Why influencer-created menus & drinks are the future of F&B in MENA—just look at Knot Bakehouse & Talia Fawaz

The playbook for food and beverage (F&B) marketing in MENA is changing, and influencer collaborations are leading the charge. Forget generic brand partnerships—today’s consumers crave customized experiences, personal branding, and products worth sharing.

Case in point: Dubai-based influencer Talia Fawaz’s partnership with Knot Bakehouse. The launch of her signature white chocolate matcha drink wasn’t just another menu addition—it was a marketing masterclass. The buzz? Immediate. The engagement? Organic. The demand? Proof that this strategy works.

?? Why this matters for F&B in MENA

Influencers are no longer just content creators—they’re driving real business impact.

• ?? 80% of consumers in MENA follow food influencers, and 70% have dined at a restaurant based on their recommendation.
• 85% of hospitality brands report a spike in footfall after influencer-led campaigns.

?? The global playbook: How influencers are redefining food marketing

What happened at Knot Bakehouse is part of a larger shift we’ve seen globally:

Erewhon, the gold standard of celebrity-fueled F&B: LA’s Erewhon, the luxury grocery store that has become a viral marketing powerhouse, pioneered influencer-driven drinks. From Hailey Bieber’s “Strawberry Glaze Skin Smoothie” to Sabrina Carpenter’s latest collab, these specialty items have become status symbols. Some reports estimate that Bieber’s smoothie alone brings in millions in revenue.

Joe & The Juice knows the play: The international juice chain is no stranger to influencer collabs. Most recently, they partnered with Paris Hilton to launch the “The Iconic Tonic”—a limited-edition drink tied to her signature catchphrase and branding. Before that, they tapped Serena Kerrigan for their "For The Plot" shake, rolling out an OOH campaign in Soho that generated 70M+ impressions and racked up 1.3M+ views on TikTok.

?? What this Means for MENA brands

F&B brands in the Middle East need to rethink their approach. The winning formula?

? Make it personal – Generic campaigns don’t cut it anymore. Give influencers creative control.

? Think beyond one-off deals – A drink, a dish, an experience—something that lives beyond a single post.

? Blend online & offline – Viral food trends translate into real-world sales.

F&B brands that move now will win. Just ask Knot Bakehouse.

Sources:

https://fastcompanyme.com/impact/how-are-food-influencers-transforming-the-middle-easts-dining-scene

https://www.highsnobiety.com/p/erewhon-celebrity-smoothie/

https://www.desireedesign.co.uk/brand-insider/cult-celebrity-smoothies-erewhon-influencer-collaborations