entrepreneurs is to focus on solving real market needs, invest in people and remain consistent even during challenging periods.

How are you positioning Al Qahwaji for the future?  

Our main focus is strengthening the restaurant sector and developing professional operational systems. However our vision goes beyond opening restaurants. We are working to build advanced restaurant management systems and expand into new hospitality-related sectors. 

This is still in development, but is a direction we are investing in for the future.

Find out more

To find out more about or get in touch with Al Qahwaji Group visit its website at https://alqahwaji.co or send an email to info@alqahwaji.co.

You can also follow the group on Instagram and LinkedIn.