Americana Restaurants, the leading F&B platform and one of the largest multi-brand restaurant operators in the Middle East & North Africa (MENA) region, has signed an exclusive master franchise agreement with Peet’s Coffee in order to introduce the Peet’s brand in the Gulf region.
Peet’s Coffee is the US subsidiary of JDE Peet’s, the world’s leading pure-play coffee and tea company by revenue.
The agreement will see Americana Restaurants launch the Peet’s brand in the Gulf Cooperation Council (GCC) markets, providing a powerful new opportunity for both partners to tap into the region’s booming coffee market.
Furthermore, the collaboration is built to meet the growing demand for premium coffee experiences across Americana Restaurants’ regional markets.
“Peet’s dedication to the craft of coffee is remarkable, and we are excited to be expanding our much-loved brand portfolio alongside a partner who embodies the same values of excellence and love for delighting their customers. This addition to our coffee offering is in line with our strategic vision of capturing market share in a rapidly growing segment within the region, as we continue to grow our store footprint and diversify our F&B offering.”
The exclusive Master Franchise Agreement is designed to leverage Americana Restaurants’ deep understanding of the MENA consumer ecosystem, coupled with Peet’s coffee expertise to provide customers with superior experiences.
Commenting on the exclusive Master Franchise Agreement, Mr. Eric Lauterbach, President of Peet’s said that, “We are excited to have Americana Restaurants as our trusted operating partner in our quest to bring better coffee to more coffee lovers in the fast-growing GCC markets.”
Americana Restaurants will launch Peet’s first Middle East store in the UAE in the fourth quarter of 2022, as per the statement.