New research by AIR Group, a leading shisha molasses producer and owner of the Al Fakher brand, reveals that shisha is the highest-margin item for cafes, bars, and restaurants across Africa, the Middle East, Europe, and the U.S.
Recent interviews with hospitality owners in Nigeria, the UAE, Saudi Arabia, Germany, Spain, and the U.S. indicate that around 80% of these establishments rely on shisha as a top revenue driver, with profit margins reaching up to 95%, compared to just 5% on food.
“Shisha is one of the most equitable consumer goods worldwide,” noted Ronan Barry, Chief Corporate Affairs Officer of AIR Group, who stressed that much of shisha’s value goes directly to local businesses. “The lion’s share of revenue benefits the small establishments that serve the experience.”
For many of these venues, shisha is essential for survival, with nearly half of respondents in Africa and other regions indicating they would struggle without it. Garth Beer, who manages a shisha catering business that services dozens of bars, restaurants, and nightclubs, explained, “In some cases, it’s ‘come for the shisha, stay for the food,’ while in others, it’s ‘come for the food, stay for shisha.’ That after-dinner shisha can make a table profitable.”
Despite shisha’s popularity, safety concerns with traditional charcoal shisha limit its availability in certain venues. AIR Group’s latest charcoal-free, pod-based system, OOKA, addresses these issues and has already been adopted by nearly 250 establishments across regions, including Africa. In Nigeria and beyond, this innovation is helping more small businesses offer shisha to customers safely and with fewer regulatory challenges.
Mario, manager of a premium nightclub in Dubai, noted, “We initially excluded shisha due to smoke and fire concerns, but with OOKA, we’ve had incredible customer feedback—it’s setting us up for a record season.”
