Creme De La Crème, the hospitality division and a member of the Saif Belhasa Holding Company, is investing AED 25 million to expand its operations in the UAE, according to a statement issued by the company.
The company plans to open three new concept stores and seven new restaurants by July 2015. Also, it plans to grow its existing franchises in the Middle Eastern food and beverage industry. Some of its concepts include Alison Nelsons Chocolate Bar, Studio Masr, MBCo and Cantina Mariachi, with over 14 branches across the UAE.
“We feel there is huge potential in the food and beverage industry and we are confident that investing bullishly will enable us to capitalise and increase our market share. We are proud of our existing restaurant chains that are currently doing well in the UAE,” says Saif Ahmad Belhasa, chairman of Saif Belhasa Holding.
The company’s aim for the year is to develop its new restaurants, he says. “We are currently exploring locations for the new restaurants and feel this is a critical factor in terms of the potential footfall. Yas Island is one of the areas we are interested in and we hope to secure new locations in the coming months,” he says.
Creme De La Creme says it will target the full-service restaurants positioned in the mid-end market segment.