Fractional COO · MENA F&B

The COO your operation needs. Without the commitment.

ScaleTable is an embedded fractional COO practice for multi-unit F&B brands running 2 to 20 locations across Jordan, the GCC, and broader MENA. We don't write decks. We sit at the table.

Book a Discovery Sprint How we work
Amjad Bataineh, founder of ScaleTable v.1 · 2026 Amman · GCC
01 · The gap

You've outgrown founder-led ops. You're not ready for a full-time COO.

Most F&B brands hit a wall around the fifth location. Not because the food got worse. Because the founder-shaped hole in the org never got filled.

You need someone who owns operations end to end. Documented standards your GMs can actually run. A reporting cadence that surfaces problems on Monday, not month end. That role isn't operations manager. It's a COO.

But most 2 to 20 unit brands aren't ready for the cost or commitment of a full-time senior hire. And the ones who do hire, often hire too junior and pay too much. That's the gap. That's what ScaleTable fills.

A consultant recommends. A fractional COO embeds. That distinction is everything.

Our operating principle

02 · Who we work with

Two tracks. One operating discipline.

Track 01

Independent operators

You've built something real. Two, four, eight locations and somewhere along the way the business started running you instead of the other way around. You don't need a full-time executive. You need an experienced operator, part-time, fully invested. Someone who gets in fast, builds what's missing, and stays until it runs without them.

Jordan · Founder-led
Track 02

Family-backed & investor groups

Your portfolio company needs more than advice. It needs an operator inside the business, accountable for systems, margin, and performance across locations. Someone who speaks both the language of hospitality and the language of returns. That's the gap ScaleTable closes for groups preparing for the next stage.

GCC · Multi-investor
03 · How we engage

Built for the way operators actually buy senior help.

Three engagement shapes. Every scope is built around what your business actually needs, not a predetermined package.

Core engagement

Embedded Fractional COO

Monthly retainer · scoped per engagement

3 to 12 month engagement. One day a week on-site, plus bounded remote time. Real decision rights to run operations like an owner would.

  • SOPs & accountability structures
  • Margin protection & menu engineering
  • Multi-unit readiness & org design
  • Portfolio & performance reviews
Talk to us →
Project work

Defined Programs

Fixed-fee · scoped per project

Bounded operational programs for specific pain points. 4 to 12 weeks of focused work, milestone-based delivery.

  • New Store Opening rollout
  • Menu engineering & margin recovery
  • Multi-unit readiness audit
  • Operational systems implementation
Scope a program →
04 · How it works

Every engagement is different. The process never is.

Step 01

We diagnose what's actually wrong

Not what it looks like on the surface. What's actually driving it. We get inside your operation, talk to your people, read your numbers, walk your floors. The presenting problem is rarely the real one.

Step 02

We build the plan together

A clear, prioritized operational roadmap. Not a 200-page document that collects dust. Built around your business, your team, and what needs to happen first. No theory. No borrowed templates.

Step 03

We embed and execute

This is where most consultants hand you a plan and disappear. We stay. We work alongside your leadership team, implement the systems, train the people, and hold the accountability that makes change actually stick.

Step 04

We make ourselves unnecessary

The goal of every engagement is to leave your operation stronger, more consistent, and fully capable of running without us in the room. We build infrastructure that runs on its own. And we tell you when it's time to graduate.

05 · About

One operator. Not a consulting firm.

Amjad Bataineh on-site with a kitchen team
Amjad Bataineh Founder · Amman

Amjad Bataineh

Founder, ScaleTable · Amman

I've spent more than a decade inside F&B operations, building, scaling, and rebuilding multi-unit brands across Jordan and the Gulf. ScaleTable is the practice I wish existed for the operators I respect: senior, embedded, decision-grade, fractional.

I work with a small number of clients at any time, by design. The capacity model is built around quality of attention, not headcount. Every engagement gets a senior pair of eyes, not a junior associate with a template.

"Within reason, there is nothing I would not do for an operator who's serious about building something that lasts. That standard runs through every system we install."

Operating credo

06 · Common questions

What operators ask before signing.

Most 2 to 20 unit F&B brands aren't ready for the cost or commitment of a senior full-time COO. But they need the work that role does. A fractional model gives you senior attention without the full payroll line. When the business has graduated past the fractional model, we'll be the first to tell you.
Advisory shows up for the meeting and leaves a deck. Embedded shows up at service, runs the GM meeting, signs off on the schedule, calls the supplier, and stays through implementation. We bill for the change, not the recommendation.
Three months for embedded engagements, paid monthly in advance. Beyond 12 months triggers a re-evaluation. The Discovery Sprint is one week with no further commitment. No contract beyond the Sprint scope.
No. ScaleTable is structured around embedded work and bounded programs. The Discovery Sprint is the lightest engagement we offer, and it's deliberately operational, not advisory. There's always a written diagnostic at the end.
Not yet. ScaleTable is built specifically around the operational mechanics of multi-unit F&B: menu engineering, kitchen systems, hospitality labor models, supplier dynamics. Adjacent categories will come later.
Real operational decision rights. We don't take engagements where we're advisory-only. That's not the model. You'll also need to commit to a weekly cadence: the leadership meeting, the P&L review, and the on-site day. The work compounds when the rhythm is protected.
Book a Discovery Sprint, or a free 20-minute intro call if you want to talk first. Either way, we'll know in under an hour whether there's a fit. No pitch, no follow-up sequence.
There's a seat at your table.

There's a seat at your table for someone senior.

The Discovery Sprint is the cheapest way to find out if ScaleTable is the right fit for your operation. 99 JOD. First ten clients only.

Book a Discovery Sprint Jordan & GCC operators only, for now.