Younata launches F&B company, TasteBuds Group

UAE-based family investment company, Younata has announced the launch of TasteBuds Group, a dedicated food & beverage (F&B) arm of the company. Younata established TasteBuds in anticipation of an agreement to open multiple Freddy’s Frozen Custard & Steakburgers restaurants throughout the Middle East.

“We are pleased to announce that TasteBuds will open Freddy’s first international location in mid-July at The Dubai Mall, followed by a second location at Mall of the Emirates,” said Yousef Khattar, managing director of TasteBuds Group. “Younata has established TasteBuds as a separate entity dedicated to the management and operations of experienced F&B brands, such as Freddy’s Frozen Custard & Steakburgers, that will appeal to the region’s discerning consumers. We are also looking forward to driving Freddy’s growth throughout the Middle East in places like the GCC, Lebanon and Jordan.”

Co-founded in 2002 by Scott Redler and Bill, Randy and Freddy Simon, Freddy’s opened its first location in Wichita, Kansas, offering a unique combination of premium, lean, ground beef steakburgers, shoestring fries and frozen custard that is freshly churned throughout the day. Inspired by America during the 1940’s and 1950’s, an era focused on quality cooked-to-order meals that bring families and loved ones together, today more than 340 Freddy’s restaurants serve 32 states across the US. The fast-casual restaurant chain has grown 30% per year since 2013 and generated 474.7 million in system-wide sales last year.

“Freddy’s Frozen Custard & Steakburgers represents values and principles that are welcomed and appreciated worldwide, namely quality, hospitality and cleanliness. We would like to assure our guests that we are importing premium products from the US – including USDA Halal beef from Wolverine, rich frozen custard from Meadowvale and skinny shoestring fries from Simplot,” added Khattar, “We strive to provide high-quality products at affordable prices, replicating the same premium, cooked-to-order food and friendly service that we fell in love with in Wichita, KS.”

“The TasteBuds team has shown incredible commitment through their extensive training in Wichita, and we’re thrilled to have the privilege of entering a new and exciting market,” stated Randy Simon, co-founder and CEO of Freddy’s, “With its reputation as one of the world’s most popular travel destinations, Dubai is the ideal place to begin our international growth. We look forward to delivering the Freddy’s experience throughout the Middle East.”