Steak Escape signs UAE agreement.
US-based leading Philly cheesesteak sandwich brand, Steak Escape, has signed a master franchise agreement with HMS Steak to bring the brand to UAE's Bay Avenue this month."We believe Steak Escape will do fantastically well in the UAE and broader Middle East as people appreciate good steak and chicken sandwiches, high-end beef burgers and salads. Steak Escape does these to a very high standard and people will love them," said Ibrahim Shallal, the director of HMS Steak.
"We want to share with people here the experience of authentic flavors of South Philly once the Steak Escape restaurants start opening in the UAE."
"Steak Escape outlets offer quality food and a fun atmosphere which has been proven to be successful, and we believe the potential for growth in this part of the world is even greater," Shallal said.
The Business Bay restaurant will be open to the public this month, with a further nine outlets planned for Abu Dhabi and Dubai in the next three years through a combination of own corporate stores and sub-franchised units.
The centerpiece of the Dubai restaurant will be the grill. "People in the UAE enjoy their steaks and like to see their food cooked in front of them using fresh ingredients. It is going to be very exciting to introduce our Cheesesteak to this audience," Shallal said.
"In our restaurant you will see fresh ingredients prepared and thrown on a grill. Customers will get acquainted with the friendly Steak Escape staff as their made-to-order sandwich takes shape on a genuine, fresh baked roll," he added.
Steak Escape was originally founded in 1982 and has grown to over 80 restaurants mainly in the US and Mexico. Two restaurants have been opened in Saudi with a third on the way. -- TradeArabia News Service
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| Publication: | TradeArabia (Manama, Bahrain) |
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| Date: | Aug 1, 2012 |
| Words: | 316 |
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