The year 1975 marked a turning point for Lebanon, a time when the country began to fracture. Yet it was also the year Toni Beaino lit a fire that would never burn out. Amidst the chaos of a shifting nation, he opened a small bakery, or furn, intending to feed his community something more than just bread. He offered them comfort wrapped in dough. Half a century later, the smell of roasted meat and toasted spices still rises from the ovens of Furn Beaino. But that aroma now wafts through the high-rises of Dubai.
Wissam Beaino, Toni’s son and the current CEO, carries this heavy mantle. He does not view the business merely as a chain of eateries but as a living archive of his family’s resilience. While his brother, co-CEO Samer Beaino, guards the original flame in Lebanon, Wissam has taken the bold step of introducing their heritage to the Gulf. The expansion into the United Arab Emirates (UAE) represents more than commerce; it serves as a testament to a father’s labor and a family’s refusal to let their history fade.
Carrying The Torch Across Borders
The transition from a beloved local spot in Jounieh to a competitor in the bustling Dubai food scene required immense courage. Wissam knew that the Lahm Baajin—a fragrant blend of minced lamb, onions, and tomatoes spread on thin flatbread—had to taste exactly as it did in 1975. The crust needed that specific crunch, baked swiftly at high temperatures. The finishing drizzle of lemon and a dash of pepper could not vary by even a milligram. To compromise on these details would be to betray the memory of the man who started it all.
Wissam’s strategy focused on establishing a foothold without diluting the brand’s soul. He launched cloud kitchens in Business Bay and Hessa Street, allowing the product to speak for itself through delivery. The reception proved that authenticity resonates regardless of geography. Now, the roadmap points toward even greater territories. A new cloud kitchen in Silicon Oasis opened in November 2025, with an outpost on Al Reem Island in Abu Dhabi scheduled to open by January 2026. These kitchens serve as the vanguard, preparing the ground for the physical flagship stores that will arrive soon.
“We serve our customers with pride since 1975,” Wissam says, reflecting on the simple ethos that drives every decision. That pride is visible in the company logo, where four distinct lines represent the pillars of their work: Quality, Consistency, Passion, and Pride. These are not abstract corporate values; they are the rules Toni Beaino lived by, now codified for a new generation.
A Partnership For The Future
Growth requires strong alliances. In a decisive move to secure Furn Beaino’s place in the broader Gulf Cooperation Council (GCC) region, Wissam orchestrated a strategic partnership with Ambrosia Foods. This collaboration aims to propel the brand beyond the UAE, targeting markets that hunger for genuine Lebanese flavors. The alliance provides the logistical backbone needed to support physical locations, starting with a brick-and-mortar flagship store in Bay Square, Business Bay, scheduled to open in March 2026.
The ambition here is palpable. Plans are already in motion for additional flagship stores and kitchens across the UAE, Saudi Arabia, and the rest of the GCC. Yet, amidst this flurry of contracts and construction, the focus remains on the food. The menu has swelled to include wraps, salads, and pizzas. But the heart of the operation remains the manakish and the savory pies that built the Beaino name. Every new location is a new stage for the same performance that began five decades ago.
Safety constitutes another non-negotiable aspect of this legacy. In an industry where cutting corners is common, Furn Beaino chose the harder path. The central kitchen in Lebanon achieved ISO 22000 certifications in 2018 and 2019, followed by the coveted FSSC 22000 certification. These accolades attest to the family’s rigorous hygiene standards. It is a way of telling the customer that they are safe and valued, and that the food they eat is prepared with the same care a parent would give a child.
The Brothers’ Bond
The dynamic between Wissam and Samer Beaino powers this enterprise. Samer manages operations in Lebanon, navigating the daily challenges of a volatile economy while maintaining the highest quality standards. His stewardship allows Wissam to look outward, to dream of global horizons without worrying that the roots are withering. It is a division of labor born of trust.
This duality defines the modern Furn Beaino: deeply anchored in Lebanese soil yet reaching for the international skyline. They face stiff competition from established names like Zaatar w Zeit and Manoushe Street, but the Beaino brothers possess a weapon their rivals lack. They have a story that spans generations, a narrative written in flour and fire.
As the company expands its global presence, the vision remains clear. They do not wish to simply sell food; they want to export a piece of Lebanese culture. Every box that leaves their kitchen carries the weight of 1975. It carries the memory of Toni Beaino. For Wissam, success means that a customer in Dubai, or eventually anywhere in the world, takes a bite and tastes the love of a family that never gave up.
