A Foundation of Trust.A Future of Iconic European Hospitality.
About CEG
Central European Group (CEG) was established in Budapest in 2025 as the European hospitality arm of the Al Fehaid International Group (AFiG). CEG represents a deliberate and strategic entry into the European market, combining AFiG’s extensive global investment experience with a modern, agile management team based in the heart of the continent.
We chose Budapest as our European headquarters for its dynamic energy and its position as a gateway to Europe. While we are a new name in the region, we are a rapidly scaling force. Our focus is currently concentrated on establishing a premier footprint starting in Hungary and Spain, with clear and active ambitions for wider European expansion.
CEG is driven by a commitment to deliver a unique, high-quality customer experience that stands apart in a crowded market. Our strategy is built on the pursuit of exceptional service and outstanding value—ensuring that every brand we steward, starting with the iconic Le Pain Quotidien, thrives through our dedication to operational excellence and authentic guest connection.
Mission
The Work We Do
We find the right corners in the right European cities for the world’s most respected brands. CEG handles the complexity of the market so that the art of the guest experience remains the focus. We build the infrastructure; our brands provide the soul.
Vision
The Future We Are Building
To be the most reliable entry point into Europe. We are building a portfolio defined by trust—where landlords want us as tenants, brands want us as partners, and the European public knows us for an experience they can count on in every city.
The Principles That Guide Us
The Blueprint of Quality
We believe that great hospitality is the result of invisible, flawless logistics. From our supply chain to our site selection, we apply a rigorous corporate standard to the art of the guest experience. By mastering the "hard" side of the business—efficiency, data, and infrastructure—we create the space for the atmosphere to shine.
Unwavering Reliability
In our world, integrity means doing what we say we will do—for our partners, our landlords, and our guests. We maintain a culture of transparency and institutional-grade reporting. We treat every brand we manage as if it were our own legacy, ensuring that our word is the foundation of every contract and every conversation.
Neighborhood Integration
A brand only succeeds when it becomes part of the city's pulse. This is our commitment to the physical locations we inhabit. We don't just occupy space; we integrate into the neighborhood. We ensure our presence supports local supply chains and creates social hubs that respect and reflect the local culture of every European city.
Defined by People
Everything we build begins and ends with the individual. We move beyond the standard labels by treating hospitality as a high-level profession. We invest in the craft, the well-being, and the growth of our teams, ensuring that our success is measured by the people we empower and the guests we serve.
Collaborative Growth
We view our relationship with global franchisors and local stakeholders as a long-term alliance. We are the "boots on the ground" in Europe, providing the regional intuition and capital stability that allow iconic brands to flourish. We win when our partners win, building a future defined by collective success.
Our Team
Meet the Leadership
CEG is guided by the established leadership of Al Fehaid International Group (AFiG), bringing a legacy of global investment success.
Waleed F. M. Al Fehaid
Chairman & CEO, Al Fehaid International Group
Mr. Waleed F. M. Al Fehaid provides the overarching vision for the group’s expansion. With a visionary approach to global investment, he has spearheaded diversification into hospitality, real estate, and retail across international markets. As Chairman, he ensures that CEG’s growth is underpinned by the same principles of integrity and excellence that define the parent group.
Ossama Chaaban
Managing Director & Partner, Central European Group
Mr. Ossama Chaaban plays a pivotal role in the Group’s global expansion and corporate strategy. With extensive experience in international business development, he oversees the alignment of brand stewardship with regional growth strategies. His expertise ensures that CEG’s partnerships and operations are executed with institutional-grade precision.
Massimo Cassiano
Country Lead – Spain
Massimo Cassiano leads CEG’s operations across the Spanish market, bringing extensive regional expertise and a focus on high-standard operational management. Responsible for the stewardship and strategic growth of the Le Pain Quotidien brand in Spain, he ensures that the group’s international standards are seamlessly integrated with local market dynamics.
To view the full leadership team of our parent organization and explore our global reach, please visit the AFiG Official Leadership Page.
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