In 2009, at the age of 24, Deem opened her first restaurant, Switch, launching what would become a lifelong career in hospitality. Fifteen years later, Deem has co-founded Independent Hospitality Group, which comprises some of Dubai’s most beloved and acclaimed F&B brands, including Salt, Parkers, Somewhere, Public, Grind, and more. Each offers a distinct and carefully curated dining experience that sets Independent brands apart. With a passion for food and design, Independent’s diverse ventures and pop-up experiences have added to the hospitality dialogue in many contexts, including dining options in museums, sports arenas, and cultural institutions, as well as prescient investments in burgeoning neighborhoods.
Deem has successfully created spaces that are both welcoming and exciting, bringing people together around the shared experience of dining. Her vision is to offer more than just good food, but also dynamic and memorable experiences for her guests. Independent flagship brand, Salt, was one of the first food trucks in the Middle East and has since evolved into a leisure and lifestyle brand like “Salt Albahar,” which was created as a family resort in the eastern province of Saudi Arabia. With many of Independent projects Alula, Jeddah, and Riyadh. With a large community of passionate followers, building on its success, Independent Hospitality Group has partnered with Copenhagen’s Joe & The Juice to launch its first store in Saudi Arabia, offering a fresh take on healthy and delicious products that align with the latest beverage trends.
Deem’s success has made her a role model for aspiring entrepreneurs in Saudi Arabia and beyond, inspiring them to follow their own creative vision and to make a mark in the world of food and hospitality. Independent Hospitality Group has won several awards, the most recent being Fast Company Middle East’s Most Innovative Company award. Deem also serves as a Board Director at Alamar Foods Company, from 2021 to date. Alamar is a public, Saudi-based leading Quick Service Restaurant (QSR) operators of Dominos and Dunkin Donuts in the Middle East, North Africa, and Pakistan (MENAP Region). Deem is also a Board member at Endeavour Saudi Arabia, an independent non-profit organization, which is the leading global community of, by, and for high-impact entrepreneurs globally.