Meet The Founders
Founding Team
Our Story
Scope & Co. was built to solve a common problem in hospitality. Many concepts look premium on the surface, but performance breaks underneath because the fundamentals are built in pieces. Strategy, branding, marketing, and operations are often handled separately, which creates gaps, misalignment, and inconsistent execution.
We exist to connect the full chain under one roof. We develop F&B concepts from the ground up, including feasibility, menu creation, and the operational structure that makes quality repeatable. In parallel, we build the brand around it through identity, marketing strategy, content direction, and a strong digital presence, including websites that support growth.
Whether launching a new concept or restructuring an existing business, our work is about alignment. What the brand promises must match what the operation can deliver. When concept, brand, and execution move as one, the result is simple: a business that performs as well as it looks, and scales without losing standards.
Johnnie Salman
Founder & CEO of Scope & Co.
Johnnie Salman is the Founder & CEO of Scope & Co., a Lebanon-based hospitality consulting firm built for founders who want a business that performs as well as it looks. With experience across 20+ hospitality and lifestyle projects, Johnnie is known for turning ambitious concepts into businesses that run with clarity, consistency, and commercial strength.
His work combines strategy with hands-on delivery. He leads engagements from early planning and feasibility through concept development and food and beverage menu creation, then builds the operational foundation that makes quality repeatable through systems, team training, and performance management. The result is a brand that feels premium and performs like one.
His track record spans leading concepts across Lebanon, including Café Kitsuné, The Brunch Club, Beit Sara, Capsule, and The Revive Club, alongside multiple other engagements across the hospitality space. His work includes leading concept development and openings for select brands, and full operational restructuring for others, delivering measurable impact. Across engagements, his interventions have contributed to over 500K per year in cost savings and profit improvement through stronger execution, controls, and operational structure. He has also delivered training and capability-building for teams such as Unipod Hospitality Group. Johnnie additionally serves as a business consultant to Wael Arakji, supporting strategic decisions and execution across business initiatives.
Johnnie holds a background in Business Management and has completed multiple professional certifications in management and operations across international programs. His approach is structured, practical, and detail-driven, helping brands launch stronger, run cleaner, and grow with confidence.
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Firas Moussa
Co-founder & CMO of Scope & Co.
Firas Moussa is the Co-Founder and CMO of Scope & Co., leading the firm’s branding, marketing strategy, and digital presence across hospitality, wellness, and lifestyle brands. He is known for building clear brand identities and translating them into consistent communication across every customer touchpoint.
Firas specializes in brand development, creative direction, and digital strategy, with a focus on turning concepts into brands that look premium, sound consistent, and feel intentional. His work spans brand identity systems, content direction, marketing plan development, campaign planning, and website development, ensuring each brand has both a strong presence and a solid digital foundation.
His track record includes building marketing plans and executing campaigns for The Revive Hub, Laām Studio, Michael Garden, Savor Atelier, and Balance Studio, as well as branding for Happy Healthy Cravings, alongside many other engagements across the market. He has also developed websites for Cliniform, Kadér, and Solo Films, in addition to multiple other digital builds for brands and concepts.
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Why Clients Trust us
One partner across concept, operations, branding, marketing, and digital, with no gaps between teams.
We build what can actually be delivered consistently, not what only looks good on paper.
SOPs, training, workflows, and tools that protect quality as the business scales.
Feasibility-driven decisions, strong menus, and structures designed for margin and consistency.
What you promise customers matches what your team can deliver every day.
We focus on performance outcomes, not vanity deliverables.
Message From Scope & Co.
We are not only consultants. We are business owners.
That changes how we work. We treat your brand as if our name is on the door, because reputation is built in the details and lost in the small things people ignore. We care about your numbers, your team, and your customer experience with the same intensity and responsibility we bring to our own.
Your success is not a case study for us. It is a responsibility. And when we commit, we commit to outcomes, not deliverables.
