Norman Cescut

Norman Cescut is Founder & CEO of Desita, an international strategic advisory firm founded in 2004 and specialised in the creation of scalable business systems in the Ho.Re.Ca., hospitality, food & beverage and retail, real estate, entertainment, wellness, tourism and sports sectors.

In three decades of international experience, they have contributed to the development of thousands of projects, collaborating with companies, brands, investors, institutions and entrepreneurs to transform ideas, products, concepts, formats, new or underutilised spaces and assets into sustainable business ecosystems capable of generating long-term value.

Active in the Middle East since the late nineties, he has developed a multidisciplinary and transversal approach that transcends geographical and cultural boundaries, integrating strategic vision, operational expertise, consumer behaviour, placemaking, design and commercial innovation.

Her activity connects strategy and execution, translating positioning and business model into concepts, formats, experiences, operational standards and replicable platforms.
Alongside his advisory work, Norman is an entrepreneur and investor in innovative ventures. He is regularly invited to speak at conferences, universities, executive forums and industry events, where he shares his vision for the future of hospitality, design, dining and destination development, with a particular focus on the convergence of different industries and experience-driven business models. His articles and contributions are published by international trade press and publications.

He is currently also Co-Founder, investor and Chief F&B, Retail & Hospitality Officer of The Football Factory. In this role, he leads the strategy and development of experiences related to food and beverage, hospitality, retail and commercial activation within the first Football Citadel ecosystem, defining its standards, experience, partnerships and operating models. His aim is to transform sports infrastructure into vibrant, multifunctional destinations capable of generating economic, social and community value throughout the year.