PEET’S CRAFTS COFFEE PARTNERSHIP WITH MIDDLE EAST POWERHOUSE AMERICANA RESTAURANTS

WENDY WESTBURY SENIOR DIRECTOR OF REAL ESTATE AMERICANA RESTAURANTS

Whatever industry you work in, there is a special excitement to launching something new and growing it to scale. The entrepreneurial mindset that runs throughout Americana Restaurants’ business means we have this privilege every day. Our region is one of the most dynamic retail markets in the world, with an unmatched level of innovation and diversity across all segments. Middle Eastern consumers know and enjoy a huge range of retail concepts both local and international, and our markets are always at the leading edge of retail trends.

At Americana Restaurants, we operate over 2,100 restaurants encompassing iconic global brands like KFC, Pizza Hut, Hardee’s, Krispy Kreme, TGI Friday’s, Wimpy, and more. With over 50 years’ experience, we have become the largest out-ofhome dining and quick service restaurant operator in the markets we operate and intend to continue this growth story. Our rich history has enabled us to establish a reputation as a trusted and preferred franchisee for global brands. This made us a natural partner for Peet’s Coffee as they sought to grow their international footprint.

Coffee shops cut across cultural differences in the diverse populations of the GCC, offering one of the few universally relevant meeting spaces for the whole population. The specialty coffee segment is a rapidly growing space throughout the region. Peet’s combination of pioneering heritage and constant innovation gives it enormous potential in this youthful and fast-growing market. With 57 years’ experience revolutionising the coffee market of the USA from its home in California, the brand has already successfully ventured overseas to China. The incredible passion for coffee across the Middle East made our region an obvious next step as we bring the huge range of Peet’s blends to our adventurous customers.

Guests are already enjoying Peet’s master-crafted blends and a broad selection of high-quality artisanal foodstuffs in the iconic Dubai Mall Fashion Avenue. An obvious location to introduce any brand to the Middle East, the Dubai Mall has a huge reach and reputation globally that matches our ambition for Peet’s Coffee.

“Peet’s devotion to the art and science of brewing the most flavorful cup of coffee is exceptional, and we are excited to expand the brand to new GCC markets this year” - Amarpal Sandhu, CEO of Americana Restaurants.

Following the much-anticipated launch, we are now actively securing additional locations to share Peet’s expertly roasted coffee. With sleek but comfortable architecture, the stores are set to become immediately recognisable destinations for all coffee lovers. Peet’s stores will allow our guests to indulge their senses as they travel through a barista led, personalised coffee journey at the signature Discovery Bar. Alternatively, visitors can pull up a chair and indulge their sweet tooth with treats such as a Saffron and Pistachio Milk Cake. Ranging from the familiar to the adventurous, Peet’s 100% sustainably sourced blends offer something for everyone.

We are confident that sophisticated coffee consumers across the region will love Peet’s as much as we do, and we intend to introduce the brand elsewhere in the GCC in the medium term. Look out for a store near you soon!