Recent Study: Shisha Is the Top Revenue Driver for Thousands of Bars and Cafés

AIR Group Limited, the global leader in shisha molasses production and owner of the acclaimed Al Fakher brand, as well as the innovative OOKA charcoal-free shisha system, has released a comprehensive study examining the impact of shisha on small hospitality venues across the Middle East, Europe, and the United States.

The study, based on extensive interviews with bar, restaurant, and café owners and managers in the UAE, Saudi Arabia, Germany, Spain, and the United States, reveals that shisha is a high-profit-margin product, with 8 out of 10 respondents naming it the top contributor to their revenue.

Ronan Barry, Chief Corporate Affairs Officer at AIR Group, commented, “Our findings show that shisha is one of the most equitable products in the fast-moving consumer goods (FMCG) sector. Unlike most FMCG and lifestyle categories where revenue primarily benefits the brand owner, shisha revenue largely flows to the local establishments delivering the customer experience.”

According to the study, profit margins on shisha sales can reach as high as 95%, compared to an average of just 5% for food items. For over 100,000 establishments, the offering of shisha is critical to their financial sustainability, with nearly half of respondents stating they would have to close without it.

Garth Beer, owner of a shisha catering service that supplies shisha to numerous bars and restaurants, noted, “Shisha is essential for customer attraction and loyalty. For many businesses, the shisha experience is as important as food and drink, often turning a table into a profitable one.”

However, offering shisha can be challenging for smaller venues due to safety concerns and the need for ventilation. Traditional shisha setups involve charcoal, which increases the risk of fire and indoor toxins. AIR’s latest innovation, the OOKA charcoal-free, pod-based system, offers a safer, cleaner alternative, reducing side fumes and simplifying the shisha experience. OOKA has already been adopted by 250 establishments in Germany and the UAE, helping venues provide shisha while minimizing risks.

Mario, manager of a premium nightclub in Dubai, shared his positive experience with OOKA: “We had to stop offering traditional shisha due to safety concerns. Since introducing OOKA, the customer feedback has been exceptional, and we’re on track for a record season.”

AIR remains committed to supporting hospitality businesses worldwide in implementing shisha and OOKA systems. Through training and product support, AIR aims to deliver a first-class experience to customers globally.

About AIR Group (Advanced Inhalation Rituals)

Founded in 1999, AIR Group leads the $19 billion global shisha market, with a mission to elevate physical, emotional, and mental well-being through innovative inhalation experiences. Based in Dubai, AIR Group operates in over 100 countries across the Middle East, Europe, North America, India, and Africa, holding a 47% market share in shisha in its active regions. The company’s portfolio includes Al Fakher, the top shisha brand, Hookah-Shisha.com, the leading e-commerce platform, and Shisha Kartel, a prominent shisha producer in Dubai.

AIR’s commitment to innovation has fueled growth at three times the industry rate over the past decade, supported by a robust scientific program that blends tradition with cutting-edge research to maximize enjoyment and minimize risk. AIR’s shisha market leadership is expected to continue with projections of $22 billion in market value by 2026.

Please note: The original publication language is legally binding. For complete accuracy, refer to the original text.

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