Mohamed and Rashid Parham Al Awadhi

Mohamed and Peyman Parham Al Awadhi are both Emiratis with over 26 years of multinational consumer-goods experience between them. At a time when it was popular for Emiratis to seek careers in the UAE government sector, they explored leadership roles with companies such as Philips, Master Foods, British American Tobacco, Pepsi, and Beiersdorf. Today they are the founding partners behind Wild Peeta, a UAE branded quick-service restaurant with a fresh new perspective on an age old sandwich, the Shawarma. The brothers have gained notoriety in recent months through their grass-roots approach at creating awareness for their business concept using social media sites. They share decision rights with their followers who are seen as the “invisible” board-members of the company. It is not uncommon to see their followers influencing decisions related to operations, design, and menu items. While Mohamed manages Wild Peeta on a full-time basis, Peyman also holds the position of Marketing and Communications Director for the Dubai Roads and Transport Authority. Mohamed and Peyman are both members of the Sheikh Mohammed Establishment for Young Business Leaders, a government organization whose vision is to nurture entrepreneurial spirit amongst Emiratis.