About Us

About Us

Overview

Generation R’s brands provide a variety of F&B and Hospitality services, from corporate and private catering to culinary experiences and hospitality consultancy services. Our very own Chef, Joe Rizk and his highly qualified team, create recipes using premium ingredients that are 100% Halal Certified and comply with the ISO 22000 Food Safety Management System regulations and the Hazard Analysis Critical Control Point (HACCP).

Generation R is made up of a capable and creative group of experts that offer professional hospitality and F&B consultancy, as well as efficient ways to assist clients with concept creation, menu development, food engineering, facility management, operations, and logistics.

Generation R’s unwavering commitment to excellence has helped build a reputation we can be proud of. Combined, our rich history, in-house talents, innovative approach, and unique flavours enable us to create unique hospitality and culinary experiences that exceed expectations.

Our Mission

To deliver an exceptionally creative and inspirational culinary experience that combines excellence, tremendous value, and the utmost professionalism, to create lasting relationships with our valued clients.

Our Vision

To become the Middle East's leading F&B and Hospitality consultants and service providers, building on our Chef's talent, multi-disciplinary team's efforts, premium quality ingredients, modern facility, and food management techniques, all within a customer-centric environment.

Our Values

- Quality: Experienced Professionals, ISO Certified Operations, Premium Ingredients
- Excellence: Innovative Thinking, Results-driven Strategy, Customer-centric Approach, Customized Services, Data Centric
- Passion: Enthusiastic, Caring and Cooperative

company history

More than 10+ years
of experience

1940

1940

Colibri Hotel Established in 1940

2013

2013

- The Diet Co. Catering identity is revamped under "Sage & Savvy" to offer a broader range of services

- Generation R Holding is established

2017

2017

- Sage & Savvy is accepted as a Level 2 United Nations Secretariat Procurement Division (UNDP) Vendor in the United Nations' Global Marketplace

- Sage & Savvy acquires 70% of the corporate catering market in Lebanon

- LE 43 Catering is launched

2019

2019

- Sage & Savvy becomes the official caterer of Crédit Libanais and the Lebanese American University (LAU)

- Sage & Savvy grows its market share to 82% of Lebanon’s corporate catering business

- Generation R becomes the F&B Consultant for Ahlein Premium Lounge at Cairo International Airport

2004

2004

The Diet Co. Catering is launched

2015

2015

- Generation R receives the ISO 22000 certification, with zero non-conformity detected for over three years running

- Sage & Savvy doubles its production, achieving 200% sales growth

2018

2018

- Le 43 is listed as a top finalist at the Dubai Bride Wedding Awards

- Le 43 acquires Ahlein Premium Lounge at Rafic Hariri International Airport & Ahlein Premium Lounge at Cairo International Airport

- Sage & Savvy becomes the official caterer of Notre Dame University (NDU) and Université Saint Joseph (USJ) Huvelin